dvertising theory
• Strong v weak theories of advertising
• Hierarchy of effects
• Self Study Research Exercise – searching for information on advertising
Chapter 2 Yeshin
Chapter 4White
Chapter 3 Wright
12/02 3 How advertising works – 21st century models Advertising theory
• Applying theory to current advertising
Chapter 2 Yeshin
Chapter 4White
Chapter 3 Wright
19/02 4 Agencies & clients Agency/client relationships
• Agency selection
• Agency remuneration
• Group assignment presentations
Chapter 5Yeshin
Chapter 3 White
Chapters 5, 6 Wright
26/02 5 Advertising agencies & Account Planning
Account Planning
• Account planning cycle
• Role of account planner Chapter 6, 7 Yeshin
Chapter 2 White
Chapter 6 Wright
05/03 6 Advertising strategy & creative briefing Advertising Strategy">Advertising Strategy
• Setting objectives
• Budgets
• Creativity
• Individual coursework assignment discussion(70%) Chapter 9, 10 Yeshin
Chapter 5,6,7 White Chapter 14, Wright
12/03 &英语论文网 【http://www.51lunwen.org】nbsp;7 Media Planning
Choosing the right media-
• advantages & disadvantages
• budgets
• coverage & frequency
• media research Chapter 11, Yeshin
Chapters 9-13,
White
Chapter 7 Wright
19/03 8 Advertising research & campaign evaluation Advertising effectiveness
• Pre & Post testing
• Campaign evaluation
• Brand tracking Chapter 8, Yeshin Chapter 8 White
Chapter 9, 14 Wright
26/03 9 ASA ASA & ethical issues
• Role of ASA
• Rules & regulations
• Ethical issues in advertising
• Individual assignments hand in (70% of marks) Chapter 1, Yeshin
Chapter 15, White
Chapter 2, Wright
31/03
- 22/04 EASTER HOLIDAYS
23/04 10 Bringing it all together Advertising as part of the communications mix
• Applying course learning to assessment of various campaigns
Reading/Resource List
Essential:
Yeshin, T. (2006), Advertising ,Thomson Learning, London (ISBN 1-84480-160-8)
Recommended:
White, R., Advertising, McGraw Hill (ISBN 0077094581)
Wright, R. Advertising, Financial Times/Pren
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