Module Details

Module Code: PREL B8016
Full Title: Advertising
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 5
Module Owner:: Ciara O'Connor
Departments: Unknown
Module Description: no description provided
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Clearly define advertising - its functions and roles, benefits and limitations
MLO2 Understand how public relations and advertising can work together within an integrated marketing campaign
MLO3 Recognise the importance of establishing advertising objectives prior to the creation of an advertising campaign
MLO4 Understand the creative process of an advertising campaign, from start to finish
MLO5 Identify the principles of sales promotion and the media planning process
MLO6 Describe the various types of advertising
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module 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.
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 2,3,4
Duration in minutes 0
Assessment Description
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.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,4,5,6
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
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

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.00 1
Tutorial Contact No Description Every Week 2.00 2
Independent Study Non Contact No Description Every Week 6.00 6
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 4.00 4
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Supplementary Book Resources
  • Chris Hackley. (2010), Advertising and Promotion: an Integrated Marketing Communications Approach, 2nd. Sage Publications.
  • Sandra Moriarty, Nancy D Mitchell and William D Wells. (2012), Advertising and IMC: Principles and Practice, 9th. 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. McGraw Hill.
  • Kenneth E Clow and Donald Baack. (2007), Integrated Advertising, Promotion and Marketing Communications, 3rd. Pearson Education International.
  • Luke Sullivan and Sam Bennett. (2012), Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 4th. John Wiley & Sons.
  • Patricia Medcalf. (2004), Marketing Communications: An Irish Perspective, Gill & Macmillan.
This module does not have any article/paper resources
Other Resources
  • www.aai.ie.
  • www.iapi.ie.
  • www.asai.ie.
  • www.icad.ie.
  • www.adworld.ie.
  • www.marketing.ie.
  • www.adsoftheworld.com.