There are no pre-requisites for this module to be added

This module will equip you with a comprehensive introduction to both the practice and theory of advertising, and how the two inform one another. Through a series of tutorials and workshops, you will develop a critical understanding of the history, key concepts, definitions and theories relating to advertising, how and why it works and its place and influence in society and culture. You will explore and apply the principal elements of strategic advertising research, planning, conceptualisation and creation, and analyse how advertising sits as part of an integrated marketing and communications campaign. You will work in small groups and individually to apply creativity, problem-solving, critical thinking and project management skills in response to an advertising brief related to a real-life scenario. You will be guided to design and deliver a strategic, inclusive, accessible and sustainable advertising campaign and execute and evaluate it across various platforms, online and offline, in preparation for work in the advertising or related communications fields.

Upon completion of this module you will be able to

LO1: Understand and apply a range of principles, theories and concepts to the research, analysis and creation of advertising.

LO2: Critically evaluate what is effective and ineffective advertising and why.

LO3: Explore and identify the differences, similarities and interplay between advertising and other communications functions, such as public relations and brand communications, and how they work together as part of an integrated marketing and communications strategy.

LO4: Design, deliver and evaluate a strategic, inclusive, accessible and sustainable advertising campaign in response to a brief across various media and platforms, such as print, TV, radio, outdoor and online.

LO5: Apply soft skills such as creativity, critical thinking and problem-solving in evaluating and designing advertising campaigns, in groups and individually.