ADV104 Introduction to Advertising (8)

This subject provides an introduction to the principles of marketing communications. Students are introduced to the principles of advertising practice and the key steps in the process, including the client brief, the agency project management system, brands and brand insights, consumer insights, campaign briefs and campaign recommendations.

Subject Outlines
Current CSU students can view Subject Outlines for recent sessions. Please note that Subject Outlines and assessment tasks are updated each session.


Session 1 (30)
On Campus
Bathurst Campus
Bathurst Campus
Session 3 (90)
Bathurst Campus

Continuing students should consult the SAL for current offering details: ADV104. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Communication and Creative Industries

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to explain the basic role of advertising in the context of marketing and marketing communications;
  • be able to explain the broad campaign development process from client brief to agency campaign recommendations;
  • be able to determine the role of consumer insight in developing advertising campaigns;
  • be able to apply the principles and processes associated with developing advertising campaigns; and
  • be able to work in teams.


This subject will cover the following topics:
  • What is advertising?
  • The advertising process: brief, insight, strategy, execution
  • What is a brand?
  • Defining audiences for advertising
  • Understanding the key problem
  • Effective advertising media
  • The creative side of advertising and the creative brief
  • The campaign recommendations


Current Students

For any enquiries about subject selection or course structure please contact Student Central or or phone on 1800 275 278.

Prospective Students

For further information about Charles Sturt University, or this course offering, please contact info.csu on 1800 334 733 (free call within Australia) or enquire online.

The information contained in the 2019 CSU Handbook was accurate at the date of publication: September 2018. The University reserves the right to vary the information at any time without notice.