Face-to-face , second term, 30 hours of theory.

French

This course takes an in-depth look at the diverse elements of advertising, and aims to familiarise students with their specific implementation techniques. The course focuses on the perspective of the advertiser, and the business that wishes to invest in constructing its corporate image, or the image of its products.

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The course is in three parts:
- strategies
- methods, creation, evaluation
- communication in advertising.

The course begins with a discussion on the definition of a ‘communication strategy'. In this regard, advertising is placed conceptually within the marketing-mix framework.
Consequently, the course considers the role of advertising in the business context, and examines the investment that is involved. The course looks at the different types of image and the content or variables of a communication strategy. It then goes on to examine: the consumer, viewed as the target of communication; the different professions within advertising; and the business and professional relationship between agencies and advertisers.

In its second Part, the course deals with, in detail, the diverse facets of advertising work: the campaign plan, the objectives of advertising, the upstream methods and necessary conditions for advertising design (creative). The course then discusses evaluation methods used in advertising.

The third Part looks at the importance of brand, of packaging, and of the main strategies for promotion, sale and point of sale advertising (POS). The course then discusses the impact of public relations and of the sales team as vectors of communication. This Part rounds off with discussion of a number of methods for determining an advertising budget.

Brief course outline:

- Communication and the marketing-mix
- Investment in the different variables in the communication mix
- Brand image and corporate image
- Marketing and communication strategies
- The consumer as a target of marketing
- Advertisers and agencies
- The advertising communication campaign plan
- Communication strategy
- The objectives of advertising
- Methods upstream of the creative process
- Preconditions for creative work in advertising
- Methods for evaluating advertising communication
- The importance of brand for advertising
- Packaging
- Promotion and sales techniques
- Point of Sale (POS) advertising
- Public relations
- The sales team and communication
- Determining the advertising budget.

Lecture.

The course includes presentations by three guest speakers, one from each of the main disciplines involved: a marketing director from a large company, the head of an advertising agency, and a leading industry professional.

Written examination

AAKER D.A., DAY G.S., 1990, Marketing research, John Wiley, New York, 1990.
AMBROSI M.& MEILLAND, 1994, Stratégie et plan marketing, Institut National de Marketing, Institut Français de Gestion, Paris.
AMBROSI M., 1995, Cours de marketing, Institut National de Marketing, Institut Français de Gestion, Paris.
ASSAEL H., 1992,Consumer behaviour and marketing action, Kent, PWS.
BALANCHADER S., SRIVASAN K., 1994, Selection of product line qualities and prices to signal competitive advantage, Management science, volume 40/7, juillet.
BATRA R., AAKER D., MYERS J., 1990, Advertising management, Heml Hempstead, Prentice Hall, 5th edition.
BELCH G.E., BELCH M.A., 1993, Introduction to advertising and promotion, Homewood, Irwin.
BENOUN M., 1991, Marketing, savoirs et savoir-faire, Economia, Paris.
BERNARDET J.-P., 1993, Comment développer la promotion des ventes, Nathan, Paris.
BREE J., 1994, Comportement du consommateur, Que sais-je ?, PUF, Paris.
BROCHAND B & LENDREVIE J.& alii, 1993, Le publicitor, Dalloz, Paris.
CHURCHILL G.A. Jr, 1995, Marketing research,Dryden Press, 6th edition, London.
COOPER J.& LANE P., 1997, Practical Marketing planning, Macmillan Business Basingstoke.
CRIMP M., 1995, The marketing research process, Prentice Hall, Englewood Cliffs.
DUBOIS B., 1994, Comprendre le consommateur, Dalloz, Paris.
GALE B.T., 1994, Managing customer value, Free Press, New York.
GELINIER O., 1994, Fonctions et tâches de direction générale, Editions Hommes et Techniques, Paris.
KOTLER Ph. & DUBOIS B, 1997, Marketing Management, Publi-Union, 8eme édition, Paris.
LENDREVIE L. & alii, 1994, Mercator, Dalloz, Paris.
MARION G., 1989, Les images de l'entreprise, Editions d'organisation, Paris.
MINZBERG& alii, 1995, The strategy process, European edition, Prentice Hall, Hempstead.
MOWEN J.C., 1995, Consumer behaviour,Prentice Hall, Englewood Cliffs.
PELE M., 1992, Le mode de fixation des prix dans l'entreprise, P.U.F., Paris.
PINE J.B.& alii, 1993, Making mass customization work, Havard Business Review, volume 72/5, septembre octobre.
RUST R.T. & OLIVER R.L., 1994, Service quality: new directions in theory and in practice, Sage Publications, London.
SOLOMON M.R., 1996, Consumer behaviour: buying, having and being, Prentice Hall, Englewood Cliffs.
TERPSTRA V. & SARATHY R., 1994, International marketing, Dryden Press, London.
WILKIE WILLIAM L., 1994, Consumer behaviour, John WILEY, New York.
WHILMHURST J., 1993, Below the line promotion, Butterworth-Heinemann, Oxford.

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