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.


Session 1 (30)
On Campus
Bathurst Campus
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

Indicative Assessment

The following table summarises the assessment tasks for the online offering of ADV104 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Advertising report
Work in progress reports - individual contribution
The client recommendations project

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.