1) Definitions, history & nature of business organizations
→ Belch & Belch, ch. 1, 2 & 3
→ Rotzoll, "The Coming of the Ads" [handout]
→ Who Do You Hire When the Advertising Audience Isn't You?
→ Creative Women in Advertising Agencies: Why So Few 'Babes in Boyland'? [handout]
→ optional: 'Mine is the Blue One on the Left': Function and Dysfunction of Pharmaceutical Brand Names
2) Basic Theories
→ Belch & Belch, ch. 4, 5 & 6
→ 'The Stealth Influence of Covert Marketing
→ Brand Image of Company Names Matters in Ways That Can't Be Ignored
→ optional: Fooled by Your Own Brain
3) Communication Goals/Objectives
→ Belch & Belch, pp. 215-238 (first half of chapter 7)
-- Preliminary research report can be turned in -- 4) Budget Setting
→ Belch & Belch, p. 238-253 (rest of ch 7)
5) Creative Strategy & Tactics
→ Belch & Belch, ch. 8 & 9
→ How I Met the Late Howard Gossage
→ Imitation as the Sincerest Form of Ignorance
→ optional: Advertising Only a Copywriter Could Love
6) Media Management: Strategy
→ Belch & Belch, ch. 10
→ Is There a Strategy Behind Buying Advertising time and Space?
7) Media Selection: Broadcast ("Electronic")
→ Belch & Belch, ch. 11
→ "Understanding Advertising Clutter
8) Media Selection: Print
→ Belch & Belch, ch. 12
9) Media Selection: Supplemental Media
→ Belch & Belch, ch. 13, 14 & 15
→Wham! Spam! And Direct Misplaced Marketing
→Movie Theaters' Suicide-by-Advertising With Income from Abusing Customers
10) Sales Promotion & Publicity (not PR)
→ Belch & Belch, ch. 16 & p. 572-3 ("definition of PR") & p. 584-9
-- Term Paper Due Between Now & End of Term --
11) Research testing of effectiveness
→ Belch & Belch, ch. 18
→ Weilbacher, "Enigma of Copy Testing"
→ A Snapshot or a Painting? Metaphors, Myths, Misuses and Misunderstandings of Marketing Research Information by Journalists...
12) Regulation & self-regulation
→ Belch & Belch, ch. 20
→Desires Versus the Reality of Self-Regulation
→A Pessimist's Simplistic Historical Perspective on the Fourth Wave of Consumer Protection
→ recommended, if you have time and feel like it: Libraries, Learning and Dirty Sandals