General Information
This subject introduces you to advertising as a professional practice. You will learn about the different roles in advertising agencies and the skills required for working in these positions. Through exploring successful advertising campaigns and practical, hands-on exercises, this subject will provide you with an overview of essential ideas, concepts and theories used by practitioners for creating impactful promotional communication across various media channels. In addition to learning how to think strategically about advertising, it will also encourage you to think critically about the impact of advertising on society and individuals.
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Details
Academic unit: Faculty of Society & Design Subject code: ADVT11-100 Subject title: Introduction to Advertising Subject level: Undergraduate Semester/Year: January 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Forum: x12 (Total hours: 24) - Weekly Forum
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is insufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view any available recordings of weekly live sessions to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out-of-class work/personal study for this subject. This is intended as a general guide only for workload planning, and more time may be required depending on factors such as familiarity with the content. It is recommended students bring their laptops to class. -
Resources
Prescribed resources: Books
- Sandra Ernst Moriarty,Nancy Mitchell,William Wells,Robert Crawford,Linda Brennan (2015). Advertising: Principles and Practice. 3rd Edition, Melbourne Pearson
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications.
Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | ADVT11-100 |
| Subject title: | Introduction to Advertising |
| Subject level: | Undergraduate |
| Semester/Year: | January 2025 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is insufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view any available recordings of weekly live sessions to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out-of-class work/personal study for this subject. This is intended as a general guide only for workload planning, and more time may be required depending on factors such as familiarity with the content. It is recommended students bring their laptops to class. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| 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.
|
| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Describe and explain the structure of the advertising industry and its dynamics as well as the different positions and roles available in advertising agencies.
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
- Consider and critique advertising practices in relation to regulatory codes as well as social, ethical and cultural norms and obligations.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Written Report Advertising Campaign Analysis 40.00% Week 7 2,3,4 Written Report§ Advertising Campaign Pitch 40.00% Week 12 2,3,4 Exercise Critical reflection on the creative process and participation 20.00% Week 13 1,2,4 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Written Report | Advertising Campaign Analysis | 40.00% | Week 7 | 2,3,4 |
| Written Report§ | Advertising Campaign Pitch | 40.00% | Week 12 | 2,3,4 |
| Exercise | Critical reflection on the creative process and participation | 20.00% | Week 13 | 1,2,4 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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Introduction
The evolution of advertising.
SLOs included
- Describe and explain the structure of the advertising industry and its dynamics as well as the different positions and roles available in advertising agencies.
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
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Agency roles & the structure of the advertising industry
What are the different roles in advertising agencies? And how do advertising agencies fit into the broader landscape of marketing and commercial communication?
SLOs included
- Describe and explain the structure of the advertising industry and its dynamics as well as the different positions and roles available in advertising agencies.
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Brands and the practice of branding
What makes a brand a 'brand'?
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Consider and critique advertising practices in relation to regulatory codes as well as social, ethical and cultural norms and obligations.
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Advertising psychology
How does advertising work on consumers? How does it use psychological insights for developing effective messages and promotional communication? And: How powerful is advertising, actually?
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Consider and critique advertising practices in relation to regulatory codes as well as social, ethical and cultural norms and obligations.
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Advertising strategy and the creative brief
What do we need to know about strategic thinking in advertising? How do we set objectives for our campaigns? What is the 'creative brief', and why is it so important?
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
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Campaigns and IMC
How to turn a message strategy into a comprehensive advertising campaign.
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
- Consider and critique advertising practices in relation to regulatory codes as well as social, ethical and cultural norms and obligations.
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Advertising creativity: print media
Exploring visual creativity for ads in newspapers, magazines, outdoor etc.
SLOs included
- Describe and explain the structure of the advertising industry and its dynamics as well as the different positions and roles available in advertising agencies.
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
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Advertising creativity: TV and video
Principles of storytelling for broadcast advertising.
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
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Media strategy: Exploring the media environment
Types, advantages and disadvantages of different media.
SLOs included
- Describe and explain the structure of the advertising industry and its dynamics as well as the different positions and roles available in advertising agencies.
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
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Advertising ethics, laws, and regulatory regimes
What are the rules advertisers have to follow? And what are important ethical considerations related to the practice of advertising?
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Consider and critique advertising practices in relation to regulatory codes as well as social, ethical and cultural norms and obligations.
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Developing a campaign
Practically apply relevant theories, use your creative imagination, and consider advertising practices to develop your own campaign.
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.
- Consider and critique advertising practices in relation to regulatory codes as well as social, ethical and cultural norms and obligations.
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Campaign Pitch
How to present a campaign proposal/campaign pitch.
SLOs included
- Apply relevant advertising theories and concepts for analysing and evaluating advertising and integrated marketing communications campaigns in terms of their communication strategies and creative techniques used.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic advertising campaign concept based on a client brief.