Advertising

Oglaševanje

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 0 hours of exercises, 10 hours of seminars, 20 hours other forms of work)

Course holder:

prof. dr. Tanja Kamin

Lecturers:

• Prof. Ebru Uzunoglu

Type:

Required

Language:

English

Semester:

Second semester

Study degree

1. level

Course execution:

• Undergraduate Programme of Communication studies - Marketing Communication and Public Relations

Prerequisits:

Students are allowed to participate in the course provided that they have completed the enrolment procedure. Recommended previously completed courses: 1. Advertising and Society 2. Basics of marketing

Objectives and competences

The goal of this course is to provide students with the fundamental skills needed to analyse, evaluate, and develop an advertising campaign. Competences: ? understanding fundamental theories and practical concepts used to develop strategically sound advertising campaigns; ? planning systematic process for developing a communication plan, including analysing a market situation, formulating communication objectives, identifying potential target audiences, developing advertising campaign strategies, and advertising copy; ? demonstrate the capacity for critical thinking and problem-solving with a marketer’s vision; ? provide dialog and constructive feedback to other students in the course of the project work; ? develop and present an advertising plan; ? become familiar with special issues in the current market and advertising industry.

Content (Syllabus outline)

The course is an overview of the strategic planning process required to develop a successful advertising campaign. It deals with academic knowledge and practical information needed to develop and maintain successful brands advertised by companies, profit and non-profit organizations and individuals. This course will provide a balanced overview of advertising strategy and execution; it explores fundamentals of Client and Agency relationships and organizational structure, targeting consumers, understanding consumer needs and motivations, identifying key consumer insights and benefits, setting advertising objectives, developing relevant messages and creative development, production, media planning, managing budgets and timelines, and measuring the effectiveness of advertising campaigns.

Intended learning outcomes:

Upon completing this course, students will be able to: - understand the need for strategic advertising planning that acknowledges differences and similarities between advertising and other forms of marketing communications, and advertising challenges in increasingly cluttered communication environment; - plan and implement advertising campaign (from analyzing advertising brief, situation anaysis tuned to particular communication problem; making decisions with regard to financial and creative advertising strategy, writing advertising copy and media planning); - work in teams (distribute responsibilities, provide constructive critical feedback); - to write and deliver an exciting and well-conceived advertising campaign presentation; - plan evaluation of advertising effectiveness.

Learning and teaching methods:

Lectures, class exercises, group work with professor, consultations, field work, simulations, role playing, oral presentations, e-learning.

Assessment

Midterm exam Partial oral exam Group assignments Group oral presentations

Obligatory literature

Additional literature