57217 Contemporary Advertising Practice
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 8 cp
Result type: Grade and marks
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 57131 Inventive Media Advertising
Description
In this subject, students survey major approaches in contemporary advertising including digital advertising in online media, social networks, and keyword purchasing in search engines. Students develop an understanding of current advertising practices that are based on data mining and analysis and they review methods such as programmatic advertising and personalised advertising that analyses demographic and psychographic data collected from 'target' consumers. They identify ethical approaches and investigate challenges in the process of this data collection and its use. Students examine case studies and engage in practical exercises to understand the development of creative advertising ideas through research and analysis of advertising problems, with development of creative advertising solution tools that lead to creative ideation and its evaluation. Students gain experience in presenting ideas for advertising and integrated social media campaigns under professional conditions.
Subject learning objectives (SLOs)
| a. | Understand the nature of the consumer relationship with advertising media |
|---|---|
| b. | Use relevant theories and conceptual frameworks |
| c. | Distinguish between effective and ineffective advertising and media use |
| d. | Produce a campaign relevant to an audience in a variety of media channels |
| e. | Present work collaboratively |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Apply a body of practice-oriented knowledge and skills to develop, implement and evaluate innovative solutions to real-world communication challenges with a high level of personal autonomy and accountability (1.1)
- Graduates are able to continually develop the multi-media skills that are required to remain current in professional practice (1.2)
- Plan and execute a substantial body of research (2.1)
- Critically and creatively re-think and reflect on public relations, advertising and organisational change models and practices for the 21st century beyond dominant models and approaches (2.2)
- Locate, gather, organise and synthesise information across diverse platforms to guide their mastery of contemporary communication issues and challenges (2.3)
- Graduates are able to persuade and engage diverse audiences through both written and oral communication strategies across a range of media formats with consideration of others' needs and views (6.1)
Teaching and learning strategies
Taught in block and online modes, this subject draws on a variety of teaching and learning strategies. It includes workshops, guest lecturers, in-field research and team work and class presentation of ideas that employ a range of research methodologies and require a critical analysis of professional practice, utilising academic and professional literatures. These activities will necessarily involve independent learning supported by a discussion board on UTSOnline. Formative feedback on assessment preparation for advertising media and creative ideation approaches will be provided during class sessions and online.
Content (topics)
The subject will include the influence of media fragmentation on the growth of incidence of advertising; analysis of the new media landscape and implications for advertising; understanding consumer behaviour and relationships with media analysis of types of media and their usages; the development of interactive media and consumers’ evolving behaviour towards it and the methods that are being used to curtail advertising, be that pressure from government or software programs designed to block it. The processes of critical thinking around idea generation in advertising, including theories that surround building brands through advertising communications. Techniques and tools for creative thinking; campaign development; the analysis of creativity in ideas; approaches in execution, and the influence of the media on idea generation, creative execution and channel migration will be investigated.
Assessment
Assessment task 1: Advertising Media Experiential Report
| Objective(s): | a, b and c | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Length: | 2000 + progressive spreadsheet of 200 advertising instances | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Creative Advertising and Integrated Campaign Idea
| Objective(s): | c and d | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||||||
| Length: | Creative expositions + 350 word creative rationale and group creative brief | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Integrated Advertising Campaign Presentation and Critical Reflection
| Objective(s): | a, b, c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Length: | 10 minutes | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Submission of assessment tasks
In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for students to receive feedback. Students who do not submit all assessments will not pass the subject.
Attendance
Attendance at classes is essential in this subject because it is based on a collaborative approach which involves workshopping and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend. Students must attend a minimum of 9 of 11 classes, or a minimum equivalent of 80% of their contact hours (see additional information for additional details). Students who fail to meet this attendance requirement will, in the case of an individual final assessment task, be refused the marking of their final assessment; or, in the case of a group/team final assessment task, be penalised 20% of their earned overall mark for the subject.
Required texts
Belch, G. & Belch, M. 2018, Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition, Irwin.
Hopkins, C. 2015. Scientific Advertising, Createspace available at UTS online under the subject.
