module specification

MC7081 - Advertising Management (2018/19)

Module specification Module approved to run in 2018/19
Module title Advertising Management
Module level Masters (07)
Credit rating for module 20
School Guildhall School of Business and Law
Total study hours 200
 
45 hours Scheduled learning & teaching activities
155 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 40%   The strategic creative brief - 20 mins Individual presentation +1500 word critical essay
Coursework 60%   Individual written report- Comprehensive advertising plan - 2500 words
Running in 2018/19
Period Campus Day Time Module Leader
Spring semester City Tuesday Afternoon
Autumn semester City Tuesday Afternoon

Module summary

This module is one of two modules in the Advertising pathway of the MA Marketing course. It is designed to provide students with the theoretical knowledge and key industry-standard skills needed to develop a successful career within the growing and dynamic advertising industry.Executive and/or management positions within the Advertising industry, on both the agency side and on the client side of the business, include: account managing, account planning and insight, digital advertising planning, social media campaign management, brand management, creative executives, media buying and planning.

The module critically explores the strategic advertising process, how it fits into a company’s marketing plan, and the role it plays within the marketing communications framework. The historical evolution, the fast-changing environment of advertising and the impact of technology are explained as background for understanding how advertising works in the 21st century. The module critically assess key theories, models and emerging concepts in advertising which are relevant to product/ service/brand advertising and explores traditional and on line advertising practice. The content includes theoretical frameworks and models of advertising;  how advertising is developed, how agencies are structured, how agencies work with clients; brand-building functions of advertising; the advertising planning process;  the strategic advertising brief; creative advertising and copywriting; offline/online media planning and buying; how advertising is evaluated and measured;how advertising works within the regulatory framework in which advertising operates across national and cultural boundaries.

Module aims

The module aims to:

• Review critically the principal theories, models and emerging debates related to the study and practice of advertising, and gain an appreciation of the strategic dimensions of advertising
• Develop students' critical understanding and knowledge of the issues in the changing structure of advertising industry in both a national and global context
• Enable students to gain a systematic understanding of how integrated advertising campaigns are conceived, developed, produced, evaluated and measured
• Enable students to select appropriate tools of brand communications and develop a fully integrated online and offline advertising plan
• Develop a critical awareness of the regulatory and legislative framework within which advertising must comply markets and cultures

The module also aims to assist students in the acquisition of the following skills:
• Being creative
• Researching & analysing
• Academic writing & reading
• Application of knowledge and presenting data 
• Critical thinking
• Communicating/Presenting, orally and in writing

 

Syllabus

• The advertising context – historical development of advertising and branding and the social, economic and technological influences
• How advertising agencies are structured and the differing relationships with client companies
• The strategic dimensions of adverting - how it fits into a company’s marketing plan, and the role it plays within the marketing communications framework
• Theoretical principles of branding and the role of advertising in building strong brands & brand equity
• Advertising theories used to explain how advertising works & how consumer process information 
• Analysis of how advertising theories have been adapted and adopted by the industry
• Advertising planning process-context analysis, selecting the target audience, brand positioning, setting sales and communications objectives, the message strategy, allocation and justification of budgets, the creative strategy, media planning and buying, campaign evaluation, campaign evaluation
• Writing and evaluation of a strategic creative brief
• Conceptualising the ‘big idea’, creative idea and appeal, analysis and critique of advertising executions
• The media planning options for adverting traditional and digital-paid, owned and earned media (TV, Radio, Print , cinema, outdoor, digital billboard, display advertising, video advertising, advergaming, tribal advertising, Near Field communication- NFC)
• The media industry in the context of buying & using media for advertising - traditional and digital (programmatic advertising and real time buying-RTB, flash-based ads, rich media ads, native advertising, remarketing)
• Regulatory, legislative, and ethical frameworks within which advertising operates
• Measuring advertising effectiveness – strategic advertising research, pre-testing and post-testing techniques, and measures of campaign outcomes (traditional metrics and digital metrics )

 

Learning and teaching

This module will be delivered over a 15 week period and consists of 2-hour interactive learning sessions and 1-hour appreciation and critique of advertising sessions each week. The 1-hour lecture will focus on defining and clarifying the theoretical principles to the appropriate depth and breadth.The interactive learning sessions serve to anchor knowledge imparted in the lectures and provides a forum for a better understanding of lectures through small group discussions, case study/ campaigns/ journal article/problem solving analysis, presentations by guest speakers, and interchange of questions and answers. It also assists students in relating their knowledge to the advertising discipline and profession.
In order to ensure that students take more control of their learning and development, a ‘flipped classroom’ approach is adopted where students are provided with a topic and prepare well in advance of the date on which materials will be covered. The teaching team will lead a discussion on the role that each should play in the weekly sessions.
In addition workshops will be made available to enable individual students to focus on an aspect of their personal creative development that they have identified in the gathering of the various elements of their advertising pitch proposals. These elements will make a key input to each student's PDP and there will be scope for each student to discuss with the teaching team how their personal goals in terms of their PDP can be addressed through the content of the activity week programmes. This teaching and learning approach is responsive to learner needs in that it offers flexibility for the identification and development of individual student learning needs and allows every student the opportunity to complete an assessment at which they have the potential to excel.

