Southern Utah University

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Southern Utah University
Southern Utah University
Spring Semester 2026

Advertising Strategy 4280-301

COMM 4280-30I

Course: COMM 4280-30I
Credits: 3
Term: Spring Semester 2026
Department: COMM
CRN: 11658

Course Description

Practical preparation in audience analysis, advertising goals, objectives and writing and learning how to create Creative Briefs that aid in creating an effective media plan. Also the creatiion of strategic media use and more in depth of branding strategies.   (Spring) [Graded (Standard Letter)] Prerequisite(s): COMM 3080 - Prerequisite Min. Grade: D- 

Required Texts

No Required Text for this course. I will use Chapters from;
Drewniany & Jewler. Creative Strategy in Advertising 11 edition.
I will also assign readings for the course from a number of texts and readings about advertising.

Learning Outcomes

Learning Outcomes

1.  Students will write professional quality creative briefs that lead to the implementation of integrated marketing campaigns.

2.  Students will learn to appreciate the use of ideas to convey messages to an audience either through quality design of professional quality print ads and web site ads or as ads for the traditional electronic media. Out of home applications are addressed as well.  

3.   Knowledge of layout, design and brand strategy is a learning outcome that will move continue toward being an efficient ad creator to connect messages to an audience.

4.  A fundamental understanding of the social implications of advertising and the use of message transfer in our society is an important goal of this class.

5. Learning to create and analyze advertising campaigns will help students to understand the function and application of message connection in advertising, marketing and in society.

Course Requirements


Course Requirements

1. Course exams.   There will be two exams during the semester.  Each of these will be worth 100 points.  Take good notes to prepare for your exams and you will be allowed to use hand written notes and those typed by you. Photocopying notes of others is a form of cheating.  The idea is to write and create your own notes to better learn and understand the material. (30 percent of grade)
 
2. Textbook assignments.  There will be assignments given from the texts that we will work on. These assignments from the various chapters will be given as we go. We will also write response papers throughout the semester that will be reviews of the readings we will have.  There will also be questions to be answered and reviewed from text chapters outside of the course. (20 percent of grade)

3. Briefcase studies.  We will write briefcase reviews during the course of the class.  These are mostly found in the textbook.  You will review the information presented and summarize it and then analyze the importance of the information to us and to you personally.
    Answer any questions that arise in your study of the briefcase.  Write a conclusion and or a recommendation section telling what you would do or what should have been done in this case to remedy the situation, and discuss important points that we could learn from the case study material. (10 perc ent of grade)
 
4. Course Campaigns.  We will work on campaigns this semester.  The first one will be completed in February.  Students will have at least two others that will also be detailed campaigns including the creative summary plan of the campaign. I will assign the campaigns as we work this semester. 
   The last campaign will be done in groups of three or four. You will need to create a complete plan including all collateral that you use. Please create logos, branding items and plans to improve the brand and its position and create a social media plan for the client. You will need to use at least four delivery tactics for the client to use. I will also review the presentation and grade it on the criteria discussed here in the assignments Tab on canvas. (40 percent of grade)


Course Outline

Course Assignments and Readings.

   Week One- Introduction to the course.
   Be reading the first two chapters of the Drewniany text.
    Complete exercises 2 & 4 in writing and with visuals. you can find. At least two illustrations needed and submit          the  work on canvas.

   Week Two
   We will discuss Creative Philosophies and I will put Philosophies on canvas. Each student should review the one       they like best.
   Another reading will ber available on canvas this week.
   We will also complete a briefcase on pages 22-24 in the first chapter of the Drewniany text.

 Week Three
   We will read material on branding and work on selecting a product and creating a re-brand of the product,  We will     create a new logo and slogan.

  We will begin working on the first of three major assignments. The content will be on canvas for the assignment          that will be completed in the 6th week of the semester.
  Be reading Drewniany-  Chapter 4.

 Week Four
  We will work on an assignment from the third chapter. It will be on canvas in assignments.
  chapter 3 number 2 and 6.

 The first test is going to be this week. It is open book and open notes. You will have one week to complete the exam.

 Week Five
We will discuss, Inclusion: Reaching Out to an ever Changing Marketplace.
Create another ad for the product you chose that goes along with thje creative idea of inclusion.

Week Six
   In groups of two or three create a brand presentation
  and submit it on canvas in a discussion so we all can see it. Use ideas that we have read in the first six chapters        on canvas in assignments.

Week Seven
 We will create answers to Chapter Six questions based on our products!
Find an article online about branding and marketing and review it and turn it in on canvas. in week 8.

Week Eight
Catch up week.

Weel Nine
The first major assignment is due this week.Turn it in on canvas.
The second major assignment is to be assigned this week.
 
Week Ten
Read Chapter 7 "Words on Paper." Complete work on pages 138 and 139. Select two of the suggested activities 1, 3, 4 or 5.

On campus it is Spring Break March 9 thru 13th.

Week Eleven
Chapter 7 work is due this week. Check the assignment on canvas in the assignments tab.

Week Twelve
The final assignment will be given on the 26th and the presentation will be due on the final day of class, April 24th on canvas.

Week Thirteen
Read Chapter 8 and 9, Layout and Radio. We will work on these two Chapters this week.

Week Fourteen
We will read  Social Media:  The Ultimate in Word of Mouth Advertising!  Complete two of the suggested activities choosing from number two through five on the Social Media Chapter.

