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In this module you will use a combination of planning theory and practice-based creative briefs in our advertising studios. The focus of this module will be on modern communication strategies that use socio-cultural innovations to establish a two-way relationship with the consumer. In responding to creative tasks, you will apply planning theory, and test and critically evaluate ideas in the context of the brand values and audience, and use audience insight to determine effective methods for consumer/customer engagement. In commercial and social contexts, you will critically explore the role of planning in the advertising industry, and the use appropriate media and trans media strategies. You will evaluate precedents in advertising planning, and record the process of the implementation of your own ideas and strategies.

On completion of this module you will be able to:
LO1: Critically engage with strategies for research and planning in advertising for commercial and social objectives.
LO2: Critically appraise differing research methodologies to generate audience engagement and insight.
LO3: Plan an advertising strategy in the context of brand and audience
LO4: Apply planning theory to the implementation and management of an advertising campaign
LO5: Critically reflect on creative responses to a commercially/socially driven brief in relation to target audiences, brand and appropriate media