Advertising & Marketing Communication (Jan-May 2010)

Lectures at 1pm in Room 1.4 (NAC) every Monday


18th January

25th January
Overview of consumer response models
4 classical response models
Frameworks model

8th February
The agency world
Example of a contact report
The creative brief
Example of a copy strategy
Example of Appletise

15th February
Class until 15h:
We finish with The creative brief
Advertising strategy & planning
Advertising stages
We will then go to the Research Week ( I will need volunteers for the video coverage. The event should end at around 15h40.

22nd February
We will carry on with the class on Strategy.
We will also discuss your organisation’s tagline (in comparison with competitors’ taglines).

Reminder: Students are expected to contact advertising agencies or in-house marketing departments for appointments in order to be able to complete the first assignment. The assignment should be completed for next week (28th February). Each student should prepare a brief presentation of their findings on the agency/department they have visited and also a report for submission on the same day. The key information should involve the following inter alia:
– What kind of agency/department is it? What kind of structure? How does it compare with the classical model in the case of agencies? Which key advertising functions does it have?
– How is work organised within the agency/department? Who does what? What are the competencies that exist in the agency/department?
– What kind of ad campaigns do they work on? How do they proceed?
If you can get copies of past adverts, please by all means bring them to show in class.

1st March
Presentation and submission of first assignment (visit to agency/marketing department)
Lecture on Local Context for Advertising

8th March
Presentation and submission of first assignment by those who were not able to do so on 1st March.
We carry on with the lecture on the Local Advertising Context.

About the final assignment:
All teams are expected to review their Marketing assignment (from last semester with Ms Lam Po Tang) in order to extract key information to be used for the development of your advertising strategy. You are also expected to write your creative brief.

15th March
Please note that I will not be able to lecture on Monday 15th March as I will be in a whole day meeting. Please download and read lecture notes on Designing Ads.

Also, you should work on the second assignment and start preparing your advertising strategy. I have received your reports from Darlene. I will leave those in the Registry. Please grab your copy there as from Monday afternoon

22nd March
All teams are required to use the material developed for the Marketing projects last semester to work on a draft copy-strategy and creative brief for their advertising campaign.
We will look at Designing Ads (from last week), Types of ads by objective and Media Planning.

29th March
– All teams should bring their draft copy-strategy and creative brief for their advertising campaign.
– We will do some media planning exercises.
We will proceed to the Mediacom Studio to see past student projects around 3 p.m.

5th April
We meet in the Mediacom Studio to see past projects. Please bring calculators for media planning exercises.
All teams should bring their draft copy-strategy and creative brief for their advertising campaign.
Media planning exercises from last week:
Fashion brand
New media planning exercise:
Cosmetics exercise from 2008 exam paper

Reminder: The advertising campaign is due for the last week of semester, i.e. on 26th April for oral presentation and submission of report including complete strategic plan, concept, media plan and creative dummies. The maximum budget is Rs 1.5 million for the whole campaign. All decisions should be documented and justified.

New media planning exercise: Hairdryer

12th April
We will be in the Mediacom Studio. We will do a media planning exercise from the2006 exam.
I have still not received all copy-strategies and creative briefs. Please bring them today. You should also finalise your advertising strategy and start creative production and media planning. Please note that final presentation and submission is for 26th April.
Answers to the Hairdryer/straightener exercise

Note that a media planning test is scheduled for 20th April. Do not forget to bring your calculators.

Please note that you can come to the Mediacom Studio during the week to start production of your advertising material.

19th April
Test (in the normal classroom)
After the test, each team should show me the progress made on creative concept and production for the campaign.

26th April
Final presentations and submission of reports/portfolios.
I will also give back the tests

Interesting Online Resources:
How Marketers Can Keep Their Agency Briefs, Well, Brief
Understanding Magazine Circulation
Advertising Media Planning: A Primer


3 thoughts on “Advertising & Marketing Communication (Jan-May 2010)

  1. Hi christina,

    I would like to participate as volunteer for the video coverage. Let me have some details about it..

    Lucie (BSc Business Comm Yr3)


  2. Hi,
    Can I have more details for the courses (Diploma/BSc (Hons) Communication Studies (Specialisation:Business Communication)
    and Diploma/BSc (Hons) Communication Studies (Specialisation:Journalism) please?
    It is part-time and I would like to know the “time-table”, how many days(hours) per week and the time as well. And I would like to know if this course is the equivalent of mass communication and what are the job prospects?

    please reply as soon as possible, I wan’t to be sure before applying for this course.
    thank you 🙂


  3. Dear Anne-Lise,

    Thank you for your interest in the course. It is indeed a part-time programme which will give priority to those who are employed (even on a part-time basis).

    The time-table is not yet ready as we are still in the middle of a semester and it will also depend on our resource persons (a mix of full-time lecturers and professionals who act as part-time lecturers).

    Generally, classes are held in the afternoon from 1-4pm (up to twice per week) and from 4-7 pm as well as on Saturdays. In semester 1 of year 1, you would typically have 4 classes of 3 hours and 2 classes of 1.5 hours per week. But the time-table will change over the semesters and years depending on number of modules to be serviced.

    Also, a student may choose to take more time to complete the course (up to 7 years) and may thus take less modules in a semester if they are unable to attend all classes. This should be done under the guidance of their programme coordinator.

    The detailed programme structure can be found at


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s