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.

Please note that given the circumstances of COVID-19, there may be some modifications to the assessment schedule promoted in Handbook for Semester 1 2020 Units. Students will be notified of all approved modifications by Unit Coordinators via email and Unit Blackboard sites. Where changes have been made, these are designed to ensure that you still meet the unit learning outcomes in the context of our adjusted teaching and learning arrangements.

• Unit Title

  Foundations of Advertising

• Unit Code

  ADV1116

• Year

  2020

• Enrolment Period

  1

• Version

  2

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

• Unit Coordinator

  Dr Kelly Wi Yan CHOONG

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Description

This unit explains 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 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. Describe the structures and functions of advertising agencies and personnel.
3. Describe the procedure from initial briefing through to the creative process and production of advertisements.
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. The role of advertising in marketing communications.
2. Advertising agency profiles and remuneration models.
3. Creative and production for both print and broadcast media.
4. The regulatory aspects of advertising including codes of ethics, trade practices legislation, consumer protection legislation and self-regulatory guidelines/bodies.

Learning Experience

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

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.

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