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论文作者:51lunwen论文属性:学期论文 termpaper登出时间:2008-07-15编辑:点击率:24807
论文字数:2501论文编号:org200807152147597410语种:英语 English地区:英国价格:$ 33
关键词:Advertising StrategyAnalysisCase StudyKFCAdvertisingMethodology
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
• Role of ac本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。