Persuasive Advertising and Storytelling – STCO 346

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020


The number of choices that consumers have has exploded over the last decade. More than ever, brands must engage with potential consumers, organizations with potential affiliates, non-profits with potential donors, etc. How do you get through to your audience and move them from the point of awareness to the point of engagement and purchase? This is the main question that this course addresses…and provides an overarching communication solution through an emphasis on creative storytelling and strategic narratives. You will learn and practice different approaches to creating tactically integrated narratives that produce focused growth for both for-profit and non-profit organizations.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Gain a foundational knowledge of the role of advertising, branding and marketing organizations, the principles of influence, persuasion, and how attitude formation is necessary for communicating a persuasive message.
  2. Understand brand positioning and how select target markets, tasks, and themes assist in defining communication objectives.
  3. Understand the advantages of a Christian worldview in the transactional marketplace.

Course Assignment

Textbook readings and impact videos

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each forum. For all Discussion Board Forums (1–4), the student must also include at least 2 total references between the thread and replies. These citations must be in current APA format and must include at least 1 reference to the textbook and at least 1 biblical reference.

Discussion Board Forum 1/Class Introductions

For this forum, the student is required to create a 2-minute introduction video as his/her thread. In addition, the student is required to reply to at least 2 classmates’ videos. Each reply must be at least 150 words.

Discussion Board Forums 2–4

For these forums, each thread must be at least 300 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to at least 2 classmates’ threads. Each reply must be at least 150 words.

Chapter Problems (58)

Each chapter contains problem assignments. Some contain a video to watch before answering questions, while others contain ad images. Each problem assignment has tabs to click through when answering the questions.

Course Project

Project Summary

The student will present his/her choice of an organization, product, or service as the focus of his/her Project Paper and Video. The student will then create a narrative that will put an image in the minds of his/her target audience that will advance a growth strategy through getting prospects to take a desired action. This summary must include key components of the student’s plan, including (in at least 2 paragraphs per item): target, demographics/geographics/psychographics/lifestyle, and story.

Project Paper and Video

The student will develop a 4–6-page paper explaining how the story/narrative he/she created drives an integrated marketing communication campaign that touches his/her target market and produces the desired effect. This will introduce the student’s integrated marketing communication campaign, detail the competitive environment, and provide the story summary of the student’s plan, describe or “pitch” the promotional video that he/she has come up with as a part of his/her campaign, and articulate his/her personal takeaways (his/her life application), from this assignment. Then, the student will put his/her pitch into action by writing and creating a 30–60-second promotional video, either a conventional commercial or a video meant to be featured online.

Exams (4)

Each Exam will cover the Reading & Study material for the assigned modules/weeks. Each Exam will be open-book/open-notes and will contain 30–100 multiple-choice, true/false, and/or matching questions. There is no time limit for the Exams.