MRK 2601 Creating Advertising - RE-SIT EXAMINATION

APPLIES TO ACADEMIC YEAR 2012/2013

MRK 2601 Creating Advertising - RE-SIT EXAMINATION

Responsible for the course
Even Johan Lanseng

Department
Department of Marketing

Term
According to study plan

ECTS Credits
6

Language of instruction
Norwegian

Introduction

    Objective

      Prerequisites


      Compulsory reading
      Books:
      Selfors, Stein Erik ... [et al.]. 2004. Annonsen : en bok om reklamefaget og verdens mest benyttede reklameform. Oslo : Abstrakt forlag. 320 sider. Kapittel 7 utgår.

      Collection of articles:
      Stein Erik Selfors. 2008. Artikkelsamling: Reklameutforming. Oslo: Handelshøyskolen BI. 5 artikler.
      1. Kover og Goldberg, “Creativity vs. effectiveness? An integrating classification for advertising.”, Journal of Advertising Research, 1995
      2. Kover, “Why copywriters don´t like advertising research.” Journal of Advertising Reseearch, 1996
      3. McCracken, “Advertising: Meaning or information?”, Advances in Consumer Research, 1986
      4. Smith og Yang, “Toward a general theory in advertising.”, Marketing Theory, 2004
      5. Phillips og McQuarrie, “Beyond visual metaphor.”, Marketing Theory, 2004

      Recommended reading

      Course outline

        Computer-based tools


        Course structure


          Examination


          Examination code(s)


          Examination support materials


          Re-sit examination


          Additional information

          Semester

          Oversettelser