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Course Materials

Course Materials

The following textbook will be used for this course:

Robinson, Tom. (2015). Insights, Strategy, & Creative: An Introduction to Great Advertising. Available from Great River Learning. Log onto www.grtep.com. Click the tab that says “Click Here to Purchase” under the First Time User (without access code) field. Go to the [ LINK REMOVED ] Registration Document for further instructions to complete. The cost for the book is $50 which includes the printing, binding, and shipping.

Course Outcomes

  1. Students will learn to communicate effectively with their audiences through the understanding and application of advertising strategy.
  2. Students will learn to act professionally by working in advertising agency teams, presenting their campaigns, and interacting with client representatives.
  3. Students will be scholars of the mass communication process by understanding the history of advertising, the concepts of advertising theory, and the creation and implementation of advertising strategy.
  4. Students will apply Gospel-centered values as they learn to create and develop advertising strategy that is ethical and reflects a sensitivity of diversity.

Course Objectives

After completing this course, you should possess:

  1. An overview knowledge of the history of advertising, the role of advertising as a social and economic force, and how advertising supports freedom of the press.
  2. An overview knowledge of advertising globally, nationally and locally, including an understanding of advertising’s role in the marketing process.
  3. An understanding of the ethical issues facing advertising and the industry's social responsibilities.
  4. An overview knowledge of the advertising industry, including full service and in-house advertising agencies, creative boutiques, media services, and the various kinds of jobs in each part of the industry.
  5. A basic understanding of both primary and secondary research and the roles they play in advertising decision-making.
  6. An overview knowledge of advertising strategy and an understanding of why the advertising strategy is the foundation of all good advertising.
  7. A basic understanding of the creative process, including the critical role of creative strategy development, copywriting, and art direction.
  8. An overview knowledge of media planning and buying and a basic understanding of media strategy.
  9. An understanding of all of the elements of the advertising campaign.

How This Course Works and What Will Be Expected of You

  1. Read the course material provided by me to cue you to major highlights as well as important material or concepts not mentioned in your text.
  2. In each lesson there are sections called “Lesson Objectives” and “Reading Assignments and Activities.” Pay particular attention to these sections because they will give you specific information and instructions for the lesson you are studying.
  3. Respond to the quiz questions following each lesson.
  4. At the end of most lessons you will see a homework assignment. These assignments are intended to help you understand the principles and styles of advertising discussed in each lesson.
  5. Everything you are learning in this course will lead you to the final assignment, the Advertising Campaign. Pay close attention to this assignment and the requirements for completing the assignment. I will grade this carefully and I will expect you to do excellent work. You will be required to do research, write a strategy statement, develop a creative strategy, execute creative, develop a promotion, and make a media plan.
  6. There are two exams for this course. They are not comprehensive. You will take the exams after Lessons 7, and 13. To study for the for the exams, review the information in the course lessons, review your Speedback assignments, look over and review the sections in the text, and look through the exam review sheet.

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Advertising Campaign Assignment

You are to develop an advertising campaign for a national product (one that is advertised to a national audience). As part of this assignment, you will turn in an advertising plans book (see outline from chapter 7), which must contain the following:

In addition, include a title page (with your product’s name and your name) and a table of contents with page numbers.

This assignment should be no more than 20 total pages. Take great care in creating this book. It is an important part of your campaign. It should look very professional.

Target Market: 18–26-year-old males and females

Business Objective: to increase product usage by 10%

Your media plan will consist of the media vehicles you recommend using for the campaign and how much money you would allocate to each. Be creative with this—don’t just use radio, TV, newspaper, and magazines—look for creative alternative media to buy. Remember your media should match up with your target market and the product. Your budget for this national campaign is $10,000,000.

Books are due at the completion of the course.

The campaign assignment is worth 200 points—situation analysis and strategy = 100 points; creativity, media use, and promotion = 100 points

I will expect excellent work. I am both your boss and your client, and I will grade your campaign accordingly. Excellent work receives an A, good work will receive a B, average work will receive a C, and below-average work—or if you don’t try—will receive a D or E (that’s really an F).

Start by working on the situation analysis and then determine the benefit you want to sell to your target market. From there, develop the strategy and then the creative concept.

You will submit your completed campaign assignment electronically through your course.

If you have any questions or if you need help along the way, please feel free to e-mail me at tom_robinson@byu.edu. Remember, I am your boss and client—it’s my job to help you.

Have fun with this assignment (remember it could be worse—it could be a math or science assignment)—but most of all, learn something!

All of the work from this assignment can be and should be included as part of your personal portfolios.

