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Advertising Management

Course developer

Course abstract

Students obtain theoretical knowledge of and practical skills in advertising – developing a marketing communication strategy as well as planning and conducting an advertising campaign. Students learn the trends in the advertising sector, relevant national legislation, how to develop an advertisement and the basic principles of designing effective an advertisement, its psychological effect on and a connection with the social processes in the society. Additionally, students learn about planning and managing an advertisement campaign and assessing the effect of advertisements on consumer behaviour.

Learning outcomes and their assessment

Students will be able to demonstrate:
KNOWLEDGE of
1) the history and evolution of advertising and the latest trends in the advertising market. Discussions, group work, independent work.
2) the legal framework for advertising. Discussions, group work, independent work.
3) marketing communication methods and how to apply them in practical marketing, as well as the purposes and means of marketing. Group work, discussions.
4) consumer motives and market segmentation, how to design an advertising message and composition and plan an advertising campaign. Study trip, discussions.
SKILLS
Professional skills to
1) identify the need for promotional activities for an enterprise, define the purpose of advertising and select proper advertising means and activities. Discussions in classes, the final assignment and the presentation thereof.
2) design an advertisement campaign, which involves identifying the target audience, making a proper advertising message and an advertising composition, applying visual and verbal means and budgeting an advertising campaign. Discussions in classes, the final group assignment and the presentation thereof.
3) apply integrated marketing communication and non-traditional marketing communication. Discussions in classes, the final group assignment and the presentation thereof.
Soft skills to
1) plan their own time and the completion of the assignments given. Independent and group work.
2) cooperate with group members to do a study. Group work and the final group assignment.
3) apply the theoretical knowledge acquired in the course in solving practical problems. Study trip.
COMPETENCES to
1) design and plan an advertising campaign completely and efficiently. Discussions in classes, the final assignment and the presentation thereof.

2) assess and analyse the application of advertising messages and visual and verbal means in advertisements and the compliance of the advertisements with the national legal framework. Discussions in classes, group work, photo orienteering.

Course Content(Calendar)

1. Role of advertising in the marketing communication system.
The 5Ps of marketing, marketing communication methods, incl. a review of advertising and application possibilities in practice, integrated marketing communication. (1h - lecture, 1h - practical)
2. Development of the advertising market.
The historical evolution of advertising. The relationship of advertising with social processes in society, the effects of economic and social advertisements on consumer behaviour and society as a whole. Current developments in the advertising market, changes in the media advertising market, the most advertised industries and brands. (1h - lecture, 1h - practical)
3. Substance of advertising, the functions and classification thereof.
The definition, purpose and use of advertising, depending on the stage of the product life cycle. The classification of advertisements according to the purpose, function, territorial distribution and placement in the media. The advantages and disadvantages of advertisement placement, depending on the media chosen. (2h - lectures, 2h - practicals)
4. Legal framework governing advertising.
A review of the international and national legal frameworks for advertising, an analysis of the Advertising Law of the Republic of Latvia. A statistical review of violations in the field of advertising detected by the Consumer Rights Protection Centre, an analysis of the most frequently detected advertising violations. (1h - lecture, 1h - practical)
5. Buyers’ needs and motivations.
Maslow’s pyramid of needs, leading motives for buyers’ actions. The development of an advertising strategy according to the type of product to be advertised, strategic quadrants for brand attitude formation (Rossiter-Percy matrix). (1h - lecture, 1h - practical)
6. Identification of the target audience for an advertisement.
Market segmentation, its role in the product promotion process. Methods for determining the target audience for an advertisement. The possibilities of using the information obtained about the target audience in creating and distributing advertisements. (1h - lecture, 1h - practical)
7. Advertising cost planning and an assessment of advertising effectiveness.
The types and strategies of advertising campaigns, the development and planning thereof, the budgeting of advertising campaigns. Methods for assessing the effectiveness and effects of advertising on consumers. (2h - lectures, 2h - practicals)
8. Principles of creating an advertising composition.
The role and basic principles of an advertising composition in increasing the effectiveness of the advertising. The most frequently used types of advertising compositions (S-line, the golden section etc.). An analysis of positive and negative examples. (1h - lecture, 1h - practical)
9. Types and content of visual elements.
The placement of primary and secondary elements in an advertisement. The choice and role of characters in increasing the effectiveness of advertising, depending on the type of product and the target group for the advertisement. The choice of colours in the design of an advertising message. (1h - lecture, 1h - practical)
10. Meaning and presentation of verbal elements.
The creation of an advertising message and an advertising slogan in relation to the product to be advertised and the target group for the advertisement. The development and meaning of a unique sales offer. Text placement and basic design principles in advertising. (1h - lecture, 1h - practical)
11. Means of attracting and managing attention in advertising.
The use of contrasts, associations and symbols in advertisements. The purposeful use of advertising compositions, visual and verbal means to attract and direct attention. The choice of an advertising style, emotional manipulations, techniques for highlighting the object advertised. (2h - lectures, 2h - practicals)
12. Advertising market innovations, the creation of non-traditional advertising campaigns.
Non-traditional and low-budget advertising campaigns. Guerrilla marketing. The use of the Internet and social media in marketing communication. (2h - lectures, 2h - practicals)

