The purpose of this semester 3 module is to provide students with the knowledge and skills to be able to professionally promote their estate agency or a property for sale or let
Introduction to Advertising
Definition of advertising; History of advertising; Foundations of modern society; The industrial revolution and social progress; Developments in Industry and Commerce; Characteristics of a modern economy; Development of modern advertising; Advertising and modern society; advantages and disadvantages of advertising.
Visual Literacy
Reading signs and logos; Reading pictures - images and meaning - construction images; Definition of a code; The codes of visual communication- expression, gesture, clothing, objects, lighting, colour, camera codes - long shot, medium shot, close shot, high angle, low angle. Current advertising campaigns - a study of the impact of advertising.
Advertising Messages
The formula A.I.D.C.A. and its application, and the Laws of Design.
Copy Writing
Definition; The rules of copywriting; copy elements - a study of the structure of advertising, copy design and layout of advertisements - the 8 laws of design; Technical terms used in advertising e.g. classifieds etc.
The Property Market
Media and Property; - A consideration of suitability for purpose of: Television, Radio, Internet, Outdoor Media. Advertising Property; - An examination of the property sections of the print media; Vocabulary of the property market. Social media and Digital Marketing
Control
Awareness of the IPAV Code, the role of the PSRA and the ASAI; The Competition and Consumer Protection Commission: The Advertising Standards Authority for Ireland (including the ASAI code): Relevant Legislation. Data Protection (GDPR).
ICT
The use of ICT in promoting properties
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 40 |
| Formal Examination | 60 |