Advertising Theory and Practice

Queensland University of Technology

Course Description

  • Course Name

    Advertising Theory and Practice

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study

    Advertising, Media Studies

  • Language Level

    Taught In English

  • Prerequisites

    BSB126, CTB126, BSB116, or BSB117

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    This unit serves as an introduction to later units in the advertising major and gives learners an overview of the advertising industry and the management of the advertising function. The unit traverses the interrelationship of the institutions of advertising, the advertisers, the advertising agencies and the media. It introduces research and details methods of determining advertising objectives, budgets, establishing target audiences, interpreting audience ratings and circulation figures, and enables learners to gain a preliminary understanding of the creative functions of the advertising industry. It also shows the ethical and legal side of advertising and its important role in society and the economy.
    Learning Outcomes
    Upon completion of this unit, you should be able to:
    1. Develop a sound understanding of theories and practices of advertising, broader marketing communications and related consumer behaviour.
    2. Understand the role of research in planning and developing advertising strategy.
    3. Apply core concepts in fundamental media and creative to advertising planning processes.
    4. Demonstrate the ability to apply learned theories to address problems or opportunities.
    5. Demonstrate practical written presentation skills.
    This unit introduces the major elements of creating contemporary advertising, including:
    • Advertising strategy and relevant aspects of consumer behaviour and market research
    • The role of advertising planning and practical approaches to the process
    • Review of traditional media channels
    • Review of new media channels
    • Introduction to media strategy, planning and channel planning elements
    • Creative strategy and development
    • Copywriting fundamentals
    • Art direction fundamentals
    • Review of advertising production elements
    • Integration and internationalisation issues in advertising
    • Putting it all together - analysing an advertising campaign
    Approaches to Teaching and Learning
    This unit draws upon a range of experiences to foster an understanding of both advertising process and the impacts of advertising on consumers and society. Lectures introduce you to the fundamentals of advertising elements, drawing from their personal experiences as consumers in addition to industry examples. Tutorials are designed to encourage active participations via practical examples, discussions, debates and presentations.
    Assessment name: Campaign Analysis Part 1
    Description: In the first part of this project the students are to develop a situation analysis of a product from a selected advertising campaign.
    Length/Duration: 1, 200 words
    Formative or Summative: Formative and Summative
    Relates to objectives: 1, 2, 5
    Weight: 30
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 6
    Assessment name: Examination
    Description: To demonstrate a detailed understanding of the material presented in class and contained within the recommended literature prescribed in this unit. This exam will consist of multiple choice questions drawn from the lecture topics and resource materials.
    Length/Duration: 90 minutes (no perusal)
    Formative or Summative: Summative
    Relates to objectives: 1, 2, 3
    Weight: 30
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 11
    Assessment name: Advertising Campaign Analysis
    Description: In the second part of this project, students are to develop a video presentation that provides an analysis of the selected advertising campaign's creative and media strategies followed by recommendations.Length/Duration: Maximum of 5 minutes
    Formative or Summative: Formative and Summative
    Relates to objectives: 1, 2, 3, 4, 5
    Weight: 40
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 13

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.