NYU Stern School of Business

Undergraduate College


Spring 2013

Instructor Details

Jacoby, Jacob


(212) 998-0515

Tuesdays, 5:00 to 7p.m.

Tisch 909

NOTE:   Your first point of contact should be the Teaching Fellow (see below).  If you need to meet with me but cannot attend my regularly scheduled office hours, please send me an e-mail to set up another mutually convenient time.


Julie B. Irving


To be determined

To be determined

For other times, please use e-mail to set up an appointment.


Course Meetings

TR, 3:30pm to 4:45pm

KMC 5-75

Final Exam: 05-09-2013

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals

Over the past 100 years, advertising has become an integral and omnipresent part of American life.  Spurred on by technological advances, advertising has become highly dynamic and new forms and procedures seem to be evolving almost daily.  This course is designed to provide the conceptual underpinnings of advertising and advertising research, introduce the specialized jargon, and reflect the role of advertising in providing information, persuading, selling and creating popular culture.  Although advertising has generally been an atheoretical discipline, this course , operating on the dictum that “there is nothing as practical as a good theory,” will provide some basic theoretical models for understanding what is going on.  In the process, students will learn the fundamentals of advertising, how to evaluate advertising, and how to develop an advertising campaign.  Students will be also introduced to trends and issues facing advertising historically and today.  A substantial portion of in-class and out-of-class time will be devoted to applying the concepts and developing a real-world advertising campaign.


To have the studentunderstand the essentials of advertising and advertising   management, including::


Ø  The conceptual foundations of persuasive communications

Ø  The audience(s) for advertising content

Ø  Advertising agencies and advertising departments

Ø  Creative strategy

Ø  Media strategy

Ø  Assessing advertising effectiveness.

Ø  Ethical, social, and legal issues


To have the student apply the concepts through involvement in developing and implementing a real-world promotional (advertising, PR, etc.) campaign.


Course Outline


MKTG-UB.0003.001;   Spring 2013








Other Assignments[2]




Text: Ch  1 + pages 146-153

Information Form due



Project launch/Client orientation (1)[3]

Project Handbook

Form Ad Departments



The Role of IMC in Marketing

Text: Ch   2 + pages 79-88, 99-105




Client orientation (2)/Ad Project

Entire Project Handbook[4]

Quiz on Project Handbook



The Target(s) of Advertising

Text: Ch   4

Homework due



The Communication Process

Text: Ch   5

Homework due



Measuring Effectiveness

Text: Ch   7 (217-231) +Ch. 18

Homework due



Ad Project






Covers: Chs 1, 2, 4, 5, 7 (217-231)  & 18




Source, Message, Channel factors

Text: Ch.  6

Homework due



Creative Strategy I, II

Text: Ch   8 + Ch 9

Homework due



Media Planning & Strategy

Text: Ch 10

Homework due



Presentation Rehearsal/Critique





Presentation to Client





Internet & Interactive Media

Text: Ch 15

Homework due



Public Relations

Text: Ch 17

Homework due



Sales Promotion

Text: Ch 16 + Fig 13-5 on p. 457

Homework due



Direct Marketing

Text: Ch 14

Homework due




Covers: Chs 6, 8, 9, 10, 15, 17




Television and Radio

Text: Ch 11

Homework due



Structure of the Ad Industry

Text:  Ch   3

Homework due



Print Media

Text: Ch 12

Homework due



Symbolism in advertising

Handout #2




Regulating Advertising

Text: Ch  20 + Handout #3

Homework due



Social, Ethical & Econ. Aspects

Text: Ch  21

Homework due



Review/Critique Final presentation





Final presentation to client






Covers:Chs  3, 11, 12, 14, 16, 20, 21 + Handout #3



[1] Prepared on October 26, 2012, this syllabus provides a general plan for the course.  Some deviations are likely.  For example, meetings with the client (Honda) and the EdVenture Partners program facilitator are not yet set in stone.  Further, portions of class periods may be used for ad department meetings (see Section D, below), sharing ideas with other departments, soliciting the aid and expertise of class members who are not part of your department, brainstorming ideas, etc.

[2] Additional tasks and due dates may be established as we proceed through the semester.

[3]  Topics in italics refer to “Ad Agency project” (see Section D, below).

[4] Available on-line after enrolling with EdVenture Partners (see pages 5-6)




Required Course Materials



                                    The subject matter of this course is not difficult; the time commitment is substantial. This class will require an appreciable amount of time from each student – probably 10 or more hours a week.  Simply showing up for class twice a week will penalize all other students and no doubt be reflected in the Ad Agency Project (see Section D, below).  If you think you will have difficulty meeting the time commitment, please drop the class, sooner rather than later.


Assessment Components



The course consists of two integrated components.  One component involves reading and discussing a leading advertising text.  The second component involves forming the entire class into an advertising agency and, with a $3,000 budget, having it develop and implement a real-world ad campaign. 


The specific course objectives identified above will be met through some lectures, but mainly through your active involvement in class discussions and assignments. 




Forty percent (40%) of your grade.To make the learning experience more authentic, a class project will be conducted through, and with the assistance of EdVenture Partners, a firm specializing in developing and coordinating real-world marketing and advertising projects that link classroom experience with the promotional interests of external organizations.  The entire class will work together to complete this project, with each person being a member of an ad agency department (e.g., Strategy, Budgeting, Research, PR, etc.) that has responsibility for one component of the project. 


Our client is Honda and we will be responsible for developing a campaign around the Honda Civic Sedan Marketing Challenge.  This project is detailed in a 12 page description placed on the class Blackboard website


The campaign will involve one or more “Events.”  The nature of the event(s) will be determined by your ad agency (the class). 


Registering on EdVenture Partners website.  Not later than February 4, you must go to www.edventurepartners.com and register.   Select “Login” in the upper right-hand corner. From the “Haven’t Registered Yet? Start Here,” choose “HONDA” as the client and “NYU” as the program name.  Use “91843” as the program key.  You will then be asked to enter information about yourself and then receive your user name and password.  You then will be able to download the project handbook and access a wealth of useful information and forms from EdVenture Partners. You will be expected to review what is available for your department on this website and use it throughout the project.


Through this project, you will experience something of what it is like to work for a real advertising agency.  Over the course of the project, the advertising agency (class) will manage a budget of $3,000, conduct marketing research, design a promotional campaign, write a comprehensive proposal, make a formal presentation of that proposal to our client and/or its advertising agency, implement the proposal, conduct post-event research, and develop a final report which details the implementation and results of the campaign.   (Note that this class is one of approximately 20 such classes at campuses around the country working independently on the same project. There will be a competition across the schools.  The top three teams will have several representatives of that team present their agency’s project in Torrance, CA. These representatives will have their air fare and hotels paid for by Honda.  The 1st place team will receive $5,000, 2nd $3,000 and 3rd will receive $1,000.)


Project Coordinators:  Using selection procedures described in class, two students from each Section will be selected on February 5 to be the Project Coordinators.  They will be the primary interface between the Ad Agency (class) and the EdVenture Partners Representative assigned to help the class meet its objectives.  The Coordinators will share the sizable responsibility of helping set and integrate schedules, keeping things moving on schedule, and working with the various Department Heads.  As part of their task, Coordinators will be responsible for maintaining a loose-leaf of all correspondence (including e-mails) to and from EdVenture Partners personnel and the client.  A loose-leaf binder will be provided for this purpose.   After we develop our plans (e.g., for research, for advertisements, for PR), we need to secure approval from, EdVenture Partners before these plans can be implemented.  The Coordinators will work with the Department Heads (see below) in submitting materials, securing approvals and keeping the records of such approvals.


Assignments to Departments:  The various Departments and their functions will be described on February 5, after which everyone will be asked to identify his/her first and second choice for Departments.  While assignments will be made based on the interests and perceived capabilities of agency members, some may be asked to work in a Department that differs from their first or second choice.  We must work as a team to make the project a success.  Your contribution in any Department to which you are assigned will be critical.


