The purpose of this module is to introduce students to the fundamentals of advertising in a post-digital environment.
The Advertising Context
The nature of advertising; the functions and roles of advertising, the benefits and limitations; the development of Irish and international advertising; the global environment in which advertising exists; the impact of technology on advertising; pre-digital versus post-digital advertising.
Communications theory and advertising
The communications process; semiotics; classic and contemporary communications models and their limitations (Hierarchy of Effects, Heightened Appreciation and new models based on the use of the web to track and predict behaviour).
Segmentation, targeting and positioning
Understanding the Irish and international consumer/buyer; how to segment the target audience; segment attractiveness criteria; segmentation and technology; targeting; positioning and brand repositioning; an introduction to branding and storytelling in relation to advertising.
Planning for advertising
Client/Agency relationship; an overview of agency structures and job roles; the brief and its key elements; objective setting; research and consumer insights; budget planning; evaluating advertising.
Creative strategy and tactics
Types of advertising (traditional approaches and data-driven techniques such as contextual advertising, location-based advertising, native advertising, remarketing, user-generated ads); Interpreting the creative brief; the Big Idea and creativity in advertising; advertising appeals; styles of advertising and advertising formats
Media
The role of media when planning advertising; an introduction to the various traditional and digital media channels; an introduction to media strategy and scheduling; programmatic ads and media planning; the move away from traditional media to internet-based options.
Ethics in Advertising
An examination of ethical issues such as advertising to children and vulnerable groups; stereotyping (e.g. gender, age, nationality); misleading claims and truth-telling; industry specific issues (e.g. alcohol, betting, confectionery, beauty products); taste and decency in advertising; behaviour of advertisers on digital platforms; data protection and issues around regulation (e.g. GDPR).
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |