РЕКЛАМНАЯ СТРАТЕГИЯ (ADVERTISING STRATEGY)
Преподается на английском языке.
Annotation:
Advertising affects our everyday decisions whether we want it or not. Advertising can make us laugh and cry. It can cause us to stop and watch, or even act. The practice of advertising faces new challenges in a digital age where consumers are actively selecting and designing their own media world and engaging with their friends in new forms of social media.
Marketers want to know if their ads and other marketing communication efforts work. Marketing communication costs money and marketers want proof that their advertising and marketing communication are both efficient and effective.
Aim of the course:
That’s why this course is dedicated not only to explaining advertising and other areas of brand communication – such as public relations, direct marketing, and sales promotion – but also to investigating what makes marketing communication effective.
The course combines the basic principles and best practices in an industry where old media are fading or shape-shifting and new media are emerging or merging with old media as well as developing entirely new functions. The course implies students to assume control not only of their media choices, but of their huge role as consumers of products, ideas, and media.
The course consists of lectures, team and individual assignments, case discussions and a course project. The course is relevant to students pursuing a business or academic career in fields of marketing and management.
Goals to achieve:
Explain the steps in traditional and contemporary advertising models.
Explain budgeting methods for advertising.
Identify marketing metrics used to measure integrated marketing communications (IMC) success.
Describe the steps in designing and executing an advertising campaign.
Identify the various types of media.
Identify agencies that regulate advertising.
Apply advertising toolkit for designing and implementing ad strategy
Education Plan:
Issue
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Title & Content
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Topic 1
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Integrated Marketing Communications
The Communication Process
How Consumers Perceive Communication
Advertising models
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Topic 2
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Elements of an Integrated Marketing Communication Strategy
Advertising
Public Relations (PR)
Sales Promotions
Personal Selling
Direct Marketing
Online Marketing
Social and Mobile Marketing
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Topic 3
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Planning for and Measuring IMC Success
Goals
Setting and Allocating the IMC Budget
Measuring Success Using Marketing Metrics
Planning, Implementing, and Evaluating IMC Programs
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Topic 4
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Advertising,
Advertising process (steps)
Regulatory and Ethical Issues in Advertising
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Topic 5
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Public Relations, Sales Promotions, Personal Selling
Public Relations
Sales Promotion
The Scope and Nature of Personal Selling
The Personal Selling Process (steps)
Ethical and Legal Issues in Personal Selling
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Required readings
Draganska, M., Hartmann, W. R., & Stanglein, G. (2014). Internet Versus Television Advertising: A Brand-Building Comparison. Journal of Marketing Research, 51(5), 578–590. doi:10.1509/jmr.13.0124
Gartner. (n.d.). Gartner Hype Cycle for Advertising, 2013. Retrieved November 8, 2014, from https://www.gartner.com/doc/2552416/hype-cycle-advertising-
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139–155. doi:10.1080/13527260902757530
Kim, K., Hayes, J. L., Avant, J. A., & Reid, L. N. (2014). Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010. Journal of Advertising, 43(3), 296–316. doi:10.1080/00913367.2013.857620
Singolda, A. (2014). I Have Seen the Future of Advertising. Retrieved October 6, 2014, from http://www.adweek.com/brandshare/i-have-seen-future-advertising-159921
Sternthal, B., & Rucker, D. D. (2011). Advertising Strategy (Second edition.). Copley Custom Textbooks.
Vakratsas, D., & Ambler, T. (1999). How Advertising Works: What Do We Really Know? Journal of Marketing, 63(1), 26–43.
Wood, O. (2012). How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model. Journal of Advertising Research, 52(1), 31–39.
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