Handbook : Unit informationEdith Cowan University

School: Arts and Humanities

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Foundations of Advertising

• Unit Code

  ADV1116

• Year

  2017

• Enrolment Period

  1

• Version

  1

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

• Unit Coordinator

  Miss Diane Mary SLADE

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Description

This unit determines the function of advertising within the marketing mix. A breakdown of the roles within an advertising agency and the relationship of each role to one another, the advertiser and outside suppliers, is considered. The development of a campaign is analysed from initial briefing through to the creative process, the production process, the media process and finally the post analysis. Key regulatory and self-regulatory issues are also considered, including their code of ethics, trade practices and consumer protection legislation.

Equivalent Rule

Unit was previously coded ADV2116, ADV4116, CMM0212, CMM0213, CMM2108, CMM2116

Learning Outcomes

On completion of this unit students should be able to:

1. Analyse advertisements according to different criteria.
2. Demonstrate an understanding of the step-by-step procedure from initial briefing through the creative process and production requirements.
3. Describe the structures and functions of advertising agencies and personnel.
4. Recognise advertising strategies that are sensitive to the social and economic environments, explaining the rationale underpinning acceptable and unacceptable advertising practices with regards to the code of ethics, trade practices and consumer protection legislation.

Unit Content

1. Creative and production elements involved from the initial briefing stages to the conclusion of final production will be addressed in detail for both print and broadcast media.
2. The makeup of an advertising agency will be analysed, as will various remuneration models.
3. The regulatory aspects of advertising will be explored together with an appreciation of appropriate consumer law including codes of ethics, trade practices legislation, consumer protection legislation and self-regulatory guidelines/bodies.
4. The role of marketing, public relations and advertising - how they differ and how they support one another.

Additional Learning Experience Information

Lectures Workshops/tutorials

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

Core Reading(s)

• Arens, W. F., Schaefer, D. H., & Weigold, M. F. (2012). Advertising. New York, NY: McGraw Hill.

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