management of advertising, publicity & sales promotions

Herbert Jack Rotfeld246
        Lowder Hall, northeast corner of building
Professor, Department of Marketing
Harbert College of Business
Auburn University
246 Lowder Hall

Office hours Fall Semester 2018, August 20 to December 7: Tuesday & Thursday, 7-7:40 a.m. 9:30-10:40 a.m.; Wednesdays 8-10 a.m. AND whenever the door is open (most weekdays from 7 a.m. till early afternoon)
Course prerequisites Grade of C or better in MKTG 3310
Four Required Purchases
1) Advertising, MKTG 4320, McGraw-Hill Create compilation, ISBN-[now under construction] (drawn from Belch & Belch, Advertising & Promotion, 11th edition, 2017, ISBN [TBA], in case you can find a used copy less expensive than the compilation.)
2) Two packets sold at SOFY Copy Center, 145 W. Magnolia
       2a) Required readings of mostly-short articles;
       2b) all class slides enabling students to take notes on class instead of copying screen
        →It's easier to come in from the building's north-facing entrance, facing the city's downtown parking deck
3) 12 scantron #882-E (smaller sized forms) and pencils
Important note (as of May 2018): The Spring 2018 book will be changed for the Fall semester to a newer edition. The electronic access for the new compilation is to be significantly lower than used copies were for the old one. The required purchase packets of slides and other readings will also be revised and updated.
Required Online Materials - Canvas will not be used
»»Additional required reading assignments and videos available via syllabus links in class outline below
»»University email will convey assignment updates, plus required reading materials that include lecture supplements
»»Online discussion questions provide most of the questions that members of the class will be called upon to answer during class
Important Dates
      Test #1:
      Test #2:
      Comprehensive final exam:
As per university policy, the final exam will be administered at the assigned time. An earlier test will not be granted for students wanting to depart for jobs, job interviews, graduate school interviews, family vacations or to assist a roommate recovering from an end-of-term bar crawl.

A signed class contract is a precondition anyone to be considered present for class, to take any tests, or to have scores counted for any quiz or homework
Mission Impossible MouseGrades will be based on point totals, not averages, percentile scores or letter grades on each item. There might be extra credit values from an additional quiz, or extra points on any individual quiz, test or the final exam - hence the notation of "at least" by the number of possible points - but the availability of extra credit points doesn't change the points required for each letter grade that will be determined by the sum of the raw scores from the following items:
    »» quizzes on assigned readings of 6 points each (at least 60 points)
    »» 2 tests of 30 points each (at least 60 points)
    »» Comprehensive final exam (at least 80 points)
A = 180-200 points; B = 160-179 points; C = 140-159 points; D = 120-139 points; F =  0-119 points; FA = either 0-119 points & absent from all or part of more than 25% of the non-test classes, or an unexcused absence from any test or the final exam. ("Absences" could include arriving late, leaving early, stepping out for part of the period, or unauthorized use of electronic equipment as outlined in class contract)

Course Learning Objective is an understanding of the business options that fall under the advertising budget (advertising, publicity and sales promotion): the business context for decision making; common business activities & terminology; perspectives applied when making optimal decisions; and the rationale behind common less-than-optimal practices.
The Prime Direction requires all course work presumes that the business decisions makers are not dishonest, bigoted, lazy, cheap or dumb and that consumers are not mindless gullible fools.
To maximize learning (& grades): (1) prepare for every class meeting by studying the reading assignments; (2) after completing the readings, answer the relevant online discussion questions, which also helps you prepare for quizzes; (3) include email required readings of lecture supplements as part of ongoing study; and (4) don't do what is needed to fail.
This class is rated TV-MA, student discretion is advised
Advertising managers are rarely the same types of people as the audiences for their messages, but they must make decisions based on what a target audience might perceive and understand. This requires that class discussions use advertising examples for products students might not buy, in contexts for which they would never be in the target audience, unavoidably resulting in discussions that some members of the class might find personally offensive. This is the business reality. The fact that advertising decision makers are rarely (if ever) members of their target audiences does prevent them from communicating with those audiences, but a failure to recognize that the fact exists does.

Quizzes will be multiple-choice, using a scantron #882-E (the smaller sized forms), or a quiz might be replaced by a short homework assignments. There will be at least 11 quizzes of least 6 points each and the worst score will not count toward the total. If there are 12 quizzes, the sum of the scores from the best 11 will be used for grades. With questions drawn from the reading assignments scheduled to be discussed in the upcoming class, a quiz can be administered on any day that a topic is under discussion. Quiz scores will always be returned before the start of the next class meeting, after which students may come to my office to read (not write notes on) the answer key for the most recent few quizzes, but no key will be kept on hand longer than five business days after scores are returned.

