Advertising: Theories and Practice (BS0024)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-4-ATP

Advertising is a highly visible and pervasive marketing communications tool, with effects which have been considered from a range of perspectives. This course enables students to develop a critical understanding of advertising from the perspective of advertising planners, consumers and critics.

The course is divided into four sections: Advertising in Context, Advertising Planning, Models of Advertising Effectiveness, and Social/Cultural Effects of Advertising. The continuous assessment project provides students with an opportunity to work in groups, researching a particular advertising campaign and analysing it in terms of theoretical frameworks presented in the course.

Entry Requirements

? Pre-requisites : Marketing BS0028

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : 4th year

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
08/01/2008	14:00	16:00	Lecture Theatre 270, Old College	Central

All of the following classes

Type	Day	Start	End	Area
Lecture	Tuesday	14:00	15:50	Central

Summary of Intended Learning Outcomes

Subject specific skills:

1. explain the structure of the advertising industry
2. offer a critical account of the process and context of advertising development, informed by both practitioner and academic literature on advertising
3. evaluate advertising effects from different managerial and critical perspectives
4. demonstrate a critical appreciation of particular advertisements as examples of persuasive communication
5. locate and use appropriate advertising resources (traditional and on-line) to research particular issues

Knowledge and Understanding

- explain the roles which advertising can play in the contemporary marketing mix and marketing environment
- describe the process of advertising planning and the context in which it is undertaken
- explain different theories and models with respect to advertising effectiveness
- describe key concerns which have been raised concerning advertising's role in society, together with the advertising industry's response to such concerns
- describe the British approach to advertising regulation

Cognitive Skills

1. assess sources of tension within agencies and between agencies and clients
2. analyse how different approaches to positioning, creative work, media and advertising research may influence advertising effectiveness
3. compare and contrast different theories and models of advertising effectiveness
4. critically evaluate competing arguments concerning the role of advertising in society
5. assess the strengths and weaknesses of different approaches to advertising regulation
6. relate advertising theories, models and debates to particular examples of advertisements