Department Heads:  After being assigned to departments, the members of each department will select a Department Head.  Large departments may also select a Deputy Department Head.   The Department Heads will be responsible for allocating work assignments within their departments and coordinating with the Coordinators (including, providing them with copies of all correspondence).  To help everyone in the agency keep informed of what’s going on, at the beginning of each class session, beginning on February 12, the Department Heads may be asked to give a brief (1 to 2 minute) report on their Department’s activities – what is happening, what needs to be done, by when, etc.  


If a Department Head has a problem with a member of his/her department not carrying their fair share of the load, they should first discuss the matter with that individual.  If that has little or no remediating effect, they should bring the matter to the attention of the Coordinators.  Similarly, if a Department Member feels he/she is having a problem with his/her Department Head, they should speak with the Department Head and, if that has little or no remediating effect, then bring the matter to the attention of the Coordinators.  The Coordinators, with the assistance of the TA or the Instructor, will work to resolve any such problems. 


Note the different roles played in Grading played by Project Coordinators, Department Heads and all other Ad Agency members (as discussed on the next page).


Mandatory Tasks for all Agency Members


Three tasks are mandatory for all class members.  Regardless your departmental assignment, you must participate in all four of the following.  Failure to do so will affect your overall grade.  These areas will be discussed in greater detail in class:


·         Administering questionnaires for the pre-event and post-event research requirement:  Everyone in the class will be asked to assist the Research Department in gathering survey data from members of the target universe for our project.  With 30 to 40 or so students in the class, each student will be required to conduct somewhere in the order of 6 to 7 “pre-event” interviews and another 6 to 7 “post-event” interviews.  You will be given a set of questionnaires and a date by which the completed forms need to be completed by and returned to the Research Department manager.  To simplify the task of integrating the data, it is likely that the Research Department may have you enter the data you’ve gathered using a certain format.  IMPORTANT NOTE:  People who fail to complete and hand in their quota of interviews by the due date create delays in everything that follows and will have their final grade reduced appreciably.


·         Assisting with the set-up, running or clean-up of the event:  Everyone will be required to attend the event, or to assist the promotion department in certain phases of its set-up, management and clean-up.  The promotion manager will have a schedule of activities, and you will sign up for at least one activity to ensure the event is a success.  Failure to sign up or meet your commitment will impact negatively upon your grade.


·         Attending all client meetings, including visits and presentations:  At various points during the semester, there will be visits from our client and/or its ad agency and the program facilitator from EdVenture Partners.  These visits are identified in the “Outline of Individual Class Sessions” (see page 3 of this syllabus).Any additional visits will be announced in advanced and posted via Blackboard.  Everyone needs to be present at all these meetings.  Attendance will be taken.


·         Read the chapters most pertinent to your department within one week of being assigned to your department.  Topics for each class session are identified in the Planned Class Sessions (see page 3).  You will note that the Chapters are not assigned in sequential order.  Rather, they are assigned in an order that is believed to be maximally congruent with what the class will find helpful in implementing the Ad Agency project.  That said, if you end up in the Creative department,  you should read the Creative Strategy chapters (8 & 9) within one week of being assigned to that department.  If you end up in the PR department,  you should read the PR chapter (17) within one week of being assigned to that department.  Etc.



GRADE:  The 40% of your grade based on the “Ad Agency project” will be calculated as follows:


            Using the Performance Evaluation Form (see Sections I. and J at the end of this Syllabus), the following evaluations will take place at the end of the semester.[1]


The two Coordinators will evaluate the Department Heads.

The Department Heads will evaluate the two Coordinators.

The Department Heads will evaluate the members of their departments.

The members of each department will evaluate their Department Head.


 These ratings will serve as the foundation for your grade.


