DG1S49 - Advertising Fundamentals 27 Apr 2023 - 31 Aug 2027 | Version 3
Associated Module Information
| Module Code: | DG1S49 | ||
|---|---|---|---|
| Module Title: | Advertising Fundamentals | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Lee Thomas, Steven Wright | ||
| Module Team: | Kara Tennant, Callum Evans, Philip Harfield | ||
| First Intended Intake: | SEP 2017 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100048 - design | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 3 |
|---|---|
| Valid From | 27 Apr 2023 |
| Valid To | 31 Aug 2027 |
Module Aims
• Introduce you to the fundamental principles of advertising as a strategic tool for communication and business
• Explore a range of the communication systems and processes adopted by the advertising industry
• Encourage critical engagement with the historical and sociological issues surrounding communication and advertising
Content Summary
In this module you’ll explore concepts such as audience demographics and typologies, footfall, circulation figures and reach. Being able to translate business needs in to strategic goals and identify objectives (e.g. which magazines or websites does a target audience read? What sort of language do they prefer? What sort of tone, or imagery do they respond to?) helps to determine the creative direction you will take.
By using case studies of different agencies and campaigns, you will gain insight into the nature and scope of the advertising industry and begin to understand the relationship between client, agency and audience.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Independent Study | 100 |
| Directed Study | 52 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Explain the relationships between client, audience and agency and how objectives link to planning and creative decisions. |
| LO2 | Create a media plan to make recommendations to a client on their campaign based on key strategic aims. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Visual Journal 1 | A visual journal contributing to a shared resource on a given media outlet (e.g. a newspaper or TV channel), describing aspects such as its audience, reach, content, price, and current advertising buyers. You will be given a target audience, a simple objective, and a budget. In a group, use the Media Case Studies to propose a media buy and a broad creative direction | 0 | 1500 | 50 | No | 40 |
| Asynchronous Assessment | Presentation (Asynchronous) 1 | A presentation describing a recent advertising campaign with a focus on objectives, effectiveness, media and creative direction. | 20 | N/A | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Visual Journal 1 | ✔ | ✔ | |
| Presentation (Asynchronous) 1 | ✔ | ✔ | |