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:

1. Demonstrate a critical understanding and use of appropriate concepts, theories and models of advertising in brand communications.
2. Identify and apply appropriate techniques for analysing and evaluation current advertising problems and issues.
3. Devise, implement and manage original advertising campaigns that are commercially and creatively viable.
4. Conceptualise a creative strategy through visual, verbal and aural techniques, and effectively communicate strategic creative briefs and plans to diverse range of audiences; professionally present and confidently defend ideas.
5. Select and use appropriate theory and media mix (traditional & digital) in response to a specific pitch brief and support their use.
6. Demonstrate a critical understanding and use of appropriate metrics and measurements for controlled and evaluated plans.

Assessment strategy

The assessment has been designed to test the achievement of the module’s learning outcomes and it requires students to think critically and apply the knowledge gained during the module. It will ensure that individual students are not disadvantaged by over reliance on any one particular form of assessment.  Accordingly, the module is assessed by two components:  Individual presentation of a creative brief and supporting material (40%) as well as individual written report 60% (2,500 words).Guidance will be given by the tutor to ensure appropriate evidence of meeting all learning outcomes is considered in the final development of theoretical presentation, supporting materials and written report.


Constructive alignment of assessment strategy to learning outcomes and skill development

Assessment Learning Outcomes Skills Development Details
Strategic creative brief

20 minutes Individual presentation
and
supporting material
(a presentation handout and  critical essay) (1,500 word limit for critical essay notes)
 

1,2,3,4,5,6 Oral Presentation
Oral presentation(P,A); researching and collation of relevant data and the synthesis of information to make meaningful analysis (P,A);problem solving skills (P,A); creative skills(P,A), synthesis skills (P,A); time management skills (P,A);
referencing skills (P,A);digital literacy and IT skills
(I,P);  improve the ability to work independently (I,P,A); improve the ability to communicate ideas, principles, theories and information effectively by visual means (I,P,A);self-discipline (I,P); time management skills (P,A)

Critical essay
Improve one’s ability to think critically and write reflectively in relation to
advertising theory (I,P,A); develop the skills to analyse, synthesise and evaluate a large body of concepts, ideas and theories related to advertising(I,P,A); notemaking (P); individual research skills (P,A); referencing skills (P,A); self-discipline (I,P)
 

Individual creative brief presentation and
supporting material (Phase I)

Students will prepare to deliver an oral presentation
and submit supporting materials. Students will be
required to carryout the development of an
advertising pitchfor a brand, product or service as
agreed with the Module leader. The strategic
creative brief should highlight the context analysis,
advertising strategy,creative strategy, media
planning and buying strategy, campaign
implementation process, budgets and measurements of results.Referencing
must be carried out using the Harvard System.
Presentations are not to exceed 20 minutes. 5 extra
minutes will be allocated for questions. Aside from
assessing subject knowledge, students will be
assessed on:
- their ability to work independently andformulate
and defend a complex argument in alogical manner
-their ability to choose appropriate materials and
Media, e.g. Prezi presentations
- use of voice - clear well-paced verbal delivery and
body language, confidence, eye contactand
professional approach; audience engagement
during the presentation and time management
-audience engagement during the presentation

Students willalso be required to submit asupporting
essay that critically evaluates in depth one aspect
of the strategic creative brief supporting their
arguments with appropriate concepts, theories and
models.Thecritical essay should not exceed 1500
words (excluding list of references and appendix).
For a critical essay, a font size: either Times New
Romanor Arial, size 12.  Single/1.5 spacing is
preferred.

Half the marks will be awarded on the basis
of the creative brief presentation, half for the critical
essay.
Written report-
Comprehensive advertising plan -2500 words (excluding bibliography and appendices)
1,2,3,4,5,6 Researching and analysing skills (P,A); application of knowledge, critical thinking and writing skills, problem solving (I,P,A);creative skills(P,A);referencing skills (P,A); improve the ability to work independently (P,A); improve awareness of current advertising problems and issues (P,A); completing tasks and projects (I,P,A);self-discipline (I,P); time management skills (P,A) Individual written report- 2500 word count
Comprehensive advertising plan (Phase II)

Students will be required to produce a comprehensive advertising plan. Students 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. Referencing must be carried out using the Harvard System.


