Advertising Strategy Development (9484.2)

Availability

Unit Outlines

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• Semester 2, 2018, ON-CAMPUS, BRUCE (178688) - View
• Semester 2, 2017, ON-CAMPUS, BRUCE (165116) - View
• Semester 2, 2016, ON-CAMPUS, BRUCE (162419) - View
• Semester 2, 2015, ON-CAMPUS, BRUCE (139667) - View

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Syllabus

This unit presents the framework for the development of advertising and more broadly, marketing communication strategies. Study commences with a focus on gathering information on the situation facing the organisation or brand. Based on the analysis of the situation, goal and objective setting are explored and stakeholder segments are analysed. Consideration is given to consumer information processing, message design and creative execution, budgets and media integration and selection for the implementation of the strategy. Evaluation strategies are explored to determine the success of the strategy. The unit will also consider how advertising campaigns may be integrated with other marketing communication strategies in the organisation.

Cases are used to illustrate the application of the principles of advertising strategy to professional practice. Students will be required to develop a full strategy from the situation analysis to evaluation.

Learning Outcomes

On successful completion of this unit, students will be able to:

1. Develop insight and a sound understanding in the strategising, planning and execution of advertising and marketing communication strategies and campaigns;

2. Gain an in-depth knowledge of the types of research and information gathering techniques that maybe undertaken in advertising and marketing communication campaigns;

3. Appreciate the importance of consumer information processing and its role in the design of relevant and creative messages in advertising campaigns and activities;

4. Methodically select and integrate media for campaign implementation; and

5. Recognise the importance and understand the techniques of evaluation of strategies and campaigns.

Assessment Items

Contact Hours

3 hours per week.

Prerequisites

None

Corequisites

None

Assumed Knowledge

None

Incompatible Units

Restrictions: This unit is not open to students who have passed 9117 Advertising Strategy Development AND 6809 Advertising Strategy.

Equivalent Units

9117 Advertising Strategy Development AND 6809 Advertising Strategy.