Principles of Advertising
Duration
- On-campus: One Semester or equivalent
Contact hours
- 36 hours over the teaching period
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2022 teaching periods
| Swinburne Online Teaching Period 3 |
||
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
Corequisites
Aims and objectives
Students who successfully complete this unit 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 principles of effective and efficient advertising to given situations.
Courses with unit
BB-MCMNBUS Bachelor of Business/Bachelor of Media and CommunicationBA-ARTS3 Bachelor of Arts
BA-ARTS3PROF Bachelor of Arts (Professional)
BA-MCMN Bachelor of Media and Communication
BA-MCMPROF Bachelor of Media and Communication (Professional)
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
On-Campus
| Type | Hours per week | Number of Weeks | Total |
| Face to Face Contact Lecture Tutorial |
1 2 |
12 12 |
12 24 |
| Online Contact
| N/A |
|
|
| Specified Learning Activities Readings |
3 |
12 |
36 |
| Unspecified Learning Activities independent study assignment preparation |
|
| 78 |
| TOTAL |
|
| 150 hours/12.5cp |
SOL
| Type | Hours per week | Number of Weeks | Total |
| Face to Face Contact |
|
|
|
| Online Contact | N/A |
|
|
| Specified Learning Activities Readings Online activities |
3 3 |
12 12 |
36 36 |
| Unspecified Learning Activities independent study assignment preparation |
|
| 78 |
| TOTAL |
|
| 150 hours/12.5cp |
Assessment
| Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
| Class exercises portfolio | Individual | 50% | 1,2,3,4 |
| Assignment | Group | 40% | 2,3,4 |
| Presentation | Group | 10% | 2,3,4 |
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Assignment 1 | Individual/Group | 15% | 2,3,4 |
Assignment 2 | Group | 35% | 2,3,4 |
Class Exercise Portfolio | Individual | 50% | 1,2,3,4 |
General skills outcomes
• Teamwork Skills
• Analysis Skills
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• The notion of brands and advertising's role in business and society; social and cultural perspectives;
• 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 and recommended reading.