Fall 2010 Global Advertising Instructor: Ms.

Huan Chen Office: KV 046 Class Location: CV105 Office Phone: 941-2021 Email: Office hours: F 9:00 am 12:00 pm and by Appointment

Class Time: F 1:00 pm 3:00 pm

Please call me ONLY during my office hours because I cannot guarantee I will be at my office every day. I will try to respond your email ASAP. Dont expect me to reply your message within 1 minute. If you dont receive my response within 24 hours, please send me another email because I probably miss your messages. I check email ONLY during the weekdays from about 10am-6pm. I do not check email on the weekends. REQUIRED COURSE TEXT Mueller, Barbara (2004), Dynamics of International Advertising: Theoretical and Practical Perspectives. New York, NY: Peter Long COURSE LEARNING OBJECTIVES Course Description: This course is designed to introduce basic principles and important issues of international advertising. These issues include global versus local creative strategies and executions, international media opportunities, and global research methods. The course does not provide a country-bycountry analysis of the global marketplace. Rather, it equips the student with an understanding of the basic principles of global marketing and advertising, including the various and differing cultural, economic, and political factors that impact international marketing communications. Course Goals: By the end of this course, students should be able to:
y y y describe the history and current state of international advertising, both in terms of magnitude and players involved; become aware of and understand the environmental factors affecting global advertisers such as the impact of culture, regulation, competition, and political and economic forces on global communication decisions; define culture; learn methods to assess cultural similarities and differences; develop an understanding of how cultural differences affect responses to advertising;

Prerequisites: Junior standing or with the consent of the instructor. COURSE POLICIES Participation Participation points are given. PARTICIPATION IS ABSOLUTELY ESSENTIAL IN THIS CLASS! This class is only as interesting and worthwhile as you make it. Participation points are earned through classroom leadership and the completion of a number of small assignments, which will periodically be assigned throughout the quarter. Classroom leadership involves the overall attitude you express, the acceptance of alternative points of view on controversial issues (you don't have to agree but you have to respect another's right to his/her own opinion), providing relevant examples, and participation in activities and discussion. Constant moaning and

groaning, resistance to course activities, talking to your friends during lecture, falling asleep and continuously asking if we are going to get out early are examples of poor leadership and will be reflected in your grade. The instructor will decide the grades for class participation at the end of the semester. Attendance and Tardiness The policy of IU Southeast is that students are expected to be in class. Global advertising is a rich, comprehensive practice that cannot be passively learned. Therefore, my policy is this: You may miss ONE class session without penalty. Beyond that, any missed class sessions need to be accompanied by official documentation from a hospital, physician, urgent care center, funeral home, county clerks office, etc. Such documentation should be presented to the instructor at the start of class the following session or the absence will stand. Documented absences are limited to two, and exceptions will be handled at the instructors discretion. Each missed class session beyond the allowable as described above will result in failure of the course. Again, exceptions will be rare and handled at the instructors discretion. Absences on presentation days are not permitted, unless in cases of extreme emergency and with documentation as noted above. If you miss class on the day you are to give a chapter, case study or public relations campaign presentation, you must notify your instructor (voice mail preferred/941-2031) before the start of class. If the above two criteria are in place, a make-up will be allowed with no penalty. If the above two criteria are not in place, the student may make-up one missed presentation for a 50% deduction from the final score. However, students who are absent without proper documentation for any subsequent presentations will receive a zero on that assignment. If tardiness becomes chronic, two occurrences count as one absence. If a student enters late, it should be done quietly and never during a student presentation. The student is responsible for reminding the instructor at the end of the class to correct the attendance record from an absence to a tardy. Classroom Etiquette Please demonstrate courteous behavior to others in the class. Avoid behavior that is rude or that prevents you from taking part in class activities and discussions. Be respectful of other students by arriving on time. Appropriate, professional language is expected during discussions and during presentations. Mobile telephones and other electronic devices should be turned off during class, and laptop computers should only be used for work for this class. Students should not do homework, study for other classes, check or send email/text messages, or play games, etc. during class time. Points may be deducted from the score of anyone who disrespects a speaker (by doing homework, falling asleep, etc.) or disrupts a speech (by entering the classroom, failing to silence telephone, etc.) Reading and Written Assignments Reading the required material before class is imperative for success. Even though some reading material may not be specifically discussed in class, it may be considered testing material. Written assignments should be typed in twelve-point font, double-spaced with one-inch margins, free of errors (spelling, grammatical, and typographical), and stapled in the upper left-hand corner. Double-sided printing is encouraged. Cover sheets and clear protectors are not required. APA documentation should be used in the bibliography. Late Work 2

