Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to identify the need for advertising; understand the role of creativity; identify methods to establish a budget; understand processes and practice of television, radio and print production; understand the principles of ethical behaviour in advertising.
Synopsis The institutions of advertising - advertising agencies, their clients and the media. The uses of the media of advertising - television, radio, newspapers, magazines outdoor, cinema, etc. The economics of advertising. The planning of advertising - from marketing strategy to advertising strategy. Establishing advertising objectives. Budgeting for advertising. Advertising creativity-message strategy. Criteria and processes for evaluating creative success of failure. Production concepts for television, radio, print. Retail advertising. Social and ethical issues in advertising.
Assessment Written (3000 words): 30% + Team project: 20% + Examination (2 hours) 50%