No make-up quizzes will be given. A student who is absent for a quiz day for any reason will have that quiz be the one dropped. Students that have a valid excuse for missing multiple quizzes resulting in less than 10 quiz scores, documentation and verification contacts of excused absences must be provided for all quiz days missed, not just those in excess of the one dropped. If such materials can't be provided for all quiz dates missed, the additional missed quiz is considered unexcused for grade purposes. Students who arrive late might not be allowed to take the quiz on that day, as will students who ran out to make a last-minute scantron purchase. For homework to be accepted, students must be present when it is collected.

Tests & the Final Exam will be essay format. The two tests will each cover material from a specified third of the course. The comprehensive final exam equally covers all materials from the entire semester. On test days, students who arrive late will not be allowed to start the test once anyone has completed the test and has left the room.

Test scores will be returned before the start of the next class meeting. For one week after the test is returned, students may come to my office to read their scored test if they bring the card that was returned with their test score.

For an absence to be considered excused, prior notice must be provided for expected or planned events. Unexpected problems or emergencies require direct notification as soon as possible by phone or email - not later in the day - with documentation provided as soon as you are capable of returning to campus. Delayed notifications will not be accepted. A documented acceptable excuse for either of the two tests allows for either a make-up test early the next morning or to have the point value of that test shifted to the final exam. The only conditions under AU policy [in Student Policy eHandbook] are considered excused absences from exams.
thinking during class is not optional
Classes will always start on time in the business sense of the term: at the time designated for the start of class, students are expected to be in their seats and ready to work. Attendance & class participation are not part of the grade point totals except for homework, quizzes, or FA grades, for which absences could include arriving late, leaving early or stepping out for part of the period. No assignments will involve group projects.

Other class & AU policies
→ All electronic devices are to be turned off and put away during the class period unless a reasonable exception is requested in writing & approved. Various options are under consideration to deter or penalize violators
→ If you find it difficult to take notes and be an active participant in class at the same time, request permission to audio record class for notes to be transcribed later. The lectures exist under university and personal copyright, which means that any recordings made of the class are for individual use as a study aid and are not to be sold, publicly posted or otherwise distributed on any forum without written permission from the instructor.
→ Anyone with difficulty completing tests during the time limits of the class period can request an early start time, a consideration that is not tied to any requirements from the Office of Accessibility.
→ Students are expected to do their own work in the classroom on quizzes and tests as per the Auburn University student academic honesty code in the Student Policy eHandbook (Title XII) Academic honesty violations or alleged violations of the SGA Code of Laws will be reported to the Office of the Provost, which will then refer the case to the Academic Honesty Committee.
→ If you have a disability, you must meet with me in my office to discuss possible accommodations after you electronically submit the approved accommodations through AU Access. Course requirements will not be waived, but accommodations will be made to assist in meeting the requirements, provided you are timely to develop a reasonable accommodation plan. Please note that the most commonly requested accommodations are noted in this syllabus as available to anyone in the class without regardless of concerns of the Office of Accessibility, 1228 Haley Center.

Web sites with job-hunting information, or general information on the business
→ Advertising Education Foundation (, with resources on job hunting in advertising, public relations and research
→ Kantar Media, a large marketing and media research group, whose job search pages have general information (
→ SRDS (owned by Kantar) blog with information on jobs & internships (
→ Advertising Age online (, the best trade newspaper on the business

Page numbers are at top corner of page in gray boxReading assignments use "TB" to indicate pages from the textbook, which is a compilation drawn from a larger book. The page numbers refer to those of the compilation found in a gray box at the outside top corner of each page as indicated by the green arrow of the sample page to left of this paragraph. The reading assignments below will also note the chapter of the source material textbook, Belch & Belch, Advertising & Promotion, 10th edition (2015) ISBN 0078028973. "Packet" references required content found in one of the packets from Sofy Copy Center.

The "recommended" readings are listed following suggestions from former students of this class who felt that they would help you understand the materials.

Links for online articles marked by "**" require that you use an AU computer or a computer/phone/tablet using the campus WiFi network. Being logged onto an AU internet address is recognized by the publication's system which then gives access to their subscription-required web pages. This also works if you are logged into the system of any other organization with a subscription, or away from our campus and logged into the AU VPN.

