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ADVT12-241: Understanding Audiences and Media in Advertising January 2021 [Standard]

General information

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.


Academic unit:Faculty of Society & Design
Subject code:ADVT12-241
Subject title:Understanding Audiences and Media in Advertising
Subject level:Undergraduate
Semester/Year:January 2021
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
  • Personal Study Hours: x12 (Total hours: 84) - Recommended study hours


Prescribed resources:
  • Helen Katz (2019). The Media Handbook. 7th Edition, Routledge
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.

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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. 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.


Assessment details

TypeTask%Timing*Outcomes assessed
Case Analysis Case Study 35% Week 7 1, 3.
*Campaign § Advertising/media campaign 40% Week 12 1, 2, 3, 4.
*Evaluation Portfolio Portfolio featuring a number of tasks/exercises introduced throughout the semester. 25% 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 [email protected] 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.

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?

The account planner is supposed to be the 'voice of the consumer' in the strategic and creative process of developing an advertising campaign. This session introduces you to the fundamental principles and the general process of advertising planning.

This week we will have a look at fundamental principles of human decision-making and what that tells us about how advertising might work.

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

This week builds on last week's session on consumer research by looking at consumer behaviour in the context of culture and societal trends.

This week we will have a closer 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.

This week we will have a look at the creative side of media planning. We will also look at approaches to pre-testing ads and explore strategies for creating successful pitch presentations.

This week is reserved for preparing your campaign pitch.

This week you will present your advertising/media campaign for your client.

Approved on: Nov 4, 2020. Edition: 4.1
Last updated: May 18, 2021.