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Advertising: Creative Principles
UoS Code MKTG3121
Credit points 6
Offered Semester 1
Prerequisites MKTG1001 or MKTG2001
Corequisites
Prohibitions
Assumed Knowledge
Additional Information
Lectures 1 lecture and 1 tutorial per week
Assessment Essay style Final Exam. Two Tutorial Papers. Group Project, which includes a written report and presentation. Participation, which includes attendance at tutorials and lectures, a number of tutorial tasks and contribution to tutorial debate and discussion.
Description Most organisations use advertising to introduce themselves, their products and services to their existing and potential customers. Advertising is their public face and together with integrated marketing communications and public relations is one of the three pillars of commercial communication. This subject explores the creative material that is developed and produced to contact, inform, educate and influence consumer decisions. Advertising is the point where communication theory is put into practice. Through understanding the creative principles and practices of advertising personnel involved in marketing will be able to commission, evaluate and produce creative material to professional industry standards. The subject addresses topics such as the importance of creativity; messaging issues, determining consumer insights; the creative potential and purpose of different media; developing creative concepts; determining the advertising idea; producing the final creative material and taking it to the marketplace.