Advertising strategy

A.Y. 2019/2020
Overall hours
Learning objectives
It is the purpose of the course to introduce students to some of the major issues involving advertising and to explore its underlying principles and practices. On completion of the course, students are expected to be able to understand the historical development of advertising and its place within the consumer culture, demonstrate an understanding of the discussions between supporters and critics, critically evaluate the industry's ethical conduct and regulatory issues, discuss the advertising process, including how an advertising agency works and how to plan and execute advertising.
Expected learning outcomes
This course gives students the background they need to understand the ways in which advertising messages are developed and produced. The course also provides analytic and critical overviews of specific case studies and indicates paths of inquiry that may be usefully pursued. Students will be expected to attend class regularly, keep up with the readings and participate in class discussions. In addition, students will be expected to complete class assignments and a group project. The goal of the project is for students to apply one or more of the tools presented in class.
Course syllabus and organization

Single session

Lesson period
First trimester
Course syllabus
The course will cover the structure of the advertising industry and its place within the consumer culture, how advertising is prepared and executed, the legal-ethical environment of advertising and other commercial tactics. The students will acquire and develop rich resources for communication theorists, advertising practitioners and creatives. They will also learn how to effectively communicate in the business world by understanding how advertisements are produced and transmitted.
Prerequisites for admission
This course is designed to develop a critical understanding of advertising and its impact. Key topics include: advertising and the communication process, the mechanisms of persuasion, how advertising is regulated, advertising content and its impact on society, the advertising agency, creativity and advertising, advertising's social impact.
Teaching methods
Lectures, presentation, group work, in-class discussions.
Teaching Resources
A digital coursepack with a selection of readings from books and scientific journals will be made available to the attending students at the start of the course.

Non attending students will be tested on the following manuals (available in the Department's library): (1.) Clow, Kenneth E. and Baack Donald. Integrated Advertising, Promotion, and Marketing Communications. Pearson Education, any edition starting from the 7th edition; (2.) Berger, Arthur Asa. Ads, Fads, and Consumer Culture. Rowman and Littlefield Publishing, any edition starting from the 5th edition; (3.) Pardun, Carol J. (Ed.). Advertising and Society: An Introduction. Wiley Blackwell Publishing, any edition starting from the 2nd edition.
Assessment methods and Criteria
The attending students' final grades will be based on a final in-class exam and on a presentation. The final exam will be a written exam with 10 true/false questions, 5 questions with multiple response choices and 3 open-ended questions. The exam will test on material covered in class by the date the test is given, including readings, lectures, and discussions. To complete their presentations, the students in small teams will be required to conduct a short research on the advertising industry, or on a particular aspect of the advertising profession, and to share it in class during the second half of the course. For the non-attending students, the final grades will be determined by a written examination with 8-10 open-ended questions on the three textbooks.
Lessons: 60 hours
Wednesday 11:30-14:30 (please, send an email to book an appointment)
Room 14