Veidlapa Nr. M-3 (8)
Study Course Description
Advertising in Mass Communication Processes
Course Code
KSK_040
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Ilva Skulte
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To teach theoretical aspects of advertising, regularities relating to its preparation, implementation and evaluation.
Preliminary Knowledge
Analysis of a communication situation.
Learning Outcomes
Knowledge
1.After mastering the course students obtain profound understanding about peculiarities of development of advertising, about advertising research directions; about effects of advertising and regularities of their impact, on latest news in advertising in Latvia.
Skills
1.After mastering the course students analyse effects of advertising, manifestations of advertising compared to other forms of communication; forecast consequences of impact of advertising, the need for advertising regulation due to the analysis of the level of democracy of society.
Competences
1.After mastering the course students understand the nature of advertising communication, create an advertising strategy and analyse an advertising.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Studies of literature, practical tasks, report. At the end of the study course students develop a practical work, write a report on its results, as well as present it to the audience.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Analysis of advertising, report.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising. Definition, history and basics of advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising. Definition, history and basics of advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Determination of communication goals.
Planning of advertising. Brand planning.
Product image, advertising life path. Positioning, targeting.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Determination of communication goals.
Planning of advertising. Brand planning.
Product image, advertising life path. Positioning, targeting.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creation of a media plan.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creation of a media plan.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Sports marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Humour, celebrities, emotions and advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Culture and advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising, marketing and ethics in the global context.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Lane W.R., King K.W., Russell J.T., Kleppner's advertising procedure. 16th ed. - Upper Saddle River : Pearson Education International, 2005
2.
More advertising worldwide / Ed. by Kloss I. - Berlin : Springer, 2002
3.
Jefkins F., Advertising. 3rd ed. - London : Pitman, 1994
4.
Percy L., Rossiter J.R., Elliott R., Strategic advertising management. - Oxford : Oxford University Press, 2001
5.
Ries A., Ries L., The fall of advertising and the rise of PR. - New York : HarperBusiness, 2002
6.
The advertising business : operations, creativity, media planning, integrated communications / Ed. by Jones J.Ph. - Thousand Oaks : Sage Publications, 1999
7.
Hackley C., Advertising and promotion : communicating brants. - London : Sage, 2005
8.
Olinss V., Par zīmolu. – Rīga : Neputns, 2005
9.
Zyman S., Brott A., The end of advertising as we know it. – Hoboken, New Jersey : John Wiley & Sons, Inc.,
10.
Zyman S., The end of marketing as we know it. - London : HarperCollins Business, 2000