Advertising G (9112.4)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|School Of Arts And Communications||Graduate Level|| Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
Learning outcomesOn completion of this unit students should be able to:
1. Critically analyse the role of advertising in the context of a comprehensive communication strategy;
2. Generate a creative brief;
3. Critically evaluate creative strategy;
4. Critically analyse and construct an appropriate media campaign; and
5. Evaluate the influence of consumer behaviour on communication strategy.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
Incompatible unitsRestrictions: This unit is not open to students who have passed 7732 Advertising Strategy G
Equivalent units7732 Advertising Strategy G
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
Percy, L. & Rosenbaum-Elliot, Richard (2016) Strategic Advertising Management, (5th edition) Oxford University Press: UK
- Allen, M. (2017). The SAGE encyclopedia of communication research methods: SAGE Publications.
- Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications: Nelson Education.
- Brown, J. (1997). Impossible dream or inevitable revolution? Investigating the concept of integrated marketing communication. Journal of Marketing Management, 2(2), 70-81.
- Cornelissen, J.P., & Lock, A.R (2000). Theoretical concept or management fashion? Examining the significance of IMC. Journal of Advertising Research, 40(5), 7-15
- Clow, K & Baach, D. (2007). Integrated Advertising, Promotion and Marketing Communication. New Jersey: Prentice Hall.
- De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes: SAGE Publications Limited.
- Dibb, S. (1998). Market segmentation: strategies for success. Marketing Intelligence & Planning. 16(7), 394–406.
- Einstein, M. (2017). Advertising: What Everyone Needs to Know®: Oxford University Press.
- Fill, C., Hughes, G. and De Francesco, Scott. (2013). Advertising. Strategy, creativity and media. New York: Pearson.
- Gómez, J. D. F. (2020). An Approach to Motivation Research From Advertising Strategy: From Freud to the Iconic Brand. In Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies (pp. 239-253): IGI Global.
- Hackley, C., & Hackley, R. A. (2017). Advertising and promotion: Sage.
- Johnson, L. D. (2010). Customer engagement is the new marketing, Journal of Advertising Research. 50(2), 1-3.
- Kimmel, A.J. . Marketing Communication: New Approaches, Technologies and Styles. Oxford: Oxford University Press.
- Kliatchko, J. (2008) Revisiting the IMC construct: a revised definition and four pillars. International Journal of Advertising, 27(1).
- Liu, D., & Mookerjee, V. (2018). Advertising competition on the internet: Operational and strategic considerations. Production and Operations Management, 27(5), 884-901.
- Longley, P., Cheshire, J., & Singleton, A. (2018). Consumer data research: UCL Press.
- Sloan, L., & Quan-Haase, A. (2017). The SAGE handbook of social media research methods: Sage.
Advertising – Marketing Communication Industry Association websites:
- Australian Association of National Advertisers (AANA) http://www.aana.com.au/
- The Communications Council (formerly AFA) http://www.afa.org.au/
- Media Federation of Australia http://mediafederation.org.au/
- International Advertising Association (IAA) http://www.iaaglobal.org/
- American Advertising Federation (AAF) http://www.aaf.org/
- American Academy of Advertising (AAA) http://www.aaasite.org/
- American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
- Association of National Advertisers (ANA) http://www.ana.net/
- Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/
- Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/
- World Federation of Advertisers (WFA) http://www.wfanet.org/
- Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
- Admap - UC Library Individual Holdings, or go to WARC.com at http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1
- AdWeek www.adweek.com
- Australian Financial Review http://afr.com
- BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
- Campaign Brief - UC Library Individual Holdings
- Campaign (London) UC Library Individual Holdings, or via http://www.canberra.edu.au/library/research-gateway/e-journals
- Harvard Business Review – UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
- The Journal of Marketing - UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
- The Journal of Advertising - UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
- The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
Participation in all learning activities are highly encouraged as these relate to all assesment items for the unit.
Required IT skills
Competency in PC based MS operating systems: PowerPoint, Word and Canvas will be assumed for this Unit.
Work placement, internships or practicums
This unit requires strict adherence to professional practice principles and ethics. The professional nature of this unit also recommends participation in all learning activities.
It is the student's responsibility to ensure that they are correctly enrolled in each subject and that the subjects are correct for their course of study. Students should confirm their subject enrolment details via MyUC before the end of Week 2.
Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.
The Unit Convenor reserves the right to vary the schedule to take timely advantage of an advertising event or guest online lectures. Notice of such variation will be made in the preceding week's Canvas announcement.
The standard practice of using an author-date system like APA or Harvard is preferred.
If there is any doubt with regard to the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the lecturer about the matter. Students have a responsibility to: read, understand and respect the rules concerning plagiarism; familiarise themselves with the conventions of referencing in their discipline; and avoid all acts, which could be considered plagiarism. Refer to the student integrity policy for in this link https://guard.canberra.edu.au/policy/policy.php?pol_id=3175
Provision of information
Any online announcements are deemed to be made to the whole group.