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MN30036: Advanced advertising theory

Follow this link for further information on academic years Academic Year: 2013/4
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6
Further information on unit levels Level: Honours (FHEQ level 6)
Further information on teaching periods Period: Semester 1
Further information on unit assessment Assessment: CW 0%, EX 100%
Further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: Before taking this unit you must take MN20016 or take MN20081
Further information on descriptions Description: Aims:

* To provide participants with a comprehensive overview of brand communications theory and practice;
* To teach a wide range of advertising and communication models and relate these to models of consumer behaviour;
* To review recent psychology learning and show how this relates to new ideas about brand communication;
* To outline best practice in brand communication evaluation.

Learning Outcomes:

* Students will become familiar with models of advertising communication.
* Students will learn to apply models of advertising to existing brand communication campaigns.
* Students will be able to use models to develop and evaluate new communication campaigns.


* Analytical Skills - assessed
* Writing Skills - assessed
* Class participation skills.

The role of brand communication in influencing brand choice will be critically examined making extensive use of in-class discussion of examples of advertising. The following specific subjects will be covered:
Lecture 1: Introduction to the course & review of classic consumer buying behaviour
Lecture 2: Cognitive Brand Choice Models
Lecture 3: Simple non-cognitive models
Lecture 4: Psychology of Learning & Attention
Lecture 5: Psychology of Affective Processing
Lecture 6: Models of Affect and Attention
Lecture 7: Low Attention Processing model
Lecture 8: Advertising Evaluation
Lecture 9: Practical issues in advertising development
Lecture 10: Practical session in developing ad strategies
Lecture 11: Revision.
Further information on programme availabilityProgramme availability:

MN30036 is Optional on the following programmes:

School of Management
  • UMMN-AFB02 : BSc (hons) Accounting and Finance (Full-time) - Year 3
  • UMMN-AKB02 : BSc (hons) Accounting and Finance (Full-time with Thick Sandwich Placement) - Year 4
  • UMMN-ANB01 : BSc (hons) Business Administration (Full-time with Thin Sandwich Placements) - Year 4
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc (hons) International Management and Modern Languages (French) (Full-time with Year Abroad) - Year 4
  • UXXX-AYB04 : BSc (hons) International Management and Modern Languages (German) (Full-time with Year Abroad) - Year 4
  • UXXX-AYB06 : BSc (hons) International Management and Modern Languages (Spanish) (Full-time with Year Abroad) - Year 4

* This unit catalogue is applicable for the 2013/4 academic year only. Students continuing their studies into 2014/15 and beyond should not assume that this unit will be available in future years in the format displayed here for 2013/14.
* Programmes and units are subject to change at any time, in accordance with normal University procedures.
* Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.