MKW2211

Advertising theory and practice (6 points)

(BUS)

Leader: Mr Peter Scholem

Offered:
Berwick Second semester 2003 (Day)
Berwick Second semester 2004 (Day)

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%

Contact Hours: 2-hour lecture and 1-hour tutorial per week

Corequisites: MKW1120 or Associate Diploma (Marketing) at Chisholm Institute

Prohibitions: MKW2460, MKF3461