ADV104 Understanding Advertising (8)


This subject provides an introduction to advertising’s theoretical underpinnings and role within the context of marketing and society. Students are introduced to the principles of advertising practice and process including brands consumer insights communication briefs and solutions.

+ Subject Availability Modes and Location

Session 1
OnlineBathurst Campus
On CampusBathurst Campus
Session 3
OnlineBathurst 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

Duration Grading System School:
One sessionHD/FLSchool of Communication and Creative Industries

Enrolment restrictions

Incompatible subject(s)

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to describe a range of theories to help explain the role of marketing and advertising
  • be able to demonstrate an understanding of the theoretical underpinnings of advertising's role in society and in the marketing environment
  • be able to determine the role of consumer insight in advertising campaigns
  • be able to apply the principles and processes associated with advertising campaigns
  • be able to work in teams


The subject will cover the following topics:
  • Introduction to advertising
  • Advertising's role in marketing and society
  • Consumer insights: development and application
  • Brands and brand contribution
  • Communication briefs and solutions


The information contained in the 2018 CSU Handbook was accurate at the date of publication: 23 February 2018. The University reserves the right to vary the information at any time without notice.