Advertising: Creative Principles (MKTG3121)

UNIT OF STUDY

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.

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Further unit of study information

Classes

1x 2hr lecture and 1x 1hr tutorial per week

Assessment

group creative project (35%), assignment (20%), final 2hr exam (30%), participation (13%), and research component (2%)

Faculty/department permission required?

No

Unit of study rules

Prerequisites and assumed knowledge

MKTG1001 or MKTG2001

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Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.

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