Week Fifteen
Final campaign is due on the 24th.

Week Sixteen is
 Final Week of Class.
Finals are next week.
 
 



 



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Instructor's policies on late assignments and/or makeup work

I will allow late work on assignments. Late work will be subject to a 5% deduction in points per day that the work is late.
If there are unusual circumstances involved, let me know as soon as possible and we can work out the plan necessary based on the issues that come up during the semester.

Attendance Policy

An Attendance policy is not required since this is an online course.

ADA Statement

Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Disability Resource Center, located in Room 206F of the Sharwan Smith Center or by phone at (435) 865-8042. The Disability Resource Center determines eligibility for and authorizes the provision of services.

If your instructor requires attendance, you may need to seek an ADA accommodation to request an exception to this attendance policy. Please contact the Disability Resource Center to determine what, if any, ADA accommodations are reasonable and appropriate.

Academic Credit

According to the federal definition of a Carnegie credit hour: A credit hour of work is the equivalent of approximately 60 minutes of class time or independent study work. A minimum of 45 hours of work by each student is required for each unit of credit. Credit is earned only when course requirements are met. One (1) credit hour is equivalent to 15 contact hours of lecture, discussion, testing, evaluation, or seminar, as well as 30 hours of student homework. An equivalent amount of work is expected for laboratory work, internships, practica, studio, and other academic work leading to the awarding of credit hours. Credit granted for individual courses, labs, or studio classes ranges from 0.5 to 15 credit hours per semester.

Academic Freedom

SUU is operated for the common good of the greater community it serves. The common good depends upon the free search for truth and its free exposition. Academic Freedom is the right of faculty to study, discuss, investigate, teach, and publish. Academic Freedom is essential to these purposes and applies to both teaching and research.

Academic Freedom in the realm of teaching is fundamental for the protection of the rights of the faculty member and of you, the student, with respect to the free pursuit of learning and discovery. Faculty members possess the right to full freedom in the classroom in discussing their subjects. They may present any controversial material relevant to their courses and their intended learning outcomes, but they shall take care not to introduce into their teaching controversial materials which have no relation to the subject being taught or the intended learning outcomes for the course.

As such, students enrolled in any course at SUU may encounter topics, perspectives, and ideas that are unfamiliar or controversial, with the educational intent of providing a meaningful learning environment that fosters your growth and development. These parameters related to Academic Freedom are included in SUU Policy 6.6.

Academic Misconduct

Scholastic honesty is expected of all students. Dishonesty will not be tolerated and will be prosecuted to the fullest extent (see SUU Policy 6.33). You are expected to have read and understood the current SUU student conduct code (SUU Policy 11.2) regarding student responsibilities and rights, the intellectual property policy (SUU Policy 5.52), information about procedures, and what constitutes acceptable behavior.

Please Note: The use of websites or services that sell essays is a violation of these policies; likewise, the use of websites or services that provide answers to assignments, quizzes, or tests is also a violation of these policies. Regarding the use of Generative Artificial Intelligence (AI), you should check with your individual course instructor.

Emergency Management Statement

In case of an emergency, the University's Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mySUU portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University's emergency management plan can be found at https://www.suu.edu/emergency.

HEOA Compliance Statement

For a full set of Higher Education Opportunity Act (HEOA) compliance statements, please visit https://www.suu.edu/heoa. The sharing of copyrighted material through peer-to-peer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law; additional information can be found at https://my.suu.edu/help/article/1096/heoa-compliance-plan.

You are also expected to comply with policies regarding intellectual property (SUU Policy 5.52) and copyright (SUU Policy 5.54).

Mandatory Reporting

University policy (SUU Policy 5.60) requires instructors to report disclosures received from students that indicate they have been subjected to sexual misconduct/harassment. The University defines sexual harassment consistent with Federal Regulations (34 C.F.R. Part 106, Subpart D) to include quid pro quo, hostile environment harassment, sexual assault, dating violence, domestic violence, and stalking. When students communicate this information to an instructor in-person, by email, or within writing assignments, the instructor will report that to the Title IX Coordinator to ensure students receive support from the Title IX Office. A reporting form is available at https://cm.maxient.com/reportingform.php?SouthernUtahUniv

Non-Discrimination Statement

SUU is committed to fostering an inclusive community of lifelong learners and believes our university's encompassing of different views, beliefs, and identities makes us stronger, more innovative, and better prepared for the global society.

SUU does not discriminate on the basis of race, religion, color, national origin, citizenship, sex (including sex discrimination and sexual harassment), sexual orientation, gender identity, age, ancestry, disability status, pregnancy, pregnancy-related conditions, genetic information, military status, veteran status, or other bases protected by applicable law in employment, treatment, admission, access to educational programs and activities, or other University benefits or services.

SUU strives to cultivate a campus environment that encourages freedom of expression from diverse viewpoints. We encourage all to dialogue within a spirit of respect, civility, and decency.

For additional information on non-discrimination, please see SUU Policy 5.27 and/or visit https://www.suu.edu/nondiscrimination.

Pregnancy

Students who are or become pregnant during this course may receive reasonable modifications to facilitate continued access and participation in the course. Pregnancy and related conditions are broadly defined to include pregnancy, childbirth, termination of pregnancy, lactation, related medical conditions, and recovery. To obtain reasonable modifications, please make a request to title9@suu.edu. To learn more visit: https://www.suu.edu/titleix/pregnancy.html.

Disclaimer Statement

Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.