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Advertising Communications and Channel Planning

Description

This subject describes the major media options available to advertisers, develops skills in problem solving and strategic decision-making, and details the components of the media planning process.

  • Academic unit: Faculty of Society & Design
    Subject code: ADVT12-241
    Subject title: ADVT12-241: Advertising Communications and Channel Planning
    Subject level: Undergraduate
    Semester/Year: January 2018
    Credit points: 10.000
  • Timetable: https://bond.edu.au/timetable
    Delivery mode: Standard
    Workload items:
    • Lecture: x12 () - Weekly Lecture
    • Tutorial: x9 () - Weekly Tutorial
    • Computer Lab: x3 () - Laboratory
    Attendance and learning activities:
  • Prescribed resources:

    No Prescribed resources.

    After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
    [email protected] & Email: [email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture 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: ADVT12-241
Subject title: ADVT12-241: Advertising Communications and Channel Planning
Subject level: Undergraduate
Semester/Year: January 2018
Credit points: 10.000

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.

Assumed Prior Learning (or equivalent):

Restrictions:

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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:

  1. Increase your understanding and awareness of the debates that surround media in advertising in a social and global context as well as ethical issues specific to advertising media and its uses.
  2. Learn the fundamental principles of strategy planning in advertising - how strategic consumer insights are distilled from research and influence the advertising development process. You will adopt a strategic perspective on communication tasks as well as understand and respect issues of ethical and social significance relevant to diverse communities, cultures and belief systems.
  3. Have a good understanding of the fundamental principles, practices and function of media planning and the knowledge of how to apply media planning theory to practice, with a view on how to develop and execute a comprehensive media planning strategy. You will gain practical knowledge regarding the evaluation of target audiences, assessing the effectiveness of different media types and allocating appropriate media budgets.
  4. Work as a team member. The major assessment is designed to simulate an 'agency' experience and requires working together in groups to design an 'improved' strategic media plan.
  5. Write focused, insightful creative briefs that lead to effective and more dynamic creative solutions and know how to critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.
  6. Further enhance your communication and presentation skills as well as the ability to critically reflect on these team work experiences in terms of continuing personal development.
  • Type Task % Timing Outcomes assessed
    Paper-based Examination (Closed) Final Exam 30% Final Examination Period 1,2,5
    Case Analysis Case Study 25% Week 6 1,3,5,6
    Technical Document Advertising Plan 30% Week 11 1,2,4,5,6
    *Class Participation Attendance & Participation 15% Ongoing 1,2,3,4,5
  • 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
Paper-based Examination (Closed) Final Exam 30% Final Examination Period 1,2,5
Case Analysis Case Study 25% Week 6 1,3,5,6
Technical Document Advertising Plan 30% Week 11 1,2,4,5,6
*Class Participation Attendance & Participation 15% Ongoing 1,2,3,4,5

Study Information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

Subject curriculum