Overview

This unit is designed to build understanding of the doctrines on which the advertising industry functions, and of advertising’s role in integrated brand promotion through contemporary principles, theories and practices in the industry.

Requisites

Prerequisites
ADV10001 Principles of Advertising

Rules

Equivalent
ADV100(C) - Principles of Advertising; LCA100 - Principles of Advertising; SLCA100 - Principles of Advertising

Anti-requisite
ADV00001 - Principles of Advertising

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 1
Location
Online
Start and end dates
11-March-2024
09-June-2024
Last self-enrolment date
24-March-2024
Census date
05-April-2024
Last withdraw without fail date
26-April-2024
Results released date
02-July-2024
Study Period 2
Location
Hawthorn
Start and end dates
27-May-2024
25-August-2024
Last self-enrolment date
09-June-2024
Census date
17-June-2024
Last withdraw without fail date
12-July-2024
Results released date
17-September-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Discuss the key principles of advertising, including diverse social, cultural and organisational perspectives.
  • Identify advertising’s role in integrated brand promotion programs
  • Explain the relationship of key theories underlying effective advertising to core advertising practices
  • Apply the principles of effective and efficient advertising to given situations

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture		1.00 12 weeks 12
On-campus
Class		2.00 12 weeks 24
Specified Activities
Various		3.00 12 weeks 36
Unspecified Activities
Various		6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual/Group 15% 2,3,4 
Assignment 2Group 35% 2,3,4 
Class Exercise PortfolioIndividual 50% 1,2,3,4 
Market AnalysisIndividual 30% 2,3,4 
Online QuizIndividual 30% 1,2,3 
ReportGroup 40% 1,2,3,4 

Content

  • The notion of brands and advertising's role in business and society; social and cultural perspectives
  • Advertising industry in Australia
  • Practice, regulation, the law and ethical considerations in advertising
  • Theories in strategic research and planning for advertising purposes
  • Understanding audience motivations
  • Consumer use of print media/channels
  • Creative ideas and concept presentation for print media/channels and copywriting basics

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.