Principles of Advertising
ADV100
Overview
Level of study: What does Undergraduate Level 1 mean?
Undergraduate Level 1
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
No
Duration:
13 weeks
Domestic student fee:
$1,039.00 (AUD)
HECS student fee:
$1,006.00 (AUD)
International student fee:
$1,264.00 (AUD)
Description
The purpose of this unit is to provide students with an introduction to the key concepts, theories and principles of advertising. It is the foundation unit upon which all latter stage advertising units are built.
Effective advertising doesn't just happen: it's based on key principles, proven in different media and in different contexts. This unit explores what those principles are and helps students to apply them to produce advertising that works. The scope of the unit is wide, including topics such as: how to sell creative ideas to clients; understanding social and cultural factors influencing advertising markets; and working with key theories about what motivates advertising consumers. While core principles are the same around the world, this unit discusses how they work in the Australian advertising industry, using examples drawn from local media and campaigns.
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Assessment
- Assignment — (30%-40%)
- Case Study — (10%-20%)
- Exercises — (10%-20%)
- Invigilated Exam — (30%-40%)
Learning Outcomes
At the completion of this unit students will be able to:
- discuss the key principles of successful advertising
- identify advertising's role in integrated brand promotion programs
- explain the relationship of key theories underlying effective advertising to core advertising practices
- apply the principle of effective advertising to given cases.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Principles of advertising, the notion of brands and advertising's role in business and society |
| 2 | Social and cultural perspectives |
| 3 | Advertising industry in Australia |
| 4 | Principles of practices, regulation, the law and ethical considerations |
| 5 | Advertising challenges |
| 6 | Use of theories in strategic research and planning for advertising purposes |
| 7 | Understanding audience motivations |
| 8 | Analysing advertising strategies and recognising appeals to the consumer |
| 9 | The creative brief and the single-minded proposition |
| 10 | Consumer use of print media/channels |
| 11 | Integrated campaigns |
| 12 | Use of stereotypes and semiotics; Australian creativity and appeals in advertising |
| 13 | Persuasive presenting; selling creative ideas; advertising ethics |
Study Resources
This unit is delivered using the following methods and materials:
Instructional Methods
- Discussion Forum/Discussion Board
- Embedded Multimedia
- Online Quizzes/Tests
- Online assignment submission
- Podcasting/Lecture capture
- Web links
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
