Download MN3455 Advertising and Promotion in Brand Marketing Professor

MN3455
Advertising and Promotion in Brand Marketing
Professor Chris Hackley
Introduction
This course aims to provide students with a strategic perspective on contemporary
marketing communication management within an international context. It draws
together theoretical and practitioner traditions from diverse literatures to focus not
only on issues of advertising and brand management but also on the cultural role
and ethical standing of advertising. It seeks to offer an integrated understanding of
advertising and promotion from both a managerial and a cultural perspective, as
reflected in the essential course text, Advertising and Promotion: An Integrated
Marketing Communications Approach (2010) (2nd Edn, London, Sage).
Please bring the text book to workshops
Module Aims
To provide students with a strategic perspective on contemporary marketing
communication management within an international context
To develop knowledge by drawing on the major pathway themes and principles of
marketing management, marketing research, and consumer behaviour, within a
strategic and international marketing communication perspective
Objectives
After successful completion of this course students will
1) Possess a working knowledge of way promotional campaigns are constructed by
advertising agencies
2) Demonstrate awareness of the complimentarity and inter-dependence of discrete
marketing activities within a strategic perspective by creating an outline promotional
campaign
3) Appreciate the complexity and salience of ethical issues in marketing and
advertising, especially with respect to the wider social influence
4) Be able to deconstruct promotional communications in terms of their likely
intended segmentation and positioning rationale.
Indicative module topics
NB these topics are subject to change in order or content. The essential reading
provides an introduction but it is recommended that supplemental readings, indicated
in each chapter of the text, are also looked at.
Session1 Introduction to Advertising and Promotion
Reading essential text C1
Session 2 Theorising Advertising and Promotion
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Reading chapter 2.
Session 3 The Brand and Integrated Marketing Communications
Reading chapter 3.
Session 4 Ad Agencies; Creative Work and Management Processes
Reading chapter 4.
Session 5 Promotional Media in the Digital Age
Reading chapter 5
Session 6 Non-advertising promotion in integrated marketing communications
Reading chapter 6
Session 7 International Advertising
Reading chapter 7
Session 8 Advertising Ethics and Regulation
Reading chapter 8
Session 9 Advertising Research
Reading chapter 9
Session 0 Integrating e marketing and advertising
Reading C 10
Assessment
Coursework (100%) Group presentation (25%) and report (75%)
Coursework instructions
There are two components to the coursework: a group presentation and a group
academic report. The group presentation must be no more than 10 minutes long and
is weighted 25% of the module grade. The report is weighted 75% of the total
module grade, and must be no more than 3000 words in length.
It is mandatory that each student completes and submits a peer appraisal form with
the group report.
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Presentation
Form groups, ideally with 5 members though we can be slightly flexible on this. If any
students would prefer to be allocated into a group randomly by us then please email
me and we will try to help, but do remember that it may not always be possible to
help and the primary responsibility to find a group is yours.
Groups are required to prepare a ‘pitch’ of no more than 10 minutes duration for an
original IMC campaign for a product or service of your choice, as if you are an
agency account team pitching for a client’s business. Your task is to outline what
your tem would do for the brand and how you would do it through your campaign.
The objective is to win the business. Each group member must take a speaking part,
however small.
The brand can be a made-up one or an existing one, but the campaign ideas must
be original. The main issues each project must address are:
Brand idea and positioning: communication strategy, creative and media ideas
You might have an idea for a new service or product, for re-positioning or refreshing
an existing brand, for re-launching an old brand, or for a public health or safety
campaign. The nature of the brand and objectives of the campaign are up to you.
Remember this is not a new business pitch, but an advertising campaign pitch. The
potential budget and all other variables are left open. There is no need for
figures/costs to be given. But please ensure that the scenario is plausible. For
example, if you are promoting a campus sandwich bar, it won’t be realistic to roll out
a national TV campaign. Keep everything in proportion.
You are strongly advised to rehearse presentations thoroughly and edit them
ruthlessly for maximum impact. The task of a pitch presentation is to get the
audience’s attention immediately and keep it with compelling ideas communicated
with flair.
You can present your ideas using any a/v aids you choose: Powerpoint is usually a
staple for putting across key issues and visual ideas, and groups can use
storyboards, cartoon stick-men, photographs, role-plays etc.,
Many groups have produced short video ads for this project. This is not compulsory,
you can convey the creative ideas in any way you feel appropriate. If you choose to
make a TV or viral ad, remember that the best TV or radio ads are usually under 20
seconds and very tightly scripted and edited. If you do a video ad, save it in Windows
Media player or Quicktime on a CD or memory stick to include when you hand in
your report. Make the file as small as possible to ensure that it’ll play on the a/v kit in
the presentation room. For examples of previous MN345 TV ads see
http://royalhollowaymarketing.blogspot.co.uk/2012/10/rhul-advertising-studentsshowcase.html
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Academic report
A jointly written academic report of no more than 3000 words excluding references
and appendices explaining the pitch and its rationale. Key content will include:
Brand idea and positioning what is the product, service or cause you are
promoting? How will you make it into a compelling proposition? What are the key
brand values and qualities?
