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
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
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025
Study Period 2
Location
Hawthorn
Start and end dates
02-June-2025
31-August-2025
Last self-enrolment date
15-June-2025
Census date
23-June-2025
Last withdraw without fail date
18-July-2025
Results released date
23-September-2025
Teaching Period 2
Location
Online
Start and end dates
07-July-2025
05-October-2025
Last self-enrolment date
20-July-2025
Census date
01-August-2025
Last withdraw without fail date
22-August-2025
Results released date

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
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.