Principles of Advertising
24 hours face to face + blended
One Semester or equivalent
Hawthorn, Online
Available to incoming Study Abroad and Exchange students
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
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
02-March-2026
31-May-2026
31-May-2026
Last self-enrolment date
15-March-2026
Census date
31-March-2026
Last withdraw without fail date
21-April-2026
Results released date
07-July-2026
Teaching Period 1
Location
Online
Start and end dates
09-March-2026
07-June-2026
07-June-2026
Last self-enrolment date
22-March-2026
Census date
07-April-2026
Last withdraw without fail date
28-April-2026
Results released date
30-June-2026
Teaching Period 3
Location
Online
Start and end dates
02-November-2026
07-February-2027
07-February-2027
Last self-enrolment date
15-November-2026
Census date
01-December-2026
Last withdraw without fail date
22-December-2026
Results released date
02-March-2027
Unit 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 |
| TOTAL | 150 |
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 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Market Analysis | Individual | 30% | 2,3,4 |
| Online Quiz | Individual | 30% | 1,2,3 |
| Report | Group | 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 consumer behaviours and audience motivations
- Consumer use of traditonal and online media
- Creative ideas and concept presentation for written, video and audio based media
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.