You are viewing this page as a domestic student.
Change to International

You are a domestic student if you are an Australian citizen, a New Zealand citizen or the holder of an Australian permanent visa.

You are an international student whether you are within or outside Australia and you do not meet the domestic student criteria.

Coronavirus (COVID-19): advice and support for the Bond community. Read more

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 important. This subject introduces you to the key 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 as well as non-traditional media channels.

Subject details

FacultyFaculty of Society & Design
Semesters offered
  • January 2021 [Standard Offering]
  • January 2022 [Standard Offering]
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2020: $4,340
  • Commencing in 2021: $3,890

Learning outcomes

1. Apply different research methods for uncovering insights into consumer behaviour and media usage.
2. Understand the properties of different media channels and evaluate those with regard to target audiences and campaign objectives.
3. Write focused and insightful creative briefs and develop a basic media plan that addresses the strategic goals of the client.
4. Evaluate advertising campaign strategies and media plans with regard to regulatory as well as ethical and social criteria.

Enrolment requirements

Requisites: ?


Restrictions: ?


Subject outlines

Subject dates

Standard Offering
Enrolment opens10/11/2019
Semester start13/01/2020
Subject start13/01/2020
Cancellation 1?27/01/2020
Cancellation 2?03/02/2020
Last enrolment26/01/2020
Withdraw – Financial?08/02/2020
Withdraw – Academic?29/02/2020
Teaching census?07/02/2020