) assess the role of advertising within the marketing communications mix
2) understand the theories of how advertising works and links to practice
3) assimilate the main tasks involved in account planning and execution of advertising campaigns for consumer goods and services
4) apply the main research techniques used to measure readership, audiences and advertising effectiveness
5) describe the structure of the advertising industry with particular reference to advertising agencies.
8b Skills and Attributes
Successful students will typically be able to:
6) write advertising plans which include targeting, brand/product positioning, media, creative and research strategies which will assist them both to obtain and hold employment in the field of advertising;
7) search for information on the Advertising Industry using LRC resources
9. Module content
Advertising as part of the marketing communications mix will be studied in depth. The cognitive and behavioural models of “how advertising works” will be examined and discussed. Critical analysis of journal articles discussing the main theories will be encouraged and debated in tutorials. Formal lectures will be followed by interactive tutorials which rely on much preparation and independent research by students. The role and function of the advertising agency and the client-agency relationship is explored through the use of video and ac英语论文网 【http://www.51lunwen.org】cessing campaign websites. Account planning, creative briefing, media planning and advertising evaluation are all examined through the use of typical briefing documents and/or case studies of effective campaigns. The Advertising Standards Authority and their work plus the legalities and ethics surrounding advertising is explored through tutorial exercises. Students are required to read the trade press and be aware of advertising campaigns in order to apply theory to current practice. Students will be expected to be able to use electronic searching techniques to find out details of campaigns and associated advertising agencies, as well as study published market reports on products/brands. Independent study into the role and work of advertising agencies will be part of the practical aspect of the module and will contribute to formal assessment.
10. ADVERTISING MODULE WEEK BY WEEK SCHEDULE 2006-7
Date
W/c No. Topic Objectives & Key Concepts Reading
29/01 1 Introduction to Advertising
Advertising as part of the marketing communications mix
• Module Introduction
• Advertising appreciation
• Group coursework assignment (30%) discussion
Chapter 1 & 3 Yeshin
Chapter 1 White
Chapter 4 Wright
05/02 2 How advertising works A
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