Main topics of study:

Advertising & the Marketing Function:

• History of Advertising
• Definitions
• Costs
• Advertising & the Marketing Mix
• Advertising as a Communication Process

Types of Advertising:

• Consumer Advertising
• Industrial Advertising
• Trade Advertising
• Retail Advertising
• Financial Advertising
• Recruitment Advertising

The Advertising Agency:

• Role of the Advertising Agency
• Recognition & the Commission System
• Service Agencies
• Media Independents
• A La Carte Agencies
• Agency Personnel
• Advertising Agency Jargon

Advertising Media - Above-The-Line:

• Definitions
• The Press
• Radio
• Television
• Alternative Television
• Cinema
• Outdoor & Transportation

Advertising Media - Below-The-Line:

• Types of Media & Their Applications

Sales Promotion:

• Growing Importance of Sales Promotion
• Types of Sales Promotion Scheme
• Terminology
• Problems & Risks

Sponsorship:

• Definition & Examples
• Objectives
• Cost-Effectiveness

Direct Mail & Direct Response:

• Characteristics of Direct Mail
• The Sales Letter & Enclosures
• Mailing Lists
• Mail Drops
• Direct Response Marketing
• Consumer Protection

Exhibitions:

• Importance of Exhibitions
• Types of Exhibition
• Characteristics of Exhibitions
• Using
• Exhibitions

Copywriting:

• Writing Copy that Sells
• Copy Devices
• Copy Elements

Layout & Typography:

• Planning the Advertisement
• Design & Layout
• Typography
• Television
• Commercials

Printing Processes:

• The Five Main Processes
• Choice of Process

Public Relations:

• Differences between Public Relations & Advertising
• Public Relations Consultancy
• Services
• In-House Public Relations Departments
• Public Relations & Advertising
• Press Relations

Corporate Advertising:

• Prestige or Institutional Advertising
• Advocacy or Issue Advertising
• Diversification & Take-Over
• Crisis Advertising
• Financial Advertising

Advertising Research:

• Value of Research or Research in Developing Countries
• Research Before, During & After the Campaign
• Media Research - Sources of Statistics
• Tracking Studies

Law & Ethics of Advertising:

• Legal & Voluntary Controls
• Law of Contract
• Defamation
• Statute Law
• Voluntary Controls

Planning & Executing an Advertising Campaign:

• Preliminary Discussions
• Development of Copy Platform
• Preparing the Campaign
• The Campaign & Afterwards

Reading List

Main Text:
Advertising - Frank Jefkins - 4th Edition (Longman)

Alternative Text and Further Reading:
Strategic Advertising Management - L Percy (Oxford University Press)
Integrated Marketing Communications - (BPP)