Advertising Management
- Management Sciences
- 800 level
- 3 credit units
- 130 pages
- 17 units
This course provides a comprehensive overview of advertising management, covering its meaning, role, and scope within integrated marketing communications. It explores the advertising agency world, client-agency relationships, and the strategic planning involved in creating effective advertisements. The course also delves into media planning, legal and societal issues, and the future trends shaping the advertising industry. Students will learn to evaluate advertisements, understand consumer behavior, and plan successful advertising campaigns.
About this course
- Difficulty
- Intermediate
- Study hours
- 156 hours
- Maths
- Basic
- Content
- Theoretical, case study
- Practical work
- Yes
- Basic Marketing Principles
- Assignments
- Tutor marked assessments
- Final examination
What you'll read
The real module and unit structure of MKT833, taken from the course material NOUN publishes.
One paragraph, so you can see how it reads
MKT833 · UNIT 1 – OVERVIEW OF ADVERTISING
In simple terms, advertising is a sales tool. If we agree with this, it then follows that we can stretch this further that advertising should be combined with other areas of marketing. Therefore, we can be talking of advertising and public relations, advertising and sales promotion, because the ultimate aim of advertising is to sell a product, service or idea.
What you should be able to do
- Understand the principles of advertising management.
- Develop effective advertising strategies.
- Evaluate advertising campaigns.
- Analyze the role of advertising in society.
- Apply ethical considerations in advertising practices.
What it prepares you for
- Advertising Manager
- Marketing Communications Manager
- Media Planner
- Brand Manager
- Public Relations Specialist
- Advertising Agencies
- Marketing Departments
- Media Companies
- Public Relations Firms
- Retail Sector
- Marketing Analytics Software
- Social Media Platforms
- Advertising Campaign Management Tools
Where it gets hard
The units students slow down on, and what makes each one heavy.
- Module 2:
Unit 1: Establishing Objectives and Budgeting for Advertisements
Requires understanding of complex models like DAGMAR and ability to apply them to real-world advertising scenarios.
- Module 3:
Unit 2: Evaluating Advertisements
Requires critical thinking to evaluate the effectiveness and ethical implications of advertising campaigns.
- Module 4:
Unit 1: Legal Issues in Advertising
Demands understanding of legal frameworks and ethical considerations in advertising across diverse cultural contexts.
A suggested way through it
13 weeks, about 86 hours in total. Yours will differ.
- Week 1Module 1:
Unit 1: Overview of Advertising · 4 hours
Explore the origin and development of advertising.. Analyze the factors impacting advertising's growth.. Define advertising and its role in marketing..
Unit 2: Advertising Management: Meaning, Role and Scope · 4 hours
Define advertising management and its importance.. Examine the relationship between brands and the marketing mix.. Discuss the role and scope of advertising management..
- Week 2Module 1:
Unit 3: Integrated Marketing Communications · 4 hours
Explain the concept of integrated marketing communication (IMC).. Discuss the IMC process and its steps.. Analyze the strategic goals of marketing communications..
Unit 4: The Agency World · 4 hours
Discuss the structure and functions of a traditional advertising agency.. Explain new agency structures and their benefits.. Enumerate the growing range of specialists in the advertising world..
- Week 3Module 2:
Unit 1: Establishing Objectives and Budgeting for Advertisements · 4 hours
Discuss the DAGMAR approach to setting advertising objectives.. Explain advertising budget and its importance.. Discuss approaches to developing an advertising budget..
Unit 2: Managing the Client-Agency Relationship · 4 hours
Discuss the essential features in setting the terms in client-agency relationship.. Discuss the methods of payment relative to client-agency relationship.. Explain the running of the relationship between the client and the agency..
- Week 4Module 2:
Unit 3: How Advertising Works · 4 hours
Explain the relationship between advertising and brands.. Discuss the marketing input to the brand.. Discuss the key functions of advertising..
Unit 4: Planning Advertisements: The Strategy · 4 hours
Distinguish between objectives and strategies in advertising.. Explain the planner's aim relative to developing the strategy.. Explain the concept of SWOT analysis..
- Week 5Module 2:
Unit 5: Planning Advertisements: Creative Briefing · 6 hours
Describe how a creative brief can be designed to meet strategy demands.. Explain the importance of creative briefing forms.. Discuss the elements of describing the target audience..
- Week 6Module 3:
Unit 1: Creating the Adverts · 6 hours
Discuss the essential elements of creating effective advertisements.. Analyze the role of branding and category identification.. Evaluate attention-getting devices and their impact..
- Week 7Module 3:
Unit 2: Evaluating Advertisements · 6 hours
Discuss the evaluation of adverts in general.. Highlight the considerations in Pre-testing and Creative Development Research.. Discuss the factor in Post-Testing and Campaign Evaluation..
- Week 8Module 3:
Unit 3: The Media · 6 hours
Define media and its role in advertising.. List and explain the various terminologies in media.. Enumerate and explain the available choices of media..
- Week 9Module 3:
Unit 4: Response and Interactive Advertising · 6 hours
Explain response and interactive advertising with reference to the one-on-one agenda.. Discuss direct response advertising and its techniques.. Analyze the role of direct mail and telemarketing..
- Week 10Module 3:
Unit 5: Planning the Campaign · 6 hours
Evaluate the planning of advertising campaign considering a big budget.. Discuss the considerations for small budget campaigns.. Analyze the different forms of communication and media..
- Week 11Module 4:
Unit 1: Legal Issues in Advertising · 6 hours
Discuss the history and operations of APCON.. Explain the regulatory and control functions of APCON.. Identify other laws concerned with the regulation of advertising in Nigeria..
- Week 12Module 4:
Unit 2: Advertising and Society · 6 hours
Discuss the effects of advertising on children.. Analyze the encouragement of antisocial and dangerous products and behavior.. Evaluate the issues of dishonesty, misleading, and cheating in advertising..
- Week 13Module 4:
Unit 3: Globalization and Advertising · 6 hours
Discuss globalization relative to advertising.. Explain why 'glocal' advertising is relevant.. Analyze the impact of cultural differences on global advertising campaigns..
Preparing for the exam
- Review all module summaries and key concepts.
- Practice analyzing case studies related to advertising campaigns.
- Focus on understanding the legal and ethical considerations in advertising.
- Create mind maps linking advertising strategies to target audiences.
- Practice applying the DAGMAR approach to setting advertising objectives.
Questions students ask about this course
What is MKT833 about?
This course provides a comprehensive overview of advertising management, covering its meaning, role, and scope within integrated marketing communications. It explores the advertising agency world, client-agency relationships, and the strategic planning involved in creating effective advertisements. The course also delves into media planning, legal and societal issues, and the future trends shaping the advertising industry. Students will learn to evaluate advertisements, understand consumer behavior, and plan successful advertising campaigns.
How many units does MKT833 have?
MKT833, Advertising Management, has 17 units across 4 modules, over 130 pages of course material. You can read it one unit at a time.
How many credit units is MKT833?
MKT833 carries 3 credit units, at 800 level in Management Sciences.
Is MKT833 hard?
MKT833 is rated intermediate level, with basic mathematical content. It is mostly theoretical and case study work, and it has a practical component.
How long does MKT833 take to study?
About 156 hours of study, spread across its 17 units.
How is MKT833 assessed?
MKT833 is assessed by assignments, tutor marked assessments and final examination.
What do I need before starting MKT833?
Basic Marketing Principles
What can I do with MKT833?
Advertising Manager, Marketing Communications Manager, Media Planner, Brand Manager and Public Relations Specialist.