Advertising campaigns
Not offered until 1998
Paul Gaskin
6 points * One 1 hour lecture and one 2-hour tutorial/workshop per week * Berwick * Prerequisite: MKT3621
Objectives Students who complete this subject should be able to plan and execute complex campaigns involving brand development or attitude change; manage the input of research information, media planning and creative resources to efficiently execute a finished campaign; operate at entry level in an advertising agency with insight into the management procedures by which it is governed.
Synopsis This subject provides students with an integrative experience of using all the advertising theory and processes to which they have been exposed through their course. Students will further study and use campaign planning and management tools. They will create from briefs two major multimedia advertising campaigns.
Assessment Minor individual/team assignment: 20% * Major individual/team assignment: 50% * Examination (2 hours): 30%
Prescribed texts
Aaker D Managing brand equity Free Press
Gardener H S Jnr The advertising agency business NTC Business Books, 1993
| Published by Monash University, Clayton, Victoria
3168 Copyright © Monash University 1996 - All Rights Reserved - Caution Authorised by the Academic Registrar December 1996 |