12634 (v.2) Advertising Strategy 310

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Prerequisite(s):

10850 (v.4) Marketing 100 or any previous version

Syllabus:

Deeper understanding of the role and function of strategic planning in marketing communications. Focuses in detail on market segmentation and positioning, brands and brand management, and the science of effective advertising. A substantial portion of the unit will concentrate on advertising research.

Unit Outcomes:

On successful completion of this unit students will have- Understanding of the strategic planning process. Used and designed research from an advertiser's perspective. Evaluated the soundness of information gathered by research. Evaluated the appropriateness of various research techniques for different informational needs.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Boutlis, P. (2000). A theory of postmodern advertising. International Journal of Advertising. 19(1): 3-23. Vakratsas, D. and Ambler, T. (1999). How Advertising Works: What Do We Really Know?. Journal of Marketing. 63 (January):26-39. DeLorne, D.E. and Reid, L.N. (1999). Moviegoers Experiences and Interpretations of Brands in Films Revisited. Journal of Advertising. 28(2): 71-95. Naccarato, J.L. and Neuendorf, K.A. (1998). Content Analysis as a Predictive Methodology: Recall, Readership and Evaluations of Business-to-Business Print Advertising. Journal of Advertising Research. 38(3): 19-33. Al-Olayan, F.S. and Karande, K. (2000). A Content Analysis of Magazine Advertisements from the United States and the Arab World. Journal of Advertising. 29(3): 69-82. Aaker, J.L. (1997). Dimensions of Brand Personality. Journal of Marketing Research. 34 (August): 347-356. Stone, G., Besser, D. and Lewis, L.E. (2000). Recall, Liking and Creativity in TV Commercials: A New Approach. Journal of Advertising Research. 40(3): 7-18. Blair, M.H. (2000). An Empirical Investigation of Advertising Wearin and Wearout. Journal of Advertising Research. 40(6): 95-100.

Unit Texts:

No prescribed texts.

Unit Assessment Breakdown:

Students must complete all of the following assessment items and achieve a final grade of at least 50% to pass the unit: Group Assignment 30%, Class Participation 20%, Final Examination 50%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Bentley Campus	Semester 2	Y
2004	Joondalup Campus	Semester 1	Y
2004	Joondalup Campus	Semester 2	Y
2004	Mktg Inst of S'pore	Trimester 1A	Y
2004	Mktg Inst of S'pore	Trimester 3A	Y