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Module ASB-3112:
Advertising Strategy

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 1

Organiser: Dr Sara Parry

Overall aims and purpose

NOTE: If you register for this module, you cannot also register for ASB3212 Taxation.

To introduce advanced advertising and media theory, focussing on the role of advertising and its integration within contemporary marketing communications. To define the advertising management process. Messages, Media and Measurement. To present and apply the planning, development and evaluation of advertising campaigns and examine the functions of advertising agencies.

Course content

Theoretical advertising models; The advertising management process: messages, media and measurement of advertising effectiveness; Advertising campaign development, with emphasis on planning and analysing advertising media; Internet advertising, mobile and ambient media; The creative side of advertising, design and production of campaigns; Copywriting and art direction; Ethical issues in advertising.

Assessment Criteria


Satisfactory standard: No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work’s objectives.


Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.


Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

High Standard: Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

Learning outcomes

  1. Understand importance and procedures used to measure effectiveness of advertising.

  2. Review the role of advertising in Marketing Communications.

  3. Identify the main theoretical underpinnings of advertising strategy.

  4. Develop advertising messages and their context: use creative strategy and tactics.

  5. Examine media characteristics and set media objectives.

  6. Plan and organise for an advertising campaign.

Assessment Methods

Type Name Description Weight
REPORT Assignment

Develop an Advertising Campaign

EXAM Exam S1 2hrs

Essay format


Teaching and Learning Strategy

Private study 58
Lecture 20
Individual Project

Individual coursework

Practical classes and workshops 2

Transferable skills

  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting

Subject specific skills

  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
  • Articulating and effectively explaining information.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.


Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: