Home	Advertising and Promotion Management Elizabeth Stearns, Senior Lecturer in Marketing University of Washington Business School Spring 2004 Course Syllabus - Marketing 540
Date Topics Required Readings / Cases  Assignments Recommended Reading / Resources   Tues. 3/30   Overview of Communications Mix Advertising Development Process Positioning & Strategy In-Class Exercise:  IRS Door Chapters 1, 4 (pp. 80-92), 8 (pp.231-244)   Positioning: The Battle for Your Mind, by Jack Trout and Al Reis Advertising Research / Assessment Chapter 11 Suggested techniques for watching focus group videos   Tues. 4/6 Understanding the Customer Competitive Positioning Chapter 3   Quaker  Oats' Oatmeal Division Case DUE (AP/O) Positioning & Strategy Day in the Life Claritas Prizm/ Microvision NAICS:  About NAICS / Correspondence tables / SIC Codes VALS II ACORN Eveolution, by Faith Popcorn & Lys Marigold Message Strategy/ Creative Copy Development Process/ USP Chapter 9 (pp. 256-285)     Tues. 4/13   Creative: "How It's Really Done", Hugh Saffel, Saffel Creative Services   Chapter 5 (skim) "A Case for Brand Loyalty" Creative Strategy Exercise DUE (I/W) Advertising of the century Budgeting and Intro to Media SOA/SOM, A/S Chapter 8 (pp. 224-231 & 244-252) "Ad Spending:  Maintaining Market Share" Tues. 4/20 Media: Planning & Buying Guest Speaker: Janice Merlino, Sr. V.P. Media Director & Director Client Services, DDB/OMD Seattle Chapters 12, 13, & 15        Media Planning: A Practical Guide by Jim Surmanek Media Planning Workbook by William B. Goodrich & Jack Sissors       (Both on reserve in Foster library) Tues. 4/27   Media   Chapter 15 Suave C Case DUE (AP/WO)       Sales Promotion Chapter 16, 17 (skim), 18 "P&G and Everyday Low Prices" Tues. 5/4   Sales Promotion/POP Chapters 7 "Building Brands Without Mass Media"               Direct Marketing Chapter 14   Tues. 5/11 PR/Publicity Chapter 19 "Managing the Crisis You Tried to Prevent"   P&G B DUE (AP/WO) comp.sys.intel Case     The Advertising Council Earth Share Campaign     Corporate Image Advertising / CRM Pro Bono Chapter 9 (pp. 285-287), Chapter 20     Tues. 5/18     Integrated Marketing Guest Speaker: David Rogers, VP Business Development TBWA/Chiat Day, New York Review Chapter 1 "The Buzz on Buzz" Chapter 6 (pp. 166-175)     International Tues. 5/25 SEEC 320  Corporate Advertising   Benetton Case DUE (AP/WO)       Sports Sponsorship / Events Chapter 10 (pp. 292-312)     Tues. 6/1 Agency/Client Relationships Ethics   Volvo and the Monster Mash Case   Heineken Case DUE (AP/O)     Wrap Up/Agency Awards Key:  I = Individual (groups of 2 or 3); AP = Prepared by Agencies; W = Written; O = Oral (Hand In Slides)
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