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MKW2211 - Advertising theory and practice

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Mr Garry Tate


Not offered in 2007


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.


The learning objectives of this unit are to:


Assignment(s): 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week


MKW1120 or Associate Diploma (Marketing) at Chisholm Institute


MKW2460, MKF3461, MKW3461, MKF2331, MKC3460