Topic outline

  • Advertising

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    • This course aims to prepare you to be questioning buyers and knowledgeable managers of advertising, from the advertiser’s perspective and/or to sell and manage such services from an agency perspective. This course provides you with insights about the advertising industry and shares (seldom taught) research on how advertising works and how you should evaluate advertising and media effectiveness. Please note the course is NOT designed to help you develop creative ideas (e.g. ideation, production techniques) as that's the job for the advertising agency. The objective of this course is to provide you with the knowledge to manage the advertising function for your organisation, including planning, scheduling and testing advertising.

      This course is designed to build your understanding about the advertising history, theories of advertising, advertising media strategies, evaluation of advertising, setting the advertising budgets and how to work with advertising agencies.

      Over 10 weeks, you will learn the following:

      The course begins with explaining you the advertising management process, its role in the organization, how the Australian advertising industry is regulated and what are the key advertising regulatory bodies. This course will then lead to explain you how consumers memory work which will help you to understand why advertising is so important in influencing buying behaviour. We will then introduce you to theories of advertising to help you understand how advertising ‘works’, and particularly the role of advertising as creative publicity for many brands. You will learn to develop advertising brief and understand the advertising commissioning process. You will also learn best practices for media scheduling and key advertising strategies and tactics and budgeting. We will also teach you different methods for measuring advertising effectiveness. Moreover, you will learn advantages and disadvantages of the methods. This course will also inform you about advertising commissioning process and different agency structures and roles within those.


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