Veidlapa Nr. M-3 (8)
Study Course Description
Advertising
Course Code
KSK_039
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science; Information and Communication Science
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Alnis Stakle
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To familiarise students with the place and role of advertising in successful operations of companies.
Preliminary Knowledge
None.
Learning Outcomes
Knowledge
1.-
Skills
1.-
Competences
1.-
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
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Auditorium
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2
|
Topics
|
-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
|
-
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
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Auditorium
|
2
|
Topics
|
-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
|
-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
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Auditorium
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2
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Topics
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-
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
|
-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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-
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
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Topics
|
-
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Total ECTS (Creditpoints):
3.00
Contact hours:
16 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Advertising & IMC, Sandra Moriarty, Nancy Mit5chell, Charles Wood, William Wells. Pearson Education. Limited, 2019.
2.
How brads grow what marketers don’t know. Byron Sharp. Oxford University Press, 2010, reprinted in 2019
3.
How brands grow Part 2. Jenni Romaniuk, Byron Sharp. Oxford University Press, 2016.
4.
Zinātniskās darbības metodoloģija: starpdisciplināra perspektīva. K. Mārtinsones un A. Piperes zinātniskajā redakcijā, RSU, 2021.
5.
Brikše, I. Komunikācija. LU sējumi, Zinātne
6.
How not to plan, 66 ways to screw it up. Binnet&Carter, APG Ltd., 2018.
7.
Born in 1842. A History of Advertising. Stephane Princas, Marc Loiseau. Mundocom Paris, 2006.
8.
The Best Way for a Client to Brief Agency. BetterBriefs and Mark Ritson in partnership with the IPA, 2021.
9.
Brand Building versus Sales Activation: A False Dichotomy? Binett, 2023
10.
The Advertising concept book. Pete Barry. Thames&Hudson, 2018.
11.
Ziņu mediju zīmola vadība 21.gadsimta mediju vidē. Promocijas darba kopsavilkums. Saulīte Linda, RTU Izdevniecība, Rīga, 2023.
12.
News media branding in the 21st century media business enironment. Doctoral Theses. Saulīte Linda. RTU Press, 2023.
13.
Building distinctive brand assets. Romaniuk Jenni. Oxford University Press, Australia&New Zealand, 2018
14.
The Brand Innovation Manifesto. How to Build Brands, Redefine markets & Defy Conventions. Grant John. John Wiley &Sons Ltd., 2007.
15.
Advertising Media Planning. Jack Z. Sissors and Roger B. Baron, McGraw-Hill eBooks. 7th Edition
16.
A Meta-Analysis of When and How Advertising Creativity Works. Sara Rosengren, Martin Eisend, Scott Koslow, and Micael Dahlen. Journal of Marketing, 2020, Vol. 84(6) 39-56.
17.
Creative That Sells: How Advertising Execution Affects Sales. Nicole Hartnett, Rachel Kennedy, Byron Sharp, and Luke Greenacre. Journal of Advertising, 45(1), 102–112, 2016, American Academy of Advertising
18.
How to run an advertising agency by David Ogilvy
19.
Measuring advertising’s effect on mental availability. Kelly Vaughan, Armando Maria Corsi, Virginia Beal and Byron Sharp. International Journal of Market Research, 2021, Vol. 63(5) 665– 681
20.
When Brands Go Dark. Examining Sales Trends when Brands Stop. Broad-Reach Advertising for Long Periods, Nicole Hartnett and others. JOURNAL OF ADVERTISING RESEARCH, June 2021
21.
Creativity in Advertising: When It Works and When It Doesn’t. Werner Reinartz and Peter Saffert. Harward Business Review, 2013 June issue.
Additional Reading
1.
Centrālie statistikas biroji: www.stat.ee, www.csb.lv, www.std.lt
2.
Statista.com
3.
Latvijas reklāmas asociācija: www.lra.lv
4.
Eiropas komunikācijas aģentūru asociācija: eaca.eu
5.
Eiropas reklāmas standartu alianse: www.easa-alliance.org
6.
Eiropas tirgus pētījumu sabiedrība: www.esomar.org
7.
Eiropas TV reklāmas grupa: www.egta.com
8.
The Institute of Practitioners in Advertising, https://ipa.co.uk/
10.
11.
Likumi: http://www.likumi.lv
12.
Radošās izcilības festivāls ADWARDS: https://www.adwards.lv/
13.
Portāls Marketing Week. https://www.marketingweek.com/
14.
Radošuma izcilības festivāls Cannes Lions: https://www.canneslions.com/
15.
Reklāmas efektivitātes konkurss. https://www.effie-europe.com/
16.
Association of National Advertisers https://www.ana.net/
17.
Starptautiskā reklāmas asociācija: www.iaaglobal.org
18.
LATVIAN ART DIRECTORS CLUB: https://ladc.lv/