NYU Stern School of Business

Undergraduate College


Fall 2010

Instructor Details

Maheswaran, Durairaj



MW: 12-2:00 p.m

908, Tisch

Dr. Durairaj Maheswaran (Mahesh) is Paganelli-Bull Professor of Marketing and International Business. He received a Ph. D in Marketing from Kellogg Graduate School of Management, Northwestern University.  He has published widely in leading publications like the Journal of Marketing Research, Journal of Consumer Research, Journal of Personality and Social Psychology and Journal of Consumer Psychology. He has extensive work and consulting experience with major corporations like Unilever, IBM etc., He is a recipient of the Excellence in Teaching award at Stern. He has lectured in several countries including China, France, Holland, Hong Kong, India, and Thailand. He joined NYU in 1986.


Course Meetings

MW, 9:30am to 10:45am

Tisch T-LC21

Final Exam:

Schedule exceptions
    Class will not meet on: Wednesday, 10/6
    Class will meet on: A Guest speaker will be announced later


Course Description and Learning Goals

This course deals with the management of advertising function in modern profit and nonprofit enterprises.  This is primarily an advertising management course with a focus on understanding the effectiveness of advertising as a marketing tool. The emphasis is on exploring “why and when” advertising works rather than “how” advertising is done.  While, a significant part of the course is about advertising management, we will also address some other elements of integrated marketing communication strategies such as direct marketing and interactive marketing. 

The major purposes of this course include:     

1.  To provide analytical skills useful in planning and evaluating advertising campaigns.

2.  To analyze critically the task of advertising under contemporary conditions and to examine the role of advertising as it relates to other marketing functions.

3.  To evaluate the various types of policies that can be employed in guiding the advertising activity.

4.  To develop an awareness of the major types of advertising problems faced by organizations with emphasis on the application of marketing concepts for effective decision making.


Course Pre-Requisites

Already taken Principles of Marketing


Course Outline

Week Date Topic Readings
1 9/8 Introduction  
2 9/13 Overview Chapter 1
  9/15 Ad Agency Chapter 2
3 9/20 Legal Issues Chapter 3
  9/22 Ethics Notes
4 9/27, 9/29 Advertising Research Chapter 6
5 10/4 Advertising Planning Chapter 7
6 10/11 Holiday  
  10/13 Advertising Planning Chapter 4
7 10/18 Understanding the Consumer  
  10/20 Mid-term Examination  
8 10/25, 10/27 Media Strategy Chapter 8
9 11/1, 11/3 Media Strategy Chapter 9 & 10
10 11/8, 11/10 Creative Strategy Chapter 12
11 11/15, 11/17 Creative Strategy  
12 11/22, 11/24 Global Advertising Chapter 18
13 11/29, 12/1 Global Advertising  
14 12/6, 12/8 Project Presentations  
15 12/12, 12/15 Project Presentations  
    Project Report Due  
    Final Examination  


Required Course Materials


Notes on each topic to be covered and short cases will be handed out in class before the relevant sessions.

Textbook: Advertising: Principles and Practice, Latest Edition, by William Wells, John Burnett, and Sandra Moriary, Prentice Hall. This book is highly recommended as a follow up to class lectures. However, the lectures will not be directly based on the text book.

We will also have guest speakers from the industry as when they are available. Since they have work demands, two of the class sessions would be rescheduled to meet their timing. One likely date is Wednesday, 10/6 and the other will be towards the end of the semester. So, certain amount of flexibility is required.


Assessment Components


     Each student will be evaluated on the following basis:


% of Grade:

Class Participation


Mid Term Examination


 Final Examination


Term Project (Group):


            Presentation                                             20%


            Paper                                                        20%


            Timelines                                                   5%




Class Participation (10%)

Those who attend classes regularly and contribute constructively to group discussion and the enhancement of the quality of class sessions will be rewarded for their effort and motivation for learning. Each student is expected to contribute to class discussion.  To a large extent, the benefit students derive from the assignments is related to their willingness to express their opinions and be critically judged by the class.  Do not be reluctant to voice your opinion.

In case discussions, high quality class participation includes comments that add to our understanding of a situation. They go beyond mere repetition of case facts. They also take into account the comments and analyses of your classmates to move our discussion forward.  Case preparation guidelines for each case are provided in the syllabus. The quality of your contribution is more critical than the amount of time that you contribute to the discussion. Attendance for all the project presentations is mandatory.


