• Explain the purposes of advertising and other forms of markteing communications and their strategical significance for the firm or organization.
• Explain how consumers process and respond to advertising.
• Outline the difference between traditional and non-traditional advertising and their respective strengths and weaknesses.
• Outline commonly used advertising tactics and execution formats and their respective strengths and weaknesses.
• Apply this knowledge in the management of advertising campaigns.

Advertising and marketing communications are the most visible parts of marketing and an important part of most marketing strategies. The annual investments in advertising globally, particularly in consumer products markets, run into billions of dollars. Thus, it is essential for any student aiming for a career in marketing to understand how advertising works and how to plan advertising campaigns. There are also a number of specialized careers in marketing in media agencies, advertising agencies, and market research that require extensive knowledge of advertising.

This course provides a comprehensive overview of advertising and marketing communications techniques, including the Internet and social media options. It offers an in-depth view of how consumers process and are influenced by advertising, and gives students the tools that they need to plan and evaluate marketing communications campaigns. The perspective taken in the course is mainly that of the marketing manager. This means that the focus is on strategic planning and the evaluation of campaign and media pitches from suppliers such as advertising and media agencies.

For the Preliminary Assignment, students will be asked to prepare the case “California Milk Advisory Board: Real California Cheese,” which comes with the textbook assigned for the course, and to hand in a brief report (max. two pages) in which they answer six study questions. For the Mid-Term Assignment there will be two short-answer questions based on the first seven chapters of the textbook.

Class Schedule

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

The timetable will be available on http://www.cbs.dk/uddannelse/summer-university-programme/courses in end-December.

Textbook:

Belch, G. E., and M. A. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 9^th Edition (Global Edition). New York: McGraw-Hill/Irwin, 2012.

Journal articles:

Bergkvist, Lars (2012), "The Flipside of the Sponsorship Coin: Negative Brand Effects of Sponsoring a Rival Team," Journal of Advertising Research, 52 (March), 65-73.

Bergkvist, Lars and John R. Rossiter (2008), "The Role of Ad Likability in Predicting an Ad's Campaign Performance," Journal of Advertising, 37 (Summer), 85-97.

Berthon, Pierre, Leyland Pitt, and Colin Campbell (2008), “Ad lib: When Customers Create the Ad,” California Management Review, 50 (Summer), 6-30.

Edelman, David C. (2010), “Branding in the Digital Age: You're Spending Your Money in All the Wrong Places,” Harvard Business Review, 88 (December), 62-69.

Eisend, Martin (2009), “A Meta-Analysis of Humor in Advertising,” Journal of the Academy of Marketing Science, 37 (June), 191-203.

Joachimsthaler, Erich, and David A. Aaker (1997), ”Building Brands Without Mass Media,” Harvard Business Review, 75 (January-February), 39-50.

Kaikati, Andrew M. and Jack G. Kaikati (2004), "Stealth Marketing: How to Reach Consumers Surreptitiously," California Management Review, 46 (Summer), 6-22.

Keller, Kevin Lane (2009), “Building Strong Brands in a Modern Marketing Communications Environment,” Journal of Marketing Communications, 15 (April-July), 139-55.

Keller, Kevin Lane, Brian Sternthal, and Alice Tybout (2002), “Three Questions You Need to Ask About Your Brand,” Harvard Business Review, 80 (September), 80-86.

Lee-Wingate, Sooyeon Nikki and Kim P. Corfman (2010), “A Little Something for Me and Maybe for You, Too: Promotions That Relieve Guilt,” Marketing Letters, 21 (December), 385-95.

Ludwig, Stephan, Ko de Ruyter, Mike Friedman, Elisabeth C. Brüggen, Martin Wetzels, and Gerard Pfann (2013), "More Than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates," Journal of Marketing, 77 (January), 87-103.

McCracken, Grant (1989), "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, 16 (December), 310-21.

Mittal, Banwari (1999), “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Service Research, 2 (August), 98-116.

Naylor, Rebecca Walker, Cait Poynor Lamberton, and Patricia M. West (2012), "Beyond the "Like" Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings," Journal of Marketing, 76 (November), 105-20.

Pashupati, Kartik (2009), “Beavers, Bubbles, Bees, and Moths: An Examination of Animated Spokescharacters in DTC Prescription-Drug Advertisements and Websites,” Journal of Advertising Research, 49 (September), 373-93.

Reichert, Tom, Michael S. LaTour, and John B. Ford (2011), “The Naked Truth: Revealing the Affinity for Graphic Sexual Appeals in Advertising,” Journal of Advertising Research, 51 (June), 436-48.

Rossiter, John R., Larry Percy, and Robert J. Donovan (1991), “A Better Advertising Planning Grid,” Journal of Advertising Research, 31 (October/November), 11-21.

Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch (2011), "How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities," Journal of Marketing Research (June), 457-71.

Wilcox, Keith and Andrew Stephen (in press), "Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control," Forthcoming in the Journal of Consumer Research.