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ADVT12-241: Understanding Audiences and Media in Advertising


In a world of ever-increasing media options, choosing the right channels for communicating with audiences has never been more critical. This subject introduces you to the fundamental principles involved in developing effective media strategies based on a sound understanding of the motives, desires and drives of selected target audiences and the specific characteristics of traditional and non-traditional media channels.

Subject details

FacultyFaculty of Society & Design
Semesters offered
  • January 2023 [Standard Offering]
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2022: $5,260
  • Commencing in 2023: $5,400

Learning outcomes

1. Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy. 2. Evaluate different research methods for uncovering insights into consumer behaviour and media consumption. 3. Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices. 4. Apply media planning and buying strategies as well as legal and ethical considerations by developing a basic media plan that addresses the strategic goals of the client.

Enrolment requirements

Requisites: ?


Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: ?


Subject outlines

Subject dates

Future offerings not yet planned.