Provide a complete advertising campaign

Marketing 420 Final Project
Winter 2020

Provide a complete advertising campaign for Billy Q’s located at 36901 Cook St, Palm
Desert, CA 92211 to complete the following goal.

Billy Q’s is located close to the CSUSB Palm Desert Campus in beautiful Palm Desert
California. The Palm Desert Campus food is limited to processed pre-package offerings
in the bookstore. Many students have requested affordable food offerings like pizza,
salad, and fresh sandwiches which Billy Q’s offers. Students were randomly asked
about Billy Q’s with the majority not aware of it. Billy Q’s is interested in communicating
better with the students about their restaurant and food specials. Design an advertising
campaign for Billy Q’s with a target market of CSUSB Palm Desert Campus students,
staff, and faculty with your campaign starting October 2020.

Alternative Media – You will need to use alternative media along with social media.
Many do not properly understand alternative media (use the book and Google). Social
media is not alternative it has been around for a while. Alternative are new ideas of
where to put a message, hopefully you will think of a new media idea. For example new
media was when brands started printing logos on the back of baseball style caps.
Found that people saw the back not the front of hat more often.
Coupons and discounts are a liability (accounting class) if you use them you need to
determine the percentage that will be redeemed and add the cost to your budget.

Sample Outline of Minimum Requirements for Advertising Project

Problem

• Advertising Communication Problem Characteristics and Goals
• Example: The CSUSB Palm Desert Campus students, staff, and faculty’s

lack of awareness of Billy Q’s

Audience

Who will this message be targeted to. Remember to narrow the Target Market since
you will be paying for all the audience members you choose. You could have a primary,
secondary, and even a tertiary markets.
You need to understand your target markets the unique experiences and lifestyle they
currently living and aspire to live.

Demographics:
• Age – provides customer history
• Gender –
• Marital Status – Family Life Cycle
• Income – individual, household
• Education – Social Status

• Employment – Type of
• Add the references and additional data

Psychographics:
• Personal and group activities they are involved with
• How do they spend their time away from work

• Work days and non-work days
• How they feel about news, politics, business, advertising, there country, and the

world
• Add the references and additional data

Solution

Advertising Communication Recommendations
• Creative Strategy

• The “Big Idea”
• The Strategy
• The Tactics

• Message
• Type of Message and Creative Elements

• Message – the message creativity that provides something different
that gets the attention of the Target Market

• Action – the “the call to action” push/motivate to listen/watch
• Visual – how will the text and/or graphic message visually and

mentally connect
• Sample of message.

• Mandatory inclusions
• Script
• Layout
• Visuals
• Your sample advertisements

• Media Flight Plan (Sample Plan provided in Blackboard)
• The Mediums and Vehicles recommended with justification
• Major media not use justification
• Estimated costs per spot and campaign
• Media frequency by flight plan calendar
• Total Costs

• Promotions
• What promotions will you use to gain the needed attention of your target

market
• Provide an explanation of each promotion
• How will the promotion gain customer Interaction and Action
• Show promotions on Media Flight Plan

• Measurement
• How will you prove advertising and promotion effectiveness?
• What are your Benchmarks
• How and What will measure be measured

Conclusion

 Should be less than a page
 Overview of the problem, your solution, expected results, and “ask for account”

References
 APA Style

Appendices
 Additional data
 Samples
 Etc.

S

heet

1

edia

light Plan for Billy Q’s

20

Media

eek 1

otal

M T W

F S

M T W Th F S Su M T W Th F S Su M T W Th F S Su

s

Spot

1 1 1 1 1 1 1 1 1 1 1 1

0 0 0 1 1 1 0 0 0 0 1 1 1 0 0 0 0 1 1 1 0 0 0 0 1 1 1 0 12 $65.88
Twitter

Facebook
Newpaper
Radio

M

F

October 2

0

W

Week 2

Week 3

Week 4

# of

Cost per

T

Th

Su

Spot

Cost

Twitter

12

$5.49

$65.88

Facebook

Newpaper

Radio

Media Justification

Popular Media Not Used and Why

Television

Marketing 420 Advertising
Winter 2020 Online Syllabus

College of Business and Public Administration

Department of Marketing

California State University

San Bernardino & Palm Desert Campus

Instructor: Eric Newman Ph.D.

Email: enewman@csusb.edu

Office Hours: Consultation online, via e-mail, and by appointment.

Students are expected to go over this syllabus in its entirety and ask any clarifying

questions by January 13, 2020. After this date, no changes will be made to the syllabus at

students’ request. If you have a question regarding this course, read the syllabus first. If

you do not find the needed information, email me.

When sending me an email regarding a problem/issue/concern/need for help make sure

you:

 Identify yourself by first and last name

 State the course and section number in which you are enrolled

 Type in a subject

 Provide me your contact information and day/time of availability

 Use your campus email to make contact.

 If you don’t do this you may not receive a response in a timely manner.

 Normally, I will respond to all emails within 24-48 hours; except during
weekends and holidays.

