• Explain the importance of target audience resonance to create effective communication, and identify the message components within an advert or other brand communication that will facilitate/hinder it.
• Identify and analyze how advertisements' positioning strategy and communication tactics influence the effectiveness of a brand’s marketing communication.
• Explain why an advert is likely be in/effective based on neuroscience and psychology theories.
• Identify the creative elements in an advert and other brand communications that facilitate/limit attention to and learning of the message.
• Evaluate and explain the strengths and weaknesses of a brand’s advertising campaign.

Aim of the course
It is the purpose of the class to introduce the student to the theory and strategy involved in the development of communication plans and the creation of effective advertising and promotion. Emphasis will be on integrated marketing communication.

Contents
In the class, different means of communication, applicable for the marketing manager are introduced. The formulation of marketing objectives and budgets is discussed, and target audience identification and definition are dealt with. Here, specific models for targeting are introduced, and in this connection, modelling and formulation of communication objectives and positioning strategies are covered. Different strategies are dealt with, in terms of methodologies for generating creative ideas. Creative execution tactics under various conditions of brand involvement and brand awareness are described, and communication content and attention getting strategies are covered. The integrated communication strategy is discussed from a corporate and brand identity point of view, and the role of promotional strategies evaluated. Although, the role of media strategy, media planning, and communication research and evaluation is dealt with, in relation to the overall integrated communication strategy approach.

Larry Percy and Richard Elliott (2012). 4th edition, Strategic Advertising Management, Oxford University Press
Text: "Advertising Communication and Promotion Management" by John Rossiter and Larry Percy, 2nd edition, McGraw Hill 2000
+ several additional articles