Effective Advertising - literary review and analysis.

Provide a literary review, critical analysis and commentary on academic theory regarding “What Makes Advertising Effective,” Effecting advertising comprise of a 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 the advertising process.


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 assignment i.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 and discuss 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 relating to advertising;

5. Use illustrative examples to reinforce the analysis and the concepts;

6. Clearly link the conclusion/recommendations to the previous analysis.

Skills: Article Writing, Business Writing, Marketing, Report Writing, Research Writing

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