University of Technology, Sydney

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57131 Inventive Media Advertising

8cp
There are course requisites for this subject. See access conditions.

Graduate subject – Public Communication – 400 level

Description

This subject explores contemporary practices in digital, press, TV, radio and outdoor/out-of-home advertising, focusing on the opportunities and challenges presented in the diverse mediascape and online world. Students assess consumer interactions with advertising through case studies and research into the effectiveness of advertising, with a focus on innovative approaches. Contemporary developments including ‘native advertising’ are examined, as well as personalised e-marketing techniques. Students critically examine and reflect on the ethics of modern advertising methods, as well as their effectiveness. They investigate counter-advertising techniques such as ad blocking online and changing consumer attitudes towards advertising to identify ethical, effective approaches in today’s mediatised world.

Typical availability

Spring session, City campus


Detailed subject description.

Fee information

Information to assist with determining the applicable fee type can be found at Understanding fees.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.