School of Management, Unit Catalogue 2007/08 |
MN50335 Advanced advertising theory |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: EX 100% |
| Requisites: |
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Aims:
* To provide participants with a comprehensive overview of brand communications theory and practice. * To teach a wide range of advertising and communication models and relate these to models of consumer behaviour * To review recent psychology learning and show how this relates to new ideas about brand communication * To outline best practice in brand communication evaluation. Learning Outcomes: * Students will become familiar with a range of different models of brand communication, and learn to apply these models to a wide range of existing brand communication campaigns. * Students will be empowered to apply these models in practical business situations, where development and evaluation of communication campaigns is required. Skills: * Analytical Skills - assessed * Writing Skills - assessed * Class participation skills. Content: The role of brand communication in influencing brand choice will be critically examined making extensive use of in-class discussion of examples of advertising. The following specific subjects will be covered: Lecture 1: Introduction to the course Lecture 2: Practical issues in advertising development Lecture 3: Review of classic consumer buying behaviour. and early models of advertising Lecture 4: Cognitive Brand Choice Models, including Cognitive Response Model & Elaboration Likelihood Model Lecture 4: Simple non-cognitive models, including Classic Conditioning, Operant Conditioning, Brand Conditioning, Hedonic Response Model,. Lecture 5: Team Assignment Presentations Lecture 6: Psychology of Learning & Attention Lecture 7: Psychology of Affective Processing Lecture 8: Models of Affect and Attention in advertising, including MAC Model & MacInnes Jaworski Model Lecture 9: Low Attention Processing model Lecture 10: Advertising Evaluation Lecture 11: Revision. |