Advertising Strategy (6809.5)

Availability

Availability

This unit is no longer offered. Information may be available for Units in the following years:

• Version 1 - Start Date: 01/01/2006 End Date: 31/12/2006
• Version 5 - Start Date: 01/01/2011 End Date: 31/12/2012
• Version 2 - Start Date: 01/01/2007 End Date: 31/12/2008
• Version 3 - Start Date: 01/01/2009 End Date: 31/12/2009
• Version 4 - Start Date: 01/01/2010 End Date: 31/12/2010

Syllabus

This unit investigates design and evaluation of communication strategy applied to brand advertising, creative development and media use. After examining advertising effectiveness in general, the subject considers different models of account planning and research methodologies, including market segmentation, used in the development of brand advertising. Particular focus is on influences on consumer behaviour; psychological, cultural, social factors and effects on consumer information processing and buying behaviour. The subject also explores the development of communication briefs, and their guiding role in effective creative strategy. Students gain a strategic overview of several successful campaigns illustrating campaign effectiveness benefits from the principles of communication strategy.

Learning Outcomes

DESCRIPTION:

1. an understanding of influences on advertising strategy

2. the ability to plan and implement campaign strategy; specifically, to define the role for advertising in the context of a comprehensive communication strategy

3. write a creative brief

4. develop an advertising campaign

Contact Hours

Three hours per week.

Prerequisites

Introduction to Professional Communication, and Professional Communication Practice or for Bachelor of Sports Management students: Introduction to Professional Communication.