The advertising management course consists of three parts. In the first part, the role of advertising in integrated marketing communications is highlighted. In the second part, a number of models of the role of advertising in persuasion, such as the FCB-grid, the Elaboration Likelihood Model and the Theory of Planned Behavior, and their relevance for advertising management, are discussed. In the third part the various stages in the strategic advertising management plan are highlighted: target groups and objectives, advertising strategies and creative approaches. New advertising formats are extensively discussed. Finally, also foundations of media planning and advertising effectiveness research methods are discussed. All elements of the course are illustrated by means of real-life examples and international case study material.