Required Text:

Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th

Edition, George & Michael Belch with Connect (Best price has been online directly with

McGraw Hill)

Course Description

Stimulation of market demand through advertising media, including printed messages,

radio and television, developing the advertising appeal, selecting the media, placing copy

and measuring results, as well as legal, ethical and international aspects of advertising.

Course Format

This section of Mktg 420 Advertising is a fully web-based formatted course. You are not

required to come to campus for this course. Please review the student section of the

Blackboard website. Please login to Blackboard at http://blackboard.csusb.edu

mailto:enewman@csusb.edu

http://blackboard.csusb.edu/

Course Assistance

Should you encounter any difficulties with login in, Internet, etc., please contact the

helpdesk at helpdesk@csusb.edu, or by calling (909)537-7677.

 For Blackboard issues, please contact me at enewman@csusb.edu

Objectives

 Understand the Advertising and Promotion terminology and concepts

 How advertising and Promotional campaigns are developed and evaluated

 Design a Promotional Plan

 Understand the importance of integration and synergy

Course Procedures
If this is your first online course, it is important you allocate extra time toward this

course. Therefore, you can fully understand course requirements and how to use and

navigate Blackboard.

Students are responsible for all the assignments listed in the syllabus. As an internet

course DUE DATES must be met.

 Exams will be done on the date specified within one (1) sitting.

 Online discussions with the project are essential in understanding marketing
practice in today’s business world.

 For this 10 week course you are expected to devote:
o Minimum of 4 hours a week to read and review the course content
o Minimum of 12 additional hours a week on course assignments, projects,

and exam preparation.

 You will NOT get the grade that you desire or PASS this course if you do not
read the text, complete assignments when due.

 Although attendance is not taken during this online course, it is required that each
student completes the mandatory course assignments by the due dates. A student

who does not drop the course and/or misses the midterm and/or the final exam

may receive an “F” for the course.

Learning Objectives:
1. Written and Oral Communication Skills: each student is effective at presenting

information in writing and orally.

2. Global and Ethical Context Skills: each student can understand the global
marketing environment in which marketing is conducted and can reason the

ethical aspects of marketing business practices.

3. Problem Solving Skills: Each student can apply knowledge in new and/or
unfamiliar circumstances and devise solutions in research work using SWOT and

other analysis taught in class.

4. General and Specific Disciplinary Knowledge and Skills: each student can
evaluate and use the variety of concepts, theories, facts, analytical procedures,

techniques, and models in marketing that are used in the creation of value in the

business environment.

mailto:helpdesk@csusb.edu

Method of Evaluation

Assignments

Weight

Learning

Objectives

20 Chapter Quizzes and Homework Interactions 35% 2, 3, 4

Examination 1 (Chapters 1-10) 15% 2, 3, 4

Examination 2 (Chapters 11-20) 15% 1, 2, 3, 4

Assignments 15% 1, 2, 3, 4

Final Project 20% 1, 2, 3, 4

Total 100%

Grading

Education is a service industry, but you cannot simply purchase a unit of education the

way you would buy other commodities. Instead, you must devote time and energy to

learning. I respect those students who must make work, family, or other commitments

their top priority. Nevertheless, to benefit from the class and to be rewarded with a high

grade, you must find time to do the work.

**All exams and assignments must be completed or will receive minus points (-100%).

95% + = A 77 – 79% = C+ 60 – 63 % = D-

90 – 94% = A- 74 – 76% = C 59% and below = F

87 – 89% = B+ 70 – 73% = C-

84 – 86% = B 67 – 69% = D+

80 – 83% = B- 64 – 66 % = D

Academic Integrity:

Academic honesty is a very important issue. All students are expected to do their own

work when completing assignments. Failure to do so will result in immediate failure of

this course. If you have any questions about this policy, see me as soon as possible.

For more information on the University’s policy regarding cheating and plagiarism, refer

to the current University Catalog or by visiting CSUSB’s Academic Dishonesty Website

at: http://academic-affairs.csusb.edu/personnel/fam/fam820.htm

Note: I expect your work to be an original effort and that in no case is a paper that was

prepared for another course acceptable as a submission in this course. CSUSB is

committed to enforcing a strict policy on cheating and plagiarism. Please review the

section on Academic Dishonesty toward the end of the syllabus.

Disabilities:
Accommodations for students with disabilities will be made. Please contact me and

Services to Students with Disabilities at UH-183, (909) 537-5238 the first week of the

quarter to allow time to make any accommodations needed.

Last Day to Drop:

Census Day: January 27, 2020

http://academic-affairs.csusb.edu/personnel/fam/fam820.htm

Course Behavior

The University is an environment in which students and faculty come together to promote

learning and growth. It is essential to this learning environment that respect for the rights

of others seeking to learn, respect for the professionalism of the professor, and the

general goals of academic freedom are maintained. Differences of viewpoint or concerns

should be expressed in terms that are supportive of the learning process, and should

promote an environment in which students and faculty may learn to reason with clarity

and compassion, share of themselves without losing their identities, and develop an

understanding of the community in which they live. I am committed in this class to

provide an opportunity for differing opinions to be heard and taken in. Student conduct

that disrupts the learning process is not tolerated and may lead to disciplinary action or

removal from class.

