Authorised by Academic Registrar, April 1996
Objectives To provide students with an understanding and appreciation of the issues faced by both a client and their advertising agency in maximising the effectiveness of an advertising budget. At the end of this subject students should be able to (i) discuss and interpret the evolving structures of, and roles within, advertising agencies; (ii) demonstrate an understanding of the agency/client/media relationship through the analysis of selection, evaluation, briefing and remuneration of and advertising agency; (iii) evaluate and contribute to the development of advertising campaigns, from the conceptual stages through to and including production and implementation considerations; (iv) respond relevantly and evaluate creative concepts and executions; (v) identify appropriate advertising research techniques and interpret their results; (vi) illustrate through example the social and legal constraints on advertising; and (vii) formulate relevant ideas on advertising managment issues, present and discuss them.
Synopsis This subject provides students with an understanding of the organisational context with which advertising is created and managed, and of the ethical constraints and public concerns which influence its conduct. It will cover ethics of advertising within its social and legal environment; the advertising agency today and its future; the account management function, responsibilities and relationships; agency selection, evaluation and remuneration; managing creatives creatively; models of how advertising works revisited - implications for managing; developing brands - the long term effects of advertising; advertising research; issues in advertising management - new media/techniques, production management, international advertising.
Assessment Individual assignment (3000 words): 30% + Group assignment including oral presentation (2000 words): 20% + Reflective advertising diary and folder (1000 words): 10% + Participation: 5% + Examination (2 hours): 35%