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
Baiba Liepiņa
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.As a result of the completion of the course, students shall be familiar with: • The role of advertising in enterprise marketing, economics and society. • Ad definitions, ad main features, and features, and ad types. • Connection between communication and advertising objectives. • Foundations for creating creative strategies for advertising. • The advertising industry, participating companies, processes, and business models. • Laws and regulations and ethics applicable to advertising.
Skills
1.As a result of the completion of the course, students understand the foundations of the creation of advertising, are able to determine objectives, tasks in order to create creative strategy and media solutions for advertising, in accordance with the objectives and specificities of the target group. Create creative strategy and messages for advertising, develop projects, analyse projects. Understand and analyze work assignments.
Competences
1.As a result of the completion of the course, students are able to analyse the work assignment competently and responsibly, develop an advertising strategy, create messages relevant to the objectives, perform an assessment of the achievements of the advertising in accordance with the specified objectives.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Case analysis. Analysis of the work order. The task of independent work is to demonstrate the ability of the student to independently carry out research and analysis work based on the knowledge acquired during the course, as well as to demonstrate the skills of the student, working both individually and in the group, to freely navigate the theory of the course and to offer interpretation of the topic/problem and possible options for the solution at a conceptual analytical level. In order to evaluate the quality of the study course as a whole, the student must complete the study course evaluation questionnaire on the student portal. |
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
10 points
|
|
Course requirements. The study course will be evaluated as follows: 1. Lecture and class attendance. 2. Participation (activity and quality of responses) in lectures and classes. 3. The final grade will consist of the sum of all the marks. Knowledge, skills and competences will be assessed in a 10-point system: 1. Lecture and class attendance 40%; 2. Participation (activity and quality of responses) in lectures – 10%; 3. Participation (activity and quality of responses) in classes – 50%. |
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising role in company marketing, economics and society. Brand, brand identity. Brand value (brand value), brand Equity (brand Equity). Advertising definitions. Main features and elements of advertising. Ad types. Communication. Brand communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Advertising role in company marketing, economics and society. Brand, brand identity. Brand value (brand value), brand Equity (brand Equity). Advertising definitions. Main features and elements of advertising. Ad types. Communication. Brand communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Model AIDA. Think feel do Model. Characterisation and analysis of the impact aspects Model (the FACETS Model of effects)
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Model AIDA. Think feel do Model. Characterisation and analysis of the impact aspects Model (the FACETS Model of effects)
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Case analysis.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Strategic research, research and its importance. Segmentation and targeting (targeting). Strategic planning. Marketing plan, communication plan. Communication goals, decisions, target group, brand identity strategy. Brand positioning and latest findings. Consumer awareness (Consumer Insight).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Strategic research, research and its importance. Segmentation and targeting (targeting). Strategic planning. Marketing plan, communication plan. Communication goals, decisions, target group, brand identity strategy. Brand positioning and latest findings. Consumer awareness (Consumer Insight).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creative part of advertising. The importance of creativity. Message objectives (message objectives). How to translate goals into a message strategy. Fraser’s Six Creative strategies (Frazer’s Six Creative strategies). Paradigm comparison.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Creative part of advertising. The importance of creativity. Message objectives (message objectives). How to translate goals into a message strategy. Fraser’s Six Creative strategies (Frazer’s Six Creative strategies). Paradigm comparison.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creating messages according to objectives.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising communication plan in the media. Advertising and media. Production. Processes. Assessment of achievements: objectives set. Companies in the field of advertising. Business models of agencies.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Terms of reference, their meaning, their role. Analysis of the work order. The prerequisites for creating an effective task.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Terms of reference, their meaning, their role. Analysis of the work order. The prerequisites for creating an effective task.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The laws and regulations applicable to advertising. Advertising ethics.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Case analysis.
|
-
Test
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Case analysis.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
30 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising role in company marketing, economics and society. Brand, brand identity. Brand value (brand value), brand Equity (brand Equity). Advertising definitions. Main features and elements of advertising. Ad types. Communication. Brand communication.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Case analysis.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Strategic research, research and its importance. Segmentation and targeting (targeting). Strategic planning. Marketing plan, communication plan. Communication goals, decisions, target group, brand identity strategy. Brand positioning and latest findings. Consumer awareness (Consumer Insight).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creating messages according to objectives.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising communication plan in the media. Advertising and media. Production. Processes. Assessment of achievements: objectives set. Companies in the field of advertising. Business models of agencies.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The laws and regulations applicable to advertising. Advertising ethics.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The laws and regulations applicable to advertising. Advertising ethics.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Case analysis.
|
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/