Monash University Handbook 2010 Undergraduate - Unit

Synopsis

The institutions of advertising - advertising agencies, their clients and the media. The uses of the media of advertising - television, radio, newspapers, magazines, outdoor, cinema, etc. The economics of advertising. The planning of advertising -- from marketing strategy to advertising strategy. Establishing advertising objectives. Budgeting for advertising. Advertising creativity -- message strategy. Criteria and processes for evaluating creative success or failure. Production concepts for television, radio, print. Retail advertising. Social and ethical issues in advertising.

Objectives

The learning goals associated with this unit are to:

• understand theories, concepts and elements related to advertising and marketing communication management
• apply this material to the decisions of an advertising account executive or brand manager
• employ current practices and concepts related to this unit in an innovative, creative and industry relevant manner
• further develop verbal and written communication skills.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

3 hours class contact or equivalent per week

Co-requisites

MKW1120 or Associate Diploma (Marketing) at Chisholm Institute

Prohibitions

MKW3461, MKC3461, MKF2331, MKW2460