MC5000 - Advertising Concepts Theory and Practice (2023/24)
Module specification | Module approved to run in 2023/24 | ||||||||||||||||
Module title | Advertising Concepts Theory and Practice | ||||||||||||||||
Module level | Intermediate (05) | ||||||||||||||||
Credit rating for module | 30 | ||||||||||||||||
School | Guildhall School of Business and Law | ||||||||||||||||
Total study hours | 300 | ||||||||||||||||
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Assessment components |
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Running in 2023/24(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
This module is designed to introduce students to the advertising process and the role it plays within the changing global technological environment of marketing communications. The module presents theoretical frameworks and models which are relevant to brand advertising and explores traditional and on line advertising practice. The content includes advertising theories and models; the strategic advertising brief; how agencies work with clients; how advertising is developed and produced; how advertising is evaluated and measured, (the metrics); the development of offline and online media; how advertising works within the regulatory framework in which advertising operates across markets and international cultures
Module aims
This module has been designed to build on Level 4 modules knowledge with a focus on the understanding of advertising theory and principles. This module aims to develop a critical understanding of advertising function and its contribution to the marketing communication function. The aims of the module are:
- To critically explore the concepts & advertising and techniques, and the role of advertising in improving brand effectiveness and brand communications.
- To develop analytical abilities of students and apply these to their knowledge and skills in understanding traditional and contemporary advertising
- To develop and demonstrate students technical skills and knowledge in applying and developing advertising plans.
- Develop students' understanding and knowledge of the issues in the changing structure of advertising industry in both a national and global context
The module also aims to assist students in the acquisition of the following skills:
- Researching analysing
- Academic writing & reading
- Application of knowledge and presenting data
- Critical thinking
- Communicating/Presenting, orally and in writing
- Being creative
- Inter-personal/Inter-cultural communication
- Interpreting & evaluating information
Syllabus
- The advertising context – Historical development of advertising.
- How advertising agencies are structured and the differing relationships with client companies -Traditional and digital.
- The structure of communication agencies personnel and suppliers & functions – Account planning, media planning & buying, creative director, copywriter, art director, production & traffic
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The role of advertising in Integrated marketing communication
Theoretical principles of branding & the role of advertising in building strong brands & brand equity. - Principles used in developing an adverting strategy – generic, pre-emptive, positioning, rezone, affective informational
- Advertising theories used to explain how advertising works & how consumer process information - sales objective, cognitive, emotional advertising, Attitudes, Integrated advertising models - FCB grid, Hierarchy of effects Elaborative likelihood model, ATR model , Advertising engagement , Advertising & consumer involvement, Social semiotics and visual persuasion theory.
- Analysis of how advertising theories have been adapted and adopted by the industry
- Analysis and critique of advertising executions
- Writing and evaluation a creative brief and creative appeals.
- The media options for adverting traditional and digital (TV, Radio, Print , cinema , outdoor , paid search, display advertising, video advertising, advergaiming )
- The media industry in the context of buying & using media for advertising - traditional and digital
- International advertising strategies and planning – Culture, cultural norms, language & symbols standardisation, adaptation & localisation.
- Regulatory, legislative, voluntary and ethical frameworks within which advertising operates
- Detailed analysis of how each stage of an advertising plan is developed from brief to execution
- How advertising is measured, controlled and evaluated (traditional metrics and digital metrics )
- Research methods to pretest, post-test. Research approaches & methods to measure effectiveness of advertising campaigns -quantitative /qualitative approaches
- Examining the range and context of how advertising is assessed and evaluated in the business world
Learning and teaching
The module will be delivered over a 30 week period and consists of 1.5 hours lectures and 1.5 hours seminar each week. The weekly lectures will focus on key theories, concepts models and frameworks
For the analysis of contemporary advertising. The seminar sessions will cover discussions, debates, and video, cases, campaigns and questions and answer sessions to build on the contemporary advertising issues covered in the lectures. The Seminar serves to anchor knowledge imparted in the lectures and provides a forum student discussions
- A better understanding of lectures through small group discussions, case study/ campaigns/ journal article/problem solving analysis and interchange of questions and answers.
- Assist students in relating their knowledge to the advertising discipline and profession
The facilities of Web Learn will be used as part of a blended learning approach and will be central to the delivery of module handbook, case studies, campaigns, journal articles, and external web links learning
Learning outcomes
On successfully completing the module students will be able to:
- Demonstrates an understanding and evaluates the brand-building function of advertising and how brands are perpetuated, enhanced in various advertising media channels (1)
- Analyse, interpret, and evaluate relevant information & demonstrate a critical understanding and use of the principal theories of advertising in branding communications (2)
- Understand and critique the increasingly complex nature of advertising within the management, delivery and control of strategic brand communications plans (3)
- Analyse, and interpret, and evaluate relevant information to manage the advertising planning process & demonstrate the use of appropriate metrics & measurements for controlled and evaluated plans (traditional and digital) (4)
- Select and use appropriate theory & media mix (traditional & digital) in response to a specific pitch brief and support their use (5)
Assessment strategy
The module requires students to evaluate, analyse and think critically and apply their specialist knowledge gained during the module. Accordingly, the module is assessed by Three components: Individual Essay on one theoretical aspect of advertising 30% (2,000 words) Group presentation of a creative brief 20% (20 minutes) Group advertising campaign report 50% (4,000 words )
Individual Essay 30% (2,000 words)
Students will be required to analysis one theoretical aspect of advertising. The assessment will require that the students select an academic article about Advertising Theory from a given list. This will be provided by the lecturer on Web Learn. They will need to write an essay that presents the theoretical underpinnings of the article and gauge the most important ideas from the selected article and its relationship to advertising theory. Students will discuss managerial implications and provide illustrates of advertising campaigns supporting the theory and viewpoints from the article.
