ADV203 Principles of Advertising (8)

CSU Discipline Area: Communication (COMUN)

Duration: One session

Abstract:

This subject provides an overview of advertising's role in marketing and marketing communication, its role in society, an introduction to how advertising works, steps in the advertising and marketing communication process, organisation and jobs in the marketing communication industry. It introduces key areas of promotion activity research, strategy, creative and media. It also examines the importance and application of consumer insight in advertising and marketing communication development.

+ Subject Availability Modes and Locations

Session 1
Internal	Port Macquarie
Session 2
Internal	Bathurst
Session 3
Distance	Bathurst

Continuing students should consult the SAL for current offering details: ADV203

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Assumed Knowledge:

COM111 or MKT110

Objectives:

Upon successful completion of this subject, students should:

- be able to demonstrate an understanding of the structure and organisation of the
advertising industry
- be able to identify the key responsibilities and roles within
advertising agencies
- be able to conduct research to understand consumer behaviour,
realising the importance of consumer insight and brand insight
in constructing advertising strategies
- be able to write a strategy statement
- be able to demonstrate an understanding of the role branding plays in the advertising
process
-be able to identify the key stages in the advertising creative
process and understand a number of the key elements of creative
work
- be able to segment and select target audiences and identify the
most effective message strategy for those segments
- be able to identify the basic pros and cons of the different
advertising and marketing communication mediums
- be able to identify the key Advertising and Research bodies in
the Australian environment
- be able to present and report strategic recommendations to an
audience/potential client

Syllabus:

The subject will cover the following topics:

- An introduction to the history of advertising and recent
industry developments
- Integrated marketing communication
- Advertising's role in marketing and marketing communication
- Advertising's role in society, issues & ethics in advertising and
the regulation of advertising
- How advertising works to influence consumer choices
- The structure and organisation of the marketing communication
industry
- Advertisers, agencies (advertising, direct response, sales
promotion),
- The media and suppliers
- The steps in the advertising and marketing communication process
- Responsibilities within advertising agencies - copywriters, art
directors, account directors and managers, media planners,
strategy planners, print production managers, broadcast
production manager, traffic managers
- Forms of advertising - retail, business to business, corporate,
public service etc
- Professional publications in the advertising and marketing
communication industry - including Adnews, B&T, Ad Age and
Campaign.
- Research and consumer behaviour - the importance of consumer
insight/ how to gain and apply consumer insight / relating
consumer insight with brand insight
- The role of branding in marketing communication.
- Strategy - types of strategies (including USP, brand image,
positioning, lifestyle, emotive, attitude), how to write a
strategy statement / identifying, segmenting and selecting
target audiences / identifying and selecting the most effective
message strategy
- Creative Process - key creative principles for judging creative
concepts/the creative process / an introduction to copywriting
and design for print
- Media - an outline of the different advertising and marketing
communication mediums and the pros and cons of each

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