Requirements for awarding credit points

The student must do independent work on the 5Ps of marketing, promotion, its elements and integrated marketing communication, two pieces of group work on determining a target audience and creating an advertising campaign, as well as the final piece of work on creating an advertising campaign.

Description of the organization and tasks of students’ independent work

1) The student gets acquainted with and searches for information on the 5Ps of marketing, promotion, its elements and integrated marketing communication.
2) Part of the final work (creation of an advertising campaign) is done independently.

3) The student obtains information and builds up an understanding of the topics of discussions and presentations for practicals.

Criteria for Evaluating Learning Outcomes

The final mark consists of the following pieces of assessment: independent work on the 5Ps of marketing, promotion, its elements and integrated marketing communication 10%; group work and a presentation on determining a target audience as well as participation in a study trip 10%; participation in a photo orienteering activity 5%; group work on creating an advertising campaign 25%; the final work – the creation and presentation of an advertising campaign 50%.

Compulsory reading

1. Praude. V. Integrētā mārketinga komunikācija: reklāma, produktu realizācijas veicināšana, tiešais mārketings, interaktīvais mārketings, sabiedriskās saskarsmes, sponsorēšana, personiskā apkalpošana. Rīga: Burtene, 2015., 408.lpp.
2. Praude V. Mārketings: teorija un prakse. 1. grām. Rīga: Burtene, 2011., 522.lpp.
3. Praude V. Mārketings: teorija un prakse. 2. grām. Rīga: Burtene, 2011., 348.lpp.

4. Reklāmas likums, LR likums, stājās spēkā 24.01.2000.: https://likumi.lv/doc.php?id=163

Further reading

1. Praude V., Šalkovska J. Mārketinga komunikācijas. 1.sējums. – Rīga: Vaidelote, 2005., 484.lpp.
2. Dombrava E. Radošais mārketings. Rīga: Biznesa Augstskola "Turība", 2008. 194 lpp.
3. Praude V., Šalkovska J. Mārketinga komunikācijas. 2.sējums. – Rīga: Vaidelote, 2006., 453.lpp.

4. George E. Belch, Michael A.Belch. Advertising and Promotion An Integrated Marketing Communications Perspective. 7th ed. McGraw-Hill Irwin, 2007., 820 p.

Periodicals and other sources

1. Latvijas Reklāmas asociācija: http://www.lra.lv
2. Dienas bizness: https://www.db.lv
3. Ekonomikas ministrija http://www.em.gov.lv

4. Patērētāju tiesību aizsardzības centrs: http://www.ptac.gov.lv

Notes

Field professional specialization course of Part 3 for the ESAF professional bachelor programme.
Entrepreneurship and Business Management
Elective course for LLU bachelor programmes.