Because individuals not doing their fair share may not be aware of this, departmental supervisors who think they have a subordinate who is not doing their fair share should let that person know.  If the person’s performance does not improve, the supervisor should discuss the problem with his/her own supervisor, with the two of them deciding how best to handle the problem.  One possibility is for them to compose and send an e-mail to the subordinate describing their perception of the problem and asking the subordinate for a reply e-mail explaining what is going on and how that person intends to remediate the problem.  If the subordinate continues being a problem, the supervisors should bring the matter to my attention.  At the very least, sending and retaining a copy of the e-mail will foreclose any subsequent claim by the subordinate that he/she did not know their performance was lacking. 



1. Typical Class Session


Class meetings will consist of primarily of discussions of the assigned reading material, supplemented by exercises and lectures.  Note that not all text chapters will be covered.  Also note that the chapters are not covered in the order in which they appear in the text, but in an order the Instructor believes dovetails better with the requirements of the Ad Agency project.


2.  Pre-Class Preparation


Topics for each session are identified in the Planned Class Sessions (see page 3).  As noted, the Chapters are not assigned in sequential order.  Rather, they are assigned in an order that is believed to be maximally congruent with what the class will find helpful in implementing the Ad Agency project.  So if you end up in the Creative department,  you should read the Creative Strategy chapters (8 & 9) within one week of being assigned to that department.  If you end up in the PR department,  you should read the PR chapter (17) within one week of being assigned to that department.  Etc.


There is a considerable amount of content to be covered and it is not possible for me to cover (much less lecture on) all the material.  The class is set up on the assumption that you can do the required background reading yourself and would prefer to have experiences in class that you cannot have on your own.  If you do not prepare for class, you will miss much of the content of the course, you will learn substantially less from the discussions and exercises, you will not be able to participate in class effectively, and it is less likely that you will perform well on the exams and other assignments.  It is also very likely you will receive a lower course grade.


This means it is important that you do the assigned reading before class, since sessions will build on the text and prior activities and discussions.  To obtain the most benefit from this course (not to mention increasing the probability of a higher grade), it is important that you prepare in advance for class.   Some sessions will focus on the Discussion Questions at the end of the assigned chapter.  Words to the wise: Since I intend to “cold call” on students to answer these questions, prepare answers to them prior to coming to class.


[1] IMPORTANT:  In prior semesters, I tried having the members of each department evaluate all the other members of their departments.  Especially for the larger departments, this proved to be infeasible for the fundamental reason that, other than the Department head, not everyone else in the Department was necessarily aware of what tasks each individual had been assigned or how well they performed these tasks.  For this reason, past classes have voted as a whole not to have the members of each department evaluate all the other members of their departments, but to rely on the evaluations of the Department Heads.  This has worked well and I intend to use this model for this class.  That said, I remain open to suggestions as to how the evaluation procedure could be improved.  But for there to be any possibility of change this semester, any such suggestions need to be provided to me and discussed in class no later than Thursday, February 7.


Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.




1.       General


At the Stern School, students are graded on the quality of their work.  We very much appreciate hard work and it is usually necessary to work hard in order to produce high quality work.  However, effort alone is not sufficient for a good grade.   The Stern School is the most selective undergraduate program at NYU and one of the top-rated undergraduate business programs in the country.  You are here because you are exceptional people, but that also means the school expects a lot from you.  The TA and I will be very responsive to students who need extra assistance, but the standards are high and should be.  That is why Stern students are so highly regarded and what makes your degree valuable. 


Please let me know immediately if you have any problem that is preventing you from performing satisfactorily in this class.  If you have a learning disability that may affect your performance, please let me know immediately, so that we can make arrangements to accommodate your needs now (in consultation with the Moses Center, if appropriate).  I will be unsympathetic if such problems are brought to my attention after the 5th class session.


2.      Likely grade distribution


                                    A, A-               Approximately 25% to 30% of students

                                    B+, B, B-         Approximately 40% to 50% of students

                                    C+ and lower              Approximately 20% to 30% of students


3.  Rebuttals


If you feel that a calculation or judgment error has been made in grading, please write a formal memo to the TF describing the error and give it to your TF with the original graded document.  Also include documentation in support of your opinion (e.g., a photocopied page from the textbook with the relevant information highlighted).  The TF will make the decision and I will review the TF’s decision. The TF will then get back to you as quickly as possible with an answer.  Please note that any request for re-assessment of a grade usually results in re-grading the ENTIRE assignment or test.  (This means that if errors are detected in the grading of other sections, they will also be corrected, whether they are in your favor or not.)  Students have one week after an assignment has been returned to them to submit a grade rebuttal.  After that date, no rebuttals will be accepted. 


