Syllabus

Course Description:

Study of the structure of the Electronic Media Advertising industry, as well as the basic methods of ‘selling for old and new electronic media’. Sales affiliation with ASU-TV.

Cognitive Objectives to be Mastered:

Upon the conclusion of this course, the student should:

* Be familiar with the historical relationship between advertising and the electronic media

* Acquire a working knowledge of media sales techniques

* Acquire a working knowledge of the relationship between agencies, clients, station reps, and network/stations

* Be familiar with the organization local, regional and national media sales

* Be familiar with the issues surrounding advertising in a multi-racial environment

* Understand the federal and state laws affecting broadcast advertising

Performance Standards to be met:

* Write a 3-page analytical report describing a visit to a professional advertising agency

* Compile a list of five local businesses which are advertising prospects for your station, using available sources

* Write a comprehensive and analytical qualifying report on three of the identified prospects

* Prepare and present a comprehensive sales presentation using the need-satisfaction approach

Textbook (Not Required):

Shaver, Mary Alice. (1995) Make The Sale: How to sell media with marketing. Chicago: The Copy Workshop.

Supplementary Text (Not Required)

Warner, Charles & Buchman, Joseph. (2004). Media Selling: Broadcast, Cable, Print, and Interactive, 3rd Edition. Ames, Iowa: Blackwell Publishing

Instructional Method

The class will use lectures, videotapes, discussions and readings. Throughout the semester, industry specialists will be brought in to provide "an insider's view" to course materials.

Attendance

The university does not require mandatory attendance for upper class students. However, my expectation is that each student will attend every class. Students will be responsible for all lecture materials, class reports, projects and handouts. Students missing any class material will be doing so at their own risk. Six absences will result in a ten point reduction in the student’s overall grade in the class.

Make up and extensions will not be permitted on assignments missed due to an unexcused absence. Any graded work missed due to an unexcused absence will earn a zero.

Students obligated to other activities that might preclude their regular attendance in this class should plan to take the class at another time when attendance can be assured.

All readings and other class assignments must be completed on schedule.

Makeup for Student Athletes:

Student athletes will have one-week from the date of their return to class, from a university related activity, to make up any work missed. Work not made up during this week period will receive a zero ("0"). It is the student's responsibility to make arrangements with the instructor regarding the completion of make up work, within the specified period.

Examinations:

There will be four examinations in the class. These will occur at appropriate intervals during the semester. All examinations will be comprehensive. This means that any material in the textbook, lectures, in-class exercises will be fair game for questions. Students must, therefore, keep ahead of the class in all readings.

Note: Final examination date to be announced in class. Check the Registrar’s page on the ASU website for updates.

Explanation of Sales Term Project:

The term project will be a culmination of your theoretical and practical experience. The project is as follows: Each student will act as an Accounts Executive on behalf of radio, television or cable outlet. You may represent ASU-TV, KASU, a local station in Jonesboro, or a station you have found on the Internet. You will be acting in the capacity of an account executive for your selected station. Therefore, you will prospect for new clients, qualify prospects and design a sales presentation for one of the qualified prospects. An example of a good sales presentation will be provided during the course of the class. In addition to this written presentation, students may wish to solicit underwriting for programs aired on ASU-TV or KASU. A student who is successful in securing an underwriting spot will be awarded an “A” for the oral presentation part of the class, if a written presentation is also submitted. You will be required to provide periodic updates on your sales activities. Please keep this syllabus to serve as a reminder of due dates. The final sales presentation must be word processed and made free of grammatical and syntactical impurities. The project will comprise 35 percent of a student's final grade in the class. Specific guidelines for completing the sales presentation are attached at the end of this syllabus. Due dates are provided on the tentative outline. No reminders will be provided in class. So please read your syllabi on a regular basis. Late assignments will diminish in value by one letter grade. Assignment late for more than 48 hours will not be accepted.

Advertising Agency Visit:

Visit three advertising agencies on the World Wide Web. Find agencies with a comprehensive website. Write a paper of not more less than three pages comparing the agencies visited in terms of type, organization, size (determined by billings in dollars), and clientele.

Evaluation:

Grades are not given in my classes; they are earned. Your earned grade will depend strictly on how much work you put into your assignments, readings and projects. To earn an "A" grade, consistently produce excellent work. For a "B" you must consistently produce good work. A "C" will be earned for satisfactory work, a "D" for poor but passing performance and an "F" for failure. Please note that professor's evaluative standards do vary according to background and expectations: mine are quite high. Your final grade will be the average of the following elements: Midterm: 10%; AD Agency Visit Report: 10%; List of Prospects: 5%; Qualification of Prospect: 15%; Daily Participation: 10%; Final: 15%; Oral Sales Presentation: 20%; Written Sales Presentation: 15%. The grading scale is as follows: 90 - 100=A; 80 - 89=B; 70 - 79=C; 60 - 69=D; 59 AND BELOW=F

At the end of the term, a curve will be applied to the sum of all grades accumulated in the class. The amount of curve will be determined by obtaining the difference between the average of the sum of scores of every student in the class and the theoretical mean of 75. Any positive difference will be added to the scores of each individual student. Individual test and assignment grades will not be curved separately.

Safety Statement:

"This course may require the use of hazardous chemicals or equipment that the University Safety Committee recognizes as potentially hazardous to a student's safety and health. Every instructor is required to provide instructional information and training on safe handling and usage procedures prior to engaging students in the use of hazardous chemicals or equipment. In addition, students are advised to notify the instructor or laboratory supervisor of any medications or conditions that may impair their mental alertness and/or their ability to safely engage in the use of any hazardous chemical or equipment. All students should participate in the use of hazardous chemicals and equipment only under the direct supervision of the instructor or by approval of the instructor, using recommended methods and procedures. Failure to adhere to the outlined safety precautions could result in disciplinary action."

Cell Phone/Pager Policy:

Cell phones, pagers and other personal communication devices that beeps must be turned off before class commences. There are no exceptions to this rule. Please advise anyone who may have the need to reach you by cell phone or pager to do so after class. It is your responsibility to make your class schedule available to all prospective callers.

Disability Support Services:

It is the policy of Arkansas State University to accommodate students with disabilities, pursuant to federal law, state law, and the University's commitment to equal educational opportunities. Any student with a disability who needs accommodation, for example, in seating placement or in arrangements for examinations, should inform the instructor at the beginning of the course. The chair of the department offering this course is also available to assist with accommodations. Students with disabilities are encouraged to contact the Office of Disability Support Services.