| Short Title: | Introduction to Advertising |
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| Full Title: | Introduction to Advertising |
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| Field of Study: | Marketing and advertising |
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| Module Author: | Patricia Medcalf |
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| Module Description: | The purpose of this module is to introduce students to the fundamentals of advertising in a post-digital environment. |
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| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| LO1 |
Describe the functions and roles of advertising and develop a good understanding of its benefits and limitations in a post-digital environment. |
| LO2 |
Describe the communications process and various advertising models. |
| LO3 |
Explain various approaches to segmentation, targeting and positioning. |
| LO4 |
Describe the various components required to produce an effective advertising strategy. |
| LO5 |
Identify various creative strategies and types of advertising. |
| LO6 |
Explain the role of digital and traditional media when planning advertising. |
| LO7 |
Identify key issues that affect advertising such as ethics, globalisation, social media, legislation. |
Module Content & Assessment
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Continuous Assessment |
Students may be given a case study to read in class and then they may answer a number of questions which bring the theory and the case content together. |
2,3,4,5 |
15.00 |
Week 8 |
| Continuous Assessment |
Individual Assessment - each student may keep a weekly record of newsworthy items about the advertising industry published in print and electronic media. Also, they may gather examples of advertising. They may be called upon in class to share their findings and this will encourage shared learning and in-class discussion. At the end of the semester, they may submit a scrapbook. |
1,5,6,7 |
15.00 |
Every Week |
| Continuous Assessment |
Students may be given a brief with a view to coming up with appropriate ideas that will solve the problems posed. |
3,4,5,6,7 |
20.00 |
Week 11 |
| End of Module Formal Examination |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Formal Exam |
End-of-Semester Final Examination |
1,2,3,4,5,6,7 |
50.00 |
End-of-Semester |
TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Class based instruction |
3.00 |
Every Week |
3.00 |
| Independent Learning Time |
Reading and continuous assessment work |
6.00 |
Every Week |
6.00 |
| Total Weekly Learner Workload |
9.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Class based instruction |
2.00 |
Every Week |
2.00 |
| Independent Learning |
No Description |
7.00 |
Every Week |
7.00 |
| Total Weekly Learner Workload |
9.00 |
| Total Weekly Contact Hours |
2.00 |
Module Resources| Required Book Resources |
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- PR Smith and ZE Zook 2016, Marketing Communications: Offline and Online Integration, Engagement and Analytics, 6 Ed., Kogan Page London
| | Recommended Book Resources |
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- Chris Fill and Sarah Turnbull 2016, Essentials of Marketing Communications, 7th Ed., FT/Prentice Hall
- Esther Thorson, Margaret Duffy, Advertising Age: The Principles of Advertising and Marketing Communication at Work, First Ed., South-Western College Pub [ISBN: 9781111528751]
- Kenneth E Clow and Donald E Baack 2016, Integrated Advertising, Promotion and Marketing Communications, 7th Ed., Pearson
- Ogilvy, David 2004, Confessions of an Advertising Man, Southbank
- Vonk, Nancy and Kestin, Janet 2005, Hey, Whipple, Squeeze This: a guide to creating great ads, Wiley
| | This module does not have any article/paper resources |
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| Other Resources |
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- IT Tallaght library database: WARC
- Website: Institute of Advertising Practitioners
in Ireland
- Website: Advertising Age
- Website: Advertising Standards Authority of
Ireland
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Module Delivered in
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