DEPARTMENT: Journalism and Mass Communications



        I.            Title

Seminar in Advertising


      II.            Catalog description

An in-depth study of the profession of advertising, with a focus on contemporary issues, problems, and challenges; guided discussion and analysis of case studies. Prerequisite: Graduate standing; enrollment is limited, with preference to JMC graduate students.


    III.            Purpose

To provide an intellectually stimulating seminar covering the advertising, its role in the mass media and in society, and the challenges facing advertising professionals today


   IV.            Course objectives


Upon completing this seminar, each student should:  1) be able to explain the process of advertising; 2) be able to formulate advertising strategies; 3) know current issues and practices for advertising professionals; and 4) understand the importance of ethical behavior in advertising.


     V.            Content outline





A.     Structure of advertising

1.      Business of advertising

2.      Advertising professionals

3.      Proactive advertising

4.      Reactive advertising

5.      Legal and ethical behavior

B.     Issues, challenges, and strategies

1.      Case study analyses

2.      Student presentations

C.    Contemporary and future advertising practices

1.      Summary of advertising today

2.      Outlook for the profession and professionals



   VI.            Instructional activities


Guided discussions, case study analysis, student presentations, essays.

VII.            Field and clinical experiences


As is necessary to complete the coursework

VIII.            Resources

Textbook, readings, Waterfield Library, videotapes, faculty and local experts in the field.



  1. Grading


Graded assignments include:


Midterm Examination (150 points) -- There will be one examination that covers all the material in section A. of the Content outline above.


Case Study Analysis and Presentation (500 points) Each student will analyze and present a case study to the members of the seminar group.


Seminar Participation (100 points) Each student is expected to participate in and contribute to the seminar discussions with intelligent and informed comments and questions.


Final Examination (250 points) Each student will write an essay that is a detailed analysis of one or more cases with suggestions for Advertising strategies.


Final letter grades are assigned according to the following scale:


A = 900 - 1000 Points

B = 800 899 Points

C = 700 799 Points

D = 600 699 Points

E = Below 600 Points



     X.            Attendance policy


Attendance is required. For details of this policy, see the current issue of the Graduate Bulletin.


   XI.            Academic honesty


Academic dishonesty will not be tolerated. In accordance with the Academic Integrity policy of Murray State University, the normal penalty for plagiarism or cheating of any kind will be automatic failure of the course and possible dismissal from the program and the university. For details of this policy, see the current issue of the Graduate Bulletin.


XII.            Text and references

Jones, John Philip (2001). The Ultimate Secrets of Advertising. Newbury Park: Sage Publications.


Sheehan, Kim Bartel (2003). Controversies in Contemporary Advertising. Newbury Park: Sage Publications.


Tellis, Gerald J. (2003). Effective Advertising: Understanding When, How, and Why Advertising Works. Newbury Park: Sage Publications.


plus current literature from appropriate scholarly books, research journals, and periodicals.


XIII.            Prerequisites

Graduate standing; enrollment is limited, with preference to JMC graduate students.