Undergraduate Course: Advertising: Theories and Practice (BUST10014)
||College||College of Humanities and Social Science
|Credit level (Normal year taken)||SCQF Level 10 (Year 4 Undergraduate)
||Availability||Available to all students
|Summary||Advertising is a highly visible and pervasive marketing communications tool, constantly evolving in response to developments in media, technology, and the marketing industry. The effects of advertising are examined and debated by individual clients and agencies, the marketing industry in general, and those concerned about its role within society. This course enables students to develop a critical understanding of advertising (broadly defined) 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. It seeks to relate theories or issues to examples of advertising where possible, and draws on practitioner as well as academic literature in relating theory to practice. Video material is used, providing insights into the development of particular campaigns as well as different perspectives on issue such as stereotyping and the communication of values in advertising. Practitioner input into the course is also intended to relate theory to practice.
The advertising industry
Advertising and brands
Planning: developing advertising strategies and creative briefing
Information processing, emotional response and the role of involvement
Active audience models
Social and cultural effects of advertising
Tools for assessing advertising's social/cultural effects
Advertising and regulation
Student Learning Experience
Overall, the course aims to apply your knowledge and understanding of key concepts and theoretical frameworks in developing and justifying a creative brief and develop a critical understanding of advertising as an evolving marketing communications tool. Given the diversity of views amongst practitioners and critics about how advertising does or should work, you can gain a great deal from comparing your own views and experiences with those of others. The use of interactive lectures and small-group work is designed to encourage you to debate, discuss and apply theories to examples of advertising.
Entry Requirements (not applicable to Visiting Students)
|| Students MUST have passed:
||Other requirements|| Year 4 only. Business Studies Honours Entry
Information for Visiting Students
|Pre-requisites||Visiting students should have at least 3 Business Studies courses (including at least one Marketing course) at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
|High Demand Course?
Course Delivery Information
|Academic year 2018/19, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|Additional Information (Assessment)
||The course will be assessed by means of an open note degree examination - 70% of the final mark, to be held during the summer examination diet as notified by Registry - and by one piece of group continuous assessment (of up to 5,000) - 30% of the final mark (of which 10% is peer assessed).
In the degree examination, you will be required to answer two out of six questions.
You will be allowed to use one A4 page with notes on both sides (handwritten or typed).
||Generic feedback on your coursework, together with individual marks, will be available on Learn.
Your examination marks will be posted on Learn (together with generic feedback and examination statistics) as soon as possible after the Boards of Examiners meeting (normally early-mid June). During the summer months (i.e. mid/end June until end August), you may come into the Business Studies Office (Room 1.11, Business School, 29 Buccleuch Place) to look at your examination scripts. Note that you will not be able to remove any examination scripts from the UG Office as they may be required by the Board of Examiners
||Hours & Minutes
|Main Exam Diet S2 (April/May)||2:00|
On completion of this course, the student will be able to:
- Explain the structure of the advertising industry.
- Offer a critical account of the process and context of advertising development, informed by both practitioner and academic literature on advertising.
- Critically evaluate advertising effects from different managerial and critical perspectives.
- Demonstrate a critical appreciation of particular advertisements as examples of persuasive communication.
- Locate and use appropriate advertising resources (traditional and on-line) to research particular issues.
|Key text |
Semenik, R., Allan, C., O'Guinn, T. and Kaufmann, H. (2012) Advertising and promotions: an integrated brand approach, International edition, Sourth-Western/Cengage Learning
You should spend some time early in the course exploring Warc.com (available via Databases A-Z from the Quick Links menu at
This is an excellent advertising database, offering hundreds of award-winning case histories from the Institute of Practitioners in Advertising Advertising Works series, as well as various journals, industry news and statistics, marketing conference blogs, and a wealth of other marketing and advertising-related resources.
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Consumer Research
Journal of Marketing Communications
Advertising & Society Review
Hard copies of some journals (eg Journal of Consumer Research) are available in the main library, but at the time of writing, all of those listed above (apart from Admap, which is available from warc.com via Databases A-Z on Library Online) are available online as e- journals from http://www.ed.ac.uk/schools-departments/information-services/library-museum-gallery. Just type the journal name into the "electronic journals" box on the page, and follow the link to the relevant database.
Useful supplementary texts
Hackley, C. (2010) Advertising and Promotion: An Integrated Marketing Communications Approach, London: Sage, 2nd edition
Leiss, W., Kline, S., Jhally, S. and Botterill, J. (2005) Social communication in advertising, 3rd edition, New York: Routledge
Other useful websites
Some internet resources are detailed along with other reading for particular sessions and you will be introduced to others during the lecture programme. You are encouraged to draw
upon these as well as traditional resources in reading for this course and if you spend some time exploring individual advertising agency websites yourself as well as following links from warc.com, this will enhance your experience of studying on this course.
Sites like http://theinspirationroom.com/daily/ allow you to keep up to date with creative advertising campaigns, both in the UK and internationally.
|Graduate Attributes and Skills
||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
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
|Additional Class Delivery Information
||1 lecture per week
|Course organiser||Dr Stephanie O'Donohoe
Tel: (0131 6)50 3821
|Course secretary||Ms Chrysanthi Manidou
Tel: (0131 6) 50 3826