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Advertising: Creative Principles

MKTG3121

Most companies use advertising to introduce themselves, their products and services to 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. Understanding the creative principles and practices used by advertising personnel enables the marketer to commission, evaluate and produce creative material to professional industry standards. This 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; critiquing advertising; identifying key issues; producing the final creative material and taking it to the marketplace.

Unit of study details

Unit of study level: Senior

Credit points: 6

Commencing semesters: 1

Further unit of study information

Unit of study handbook: MKTG3121

Costs and scholarships information: Costs and Scholarships

Final dates to withdraw from units of study: Census Dates

Available for study abroad and exchange: Yes

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