MKW2211

Advertising theory and practice

(BUS)

Dr Steven Kates

6 points + 2-hour lecture and 1-hour tutorial per week + Second semester + Berwick + Pre/corequisite: MKW1401 or MKW1120 or Associate Diploma (Marketing) at Chisholm Institute + Not available if MKF3461 claimed

Synopsis: The institutions of advertising - advertising agencies, their clients and the media. The uses of the media of advertising - television, radio, newspapers, magazines, outdoor, cinema, etc. The economics of advertising. The planning of advertising - from marketing strategy to advertising strategy. Establishing advertising objectives. Budgeting for advertising. Advertising creativity - message strategy. Criteria and processes for evaluating creative success or failure. Production concepts for television, radio, print. Retail advertising. Social and ethical issues in advertising.

Assessment: Written (3000 words): 30% + Team project: 20% + Examination (2 hours): 50%