General Guidelines for Success

 Please do not try to treat this course as a “weekend intensive”. There is so much to
do in this class and I really do not want to see you fail. My goal is challenged

learning, not panic. If you try to do it all on Saturdays and Sundays, you will be

panicked.

 I am not a big fan of “excuses”. I have heard every possible excuse for why
students can’t complete weekly homework and projects on time. I’d prefer not to

hear another story. If you have a problem, tell me. In this case, it is not better to

not complete an assignment and ask for forgiveness later. I appreciate honesty.

 Please ask questions if you have them. The only dumb question is the one not
asked. If you don’t ask questions of the professor when you have them, don’t fault

the professor. I have worked hard to make all expectations as clear as possible.

Just as in a traditional class, if you have questions but don’t ask, how will your

professor know that you have them? It’s easy to blame the distance instead of a

failure to communicate.

 WARNING: It is REALLY easy to get behind in a distance education class.
Really, really easy. Too easy and it happens frequently. You get the idea. My

advice is to treat this class as though it were a regular class that meets a minimum

of two days a week. I recommend that you check blackboard more often than you

think is necessary, especially at first–daily is my suggestion. You can always cut

back if you find you are checking too frequently.

 Make “back-ups” of your projects. I have innumerable disks crash every quarter
and the data was not retrievable. I will not give you extra time on your project if

your disk crashes and you do not have a back-up copy.

 If absent from logging into class, you are responsible for learning about course
announcements that are made.

COURSE SCHEDULE
Everything is subject to change at the discretion of the professor.

All changes will be announced in class, you are responsible for all changes.

Wk Available Due Topics Reading

1 January 4 January 12 An Introduction to IMC Chapter 1

January 4 January 12 The Role of IMC in the Marketing Process Chapter 2

2 January 4 January 19 Organizing: The Role of Ad Agencies and Others Chapter 3

January 4 January 19 Perspectives on Consumer Behavior Chapter 4

January 4 January 19 The Communication Process Chapter 5

Introduction Video

3 January 4 January 26 Source, Message, and Channel Factors Chapter 6

January 4 January 26 Establishing Objectives and Budgeting the Promotional
Program

Chapter 7

January 24 January 27 Exam 1

4 January 26 February 2 Creative Strategy: Planning and Development Chapter 8

January 26 February 2 Creative Strategy: Implementation and Evaluation Chapter 9

Analyze Advertisement

5 January 26 February 9 Media Planning and Strategy Chapter 10

January 26 February 9 Evaluation of Media: Television and Radio Chapter 11

January 26 February 9 Evaluation of Media: Magazines and Newspapers Chapter 12

Media Flight Plan

6 January 26 February 16 Support Media Chapter 13

January 26 February 16 Direct Marketing Chapter 14

January 26 February 16 The Internet: Digital and Social Media Chapter 15

February 14 February 17 Exam 2

7 February 16 February 23 Sales Promotion Chapter 16

February 16 February 23 Public Relations, Publicity, and Corporate Advertising Chapter 17

Advertising Planning

8 February 16 March 1 Measuring the Effectiveness of the Promotional Program Chapter 18

February 16 March 1 International Advertising and Promotion Chapter 19

February 16 March 1 Regulation of Advertising and Promotion Chapter 20

9 February 16 March 8 Evaluating the Social, Ethical, and Economic Aspects Chapter 21

February 16 March 8 Personal Selling Chapter 22

March 13 March 16 Exam 3

10 February 24 March 15 Final Project Due

Taking Online Quizzes, Interactions, Midterm Exam and Final Exam

Please note that Blackboard has a timing mechanism that may lock you out of a quiz or

exam after a prolonged period of inactivity. You are encouraged to check your stand-by

settings on your own computer and your browser as to prevent being kicked out or locked

out from the quiz. If you encounter any issues during the completion of any of these

assessments, please contact me at enewman@csusb.edu immediately. Make sure you

provide full name, course title, and contact information.

mailto:enewman@csusb.edu

Locked out Midterm/Final Exam Policy

 Be sure to save each answer as you take your quizzes/midterm/final.

 When finished with the exam, click Save and then Submit your exam to ensure
that it will be graded.

 If by chance you are locked out, it is YOUR responsibility to contact me ASAP at
enewman@csusb.edu before the deadline.

 Check your grades after completing your exam and inform me of any
discrepancies within 7 days of the exam deadline (when the exam closes).

Homework

Weekly homework assignments are available early. There is no excuse to miss a

deadline. In the past, my most successful students had their homework completed a week

before due dates.

Assignments

The assignments will be an individual effort. Proper instructions will be provided when

the assignment becomes available on Blackboard.

Final Project
The final project instructions will be provided when the project is assigned. Specific

details and expectations will be provided.

mailto:enewman@csusb.edu