Principles of Advertising - 2017

Unit summary


  • Level of Study: Undergraduate Level 1
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP1 , SP4
  • Assessment: Assignment - Major (40%) , Presentation - Pitch (10%) - Learn more

Unit provided by

2017 Fees
Domestic 2,893.00
Domestic continuing 1,383.00
HECS 1,324.00
International 3,143.00
International continuing 1,633.00

Tuition fees are reduced for continuing registered SWI students.
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The unit is designed to build understanding of the principles on which the advertising industry functions, and of advertising’s role in integrated brand promotion. On successful completion of this unit students should 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 and apply the principles of effective advertising to given cases.

Please note: assessment values are indicative only: details will be advised at the start of the unit.

At the completion of this unit students will be able to:

  1. Discuss the key principles of advertising
  2. Identify advertising's role in integrated brand promotion programs
  3. Explain the relationship of key theories underlying effective advertising to core advertising practices
  4. Apply the principle of effective and efficient advertising to given situations.
  • Assignment — Major (40%)
  • Presentation — Pitch (10%)
  • Quiz — Online (20%)
  • Test — Open Book (30%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • ADV100 — Principles of Advertising

This unit addresses the following topics.

1Principles of advertising
2The notion of brands and advertising's role in business and society
3Social and cultural perspectives
4Advertising industry in Australia
5Principles of practice, regulation, the law and ethical considerations
6Advertising challenges
7Use of theories in strategic research and planning for advertising purposes
8Understanding audience motivations
9Analysing advertising strategies and recognising appeals to the consumer
10The creative brief and the single-minded proposition
11Consumer use of print media/channels, integrated campaigns, stereotypes & semiotics, and Australian creativity and appeals in advertising
12Creative ideas and concept presentation for media/channels
13Copywriting basics e.g. headlines and principles of layout and design
14Persuasive presenting, selling creative ideas, and advertising ethics

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

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. 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.
  2. 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 Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Advertising: Principles and Practice

    By:Moriarty, Mitchell, Wells, Cra

    ISBN: 9781486002719


    Supplier:Go to The Co-op Bookshop

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