JAC09110
Advertising Theory and Practice

The application of a professional advertising skillset, including brand analysis and mapping; the importance of, and developing, the brief and the briefing process; developing viable creative solutions in the form of individual adverts and integrated campaigns; the use of online, digital and social media platforms; media planning and media buying as forms of effective campaign delivery; techniques for measuring the effectiveness of the advertising solution; the communication context and the function of advertising as a communication medium; effective, goal-orientated and managed group work and learning simulations; managing a communication process to achieve specified goals; methods of self-reflectiveness appropriate to professional practice.

On completion of this module you will be able to:
LO1: Develop an understanding of the advertising process in both communication and professional terms through critical reflection on and experience of advertising practice.
LO2: Construct a workable advertising solution to a real-life issue through the accurate and constructive assessment of problems and the integration of an appropriate range of advertising and communication skills.
LO3: Critically reflect on the advertising process, particularly in the areas of brand analysis, creative development, media planning and in measuring the effectiveness of the process.
LO4: Construct and manage a complex communication process involving group and simulation work to a pre-defined set of professional parameters, building on the ability to hypothesise, prioritise and organise events and interpersonal activities in order to achieve aworkable set of practical outcomes.
LO5: Manage individual and group inputs in a creative and reflexive manner within the advertising process in order to achieve defined outcomes, thereby developing a significant understanding of the operation and functioning of the advertising process
LO6: Analyse the role of individual performances within the advertising process in order to develop a workable and professional insight into the inter-related complexities which constitue the production of effective advertising.