The advertising strategy will include carrying out context analysis, setting focused campaign objectives and message strategies aimed at specific target audience. The advertising plan should fit in the strategic marketing plan of the company and its marketing communications activity. Students should consider the full range of available traditional and digital media channels and justify the use of those they select. They are also required to discuss how they intend to coordinate and control their campaigns across their chosen media vehicles. The analysis should be grounded in appropriate advertising concepts, theories and models
 

 

Bibliography

Key texts

Fill C., Hughes G. And De Francesco, S. (2013) Advertising: strategy, creativity and media, Pearson.
Percy, L. and Rosenbaum-Elliott, R. (2016) Strategic advertising management, 5th Edition, Oxford University Press.

Important texts

- Aaker, D. (2000) building strong brands, UK: Simon & Schuster.
- Altstiel, T. and Grow, N. (2013) Advertising creative: strategy, copy and design, 3rd edition,
  SAGE.
-Baron, R. and Sissors, J.(2010) Advertising media planning, 7th Edition,  McGraw-Hill Education.
- Chaffey D. and Ellis-Chadwick, F. (2015) Digital Marketing Strategy Implementation & Practice 6th Edition Pearson Education Limited.
- Chaffey, D. and smith, PR (2017)Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition,  Routledge
- De Pelsmacker, P., Geuens, M. & Van den Bergh, J.,(2013) Marketing Communications, 5th  ed, Pearson  (Available as an E-book.)
- Dahlen, M, Lange, F. and Smith, T. (2010) Marketing Communications: A Brand Narrative
Approach, John Wiley& Sons.
- Davis, J.J. (2011) Advertising Research: Theory and Practice, 2nd Edition New Jersey: Prentice Hall.
- De Mooj, M, (2014) Global Marketing and Advertising: Understanding Global Paradoxes. 4th
Edition, SAGE.
- Fennis B.  Stroebe  W. (2015) The Psychology of Advertising  2nd edition Routledge.
- Fill, C. and Turnbull, S. (2016) Marketing communications: discovery, creation and
conversations, 7th Edition, Pearson.
- Hegarty, J. (2011) Hegarty on advertising: turning intelligence into magic, Thames & Hudson.
-Himpe, T. (2008) Advertising Next: 150 Winning Campaigns for the New Communications
Age. Thames & Hudson.
- Kapferer, J-N. (2012) The New Strategic Brand Management, Advanced Insights and Strategic
Thinking. 5thth edition, London: Kogan Page.
- Keller, K. (2013) Strategic Brand Management: Building, Measuring and Managing Brand
Equity. 4th (global) edition, London, Pearson International. (Available as an E-book)
- Moriarty S, Mitchell N.  Wells W. (2015) Advertising & IMC: Principles and Practice, Global
Edition, Pearson.
- Mueller, B. (2011) Dynamics of international advertising: theoretical and practical perspectives,
2nd edition, Peter Lang Publishing, New York.
- William F. Arens, Michael F. Weigold, and Christian Arens, Contemporary Advertising (2016)
15thEdition International edition, McGraw.
- Pricken, M. (2010) Creative Strategies Idea Management for Marketing, Advertising, Media
and Design. Thames & Hudson.
- Rodgers S. and Thorson E. (2012) Advertising Theory, Routledge.
- Yeshin, T. (2011) Advertising, South-Western, CENGAGE Learning.


E-magazines:

Advertising Age
ADMAP
Campaign
Marketing
Marketing Week
Financial Times
IPA Effectiveness Award Books

E-journals
Journal of Marketing
Journal of Current Issues and research in Advertising
Journal of Advertising Research
Journal of Marketing Research
Journal of Advertising
International Journal of Advertising
Journal of marketing communications
Journal of Marketing Communications
Journal of Communication Management
International Journal of Advertising: the quarterly review of marketing communications
International Journal of Integrated Marketing Communications

Industry
Institute of Practitioners in Advertising   www.ipa.co.uk
Internet Advertising Bureau UK   www.iabuk.net
Interactive Advertising Bureau   www.iab.net
Thinkboxwww.thinkbox.tv
Broadcaster Audience Research Board  www.barb.co.uk
Advertising Standards Authority   www.asa.org.uk
Radio Advertising Bureau  www.rab.com
Click Z   www.clickz
Marketing Sherpa www.marketingsherpa.com
World Advertising Research Centre www.warc.com
Imediaconnectionwww.imediaconnection.com
Advertising Associationwww.adassoc.org.uk
News Media Association www.newsmediauk.org
emarketer - http://www.emarketer.com/
Smartinsights - http://www.smartinsights.com