This course introduces the fundamental theoretical framework of advertising, and links the role of advertising to the broader marketing communications context. Specific topics include integrating marketing communication, identifying promotional opportunities, corporate and brand image, advertising management, advertising design, media selection, consumer promotions, public relations and sponsorship and international advertising.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Appreciate the ways that communication through advertising influences and persuades consumers;
2. Discuss the role of the advertising agency and its client relationships;
3. Identify advertising's place in the communications mix;
4. Discuss the decisions which need to be made in budgeting and planning for promotion;
5. Research and prepare a profile of media habits for a given target market;
6. Set promotional objectives and identify their relationship with the strategic plan;
7. Identify and discuss a range of creative strategies in advertising; and,
8. Explain and illustrate Integrated Marketing Communication decision making and planning

Research-Led Teaching

This course endeavours to introduce theoretical perspectives and industry contexts associated with the field of research in marketing communication in general and advertising in particular. To that end, the approach in this course is to incorporate academic research on integrated marketing communication and advertising, trends and developments that focus on the industry, practice and consumer market.

Field Trips

There are no field trips for this course but if there were I'd take us to Westfield Belco or the Canberra Centre to see what happens when advertising does its thing well.

Additional Course Costs

None.

Examination Material or equipment

There is a take home exam this semester. You will need access to Wattle.

Required Resources

None.

Recommended Resources

These items are in no way compulsory or required and are completely optional for purchase but I often get asked about good practitioner resources and texts in marketing.

I recommend any book by Tina Seelig from Stanford on creativity, one of the most important skills you can acquire in advertising. I also recommend Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan.

Again, these items are completely optional and are not required for purchase but they do provide a very good evidence based way of acquiring practical and theoretical knowledge of advertising. Copies have been requested for the ANU library reserve and short loan collection.

Staff Feedback

Students will be given feedback in the following forms in this course:

• Written comments
• Verbal comments
• A combination of the above through methods such as cohort video feedback.
• Feedback to the whole class, to groups, to individuals, through Wattle or direct discussions in the seminar.

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	General information on course. Introduction to Advertising. Integrated Marketing Communication
2	Digital and social media
3	The communication process
4	Marketing communication and consumer behaviour	Assessment Item 1: Take Home Exam, opens Friday 9am.
5	Branding and promotion. Destination branding and promotion. Consumers and brand. From data to brand: using databases to build relationships	Assessment Item 1: Take Home Exam, closes Monday 9am.
6	Planning for integrated marketing communication. From the marketing plan to planning for IMC
7	Objectives and budgeting
8	Message Strategy and Execution. Creativity and advertising
9	Media Strategy and choices. From media planning to media strategy development
10	Measuring the effectiveness of the IMC programme. Direct marketing. Public relations
11	Group Presentation of project and Oral Defence
12	Social, ethical and regulatory aspects affecting IMC and advertising. Doing research in advertising and IMC Problem identification and choice of methodology	Assessment item 3 Due on 5pm Thursday: The Campaign

Tutorial Registration

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

Not applicable

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Take Home Exam - Individual	25 %	12/08/2022	23/08/2022	1-8
The Creative or The Agency - Individual	35 %	05/08/2022	*	1,2,3,4,5,6,7,8
The Campaign - Group	40 %	03/11/2022	14/11/2022	1,2,3,4,5,6,7,8

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Classes may be streamed live through ZOOM or pre-recorded and made available on Echo360 and Wattle. Participation is expected in all classes and assessments.

Please note the following:

• All lecture material will be pre-recorded and placed online once available.
• No seminar will be live streamed to allow for students to express themselves safely in a creative environment.

There will be a brief weekly catch up online via zoom for those who cannot attend classes in person.

Examination(s)

There is a take home exam in this course. Details are listed above, but more specific details will be placed on Wattle no later than 2 weeks before the exam opens. Any late submission of the take home exam will be penalised 100%.

Assessment Task 1

Take Home Exam - Individual

Marks:

25% of course total, individual assessment

Details:

Students will be asked to complete short answer style questions on the first 4 weeks of content. There will be 2 questions at 5%, with answers restricted to a maximum of 600 words each. There will be a final question worth 15% with a word count restricted to no more than 1000 words.