Group Presentation creative brief 20 % (20mins)
Students will be required to work in groups of 3-4 for an oral presentation. Students will be required to carry out the development of an advertising pitch for a brand, product or service as agreed with the Module leader students will prepare a deliver a presentation. & supporting material.
Group Report 50% (4,000 words)
Students are required to produce a comprehensive advertising plan. Each group should clearly explain the contents of the advertising campaign including the context analysis, advertising strategy, creative strategy, media planning and buying strategy, campaign implementation process, budgets and measurements of results.
Constructive alignment of assessment strategy to learning outcomes and skill development
Assessment strategy | Learning Outcomes | Skill Development |
Individual Essay | 1,2,34,8 |
Researching & analysing,(I PA) Academic writing & reading (PA) Application of knowledge,(A) Interpreting & evaluating information (IPA) Critical thinking (IPA |
Group Presentation creative brief report | 1,2,3,4, | Inter-personal/Inter-cultural communication, (PA) Application of knowledge and presenting data, (IPA) Being creative (IPA) Researching analysing ,(I PA) |
Group report – Develop an Advertising plan | ,1,2,3,4,5,6,8 | Researching analysing (IPA) Application of knowledge,(A) Inter-personal/Inter-cultural communication, (PA) Critical thinking (IPA)Academic writing (A) Being creative(IPA) Interpreting & evaluating inform (IPA) |
Bibliography
Core
Fill C. Hughes G. De Francesco S. (2012) Advertising: strategy, creativity and media Pearson
William F. Arens, Michael F. Weigold, Christian Arens (2016) Contemporary Advertising 15 Edition International edition McGraw
Rodgers S. Thorson E. (2012) Advertising Theory Routledge
Fennis B. Stroebe W. (2015) The Psychology of Advertising 2nd edition Routledge
Yeshin T. (2006) Advertising Thomson
Moriarty S, Mitchell N. Wells W. (2015) Advertising & IMC: Principles and Practice, Global Edition, 0/E Pearson
Helpful additional recommended reading:
Hackley C. Hackley R. (2015) Advertising and Promotion Third Edition SAGE Publications
Kelley L, Sheehan K., Jugenheimer D. (2016) Advertising Media Planning A Brand Management Approach, 4th Edition
Wellls D. (2014) Measuring Advertising Effectiveness Psychology Press
Tag N. (2012) Ad Critique How to Deconstruct Ads in Order to Build Better Advertising Sage
Eckler, P. and Rodgers, S., (2014) The handbook of international Advertising Research
Morrison, M.(2002) Using Qualitative Research in Advertising, Sage, 2002
Farley, D.(2002) How to Produce Successful Advertising, Kogan Page, 2002
Davis J.(2011) Advertising Research: Theory and Practice, Prentice Hall, 2011
O’Shaughnessy J. O’Shaughnessy N. (2003) Persuasion in Advertising Routledge UK
Fill C.(2013) Marketing Communications Brands, experiences and participation 6th Edition Pearsons
(Available as an E-book.)
De Pelsmacker, P., Geuens, M. & Van den Bergh, J.,(2013) Marketing Communications, 5th ed, Pearson (Available as an E-book.)
Keller K. 2013 Strategic Brand Management Global 4th Edition Pearsons
(Available as an E-book)
Keller K., Aperia T. Georgson M. (2012) strategic Brand Management 2nd edition Pearsons (Available as an E-book.)
Chaffey D. Ellis-Chadwick F. (2015) Digital Marketing Strategy Implementation & Practice 6th Edition Pearson Education Limited
Journals
Journal of Current Issues and Research in Advertising
Journal of Interactive Advertising
Journal of Advertising Research
Journal of Advertising
International Journal of Advertising : the quarterly review of marketing communications
Journal of Promotion management
International journal of Integrated Marketing Communications
Journal of Marketing Communications
Advertisers Age
Financial Times
ADMAP
Campaign
Marketing
Marketing Week
IPA Effectiveness Award Books
Industry
Institute of Practitioners in Advertising www.ipa.co.uk
Internet Advertising Bureau UK www.iabuk.net
Interactive Advertising Bureau www.iab.net
Thinkbox www.thinkbox.tv
Broadcaster Audience Research Board www.barb.co.uk
Screen Digest
Advertising Standards Authority www.asa.org.uk
Radio Advertising Bureau radio-advertising-bureau-uk
Click Z www.clickz
Marketing Sherpa www.marketing Sherpa
World Advertising Research centre www.warc.com
imediaConnection www.imediaconnection.com
Advertising Association
News media association