Education
Students
Education for Professionals
One of the primary tenets of the San Diego Ad Club agenda is education for both professionals and aspiring ad industry professionals. We encourage and assist the best students to further their career in advertising.
The San Diego Ad Club is proud to partner with the SDSU College of Extended Studies to present a certificate program in Marketing and Media.
SDSU Extended Studies Program - Fall 2011 Courses
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Media Sales and Promotion
- A look at the benefits and challenges of a career in media sales. Study the building blocks to a sale – research, promotion, and other collateral areas. Understand what the client means and needs for promotion. Learn the current and future state of the industry via lectures and panel discussions with practicing professionals. Key topics include: the fundamental components of sales, the keys to successful sales, understanding what the client wants and needs, and where the industry is going.
- Instructor: Chuck Dunning
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Starts: Wednesday, 11/09/2011 - 12/07/2011 6:00-9:00pm
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Media In The 21st Century
- Typical business entities serve one constituency, their customers. Major media companies must meet the needs of two separate constituencies. Without an audience, media companies have nothing to offer their advertisers. Without advertisers, media companies have no revenue. How media companies meet the needs of their two publics is the focus of this introductory class. Students will examine the structure and best practices of media such as television, newspapers, Internet, magazines, and radio. How do they operate today? How are they preparing for the future? Students will also examine the field of public relations and spend time exploring emerging media platforms. Industry veterans supply a wealth of real-world experience. This class will benefit individuals who are interested in how media operate as a for-profit business, or as an overview for those interested in pursuing a career in media.
- Instructor: Chuck Dunning
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Starts: Wednesday, 10/05/2011 - 11/02/2011 6:00-9:00pm
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The Marketing Plan
- A plan is just like a map. If you don't have one, you won't get to where you want to go as quickly and easily as you should. This course teaches you marketing plan basics, from completing a competitive assessment to creating a strategic communications platform. You’ll learn what's required to move from planning to action, evolving your plan with changing conditions. Key topics include: working through the planning process, identifying your "value proposition," using market research effectively, determining your competitive business profile, setting practical goals and objectives, cultivating strategies, and measuring results. Students will also learn how to distill the plan's primary elements into an "elevator pitch" format, and how to anticipate - and respond - to boardroom-caliber questioning.
- Instructor: John Stoepler
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Starts: Thursday, 09/15/2011 - 10/06/2011 6:00-9:00pm
Location: SDSU Extended Studies/Gateway Centers, corner of Campanile Drive and Hardy Avenue.
Fee: $279; Ad Club Members and Preferred Partners: $249
Quotable
"I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes..."
Philip Bernard Dusenberry (April 28, 1936 - December 29, 2007) was an American advertising executive for the BBDO advertising agency.
Dusenberry was born in Brooklyn, New York City in 1936, and attended Emory & Henry College in Virginia. He gained his first experience in advertising when he was working as a radio announcer, and was asked to fill in for the station's usual ad copywriter. He joined the New York advertising agency BBDO in 1962 as a junior copywriter, and in 1980 he became the agency's executive creative director.[1]
Dusenberry was well-known for his work with one of his major clients, the soft drink giant Pepsi. He devised the advertising slogan "The Choice of a New Generation", and was instrumental in casting celebrities in Pepsi's high-profile advertisements, including Lionel Richie, Don Johnson, Madonna and Michael J. Fox. Dusenberry was overseeing the production of an infamous Pepsi commercial starring Michael Jackson in which Jackson's hair accidentally caught fire when a smoke effect misfired.[1] Dusenberry referred to the incident in the title of his 2005 book, Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising (ISBN 1591840821).
Dusenberry also dabbled in the film business, writing the script for the baseball movie The Natural which starred Robert Redford.[1]
In 2002, he retired as chairman of BBDO, and was inducted into the American Advertising Federation Hall of Fame.
He died of lung cancer at his Manhattan home on December 29, 2007.
--- Wikipedia 2009
