48E:136 Electronic Media Sales and Promotion                      Spring 2000
Instructor: Dr. Joyce Chen                                              Office Hours: TTh 2:00-4:30pm
Office: CAC 116 Or by Appointment
Office Telephone: 3-2574
Class Meeting Time: M 6:00-8:50pm

Required Textbook::

    Warner, C.,& Buchman, J. (1993). Broadcast and cable selling, (2nd ed.). Belmont, CA: Wadsworth. (BCS)

Course Objectives:

By the end of the semester you will gain better understanding of broadcast and cable sales, station promotion, and advertising, including strategies of sales, marketing research, and advertising production.

Grading:

Grading for each assignment and exams will be as follows:

The grades will be weighted by the percentages shown above and combined to result in your final grade. Assignments are due at the beginning of class on the due date, unless otherwise stated.

Attendance & Participation:

Since this course emphasizes practice, and we will have quest speakers and class presentations, I do take your attendance into account for your final grades. Please let me know in advance if you can not come to the class.

Assignments and Presentation:

There will be four assignments during the semester, counting 60 percent of the final grade. Two are advertising related and two for sales practices. Presentation will play an important role in organizing classroom activities. It will be taken into account as part of the grade for your sales assignments but not for the advertising assignments. Regarding the positioning paper, you need to do research in a local business on its marketing objectives and strategies, promotion/advertising efforts, and sales achievement. Then, you will propose suggestions for improving its sales. The requirements for each assignment will be described in handouts.

"The University of Northern Iowa is an Affirmative Action Equal Opportunity Institution. Students with disabilities and other special needs should feel free to contact the professor privately if there are services or adaptations which can be made to accommodate specific needs."

Quizzes:

There will be two quizzes and a final exam, counting 30 percent of the final grade. The tests will cover the assigned readings and the information provided by the guest speakers.

Tentative Class Schedule:

1/10 Syllabus
Sales and Station Management
Advertising and Broadcasting: SKAOPP
Reading: Ch. 1 (BCS)

1/17 No class

1/24 Marketing and Positioning
Guest Speaker: Prof. Steve Corbin
Advertising and Popular Culture
Reading: Ch. 2(BCS)
Studio & Field Camera Orientation

1/31 Theoretical Approach to Selling
Editing Facility Orientation
Reading: Ch. 3 (BCS)

2/7 Selling Skills & Strategies
Reading: Ch. 4-5 (BCS)

2/14 Knowledge: Ratings
The Dynamics of advertising
Reading: Ch. 6-7 (BCS)
Assignment: Commercial Analysis Due: 2/21

2/21 Test #1
Maximizing Revenue
Producing advertising
Reading: Ch. 8 (BCS)
Commercial Analysis Due
Assignment: Commercial/Promo Production Due: 3/6

2/28 Selling Opportunities:
Retail/Development Selling
Agency/Service Selling
Guest Speaker: Kristie Ray, Chamber of Commerce, CF
Guest Speaker: Lori McConville, McConville Communications
Reading: Ch. 9-10 (BCS)

3/6 Television and Radio Selling
Promotion and Specialized Selling
Guest Speaker: Deb Niermann, Promotion Manager, KWWL
Reading: Ch. 11-12 (BCS)
Commercial/Promo Production Due
Assignment: Sales Practice Due: 4/3

3/13 Spring Break—No Class

3/20 Cable & Web Selling
Guest Speaker: Andy Kepper, Sales manager, AT&T/TCI

3/27 Attitude and Ethics in Selling
Organizing Individual Sales Efforts
Students’ Commercial presentation
Reading: Ch. 13-14 (BCS)

4/3 Presentation of selling
Sales Practice Due
Assignment: Positioning Research Due: 4/24

4/10 Test #2
Individual research

4/17 The Future of Broadcast, Cable, and New Electronic Media Selling
Gender, race, and identity in advertising
Reading: Ch. 15 (BCS)

4/24 Positioning Presentation