Assignments are due at the beginning of class. Any work that is turned in after that is considered late. Late work is assessed a 10% penalty for each day it is late. No work is accepted a week after it was originally due. They are NO make-ups for missed quizzes and in-class assignments. Academic Misconduct Academic misconduct is a serious offense that could affect ones college experience. Cheating, plagiarism, fabrication, interference, violation of course rules, and facilitating academic misconduct are referenced in the IU Code of Student Rights, Responsibilities and Conduct. It can be found at http://dsa.indiana.edu/Code/index.html. Incomplete An incomplete (I) will be given only when a student has completed at least 80% of the required course work and is maintaining C average or better, but is unable to fulfill the remaining requirements due to an illness or death in the family. Snow Policy In the event of inclement weather, phone the School Closing Hotline (941-2567 or 1-800-863-2020), visit the IUS homepage (http://ius.edu), watch one of the local TV stations, or tune in one of the local radio stations to determine the schedule. If we are on a snow schedule, detailed information will be available at ius.edu. Fire and Emergency Procedures The fire and emergency procedure for Knobview Hall is posted in each classroom. Access If you have specific physical, psychological or learning disabilities and require accommodations, please let me know early in the semester so that your learning needs may be appropriately met. IU SOUTHEAST RESOURCES Disability Services http://www.ius.edu/asc/disabilityservices/ Students who require classroom or testing accommodations because of a physical, psychiatric, or learning disability should contact Matthew Springer in the Academic Success Center. Documentation of the disability must be on file in order to receive accommodations, which may include note takers, interpreters, readers, or extended time on tests. Students can also receive disabled parking permits through this office with appropriate documentation. Writing Help Center http://www.ius.edu/writingcenter/ The Writing Help Center, located in Knobview Hall, is designed to help students develop skills and build confidence in writing. A satellite location is located in the library. Call 941-2498 for their hours of operation. Personal Counseling http://www.ius.edu/asc/personalcounseling/ Students with personal or family problems may receive personal counseling at no charge through the IUS Personal Counseling Service. Call 941-2244 to schedule an appointment. GRADING Use the tables to record your grades. To figure your grade at any point in the semester, use the following formula: received/possible Course Grade and Average Percentage 3

A+ 98-100 A 93-97 A- 90-92

B+ 88-89 B 83-87 B- 80-82

C+ 78-79 C 73-77 C- 70-72 Earned

D+ 68-69 D 63-67 D- 60-62 Possible 200 200 200 300 100 1000

Assignment Final Exam Case Study Presentation Assignment (50*4) Group Project Participation Total

TENTATIVE CLASS SCHEDULE Date 10 - 15 Topic Introductions and discuss syllabus Chapter 1: Growth of International Business and Advertising Library Lecture Assignment 1 is given International Marketing Mix Chapter 2 Assignment 1 Due Group Formation Assignment 2 is given Case Study Topic is Tue International Advertising Environment Chapter 3 and Chapter 4 Assignment 2 Due International Advertising Management Chapter 5 Case Study Presentation Assignment 3 is given Creative Strategy and Execution Chapter 6 Assignment 3 is due Assignment 4 is given Advertising Media and Research Chapter 7 and Chapter 8 Assignment 4 is due NO CLASS! Advertising Regulation, Social Responsibility and Ethics 4

10-22

10-29 A 11-5

11-12

11-19

11-26 12-3

Chapter 9 and Chapter 10 Final Exam 12-10 Final Presentation