The mid term examination will consist of short answer questions, multiple choices, true/false questions and short case based questions. The examination would include materials from lectures, class discussions, class notes, videos and textbook. Text book chapters are assigned in the syllabus and the students should be familiar with the material. No make up mid term will be granted. If you didn’t take the mid term, the final examination will account for both the mid term and final examination (45%)

Final Examination (25%)

The final examination will include all the material covered in the class through the semester. It will be similar to the forma of the mid term. A make up final may be granted on health grounds.


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.



At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter. Assigning grades that reward excellence and reflect differences in performance is important to ensuring the integrity of our curriculum.

In general, students in this elective course can expect a grading distribution where about 50% of students will receive A’s for excellent work and the remainder will receive B’s for good or very good work. In the event that a student performs only adequately or below, he or she can expect to receive a C or lower.

Note that the actual distribution for this course and your own grade will depend upon how well each of you actually performs in this course.



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




In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:




Classroom Norms


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.


Additional Guidelines for Project/Presentation

Term Project

The course will feature a team project as an end term exercise. The class will be divided in to teams of 5-6 students. You could choose a product (service) of your choice or use an “advertising brief” from a client. The product could be a current or a new brand of a company. The teams will act as independent ad agencies and develop an effective advertising plan for that brand. Your team will be expected to assemble the facts related to your target product, collect as much information as possible from outside sources about the brand and use the framework developed in the class to analyze the information.

Two outcomes are required for the team term case. First, you will make a presentation to the class and then you will submit a written report.

Presentation (20%)

Your agency will make a “Professional” presentation to the class. The presentation will be for about 20 minutes. The class will evaluate the presentation. These evaluations will be incorporated in the final grade for the term project.  The order of presentations will be determined by a random draw.

Presentation Requirements

1. All the members of the group should make the presentation.

2. A one page “Executive Summary” should be given to the professor at least one session before the presentation. The executive summary should briefly outline the major recommendations.

3. The concepts and issues discussed in the class should be incorporated in the presentation.

4. Your presentation will be evaluated on its content, style and effort. The class will also evaluate the presentation on its professionalism and creativity and provide feedback to the professor. The presentation is expected to be interesting and persuasive.

The Report (20%)

Your report will be an expanded version of your presentation. You’ll discuss the feasibility of the given target market, campaign objectives, and your resulting ad campaign with media plan and evaluation metrics.  Justify your campaign as one that appeals to your target market and effectively meets the campaign objectives. Also justify your media choices. Your grade will be based on your ability to communicate that you have learned the course material and can effectively apply the appropriate concepts and information to a real world situation. Papers should be no more than 15 pages excluding appendix, double-spaced with 12-point font and one-inch margins.

Timeline (5%)

The project will have specific deadlines for all output expected from the group. These deadlines are fixed and are not open to negotiation. However, medical and personal emergencies will be accommodated based on the merit of the case. Any late submissions will automatically mean you will not get any credit for meeting the deadline. The specific deadlines are as follows:

  1. Formation of Groups  and Selection of Topic:    Second Week
  2. Project Outline                                                 Fourth Week
  3. Meeting with Professor                                  Sixth Week
  4. Executive Summary                                        Day before presentation
  5. Project Report                                                 week of last day of class




Class Sessions

Rather than merely rehashing concepts developed in the text, class sessions will be devoted to probing, extending, and applying the text material. It shall be assumed that students have read the text assignments before coming to class.

Handouts that outline the materials to be covered in class during each session will be provided.  These handouts also specify in greater detail students' required preparation for the particular week.  It shall be assumed that students have examined the appropriate handout materials before coming to class and that students are prepared to discuss any issues raised in the handouts. We’ll learn the concepts through lectures/discussions, short cases, and guest speakers. Guest speakers are also a part of our learning environment in this course. Participation of the guest speakers requires some flexibility in scheduling. Unexpected changes in the schedule may occur.  Your understanding is appreciated.

Instructor/Student Interaction

If at any point during the course you have questions regarding the preparation of cases, exams, or other course‑related issues, please do not hesitate to contact the instructor either by phone or in person. If scheduled office hours are inconvenient for you, contact the instructor after class to arrange an alternative time to meet.

Student Responsibilities

You are expected to follow the honor code and be a responsible participant in the class. Strictly no late submissions or extra credits are encouraged. Group exercises should be taken seriously and each individual should contribute equally to the group exercises. Please bring your name card to the class daily and display it for identification




All the class lecture presentations and the class exercises will be made available on Blackboard. 


Reading Resources

Suggested Readings and Reference Sources



·        Sales and Marketing Management (especially their survey of buying power—www.salesandmarketing.com)



Data Reference Sources (in the library):

o       Nielsen Station Index (www.nielsenmedia.com)

Consumer Trends:


Other Interesting Sites:


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