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 course, students will be familiar with: • The role of advertising in the marketing, economy and society of a company. • Definitions of advertising, the main functions and elements of advertising and types of advertising. • The relationship between communication and advertising goals. • The basics of creating creative advertising strategies. • The advertising industry, the companies involved, the processes and business models. • Regulations and ethics applicable to advertising.
Skills
1.As a result of the course, students understand the basics of creating advertising, are able to set goals and tasks to assist in creating a creative advertising strategy, in accordance with the goals and characteristics of the target group. They create advertising messages, develop and analyze projects. They understand and analyze work tasks.
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.
The test |
-
|
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
|
The concept, functions and objectives of advertising. Advertising in the integrated marketing communication system. The role of advertising in the marketing, economy and society of the company. Structure and participants of the advertising industry.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Brand, brand identity and brand equity. Models of brand communication. Positioning, distinctiveness and distinctive brand assets. The role of advertising in building a brand in the long term and in activating sales in the short term.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The effects of advertising: attention, perception, emotion and memory. The hierarchy of effects model - AIDA, the Think/Feel/Do model and the Facets Model of Effects.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Strategic research and use of research in advertising. Market segmentation and targeting. Consumer decision-making process, needs and barriers. Consumer insight.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising strategy: linking business problems to marketing and communication objectives. Brand positioning, chief offer and reason to believe.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising brief: client brief and creative brief. One main message, brand voice and mandatory elements.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creative idea and execution. The role of creativity in advertising effectiveness. Message objectives and creative strategies (Frazer’s Six Creative Strategies, etc.). Storytelling; attention mastery and salesmanship (showmanship and salesmanship).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
From creative idea to advertising campaign: execution in different formats, impact of format and environment, consistency of integrated campaigns. Advertising communication in the media: purchased, owned and earned channels.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Effectiveness of advertising: linking objectives and results, key performance indicators (KPIs), brand impact studies, short-term and long-term effects, pre- and post-campaign testing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Responsible advertising: advertising regulations, especially regulated categories of goods and services, intellectual property issues, advertising ethics and the use of artificial intelligence in advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
The concept, functions and objectives of advertising. Advertising in the integrated marketing communication system. The role of advertising in the marketing, economy and society of the company. Structure and participants of the advertising industry.
|
|
Brand, brand identity and brand equity. Models of brand communication. Positioning, distinctiveness and distinctive brand assets. The role of advertising in building a brand in the long term and in activating sales in the short term.
|
|
The effects of advertising: attention, perception, emotion and memory. The hierarchy of effects model - AIDA, the Think/Feel/Do model and the Facets Model of Effects.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Strategic research and use of research in advertising. Market segmentation and targeting. Consumer decision-making process, needs and barriers. Consumer insight.
|
|
Advertising strategy: linking business problems to marketing and communication objectives. Brand positioning, chief offer and reason to believe.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Advertising brief: client brief and creative brief. One main message, brand voice and mandatory elements.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Creative idea and execution. The role of creativity in advertising effectiveness. Message objectives and creative strategies (Frazer’s Six Creative Strategies, etc.). Storytelling; attention mastery and salesmanship (showmanship and salesmanship).
|
|
From creative idea to advertising campaign: execution in different formats, impact of format and environment, consistency of integrated campaigns. Advertising communication in the media: purchased, owned and earned channels.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Effectiveness of advertising: linking objectives and results, key performance indicators (KPIs), brand impact studies, short-term and long-term effects, pre- and post-campaign testing.
|
|
Responsible advertising: advertising regulations, especially regulated categories of goods and services, intellectual property issues, advertising ethics and the use of artificial intelligence in advertising.
|
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
|
The concept, functions and objectives of advertising. Advertising in the integrated marketing communication system. The role of advertising in the marketing, economy and society of the company. Structure and participants of the advertising industry.
|
|
Brand, brand identity and brand equity. Models of brand communication. Positioning, distinctiveness and distinctive brand assets. The role of advertising in building a brand in the long term and in activating sales in the short term.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The effects of advertising: attention, perception, emotion and memory. The hierarchy of effects model - AIDA, the Think/Feel/Do model and the Facets Model of Effects.
|
|
Strategic research and use of research in advertising. Market segmentation and targeting. Consumer decision-making process, needs and barriers. Consumer insight.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising strategy: linking business problems to marketing and communication objectives. Brand positioning, chief offer and reason to believe.
|
|
Advertising brief: client brief and creative brief. One main message, brand voice and mandatory elements.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creative idea and execution. The role of creativity in advertising effectiveness. Message objectives and creative strategies (Frazer’s Six Creative Strategies, etc.). Storytelling; attention mastery and salesmanship (showmanship and salesmanship).
|
|
From creative idea to advertising campaign: execution in different formats, impact of format and environment, consistency of integrated campaigns. Advertising communication in the media: purchased, owned and earned channels.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Effectiveness of advertising: linking objectives and results, key performance indicators (KPIs), brand impact studies, short-term and long-term effects, pre- and post-campaign testing.
|
|
Responsible advertising: advertising regulations, especially regulated categories of goods and services, intellectual property issues, advertising ethics and the use of artificial intelligence in advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The concept, functions and objectives of advertising. Advertising in the integrated marketing communication system. The role of advertising in the marketing, economy and society of the company. Structure and participants of the advertising industry.
|
|
Brand, brand identity and brand equity. Models of brand communication. Positioning, distinctiveness and distinctive brand assets. The role of advertising in building a brand in the long term and in activating sales in the short term.
|
|
The effects of advertising: attention, perception, emotion and memory. The hierarchy of effects model - AIDA, the Think/Feel/Do model and the Facets Model of Effects.
|
|
Effectiveness of advertising: linking objectives and results, key performance indicators (KPIs), brand impact studies, short-term and long-term effects, pre- and post-campaign testing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Strategic research and use of research in advertising. Market segmentation and targeting. Consumer decision-making process, needs and barriers. Consumer insight.
|
|
Advertising strategy: linking business problems to marketing and communication objectives. Brand positioning, chief offer and reason to believe.
|
|
Advertising brief: client brief and creative brief. One main message, brand voice and mandatory elements.
|
|
Creative idea and execution. The role of creativity in advertising effectiveness. Message objectives and creative strategies (Frazer’s Six Creative Strategies, etc.). Storytelling; attention mastery and salesmanship (showmanship and salesmanship).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
From creative idea to advertising campaign: execution in different formats, impact of format and environment, consistency of integrated campaigns. Advertising communication in the media: purchased, owned and earned channels.
|
|
Effectiveness of advertising: linking objectives and results, key performance indicators (KPIs), brand impact studies, short-term and long-term effects, pre- and post-campaign testing.
|
|
Responsible advertising: advertising regulations, especially regulated categories of goods and services, intellectual property issues, advertising ethics and the use of artificial intelligence in advertising.
|
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/