4.  Cheating/Plagiarism


Cheating and plagiarism will NOT be tolerated.  Cheating or plagiarism will result in the grade of “F” for the assignment, quiz, or exam for the responsible parties.  As required, violations of the Stern Student Code of Conduct (see: http://w4.stern.nyu.edu/Ug “Academics” tab) also will result in referral to the Stern Honor Council.  As stated in the Stern Student Code of Conduct:


Cheating: [During an exam] Allcommunications, written, oral or otherwise, among students is forbidden ….  The use of notes, books or other written materials calculators or other aids is forbidden….  Providing or receiving information about the content of an exam is forbidden …. The use of anyone else to take an exam for a student is forbidden.


Plagiarism: Students [whether working individually or in groups] are required to submit their own work.  Ideas, data, direct quotations paraphrasing or any other incorporation of the work of others must be clearly referenced.  To do otherwise constitutes plagiarism.  Examples of plagiarism include:


·         the use of other persons or services to prepare written work that [the student submits as his or her] own.

·         the use of previously or concurrently submitted papers or segments thereof written by … the student himself or herself; and

·         submission of the same or very similar papers in different sections of multiple section courses by collaborating students.


The behaviors just described are not all-inclusive, but only examples of plagiarism and other forms of cheating.  No form of cheating or plagiarism is acceptable.  Since students in other sections of this course may have the same or highly similar assignments and exams, it is considered a violation of the Stern Ethics Code if a student from a section that has completed an assignment or quiz shares information with a student in another section that has not yet completed that assignment or quiz.  Further, according to the Stern Student Code of Conduct, if a student has knowledge of or observed a violation of the Code of Conduct, he or she is obligated to report the incident to the instructor.


5.  Extra Credit


         There are NO opportunities to improve your grade through extra credit work.


1.  Exams -- 45% of your grade.


There will be three exams based on the text and supplementary lecture material.  Each exam will be worth 15% of your total grade.  The exams will consist of multiple choice as well as short essay questions.  The exams will not be cumulative.  The dates and content covered by each exam are described on page 3 of this Syllabus, Planned Class Sessions.


On the day of exams, seating will be assigned at random.  Also, bring a pen and use it to circle the multiple choice answer (A, B, C, D, E) you want counted for each question.


2.   Failing to take Exams.   


Inform me in writing (e-mail is fine) of any legitimate exam conflicts at least one week in advance.  If I do not receive written notice at least two weeks before the exam, you will not be given the opportunity to take a make-up. 


If you miss an exam due to illness or injury, a make-up will not be scheduled for you unless I receive a letter from your doctor, on his/her letterhead, indicating the date and time of the medical problem that prevented you from taking the test.  You are responsible for contacting me concerning missing an exam as soon as possible, preferably before the exam.  If you are unable to take a make-up exam before the next class session, your doctor’s letter must also indicate the date through which your medical incapacity extended.  I may choose to give you a substitute test or I may assign greater weight to another test.


3. Code of Conduct


Every student is obligated to report to the instructor any suspected violation of Stern’s Honor Code that he or she has observed.  If you are concerned about revealing your identity, please drop a detailed note in my mailbox.  Instances of suspected violations (such as cheating on exams, plagiarism, etc.) will be turned over to the Stern Honor Council.


Do not discuss any details of exams with students in other sections until after these have been graded.  Doing so will be deemed to be a violation of the Stern Student Code of Conduct.



The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.


Professional Responsibilities For This Course

ATTENDANCE:    Attendance is REQUIRED!    Students are expected to attend each class unless prevented by illness or some other legitimate circumstance.  In the event of illness, a doctor’s note will be required for the absence to be excused.  Most other legitimate reasons will require a formal letter describing the circumstances and approval IN ADVANCE. 


