RGU: RGU Module: Advertising Communication (BS2247)

Module Title
Advertising Communication

Keywords
Language; Media, Appropriation, Sponsorship, Regulation, Ethics, Media Planning and Buying

Reference

BS2247

SCQF Level

SCQF 8

SCQF Points

ECTS Points

7.5

Created

May 2002

Approved

June 2003

Amended

August 2012

Revision No.

Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules

None.

Precluded Modules

None.

Aims of Module

To provide the student with the ability to evaluate the role, function and structure of the advertising industry within a consumer society.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1.	Identify and locate the process of advertising communication within a social and economic context.
2.	Evaluate the roles and function of advertising within the mass media industry.
3.	Analyse the social and ethical debates relating to the role and function of the advertising industry.
4.	Evaluate the stages in the strategic corporate campaign planning process.
5.	Analyse the semiotics of advertising.

Indicative Module Content

Advertising appropriation, budgets, costing and assessment of objectives. Analysis of the different advertising vehicles, above the line and below the line media analysis. Direct response advertising and sales promotion techniques and function. Media characteristics and advertising application. The media planning process and media advertising implementation. Communication Industry stakeholders. The voluntary and legal codes of advertising. Ethical issues. Language; Analysis of advertising signification and relationship to target groups.

Indicative Student Workload

Contact Hours	Full Time
Lectures	24
Tutorials/Seminars	6
Assessment	3
Directed Study
Directed Study	50
Private Study
Private Study	67

Mode of Delivery

This is a lecture based course supplemented with tutorial and seminar sessions. Students are expected to prepare for seminars and contribute to the discussion of the seminar topics. Student centred learning takes the form of directed reading and preparation for seminar work.

Assessment Plan

	Learning Outcomes Assessed
Component 1	1,2,3
Component 2	4,5

Both components consist of courseworks based on case study materials.

Indicative Bibliography

1.	BRIERLEY, S., 2002. The advertising handbook. 2nd ed. London: Routledge.
2.	HACKLEY, C.E., 2010. Advertising and promotion : an integrated marketing communications approach. 2nd ed. London: Sage.
3.	JEFKINS, F. and YADIN, D., 2000. Advertising. 4th ed. London: FT Management.
4.	RIJKENS, P., 1992. European advertising strategies. London: Cassell.
5.	WELLS, W., MORIARTY, S.E. and BURNETT,J., 2003. Advertising: principles and practice. 6th ed. London: Prentice Hall.
6.	WHITE, R., 2000. Advertising: what it is and how to do it. 4th ed. London: McGraw Hill.