Communication strategy what do you need to say? What is the purpose of saying
it (communication objectives)? Which media channels will you use, and how will they
support each other? Why will the target audience believe it?
Creative and media ideas How will your brand idea be represented
visually/aurally/textually in a compelling way?
The proportion of space given to each topic is up to groups to decide for themselves,
depending on the particular pitch. There is no specified format for the report, but it
should be written in an academic style. Theories should be used to justify the chosen
campaign strategy and Harvard references should be used to cite relevant research
papers.
This assessment is designed to test not only your commercial flair, creativity and
presenting/organising skills, but also your knowledge of the course content. Groups
who get carried away with their idea but do not correctly apply the concepts in the
course material and texts invariably produce weaker work.
Groups can divide the work as they see fit, but carefully copy-edit the final report so
that it reads like one fluid document and not several disconnected ones. It is often a
good idea for one group member to act as lead editor on the report.
Possible topic ideas
Some previous student projects included…
Mars/Kit Kat launched in China: ‘Oats so Solid’ fictional instant oats (with free
samples and roller blading servers at the presentation): new condom brand: student
safety campaign: Fairtrade promotion: a new campaign for Bailey’s one for wine,
another for Spotify: a campaign for campus bicycle hire: pizza brand: bottled water
brand re-positioning: fashion clothing brand: radio ads: and many more.
Course Reading
Essential Course Text
Hackley, C. (2010) Advertising and Promotion: An Integrated Marketing
Communications Approach 2nd Edn, London, Sage
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Useful additional sources
See readings posted on Moodle pages
Web-based resources (I cannot guarantee that these all remain currently available)
Brand communication consultancy www.symbolism.org/about/html
Brand marketing network www.utalkmarketing.com
Advances in Consumer Research (Proceedings of the Association of Consumer
Research: downloads are available at www. vancouver. wsu.edu/acr/home.htm or
www.acrwebsite.org
A database of advertising slogans www.adslogans.co.uk
The UK account planning group www.apg.org.uk
The UK advertising regulator the Advertising Standards Authority
www.asa.org
A site by branding consultancy Interbrand called www.brandchannel.com
UK-based media research resource called the Broadcast Audience
Research Board www.barb.co.uk
University of Texas advertising teaching resource
http://advertising.utexas.edu
Duke University advertising history resource
http://scriptorium.lib.duke.edu/adaccess/
Advertising Trade press
Campaign magazine www.brandrepublic.com
Advertising Age magazine www.adage.com
Admap
Professional associations
UK advertising association www.adassoc.org.uk
American Advertising Federation www.aaf.org
American Association of Advertising Agencies
http://www.aaaa.org/eweb/startpage.aspx
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UK Institute of Practitioners in Advertising http://www.ipa.co.uk/
Some useful academic journals
These can normally be obtained through academic libraries and electronic
databases. All general marketing journals carry articles about advertising from time
to time.
European Journal of Marketing
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Consumer Research
Consumption, Markets and Culture
Journal of Current Issues and Research in Advertising
Journal of Marketing
Managerial text books
There are countless text books about advertising. Any will contain some useful
additional perspectives. This is just a small selection of examples.
Belch, G. and Belch, M. (latest edition) Advertising and Promotion: An Integrated
Marketing Communications Perspective. New York: McGraw Hill
Fill, C. (latest edition), Marketing Communications: Interactivity, Communication and
Content, 5th ed., Essex: Pearson.
Ogilvy, D. (1983) Ogilvy On Advertising, Carlton Books.
Percy, L., and R. Elliott (2009) Strategic Advertising Management, 3rd ed, Oxford,
Oxford University Press.
Shimp T. (latest edition) Advertising, Promotion, and Supplemental Aspects of
Integrated Marketing Communication, South-Western.
Steel, J. (1998) Truth Lies and Advertising, John Wiley.
Cook, G. (2001) The Discourse of Advertising, London, Routledge.
Leiss, W., Kline S., Jhally, S. and Botterill, J. (2005) 3rd Edn Social
Communication in Advertising: consumption in the mediated marketplace,
London, Routledge.
McFall, L. (2004) Advertising: a Cultural Economy, London, Sage.
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