Attendance will be taken at each class session.  Table-top name placards will be made up for each student.  Students will pick these up at the beginning of each class session and return them at the end of each class.  The names on placards not picked up will be marked as “Absent.”  It is a violation of the Honor Code to pick up a placard for a friend who does is absent or comes to class late.


Students having more than 3 unexcused absences will have their final course grade lowered.  Beginning with the third unexcused absence, 0.5% will be deducted from the Participation component of the student’s grade.


LATENESS TO CLASS.  The Dean has issued guidelines to faculty on how to treat lateness to class.  All classes will begin on time.  Being late is defined as not being in the room when I begin class.  While coming late once or twice might be excused, a pattern of lateness will be used to lower your final grade.  To tally lateness, students arriving late to class will be required to sign-in when picking up their name placards. 


PARTICIPATION:  Every session of the course will involve interaction in the form of class discussion. I expect each student to be prepared at all times in every class session. To reinforce this expectation, I will occasionally “cold call” a class member to comment on the topic under discussion. 


Grading class participation is necessarily subjective.  Some of the criteria for evaluating effective class participation include:


a.   Was the student present?  Was the student on time?  If you are not in attendance, you can’t possibly participate.   Attendance, however, is only a small component of class participation.  Perfect attendance without participation will result in a very low class participation grade.  Arriving late will also lower your grade.


b.  Does the student participate in class?  This class doesn’t work well without discussion.  For others to benefit from your perspectives and experiences, you must participate—which means contributing your observations, insights and questions during class.  If you do not participate voluntarily, there is an increased chance that you will be “cold-called.”


c.  Was the student worth listening to?  The QUALITY of your contribution to class discussions is more important than the QUANTITY. 


Indicants of quality of contribution include:


-          illustrating points/concepts from current events, personal experience, etc.

-          bringing to class and discussing relevant articles, ads, video clips, etc.

-          building on statements of others

-          integrating course materials, i.e., relating concepts and to previous text material and class discussions

-          direct student-to-student interaction during class discussions

-          thoroughness and thoughtfulness of analysis

-          substantiation of position

-          extension of knowledge

-          getting to the heart of key issues

-          opening new doors for discussion

-          perceptive questioning


The following detract from quality contribution and will negatively your grade:


-          restatement of a point already made

-          verbosity

-          unfounded criticism

-          coming in late, absences

-          off the point statements

-          sitting through class unprepared

-          not participating in in-class group discussions

-          talking to neighbors (please pass notes if you need to communicate)

-          distracting behavior, e.g., reading newspapers, frequent note passing


When evaluating the quality of class participation, for grading purposes, I ask myself the following kinds of questions:


·      Were the student’s comments relevant to the discussion?  Were they clear and concise?

·      Did the student’s comments go beyond simple repetition of facts to provide interesting insights that added to our understanding of the topic?

·      Did the student’s comments show an understanding of the concepts, principles, and approaches covered in class and the readings?

·      Was the student convincing?  Did he or she back up points with thoughtful conceptual and/or quantitative analysis?

·      Did the student’s comments further useful class discussion?


Discussion Works Best When it’s More Than a One-On-One Dialogue.  In the best of all worlds, what one student says will stimulate others to comment – either by adding supporting perspective, contrasting perspective, or by asking clarifying questions.  To encourage such interaction, be prepared for the following. 


After I ask a question and someone provides an answer, I may ask the class: “What do you think of that answer? Why?”   If you are called on and agree with the first answer, say so and explain why.  If you disagree, or if you have a different answer, say so and explain why.  My purpose is to stimulate discussion and interaction among class members and avoid participation becoming a process where I ask a question, someone answers it, I ask another question, someone else answers it, and so forth.  


Advertising is all around us.  To stimulate discussion, I may bring in items (e.g., ads, articles) from current news media (e.g., the NY Times, Time magazine, WSJ, etc.) for class discussion. 


Students are invited to bring in for class discussion relevant items they come across that are novel, interesting and that illustrate points made in the class or the assigned reading. 