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There are two proctored exams for this course. They are not comprehensive. To study for the exams, review your computer-graded assignments, know the information in the review questions, look over and review the main sections of the text, and review the terms and homework assignments in the text.

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Grades will be based on the following:

Assignment Points
2 Exams 200 points (100 each)
Ad Campaign 150 points
Homework Assignments 80 points (10 points each)
12 Computer-Graded Quizzes 120 points (10 points each)
Total 550
Grading Scale
A 100–94
A− 93–90
B+ 89–87
B 86–84
B− 83–80
C+ 79–77
C 76–74
C− 73–70
D+ 69–67
D 66–64
D− 63–60
E (fail) 59–0

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Copyright Notice

The materials used in connection with this online course are only for the use of students enrolled in this course for purposes associated with this course and may not be retained or further disseminated. Any copying or further dissemination of these materials may be subject to applicable U.S. Copyright Laws. For questions or more information, please visit the BYU Copyright Licensing Office website.

“Members of the BYU community who willfully disregard this Copyright Policy or the BYU Copyright Guidelines place themselves individually at risk of legal action and may incur personal liability for their conduct. The unauthorized use or distribution of copyrighted material, including unauthorized peer-to-peer file sharing, may subject individuals to civil and criminal liabilities, including actual and statutory damages, costs and fees of litigation, fines, and imprisonment

Violations of the Copyright Policy may result in university disciplinary action including termination of university enrollment or employment.” (Emphasis added. Excerpt taken from the BYU Copyright Policy)

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University Policy - Title IX Statement

Preventing & Responding to Sexual Misconduct

In accordance with Title IX of the Education Amendments of 1972, Brigham Young University prohibits unlawful sex discrimination against any participant in its education programs or activities. The university also prohibits sexual harassment—including sexual violence—committed by or against students, university employees, and visitors to campus. As outlined in university policy, sexual harassment, dating violence, domestic violence, sexual assault, and stalking are considered forms of "Sexual Misconduct" prohibited by the university.

University policy requires all university employees in a teaching, managerial, or supervisory role to report all incidents of Sexual Misconduct that come to their attention in any way, including but not limited to face-to-face conversations, a written class assignment or paper, class discussion, email, text, or social media post. Incidents of Sexual Misconduct should be reported to the Title IX Coordinator at t9coordinator@byu.edu or (801) 422-8692. Reports may also be submitted through EthicsPoint at https://titleix.byu.edu/report or 1-888-238-1062 (24-hours a day).

BYU offers confidential resources for those affected by Sexual Misconduct, including the university’s Victim Advocate, as well as a number of non-confidential resources and services that may be helpful. Additional information about Title IX, the university’s Sexual Misconduct Policy, reporting requirements, and resources can be found at http://titleix.byu.edu or by contacting the university’s Title IX Coordinator.

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Accessibility Notice

BYU is committed to providing a working and learning atmosphere which reasonably accommodates persons with disabilities who are otherwise qualified to participate in BYU's programs and activities. In this spirit, BYU Independent Study aspires to improve web accessibility for users. While not required by law, the Web Content Accessibility Guidelines (WCAG) 2.0 Levels A and AA provide a wide range of helpful recommendations to make Web content more accessible. BYU Independent Study strives to apply WCAG 2.0 recommendations where feasible, but may deviate from any recommendations that would result in an undue hardship to BYU Independent Study or alterations to program and course content and objectives. If you have questions about accessibility, or if you need to report problems with any accessibility features please see our Accessibilities and Accommodations Web Page.

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Course Policies

These policies are specific to this course. For additional information about general policies, please refer to Independent Study Course Policies page.


12 computer-graded assignments and 10 instructor-graded assignments; no assignments may be resubmitted except the Lesson 7 - Strategy Statement. This Strategy Statement assignment may be resubmitted as many times as needed.


2 proctored computer-graded exams; may not retake; must pass the final exam with a 60% to earn credit for the course.

Getting Help

Please use the help menu in this course to contact Independent Study or your instructor. You can find a list of free tutors available to BYU Independent Study students on the Free Tutoring Services website.

Note: The Harold B. Lee Library website provides a number of online resources and librarians are available via phone, chat, and email to answer questions about library-related issues.

Inappropriate Use of Course Content

All course materials (e.g., outlines, handouts, syllabi, exams, quizzes, media, lecture content, audio and video recordings, etc.) are proprietary. Students are prohibited from posting or selling any such course materials without the express written permission of BYU Independent Study. To do so is a violation of the Brigham Young University Honor Code.

Copyright © 2016 Brigham Young University. All rights reserved.

Published by the
Department of Independent Study
Division of Continuing Education
Brigham Young University
120 MORC
Provo, Utah 84602-1514