marketing

You are required to explore visual communication and theoretical issues raised by the relationship between advertising, brands and marketing (maximum 4 pages of typed A4 minimum font size 11)

Select international examples* of advertising in either the private or public sector
Observe these advertising campaigns and critically assess their impact on individuals and society
Explain the advertising strategies, applying theoretical concepts and knowledge
*web, press, TV, radio, cinema, outdoor

ADVERTISING THEORY
Learning Outcome(s) Assessed:
1 To understand conceptual principles relating to the theory of creating and managing an advertising campaign
2 To critically analyse and evaluate advertising concepts and strategy
3 To practically apply advertising management strategically in a Global context
Description of Assignment: You are required to explore visual communication and theoretical issues raised by the relationship between advertising, brands and marketing (maximum 4 pages of typed A4 minimum font size 11)
1 Select international examples* of advertising in either the private or public sector
2 Observe these advertising campaigns and critically assess their impact on individuals and society
3 Explain the advertising strategies, applying theoretical concepts and knowledge
*web, press, TV, radio, cinema, outdoor
Grading Criteria (What constitutes a good assignment?): Demonstration of understanding of the content provided within the ADVERTISING THEORY series of Lectures (ATL1-ATL7) written as concise, focused and accurate answers that use theory/models as relevant

ATL1 Why Advertise
Hierarchy of Effects (Lavidge & Steiner 1961)
Definitions (various)
Marketing Mix (McCarthy 1960)
Extended Marketing Mix (Booms & Bitner 1981)
Extended Marketing Mix and Target Audience (Kotler, Brady, Goodman et al)

ATL2 Communications
Definition of Marcoms (Kotler & Keller)
Definition of Marcoms (Fill)
Definition of Communication (CIM)
Model of Communication (Schramm 1999)
Model of Communication (Shannon & Weaver 1949

ATL3 Promotional Mix
4C’s (Fill 2005)
Communication Mix (Fill 2009)

ATL4 IMC
Definition of IMC (Schultz)
Definition of IMC (Kotler & Keller)
Customer Characteristics
Major Aspects of IMC (Schultz)
Components of IMC
Connection Circles

ATL5 Advertising Strategy
Demonstration of the use and meaning of Colour. What is it associated with? cultural links, advantages, disadvantages, suitability to industry etc.

ATL6 Consumer Behaviour & Culture

ATL7 Advertising & Branding