Bring your text to class on the days when a text chapter is the assigned reading.Not only do I frequently ask the class to turn to specific exhibits or passages in the text, but many questions and much in-class discussion will focus on these items.  If called upon, the student is likely to be disadvantaged by not having the text available.  I know the book is heavy, but I carry it (along with many other things) from home every day and so can you.


Seating Assignments & Name Cards:   To make it easier for me to learn your names, by the third class, please choose a seat in which you will be comfortable for the semester.  (It has been functional in the past when the members of a Department sit close to one another.)  I will also develop a seating chart to help me learn your names.  As noted, I will provide name cards for you to use in class.  Beginning with the third class, you are responsible for collecting your name cardat the beginning of class and returning it at the end of class.  


Administrative announcements.  Although I will post these on the class website, you are responsible for all administrative announcements made in class.  If changes in exam procedures, dates, coverage, assignments and the like are announced in class, you are responsible for knowing this information.


PARTICIPATION GRADE:  The 15% of your grade based on your participation will be based on your (1) in-class contributions, (2) homeworks (3) attendance, and if appropriate (4) tardiness to class.


Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 


Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 


Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.


Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.




1.    Getting the Information You Need


The TF and I will use two methods – in class and e-mail – to make announcements of such things as syllabus revisions, details on assignments, grade breakdowns, and any other information about which you need to be aware.  Not every announcement will be made both ways.  It is your responsibility to check your e-mail at least once a day during the week (Monday through Friday) and you will be expected to be aware of any e-mail announcements within 24 hours of the time the message was sent.  If for some reason you are not able to check your e-mail, find out from a classmate whether anything was sent that you need to know.  It is also your responsibility to be aware of all announcements and handouts given in class.  If you miss a class, get copies of materials from classmates.  Do not ask the TF or me to review what happened in class.  If you are having trouble with e-mail or the class web site, read the notes below before contacting me.


If you have trouble hearing in class because of distractions around you, quietly ask those responsible to stop.  If the distraction continues, please let me know.  It often is not possible for me to be aware of such things.


2.  Using E-mail and the Course Web Site


First, I am NOT a computer consultant and neither is the TF.   Here are some helpful hints concerning use of e-mail and the course website.  Many of you are undoubtedly conversant on this subject and will not need to read them.  However, if you have trouble after using the instructions below, check first with at least one consultant in the Stern computer lab.  If he or she cannot resolve your problem, then try asking the TF. 


Your E-mail address.  Once you are registered for this course, the registrar will send your name to our computer folks and, if you don’t have one already, a Stern e-mail address will be created for you.  It will be the same username that is on your NYU ID, but the Stern account will end with @stern.nyu.edu.  Your default password will be your social security number, so change it as soon as possible.  To do this, simply visit the Simon web site (http://simon.stern.nyu.edu), log in with your Stern ID and password, and click on “Change Password.”  If you do not have a Stern e-mail address or cannot access it, see someone in the Stern Computer Lab in Tisch Hall (Room LC-13; Phone: 998-0399).  If he or she can’t help you, ask to see a supervisor.


If you would prefer to receive e-mail at an address other than your Stern e-mail address, have your Stern e-mail forwarded to your preferred address.  To do this, simply visit the Simon web site (http://simon.stern.nyu.edu), log in with your Stern ID and password, and click on “E-mail Options.”


1.      Classroom Etiquette


Many students have complained to the Stern School about students who use class time for other purposes or act in a distracting manner. Please observe the following standards of classroom behavior:

·         Arrive to class on time.

·         If for some reason you must be late for class or leave early, please feel free to attend my other section of the class that day. You are most welcome to do so.

·         The use of laptops in class for non-class purposes is not permitted.Use of laptops for non-class purposes during class time has been a particular source of student complaints at Stern. If you want to take notes on the class PowerPoint slides, please print them out in advance.  

·         Turn off your cell phone, “Blackberry,” and any other communications device.

·         The only material you should be reading is that concerned with the class. Reading of any other material, such as newspapers or magazines, or doing work from another class, is not acceptable.

