General Information
In a world of ever-increasing media options, choosing the right channels for communicating with audiences has never been more critical. This subject introduces you to the fundamental principles involved in developing effective media strategies based on a sound understanding of the motives, desires and drives of selected target audiences and the specific characteristics of traditional and non-traditional media channels.
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Details
Academic unit: Faculty of Society & Design Subject code: ADVT12-241 Subject title: Understanding Audiences and Media in Advertising Subject level: Undergraduate Semester/Year: January 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Forum: x12 (Total hours: 24) - Weekly Forum
- Personal Study Hours: x12 (Total hours: 84) - Recommended study hours
Attendance and learning activities: As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is insufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view any available recordings of weekly live sessions to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out-of-class work/personal study for this subject. This is intended as a general guide only for workload planning, and more time may be required depending on factors such as familiarity with the content. It is recommended students bring their laptops to class. -
Resources
Prescribed resources: Books
- Helen Katz (2019). The Media Handbook. 7th Edition, Routledge
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | ADVT12-241 |
| Subject title: | Understanding Audiences and Media in Advertising |
| Subject level: | Undergraduate |
| Semester/Year: | January 2025 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is insufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view any available recordings of weekly live sessions to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out-of-class work/personal study for this subject. This is intended as a general guide only for workload planning, and more time may be required depending on factors such as familiarity with the content. It is recommended students bring their laptops to class. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent):
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
- Apply media planning and buying strategies as well as legal and ethical considerations by developing a basic media plan that addresses the strategic goals of the client.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Case Analysis Case Study 35.00% Week 7 1,3 Creative Project§ Advertising/media campaign 40.00% Week 12 1,2,3,4 Portfolio Portfolio featuring a number of tasks/exercises introduced throughout the semester. 25.00% Week 13 1,2,4 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Case Analysis | Case Study | 35.00% | Week 7 | 1,3 |
| Creative Project§ | Advertising/media campaign | 40.00% | Week 12 | 1,2,3,4 |
| Portfolio | Portfolio featuring a number of tasks/exercises introduced throughout the semester. | 25.00% | Week 13 | 1,2,4 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
Subject curriculum
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Introduction
What is account planning and what is media planning?
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
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Account planning and advertising research: The planning process
The account planner is supposed to be the 'voice of the consumer' in the strategic and creative process of developing an advertising campaign. You will be introduced to the fundamental principles and the general process of advertising planning.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
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Understanding consumers: Human decision-making and advertising effectiveness
You will learn some fundamental principles of human decision-making and what they tell us about how advertising might work.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
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Understanding consumers: Creative advertising research.
You will learn important aspects of consumer psychology and how projective techniques help account planners uncover 'unconscious' consumer motivations and attitudes.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
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Understanding consumers: Culture and context.
You will learn more about consumer research by looking at consumer behaviour in the context of culture and societal trends.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
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The Australian media mandscape
You will take a closer look at the Australian media landscape and the function of media planning.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
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Media strategy: The six key considerations
GPRs, TARPs, Reach, Frequency ... Media planners seem to talk in their own language. Fortunately it is not as difficult as it seems. You will learn how media planners think, talk and develop media plans that reach the right people at the right time.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
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Media strategy: Cost efficiency
Media planners not only need to reach the right people at the right time, but they need to do that as cost-efficiently as possible. You will learn ways to be cost-efficient in media planning.
SLOs included
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
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Media Strategy: Media scheduling and buying
You will learn different ways for scheduling advertising for increased effectiveness as well as explore the processes involved in buying different media placements.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
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Media creativity, pre-testing and pitch presentations
The creative side of media planning is important, too. You will look at approaches to pre-testing ads and explore strategies for creating successful pitch presentations.
SLOs included
- Describe the function of account planning and media planning and understand the critical role of consumer research in the process of developing an advertising strategy.
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
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Developing your campaign pitch
You will learn how to prepare a campaign pitch.
SLOs included
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
- Apply media planning and buying strategies as well as legal and ethical considerations by developing a basic media plan that addresses the strategic goals of the client.
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Pitch presentations
You will present your advertising/media campaign for your client.
SLOs included
- Evaluate different research methods for uncovering insights into consumer behaviour and media consumption.
- Explain the properties of different media channels and establish key planning criteria when recommending and evaluating media choices.
- Apply media planning and buying strategies as well as legal and ethical considerations by developing a basic media plan that addresses the strategic goals of the client.