This unit determines the function of advertising within the marketing mix.  A breakdown of the roles within an advertising agency and the relationship of each role to one another, the advertiser and outside suppliers, is considered.  The development of a campaign is analysed from initial briefing through to the creative process, the production process, the media process and finally the post analysis.  Key regulatory and self-regulatory issues are also considered, including their code of ethics, trade practices and consumer protection legislation.

On completion of this unit, students should be able to:

• analyse advertisements according to different criteria;
• describe the structures and functions of advertising agencies and personnel;
• demonstrate an understanding of the step-by-step procedure from initial briefing through the creative process and production requirements; and
• recognise advertising strategies that are sensitive to the social and economic environments, explaining the rationale underpinning acceptable and unacceptable advertising practices with regards to the code of ethics, trade practices and consumer protection legislation.

1. The role of marketing, public relations and advertising - how they differ and how they support one another;
2. The makeup of an advertising agency will be analysed, as will various remuneration models;
3. Creative and production elements involved from the initial briefing stages to the conclusion of final production will be addressed in detail for both print and broadcast media;
4. The regulatory aspects of advertising will be explored together with an appreciation of appropriate consumer law including codes of ethics, trade practices legislation, consumer protection legislation and self-regulatory guidelines/bodies.

Lectures

Workshops/tutorials

The following graduate attributes will be developed in this unit:

• Ability to communicate
• Ability to work in teams
• Ability to generate ideas
• Cross-cultural and international outlook