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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 accessing 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  Advertising 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
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