Authorised by Academic Registrar, April 1996
Objectives: To provide students with (i) a sound knowledge of the theoretical models of `how advertising works'; (ii) a practical understanding of the operations of advertising agencies in Australia and other countries, (iii) an understanding of the roles played by various departments within agencies; (iv) the ability to apply the concepts of advertising to develop basic advertising plans and; (v) the ability to identify the appropriateness of advertising as a solution to a particular promotional need.
Synopsis The subject will cover what advertising is; the institutions of advertising - agencies, clients, media; the media of advertising; 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 and failure; television and radio production concepts; print production concepts; retail advertising; social and ethical issues in advertising
Assessment: Assignment A - individual - (3000 words): 30% + Assignment B - group - (2000 words): 20% + Examination (2 hours): 50%