·         If you have trouble hearing in class because of distractions around you, quietly ask those responsible to stop. If the distraction continues, please let me know.




Agency Evaluation Instructions

Print out the number of forms you need to complete.  Place your name on all the forms so that the TA and I can insure that everyone has done the evaluations they are supposed to do.   (If you don’t submit the required evaluations, your grade will be adversely affected, so read the rest of this carefully.)  Once you provide your evaluation(s) to me or the TA, these will be held in the strictest of confidence.  Neither the TA nor I will divulge your ratings to anyone!    You may provide these forms to us either (1) in-person, (2) via Fax to my home Fax (212-769-2763) or via e-mail to either of us.  Prof. Jacoby





Each Department Member will provide his/her Department Head with no more than one typed page summarizing his or her contributions to that Department.  These summaries should be e-mailed to the Department Heads no later than Thursday, December 11th.   IMPORTANT NOTE:  Not providing such a summary will be considered an example of doing “less than what was asked for and expected.”


In evaluating their department members, the Department Heads will use the following scale.  As appropriate, they can allocate half-points as well (such as 2.5 or 4.5).  The Department Heads ratings of their staff need to be e-mailed to the TA (elizabeth.fortin@stern.nyu.edu) no later than Monday, December 15th.


5 =  Did a tremendous amount more than what was asked for and expected


4 =  Did more than what was asked for and expected


3 =  Did about what was asked for and expected


2 =  Did less than what was asked for and expected


1 =  Did a lot less than what was asked for and expected





Using the same scale as above,each Department Head will be evaluated by (a) all the members of that department, AND (b) the Class Project Coordinator(s).  When there are two Coordinators, as each is likely to have unique interactions, experiences, and information about the Department Heads, this latter evaluation should be jointly agreed-upon by the Project Coordinators.  These joint evaluations are due to the TA by Friday, December 12th.




Using the same scale as above,each Class Project Coordinator will be evaluated by the other Class Project Coordinator as well as by all the Department Heads.  These individual evaluations need to be e-mailed to the TA no later than Friday, December 12th.  




Your name: _____________________________  Department: ______________


Your signature: __________________________  Soc. Sec No. ______________


Your role in the project  (place an X next to only one):


            __        Class Project Coordinator

            __        Department Head

__        Member of the department


Name of Person you are rating:  _____________________________


That person’s role (place an X next to only one):


            __        Class Project Coordinator

            __        Department Head

__        Member of the department






5.0       = Did a tremendous amount more than what was asked and expected




4.0         = Did more than what was asked and expected




3.0         = Did what was asked and expected




2.0              = Did less than what was asked and expected




1.0       = Did a lot less than what was asked for and expected




Advertising Management


Professor Jacoby                   MKTG-UB.0003.001                  Spring 2013                                          Staple

                                                                                                           your photo





Print Your Name: ___________________________      




ID#:   ____________________________________        School:___________________________           


Home phone #:   ____________________________       Work phone #:_____________________


Major(s):____________________________                    e-Mail address: ____________________


Preferred e-mail address                                                    Expected

(print clearly, lower case):  _________________________           graduation date:  _________________




            Are you employed at present?             ___Yes, full-time       ___Yes, part-time          ___ No

            If employed, please state company name, your title and the kind of work you do:






List any classes you will miss for religious observance:






List other courses (titles and professors) you are taking this semester:








 Please describe your life experiences (including work experiences) and any special interests that relate to this course.





Buddy Responsibilities (in case of absence or tardiness):


1.      Provides/shares copies of notes; 

2.   Obtains extra copy of all handouts;


Names, phone numbers and e-mail addresses of your two buddies:

            Buddy                                                Phone Number            e-mail address


1._________________________                   _______________      _______________


2._________________________                   _______________      _______________




      Please read the following statement and indicate your agreement by providing your signature below.  Before signing, be sure to read the syllabus thoroughly.


      I have read this syllabus thoroughly.  I understand and agree to the requirements associated with this course.


                        ___________________________________________       _________________

                                                Signature                                                             Date


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