The pictures throughout this syllabus are relevant to the nearby content, and most have links provided for your interest or amusement.

Important note (May 2018): The chapters and readings below are from the book used in Spring 2018, which will be changing for Fall semester. The electronic access for the new compilation are expected to be significantly lower than used copies were for the old one. The required purchase packets of slides and other readings will also be revised and updated. The basic outline will not change, allowing your friends' notes from past semesters to have some utility.

I. Decision Makers & the Context for Their Decisions (topics 1-4)
Topic 1) Background & History of Marketing Communications
        TB, pg. 2-39 [Belch & Belch ch 1]
        packet: "The Coming of the Ads" (Rotzoll)
        packet: "The Reality of Integrated Marketing Communications"
        recommended: The Stealth Influence of Covert Marketing
        recommended: **Mine is the Blue One on the LeftAdvertising does not have magical properties
Topic 2) Organizations
        TB, pg. 40-81 [Belch & Belch ch 3]
        packet: "Use and Abuse of Minority Agencies Expertise"
        packet: "Spec This"
        recommended: **Creative Women in Advertising Agencies
Topic 3) Communications Theories
        TB, pg. 82-159 [Belch & Belch ch 5 & 6]
        recommended (with video links): Fooled by Your Own Brain
        recommended: **Pragmatic Importance of Theory for Marketing Practice
        recommended: "Hey, Gang, Let's Put On a Show!"
Topic 4) Setting Goals/Objectives
        TB, pg. 160-177 [first half of Belch & Belch ch 7]
        recommended: **Mistaking Demographic Segments for People
- Test 1 -
II. Communications Strategy (topics 5-7)Hypnotic pattern to control readers' thoughts
Topic 5) Creative Strategy (& Tactics)
        TB, pg. 204-241 [Belch & Belch ch 8]
        packet: Garfield, all of his ad reviews in packet
        recommended: Advertising Only a Copywriter Could Love
        optional: TB, pg. 242-279 [Belch & Belch ch 9]
Topic 6) Media Strategy
        TB, Media Strategy Terms, pg. 316
        TB, Understanding Advertising Clutter, pg. 317-8
        TB, Some Things to Keep in Mind About the Nature of Vehicle Options, pg. 319
        TB, pg. 280-313 [Belch & Belch ch 10]
        recommended: **Is There a Strategy Behind Buying Advertising time and Space?
Topic 7) Budget Setting
        TB, p.177 (bottom of page) to p.203 (second half of Belch & Belch ch 7)
        → this is the remainder of the chapter started under Topic #4
- Test 2 -
III. Media Vehicles & Measurement (topics 8-12)Match helps you figure out the answer
Topic 8) Media Selection: Broadcast
        TB, Media Strategy Terms, pg. 316
        TB, Understanding Advertising Clutter, pg. 317-8
        TB, Some Things to Keep in Mind, pg. 319
        TB, pg. 320-361 [Belch & Belch ch 11]
Topic 9) Media Selection: Print
        TB, pg. 362-399 [Belch & Belch ch 12]
Topic 10) Media Selection: Support Media
        TB, pg. 400-416 (LO 13-3); 425; 450 (metrics)-455 [most of Belch & Belch ch 13 & 15]
        packet: "Letters to My Late Dog" (Horne)
        optional: the not-assigned pages of the two textbook chapters
        recommended: **Movie Theaters' Suicide-by-Advertising
Topic 11) Sales Promotion & Publicity (but not PR)
        TB, pg. 456-493; 505-510; 520-524; 534 (Summary)-535 [most of Belch & Belch ch 16 & 17]
Topic 12) Research: Measuring Effects & Predicting Effectiveness
        TB, pg. 536-572 [Belch & Belch ch 18]
        packet: "The Enigma of Copy Testing" (Weilbacher)
        recommended: **Snapshot or Painting?

Celebrate, the end is now in sightIV. The Past As Prologue
Topic 13) Semester Review: a Perspective for the Future
        If you have trouble sleeping: Distinguished Erskine Lecture

**Links for these articles require that you use an AU computer or a computer/phone/tablet using the campus WiFi network. Being logged onto an AU internet address is recognized by the publication's system which then gives access to their subscription-required web pages. This also works if you are logged into the system of any other organization with a subscription, or if away from campus, and logged into the AU VPN.

          Lowder Hall, northeast corner of buildingHerbert Jack Rotfeld
Professor, Department of Marketing
Harbert College of Business
Auburn University
246 Lowder Hall