Full Title:Advertising
Module Code:PREL B8016
 
Credits: 5
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 4 programme(s)
Module Description:no description provided
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Clearly define advertising - its functions and roles, benefits and limitations
  2. Understand how public relations and advertising can work together within an integrated marketing campaign
  3. Recognise the importance of establishing advertising objectives prior to the creation of an advertising campaign
  4. Understand the creative process of an advertising campaign, from start to finish
  5. Identify the principles of sales promotion and the media planning process
  6. Describe the various types of advertising
 

Module Content & Assessment

Indicative Content
Introduction to advertising
Definition of advertising, the roles and functions of advertising, its benefits and limitations, the key differences between advertising and public relations.
Advertising and Public Relation: an IMC approach
Definition of integrated marketing communications, IMC within an evolving digital landscape, getting the IMC mix right, how advertising and PR can complement each other within an IMC campaign.
The creative process
The primary advertising media, introduction to the creative team (the copy writer and the art director), message planning: focus on the creative brief, the creative strategy: Young’s five-stage process, formulating the Big Idea, executing the creative idea.
Media planning
The role of media planning, the media planning process, media scheduling patterns.
Sales promotion
Sales promotion tools, strengths and limitations, sales promotion and the marketing communications mix.
The different types of advertising
Overview of the various types of advertising of relevance to the PR practitioner, from traditional offline to emerging digital trends.
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Continuous Assessment Students will work in groups and undertake a research project into an aspect of advertising that appeals to them. Their project should involve an element of first-hand research (in this case, making contact with an ad industry professional). They will present their findings to the rest of the class. 2,3,4 50.00 0 0 n/a 0
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Formal Exam End-of-Semester Final Examination 1,4,5,6 50.00 0 0 End-of-Semester 0
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 1.00 Every Week 1.00
Tutorial No Description 2.00 Every Week 2.00
Independent Study No Description 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 2.00 Every Week 2.00
Directed Reading No Description 4.00 Every Week 4.00
Independent Study No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
Resources
Supplementary Book Resources
  • Chris Hackley 2010, Advertising and Promotion: an Integrated Marketing Communications Approach, 2nd Ed., Sage Publications
  • Sandra Moriarty, Nancy D Mitchell and William D Wells 2012, Advertising and IMC: Principles and Practice, 9th Ed., Prentice Hall
  • William F Arens, David H Schaefer and Michael Weigold 2009, Essentials of Contemporary Advertising, McGraw Hill
  • Tom Duncan 2005, Advertising and IMC, 2nd Ed., McGraw Hill
  • Kenneth E Clow and Donald Baack 2007, Integrated Advertising, Promotion and Marketing Communications, 3rd Ed., Pearson Education International
  • Luke Sullivan and Sam Bennett 2012, Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 4th Ed., John Wiley & Sons
  • Patricia Medcalf 2004, Marketing Communications: An Irish Perspective, Gill & Macmillan
This module does not have any article/paper resources
Other Resources
  • n/a: www.aai.ie
  • n/a: www.iapi.ie
  • n/a: www.asai.ie
  • n/a: www.icad.ie
  • n/a: www.adworld.ie
  • n/a: www.marketing.ie
  • n/a: www.adsoftheworld.com

Module Delivered in

Programme Code Programme Semester Delivery
DK_BPROC_8 Bachelor of Arts (Honours) in Public Relations and Online Communication 2 Mandatory
DK_BPREL_7 Bachelor of Arts in Public Relations and Online Communication (Exit Award) 2 Mandatory
DK_BBSMA_D Bachelor of Business in Business and Management 2 Elective
DK_BBSMA_C(?) Higher Certificate in Business in Business and Management 2 Elective