ADVRT 301
Strategic Planning for Advertising and Public Relations

COURSE OUTLINE: Spring 2000
(Instructor reserves right to change dates and assignments)

The following are tentative dates for class topics and reading assignments. Depending on the time spent on presentation and discussion, these dates may vary slightly. However, test dates and final project due dates will not change.

MATERIALS: Black Pen, Red Pen, Course Pack.

Week One
January 11: Introductions and Concept of Integrated Communication (P)
January 13: Historical Perspectives (G)
Read Chapter One


Week Two
 January 18 Global Perspective and Convergence (P)
Assignment: Read from http://sriconsulting.com on gaps in ³haves² and ³have-nots². Also good examples of high tech case-studies. Write a half page summary of one case of your choosing or interest.
January 20: Information resources. Information resources. Sue Lerdal and Jeff Kushkowski, Business Reference and Collections Librarian at Parks Library
Read Chapter Two


Week Three
 January 25: Sue Lerdal, 301 Information Consultant and JoAnn Pearson, Manager of Information Services, CMF&Z Advertising and PR.
January 27: Sue Lerdal, Greenlee School information resources. Using MRI or Simmons Data. (G)
Assignment: Information retrieval. Topic to be determined.
Read Chapter Three


Week Four
 February 1: Audience Analysis: Demographics & Psychographics (VALS)(G)
February 3: Geodemographics (PRIZM system) (G)
Read Chapter 4 and pages 40-50 in course pack. Skim PRIZM Clusters.
Assignment: Take an assigned PRIZM group and develop a position for an assigned product to appeal to your PRIZM audience.


Week Five
 February 8: Primary Research. Focus Groups and Delphi. (P)
February 10: Primary Research. Surveys, Projective Techniques, and other. (G&P)
Assignment: In class research examples.


Week Six
 February 15: Short exam over material to date (must use black ink pen)
February 17: Evaluate Exam (must bring red pen to class)

Week Seven
 February 22: Group Work Day to determine final project.
February 24 : Communication Objectives, Strategies and Tactics (P)


Week Eight
 February 29 FCB Grid for Products and Attitudes(G)
March 2: Group Work Day


Week Nine
 March 7: Group Application of Audience, Objectives, Strategy and Tactics in class. (G&P)
March 9: Short exam over material to date (must use black ink pen)


Week Ten
 March 14:Spring Break
March 16: Spring Break


Week Eleven
 March 21 Public Relations (P)
March 23 Public Relations


Week Twelve
 March 28 Advertising (G)
March 30 Advertising


Week Thirteen
 April 4 Promotions
April 6 Database and Interactive Marketing (G)


Week Fourteen
 April 11 Media
April 13 Campaign Evaluation (P)


Week Fifteen
 April 18 Exam
April 20 Presentations


Week Sixteen
 April 25 Presentations
April 27 Presentations


Week Seventeen
 May 2 Finals Week