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ADVT12-241: Understanding Audiences and Media in Advertising January 2018 [Standard]

General information

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.

Changes due to Commonwealth Games: The University has marginally altered the timetable for the January semester of 2018 (181) to ensure that students have the opportunity to engage with the Commonwealth Games to be held in April 2018. The modified timetable has been designed to not impact on overall subject or program learning outcomes. Some subjects may be delivered in a slightly modified mode to accommodate the change. Specific arrangements will be included on the iLearn site for each subject. All changes to the class schedule have the full approval of University and Academic Unit administration and will not adversely affect student learning or assessment.


Academic unit:Faculty of Society & Design
Subject code:ADVT12-241
Subject title:Advertising Communications and Channel Planning
Subject level:Undergraduate
Semester/Year:January 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Computer Lab: x3 (Total hours: 3) - Laboratory
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Tutorial: x9 (Total hours: 9) - Weekly Tutorial


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

Enrolment requirements

Requisites: ?


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.

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Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. 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.
  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. 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.
  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. 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.
  6. 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.


Assessment details

TypeTask%Timing*Outcomes assessed
*Class Participation Attendance & Participation 15% Ongoing 1, 2, 3, 4, 5.
Case Analysis Case Study 25% Week 6 1, 3, 5, 6.
Technical Document § Advertising Plan 30% Week 11 1, 2, 4, 5, 6.
Paper-based Examination (Closed) Final Exam 30% Final Examination Period 1, 2, 5.
  • § 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 [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.

Subject curriculum

What is Account Planning and what is Media Planning?

This week we will have a look at the Australian media landscape and the function of media planning.

GPRs, TARPs, Reach, Frequency … media planners seem to talk in their own language. Fortunately it is not as difficult as it seems. So let's learn how media planners think, talk and develop media plans that reach the right people at the right time.

Media planners not only need to reach the right people at the right time - they also need to do that as cost-efficiently as possible. This week we will have a look at how this can be achieved.

Online advertising seems to be a game changer. Highly precise targeting and improved measurability of campaign performance give the idea of accountability a whole new meaning.

Alternative media are becoming more and more important to break through the advertising clutter. This week we will have a look at the creative side of media planning.

The account planner is supposed to be the 'voice of the consumer' in the strategtic and creative process of developing an advertising campaign. This means he needs to gather insights into the motivations and purchase habits of consumers. This session is about how to get insights into people's relationship with products and brands through ethnographic research.

This week we will be talking about consumer psychology and how projective techniques help account planners uncover 'unconscious' consumer motivations and attitudes.

This week we will have a look at behavioural economics and neuromarketing, two new and interesting approaches in the field of consumer research. We will also learn how to turn all the consumer insights gathered into a so-called 'creative brief', an important document that is supposed to inform and inspire the creative team of the agency.

Approved on: Dec 19, 2017. Edition: 3.1