Advertising In The Digital Age
Your upfront cost: $0
- 31 Jul 2023
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- Demonstrate an understanding of the various forms of traditional and digital promotion and their advantages and disadvantages.
- Select appropriate traditional and digital media for implementing an advertising campaign.
- Develop and present (individually and in groups) an advertising campaign in a professional manner, considering both traditional and digital channels.
- Interpret the creative issues that need to be considered in an advertising campaign.
- The strategic process.
- Advertising reaction models.
- Traditional and digital advertising channels.
- Advertising appeals and creative design.
- Advertising evaluation.
Past La Trobe University students who have previously completed MKT3ADV (Advertising and Sales Promotion) are ineligible to enrol in this subject.
No additional requirements
In this subject, you will explore advertising theory and practice in the context of Integrated Marketing Communications (IMC). You will learn how to integrate and critically analyse the elements of the IMC mix. You will learn about advertising, direct marketing, personal selling, publicity and PR across traditional and digital channels. You will develop communication messages that have meaning and impact for consumers in today's digital age. You will analyse case studies designed to equip you with the knowledge and skills to communicate effectively with consumers across both traditional and digital mediums.
- Group project (1000 words per student) (30%)
- Individual assignment (equivalent 2500 words). (50%)
- Individual presentation (10 min per student) (1000 word equivalent) (20%)
Current study term: 30 Jul 23 to 27 Oct 23
Textbook information is pending.