 

Students will have 72 hours to complete the item, with the exam opening 9am Friday August 12, and closing 9am Monday August 15. All times are AEST.

 

Answers will be submitted via Wattle.

 

References will be required, and will be included in the word count. References must comply with the Harvard/In-text method and must be full and complete. Those who do not comply with this requirement can be expected to receive lower marks than those that do.

 

However students will be expected to incorporate real world experiences as consumers into their answers as a form of evidence, or reference, to support their answers. Students will also be allowed to use visual information, such as images, as part of their answer, however they cannot contain any words which form part of an answer, for example, running out of space and then using an image as a type of appendice to add more words. They can and should be used to provide context, depth and support for answers in the work.

 

Students will be provided with further specific instructions and advice in week 2.

 

As a formal exam ANU policies in this regard will be strictly enforced and applied, including a 100% late penalty.

Late submission is not accepted for take-home examinations. Any submission after the due date and time will receive a mark of 0.

Assessment Task 2

The Creative or The Agency - Individual

The Creative

The Creative, based on the famous and industry leading education program, Award School, and Stanford's D-School, is an in room task where students will be asked to complete a creative task during the seminar time. This will usually involve hard copy (materials will be provided) and should be seen as a form of a mini-quiz or assessment task. The tasks will be similar to what students may expect to do if working for a real agency and will meet the learning objectives through a creative expression of knowledge and understanding of course content. For example, making a hard copy ad in a limited time.

To account for student absences for any reason, tasks will be given out from week 3 on, but students need to and can only submit 7. Once an item is submitted it is marked and therefore is not able to be "traded" in for a better mark on another weekly item. In other words, students should work to their strengths but also existing time commitments.

Worth: 35% (7 tasks @ 5% each)

Assessment Type: Individual

Marking criteria: The rubric will be provided on Wattle in week 2.

Due date: Dates and timings of submissions will be confirmed in Week 2.

Feedback by: Within 10 working days of submission.

Late Penalties: The creative has a 100% late penalty. If you fail to submit in the room then you will be given a mark of 0 unless you have chosen not to submit that week. Students who do not submit 7 items will be deemed as failing to submit the weeks they miss and therefore be given a mark of 0 for those weeks.

OR

The Agency

You will assume the role of an Integrated Marketing Communications agency.

Your agency will be tasked with coming up with answers to questions and tasks that will be given to you in seminars 5,6 and 9 and 10.

Some of these tasks are practical and some will require a written answer of up to 600 words by the following week, and may be completed on a blog for those seeking to add to their portfolio for employers. Examples of blogs from previous years will be provided* (*if still publicly available). Your blog address will be provided via Wattle so your competing agencies can see your work, which is reflective of current industry practice for obvious reasons.

These tasks will be aligned specifically with (all of) the learning objectives for the course, and therefore will provide a chance to obtain feedback on your learning through the course.

Your agency will need to create a blog to assist with meeting communication objectives, developing a profile for clients, and, where requested, to provide answers to questions. You should also see a blog as providing you with a practical portfolio of your work for future employers. In the last three years the top 5 blogs were critical in securing jobs in marketing and advertising, including with leading international brands.

Worth: 35% (4 tasks, each marked out of 100 and then score averaged to out of 35%)

Assessment Type: Individual

Marking criteria: The rubric will be provided on Wattle in Week 3.

Due date: Dates and timings of submissions will be confirmed in Week 3. Students will have 2 weeks to complete tasks.

Feedback by: Provided within 10 working days of submission.

Assessment Task 3

The Campaign - Group

This individual task will require you to create 10 content items for a brand from a selected list of topics which will be made available from the end of week 5 onwards.

Part of the task will also require you to provide advertisements and/or storyboards, for outdoor, traditional and new media types. The specific advertisements required will be contextual to the topic you undertake but a full promotional strategy document of no more than 2500 words will need to be provided.

Coming at the end of the course this item will touch on each learning objective for the course, but also act as a good way to assess your own knowledge before the exam.

Worth: 40%

Assessment Type: Group

Word limit: 2500 words

Marking criteria: The rubric and report format requirements will be provided on Wattle in Week 1

Due date: 12pm November 3 2022 via Turnitin on the course Wattle site

Feedback by: 1 December 2022

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://rsm.anu.edu.au/study/students/extension-application-procedure

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students