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  2. Advertising Management [ADV2220]

Faculty of Education and Arts

School: Communications and Arts

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

    Advertising Management

  • Unit Code

    ADV2220

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit focuses on the advertiser who plans and manages the advertising process to achieve marketing, public relations, and various communication objectives. It addresses specific functions of the advertiser, such as establishing advertising objectives and strategy, setting budgets, evaluating creative and media executions, and standardising or localising advertising campaigns. The unit also highlights the advertiser's relationships with advertising agencies, media owners, research companies, ancillary services firms, and regulatory bodies.

Equivalent Rule

Unit was previously coded ADV2120, ADV4120, CMM2109

Learning Outcomes

On completion of this unit students should be able to:

  1. Describe how advertisers work effectively and efficiently with advertising agencies, media owners, research companies, ancillary services firms, and regulatory bodies.
  2. Evaluate creative ideas, creative executions, and media recommendations for local and global advertising campaigns.
  3. Explain the role of the advertiser in marketing, marketing communications, public relations, and public communication.
  4. Prepare a brief for advertising agencies and research companies to facilitate consumer-oriented advertising.

Unit Content

  1. Award-winning advertising: criteria for effective advertising; media campaignability of advertising ideas; global and/or local advertising decisions.
  2. Relationships between the advertiser and advertising agencies, media owners, research companies, ancillary services firms, and regulatory bodies.
  3. The advertising brief: linking advertising to marketing and establishing the advertising budget; advertising research and creative concept research.
  4. The role of advertising in marketing, marketing communications, public relations, and public communication.

Additional Learning Experience Information

Lectures, Research, Tutorials/ workshops, Development of a career-based learning portfolio.

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.

ON CAMPUS
TypeDescriptionValue
AssignmentAssignment 130%
AssignmentAssignment 240%
ExaminationExamination30%

Text References

  • ^ Russell, J.T., & Lane, W. R. (2005). Kleppner's advertising procedure. (16th ed.). New Jersey: Prentice Hall.
  • Schultz, D.E., & Kitchen, P.J. (2000). Communicating globally: An integrated marketing approach. Basingstoke: Macmillan.
  • Schultz, D., & Barnes, B. (1995). Strategic advertising campaigns. (4th ed.). Illinois: NTC Books.
  • Percy, L., & Elliot, R. (2005). Strategic advertising management. (2nd ed.). Oxford, United Kingdom: Oxford University Press.
  • Aitchison, J. (2002). How Asia advertises. Singapore: John Wiley & Sons.
  • Batra, et al. (1996). Advertising management. (5th ed). New Jersey: Prentice Hall.
  • Avery, J. (2000). Advertising campaign planning. (3rd ed.). Chicago: The Copy Workshop.
  • Arens, W. F. (2004). Contemporary advertising. (9th ed.). New York, NY: McGraw-Hill.
  • Wells, W., Burnett, J., & Moriaty, S.(2003). Advertising: Principles and practice. (6th ed.). New Jersey: Prentice Hall.
  • Parente, D. (2006). Advertising campaigns strategy. (2nd ed.). Forth Worth: Dryden Press.

Journal References

  • Journal of Advertising Research
  • World Advertising Research Center
  • Journal of Advertising
  • International Journal of Advertising

Website References

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADV2220|1|1

Faculty of Education and Arts

School: Communications and Arts

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

    Advertising Management

  • Unit Code

    ADV2220

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit focuses on the advertiser who plans and manages the advertising process to achieve marketing, public relations, and various communication objectives. It addresses specific functions of the advertiser, such as establishing advertising objectives and strategy, setting budgets, evaluating creative and media executions, and standardising or localising advertising campaigns. The unit also highlights the advertiser's relationships with advertising agencies, media owners, research companies, ancillary services firms, and regulatory bodies.

Equivalent Rule

Unit was previously coded ADV2120, ADV4120, CMM2109

Learning Outcomes

On completion of this unit students should be able to:

  1. Describe how advertisers work effectively and efficiently with advertising agencies, media owners, research companies, ancillary services firms, and regulatory bodies.
  2. Evaluate creative ideas, creative executions, and media recommendations for local and global advertising campaigns.
  3. Explain the role of the advertiser in marketing, marketing communications, public relations, and public communication.
  4. Prepare a brief for advertising agencies and research companies to facilitate consumer-oriented advertising.

Unit Content

  1. Award-winning advertising: criteria for effective advertising; media campaignability of advertising ideas; global and/or local advertising decisions.
  2. Relationships between the advertiser and advertising agencies, media owners, research companies, ancillary services firms, and regulatory bodies.
  3. The advertising brief: linking advertising to marketing and establishing the advertising budget; advertising research and creative concept research.
  4. The role of advertising in marketing, marketing communications, public relations, and public communication.

Additional Learning Experience Information

Lectures, Research, Tutorials/ workshops, Development of a career-based learning portfolio.

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.

ON CAMPUS
TypeDescriptionValue
AssignmentAssignment 130%
AssignmentAssignment 240%
ExaminationExamination30%

Text References

  • ^ Russell, J.T., & Lane, W. R. (2005). Kleppner's advertising procedure. (16th ed.). New Jersey: Prentice Hall.
  • Schultz, D.E., & Kitchen, P.J. (2000). Communicating globally: An integrated marketing approach. Basingstoke: Macmillan.
  • Schultz, D., & Barnes, B. (1995). Strategic advertising campaigns. (4th ed.). Illinois: NTC Books.
  • Percy, L., & Elliot, R. (2005). Strategic advertising management. (2nd ed.). Oxford, United Kingdom: Oxford University Press.
  • Aitchison, J. (2002). How Asia advertises. Singapore: John Wiley & Sons.
  • Batra, et al. (1996). Advertising management. (5th ed). New Jersey: Prentice Hall.
  • Avery, J. (2000). Advertising campaign planning. (3rd ed.). Chicago: The Copy Workshop.
  • Arens, W. F. (2004). Contemporary advertising. (9th ed.). New York, NY: McGraw-Hill.
  • Wells, W., Burnett, J., & Moriaty, S.(2003). Advertising: Principles and practice. (6th ed.). New Jersey: Prentice Hall.
  • Parente, D. (2006). Advertising campaigns strategy. (2nd ed.). Forth Worth: Dryden Press.

Journal References

  • Journal of Advertising Research
  • World Advertising Research Center
  • Journal of Advertising
  • International Journal of Advertising

Website References

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADV2220|1|2