Summary

MKT251 Theory Assignment

Learning outcomes A1, A2, A3, A5 and B1
Students will be required to research the topic of “Effective Advertising” and write a literary review and analysis. Students willbe asked to cover the following areas:
Provide a literary review, critical analysis and commentary on academic theory regarding “What Makes Advertising Effective,” Effecting advertising comprise ofa multitude of factors from the purpose and objectives to the implementation of the advertisement. Students are meant to cover a range of factors and not just focus on a narrow aspect of theadvertising process.
Expectations
1. Take a critical approach based on journal articles, textbooks and websites;
2. Topics areas should be based on multiple sources to demonstrate in-depth research;3. Structure the assignment based on the funnel approach. Explain the concept from different perspectives i.e. compare and contrast and the concepts. Then focus on the specifics of the assignmenti.e. how these concepts/factors affect advertising;
4. Select a specialist area (e.g. the impact of culture on advertising or the role of internationalisation on advertising) of advertising anddiscuss this in detail. This section will occupy 1/3 of the assignment. What are the main ideas and concepts in the field? The rest of the assignment should focus on general concepts and factors relatingto advertising;
5. Use illustrative examples to reinforce the analysis and the concepts;
6. Clearly link the conclusion/recommendations to the previous analysis.
Assessment
Referencing,structure and general presentation - 10%
Research – use of journal articles, textbooks and websites with more marks for balance between journal articles and textbooks. The more sources used (citedand included in the list of references) the more credible and convincing the research - 20%
Discussion – level of analysis i.e. identify advertising factors and concepts that make advertising...