MKT. 440

INTEGRATED MARKETING COMMUNICATIONS

ASSIGNMENTS

Spring, 1999

WEEK OF . . .

Feb. 1
Text: Wells, Burnett & Morarity, Chap. 1
Readings
Clancy, K. "The Coming Revolution In Advertising: Ten Developments." J. Advertising
Research, Feb/Mar., 1990, pp. 47-52.
Jones, J. "Advertising's Crisis of Confidence," Marketing Management. Vol. 2, #1,
1993, pp. 15-24.
Tauber, E. "The Fifteen-Year Career," J. Advertising Research. Dec./Jan.,1987, p.7

Feb. 8
Text: Wells, Burnett & Morarity, Chaps. 3 & 4
Readings:
Hamel, G. & B. Sampler. "The e-Corporation: More Thn Just Web
Based . . ," Fortune, Dec. 7.1998, pp. 80-92.
Rust, R. & R. Oliver. "The Death of Advertising," J. Advertising, Dec.,1994, pp. 71-7.
Also: Fox, R & G. Geissler. "Crisis in Advertising," J. Advertising,
Dec., 1994, pp. 79-84.

Feb. 15
Text: Wells, Burnett & Morarity, Chap. 2
Readings:
Boedecker, K., F. Morgan & L. Wright. "The Evolution of First Amendment Protection
for Commercial Speech," J. Marketing, Jan., 1995, pp. 38-46.
Morgan, F. & J. Stoltman. "Advertising & Product Liability Litigation,"
J. Advertising, Sept., 1997, pp.n64.67.
Petty, R. & R. Kopp. "Advertising Challenges: A Strategic Framework & Current
Review," J. Advertising Research, March/April, 1995, pp. 41-55.

Feb. 22
Text: Wells, Burnett & Morarity, Chap. 2 (continued)
Readings:
Cain, R. "Recent Developments in Telemarketing Communications Law," Marketing
and Public Policy. Spring, 1996, pp. 135-41.
Cohen, D. "Trademark Strategy Revisited," J. Marketing, July, 1991, pp. 46-59.
English, E. "Avoiding Copyright & Other Legal PitfallsIn Setting Up Your Website,"
J. Advertising Research, March/April, 1997, pp. 92-95.

Mar. 1
Text: Wells, Burnett & Morarity, Chaps. 5 & 8

Mar. 8
Text: Wells, Burnett & Morarity, Chaps. 5 & 8 (continued)
Readings:
LaBarbera, P. & J. Tucciazone. "GSR Reconsidered: A Behavioral Based Approach to
Evaluating and Improving the Sales Potency of Advertising," J. Advertising
Research. Sept./Oct., 1995, pp. 33-53.
Moore, T., "Scientific Consensus & Expert Testimony." Skeptical Inquirer,
Novvember-December, 1996, pp.32-40.
Pratkanis, Anthony R., "Subliminal Sorcery Then and Now: Who Is Seducing Whom?",
Proceedings: Society for Consumer Psychology. Haugtveldt, C. & D. Rosen, Eds.
Boston: American Psychological Assn. 1990, pp. 84-6.
Shultz, D. "Losing Attitude," Marketing Research. Fall/Winter, 1995, pp. 9-14.

WEEK OF . . .

Mar. 15
Text: Wells, Burnett & Morarity, Chaps. 6 & 7
Readings:
Blattberg, R. & J. Deighton. "Interactive Marketing: Exploiting the Age of
Addressability" Sloan Management Review. Fall, 1991, pp. 5-14. ALSO:
Peppers, D, M. Rogers & B. Dorf. "Is Your Company Ready for One-to-One
Marketing?" Harvard Business Review. January-February, 1999, pp. 151-160.
Rossiter, J. , Percy, L. & R. Donovan. "A Better Advertising Planning Grid",
J. Advertising Research. Oct./Nov.,1991, pp.11-21

Mar. 22

FIRST MIDTERM EXAM

Mar. 29

Spring Vacation

Apr. 5
Text: Wells, Burnett & Morarity, Chaps. 20 & 21
Readings:
Jones, J.P. "Single Source Research Begins to Fulfill Its Promise,"
J. Advertising Research, May/June, 1995, pp. 9-17.
McMillan, I. & R. Gunter-McGrath. "Discovereing New Points of Differentiation,"
Harvard Business Review, July/August, 1997, pp. pp. 133-145.
Pine, J. & J. Gilmore. "Welcome to The Experience Economy," Harvard
Business Review July-August, 1998, pp. 97-105.
Woodside, A. & P. Soni. "Performance Analysis of Advertising in Competing Media
Vehicles," J. Advertising Research, Feb/Mar., 1990, pp. 53-66.

Apr. 12
Text: Wells, Burnett & Morarity, Chaps. 13 & 14
Readings:
Barry, T. "Comparative Advertising: What Have We learned In Two Decades?"
J. Advertising Research. Mar./Apr., 1993, pp. 19-29.
Gelb, B. "Advertising to Increase Effectiveness of Use," J. Advertising
Research, January-February, 1998, pp. 71-74.
Weinberger, M. & C. Gulas. "The Impact of Humor In Advertising: A Review,"
J. Advertising. Dec., 1992, pp. 36-59.

Apr. 19
Text: Wells, Burnett & Morarity, Chaps. 15, 16 & 17
Readings:
Jones, P. "Cyber View: On Line Advertising Goes On-On-One,"
Scientific American, Dec., 1997, p. 48.

Apr. 26
Text: Wells, Burnett & Morarity, Chaps. 9 & 10
Readings:
Berthon, P., L. Pitts & R. Watson. "The World Wide Web As An Advertising Medium,"
J. Advertising Research. Jan./Feb., 1996, pp. 43-54.
Bremser, W. "Escape From Banner Hell: Advertising In The Age of Interactive Media,"
Interactivity Sept., 1997, pp. 36-44.
Ghose, S. & W. Dou. "Interactive Functions, Their Impact and Appeal
on Internet Presence Sites. J. Advertising Research March/April,
1998, pp. 29-41.
Joachimsthaler, E. & D. Aacker. "Building Brands Without Mass Media,"
Harvard Business Review, Jan./Feb., 1997, pp. 39-50.

WEEK OF . . .

May 3
Text: Wells, Burnett & Morarity, Chap. 11 & 12
Readings:.
Ephron, E. A. "More Weeks, Less Weight: The Shelf Space Model of Advertising,"
J. Advertising Research, May/June, 1995, pp. 18-24.
Ephron, E. "More Weeks, Less Weight: The Shelf Space Model of Advertising,"
J. Advertising Research, Jan./Feb., 1997, pp. 61-65.
Jones, J. "Is Advertising Still Salesmanship?" J. Advertising Research,
May/June, 1997, pp. 9-15.
Lodish, L. "STAS & Behavior Scan: It's Not that Simple," J. Advertising
Research. March/April, 1998, pp. 54-56.

May 10
Text: Wells, Burnett & Morarity, Chaps. 18 & 19
Readings:
Mohr, J. & G. Low. "Escaping the Catch-22 of Trade Promotion Spending,"
Marketing Management. Vol. 2 (2), 1993, pp. 31-39.

***SECOND MIDTERM EXAM****

May 17
Text: Wells, Burnett & Morarity, Chaps. 20 (Review)

Required Texts:
Wells, W., J. Burnett & S. Morarity,. Advertising Principles & Practives.
Upper Saddle River, NJ: Prentice Hall, Inc., 1998.
Kirchner, D. (Ed.), Readings in Integrated Marketing Communications.
Northridge: CSUN USU Quick Copies, 1999.
Optional Texts:
Kirchner, D. M440: Power Point Class Notes. Northridge: CSUN
USU Quick Copies, 1999 Edition.
Adams Streetwise Software.Do-It-Yourself AdvertisingNorth Holbrook,NJ:
Adams Media Corporation, 1996.
Lewis, H. & R. Lewis. Selling on the NetLincolnwood, IL:
National Textbook Company, 1996.
Shultz, D. & L. Peterson. Sales Promotion EssentialsLincolnwood, IL:
National Textbook Company, 1998.
Taylor, James How To Write A Successful Advertising Plan.
Lincolnwood, IL: National Textbook Company, 2nd Ed., 1993.

Instructor: D. Kirchner
Office: BB 4155
Phone: 818 677-4998 + voice mail
Marketing Department: 818 677-2458
email: don.kirchner@csun.edu
Web: www.csun.edu/~vcmkt005/index.html
Hours:
Tuesday 1530 - 1645
Wednesday 1800 - 1845
Thursday 1530 - 1600
. . . and by appointment

POLICY:
Students achieving an average grade of "B" or higher on the two midterms may be excused from the final examination; those who so elect will receive the grade earned based on the average of the midterms. Plus/minus grading is not employed in this course.

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Revision of 1/30/99