Advertising Theory and Practice
Promote your knowledge of advertising campaigns, theories and research. Recognise advertising’s use as a marketing communication tool. Dig into segmentation theory and target consumer audiences. Look to advertising’s place on the international stage.
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In this subject you will develop the following program learning outcomes:
- Acquire and apply knowledge of local and international perspectives and issues about contemporary advertising
- Undertake research into contemporary media and communication theory and practice to explore possible industry and career directions.
Upon successful completion of this subject, you will be able to:
- Examine and discuss advertising as a marketing communication method
- Compare alternative advertising theories in relation to global industry practice
- Interpret and apply advertising theory to the development of advertising messages
- Critically analyse the role of consumer behaviour in the development of advertising strategies
- Explain and apply the framework and techniques for evaluating advertising effectiveness for diverse audiences.
- Week 1: Introduction: Integrated marketing communications
- Week 2: Establishing Objectives and Budget Setting
- Week 3: Perspectives on Consumer Behaviour
- Week 4: Brand Equity and Customer Loyalty
- Week 5: Creative Strategy: Planning and Development
- Week 6: Media Planning and Strategy
- Week 7: Media Continued: Direct Marketing, Internet and Sales Promotion
- Week 8: Public Relations, Publicity and Corporate Advertising
- Week 9: International Advertising and Sales Promotion
- Week 10: Measuring Effectiveness
- Week 11: Evaluating the Social, Economic and Ethical Aspects of Advertising
- Week 12: Unit review and Revision
- Week 13: Review
- Week 14: Review
- Resources and Links
- Printable format materials
- Audio-Video streaming
This subject is for Master of Communication Design students only. If you want to take this subject as an elective you must contact RMIT firstname.lastname@example.org for approval.
No special requirements
- Theory Review & Application (30%)
- Individual Report (40%)
- Case Study Facilitation+report (30%)