Advertising management
Ms Irene Powell
6 points One 3-hour class per week * First semester (evening), second semester (day) * Caulfield * Prerequisite: MKT3461
Objectives On completion of this subject students should be able to demonstrate an understanding of the agency/client/media relationship through the analysis of evolving structures, selection, evaluation, briefing and remuneration of advertising agencies; evaluate and contribute to the development of advertising campaigns; identify appropriate advertising research techniques and interpret their results; illustrate through example the social and legal constraints on advertising; formulate, present and discuss relevant ideas on advertising management issues.
Synopsis The structure and responsibilities of the advertising industry and its controls. Management of advertising within the agency and within the client and the relationship between these two parties. The issues faced by clients and their agencies in maximising the effectiveness of an advertising budget, including the choice of advertising research techniques, media developments, production and international advertising considerations.
Assessment Individual assignment (3000 words): 30% * Group assignment (1500 words): 15% * Reflective advertising diary and folder: 10% * Oral presentation and participation: 10% * Examination (2 hours): 35%
Prescribed texts
Aaker D A and others Advertising management Prentice-Hall, 1992