Institute of Commercial Management | Qualification Subject

Advertising

Main Topics of Study

Introduction to Advertising

  • History of advertising
  • Significance and scope of the advertising industry
  • Nature and role of advertising in society
  • Types of advertising
  • Factors that influence the communication process
  • The influencer model of communication
  • The interactional model of communication
  • Using advertising to influence attitudes

Advertising Theories, Concepts and Frameworks

  • The use of information and emotion in advertising
  • Advertising concepts and models
  • Trade advertising
  • Eclectic models of advertising
  • Using advertising strategically
  • The Institute of Practitioners in advertising

Advertising Strategies, Planning and Positioning

  • Communications strategies
  • Objectives and strategic development
  • Advertising planning and frameworks
  • Positioning options

Creativity, Content and Appeals

  • Creative roles and skills
  • The creative process
  • Creative content
  • Message appeals
  • Evaluating creativity

Brand Communications: The Role of Advertising

  • Types of branding
  • Brand characteristics
  • Brand associations
  • The role of advertising and communications in branding
  • Brand equity

The Advertising Industry

  • Role of the advertising agency
  • Advertising agency structures and integration
  • Agency operations and roles
  • Advertising agency selection
  • Agency remuneration
  • Advertising budgets

Traditional Media

  • Print media
  • Magazines
  • Strengths and weaknesses of using magazines in the media plan
  • Newspapers
  • Strengths and weaknesses of using newspapers in the media plan
  • Electronic media
  • Radio
  • Strengths and weaknesses of using radio in the media plan
  • Television
  • Strengths and weaknesses of using television in the media plan
  • Outdoor media
  • Direct mail
  • Strengths and weaknesses of using outdoor media and direct mail in the media plan
  • Alternative advertising media

Digital Media and Emerging Technologies

  • Internet and online advertising
  • Strengths and weaknesses of using online in the media plan
  • Mobile marketing
  • Social media marketing, strengths and weaknesses
  • Gaming
  • Strengths and weaknesses of using gaming in the media plan
  • Supplementary digital advertising media

Media Planning

  • How does media planning work?
  • Evolution of media planning
  • The media plan
  • Factors affecting media objectives and strategies
  • Scheduling
  • Media buying

Measuring Advertising Efficiency and Effectiveness

  • Media audience research
  • Calculating the audience
  • Print measurement
  • Broadcast measurement
  • Digital measurement
  • Internet
  • Social media measurement
  • Buying the media

Standards and Responsibilities

  • Attitudes towards advertising
  • Ethics and advertising
  • Controls and regulations
  • The Advertising Standards Authority
  • Codes of practice
  • Complaints and sanctions
  • Corporate social responsibility

Contemporary Issues in Advertising

  • The key issues relating to integration
  • Consumer insights
  • Advertising and social networks
  • Media management planning
  • Measuring advertising effectiveness
  • Creativity

Recommended Reading

Main Text:

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Advertising: Strategy, Creativity and Media. Chris Fill, Graham Hughes, Scott De Francesco, Pearson.

Indicative Text:

Alternative Text and Further Reading:

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Advertising: Principles and Practice, 2005, W.D. Wells, S. Moriarty & J. Burnett, Prentice Hall.

Advertising and Promotion: An Integrated Marketing Communications Approach, 2010, C. Hackley, Sage Publications.