References
Alalwan, A.A. 2018, Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, p. 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Barry. A.E., Bates. A.M., Olusanya, O., Cystal, E., Vinal, E., Martin, J. E., Peoples, Z.A., Jackson, S.A., Billinger, A.Y., & Daunte, A.C. 2016, Alcohol Marketing on Twitter and Instagram: Evidence of Directly Advertising to Youth/ Adolescents. Alcohol and Alcoholism, 51(4),p. 487–492, https://doi.org/10.1093/alcalc/agv128
Barry, P. 2008, The Advertising Concept Book: Think Now, Design Later: A Complete Guide to Creative Ideas, Strategies And Campaigns, Thames & Hudson, NY.
Belz, F., & Peattie, K. 2012, Sustainability Marketing, J. Wiley & Sons, Hoboken, NJ.
Bowen, S.A. 2013, Using Classic Social Media Cases to Distill Ethical Guidelines for Digital Engagement, Journal of Mass Media Ethics, 28(2), p. 119-133, DOI: 10.1080/08900523.2013.793523
Brettel, M., Reich, J-C., Gavilanes, J.M., & Flatten. T.C. 2015. What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model. Measuring the Effects on Sales Of “Likes”and Other Social-Network Stimuli. DOI: 10.2501/JAR-55-2-162-175
Burtenshaw, K., Mahon, N. & Barfoot, C. 2006, The Fundamentals of Creative Advertising, AVA, Lausanne.
Calder. B.J., Malthouse, E.C.,. & Schaedel, U. 2009, An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), p.321-331
Chlosa, A.R. & Anastasiel. B. 2017, Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers’ Reactions on Facebook (eWom on Facebook) DOI:
Close, A. 2012, Online consumer behavior: theory and research in social media, advertising, and e-tail, Routledge, NY.
Cochrane, L., & Quester, P. 2005, Fear in Advertising, Journal of International Consumer Marketing, 17(2-3), p.7-32, DOI: 10.1300/J046v17n02_02
Comm, J. 2012, Twitter Power: How to dominate your market one tweet at a time, John Wiley, Hoboken, NJ.
Corstjens, J. (1990), Strategic Advertising: A Practitioner’s Handbook. Heinemann Professional, Oxford, pp.72-83.
de Haan, E., Wiesel, T., & Pauwels, K. 2016, The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, Volume 33, Issue 3, September 2016, Pages 491-507. https://doi.org/10.1016/j.ijresmar.2015.12.001
Dinner, I.M., Van Heerde, H.J., Scott, A. & Neslin, S.A. (2013). Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising. Journal of Marketing Research. https://doi.org/10.1509/jmr.11.0466
Eisend, M. 2009, A meta-analysis of humor in advertising, Journal of the Academy of Marketing Science, 37, p.191–203 DOI 10.1007/s11747-008-0096-y
Flett, Nial. 1996, The Pitch Doctor. Presenting to win multi-million dollar accounts. Prentice Hall. NY.
Fortin. D.R. & Dholakiab, R-R. 2005, Interactivity and vividness effects on social presence and involvement with a web-based advertisement, Journal of Business Research. 58(3), p.387-396. https://doi.org/10.1016/S0148-2963(03)00106-1
Grewala, D., Bart, Y., Spann, M. & Zubcsek, P. P. 2016, Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34, p.3-14. https://doi.org/10.1016/j.intmar.2016.03.003
Goldfarb, A., & Tucker, C. 2011, Chapter 6 - Online Advertising. 81, p. 289-315. https://doi.org/10.1016/B978-0-12-385514-5.00006-9
Harrison, R., Newholm, T., & Shaw, D. (eds). 2005, The Ethical Consumer, Sage Publications, London.
Hastings, G., Stead, M., & Webb, J. 2004, Fear appeals in social marketing: Strategic and ethical reasons for concern. Psychology & Marketing, 21(11), p. 961–986. https://doi.org/10.1002/mar.20043
Hendricks, J. A., & Noor-Al-Deen, H. S. 2013, Social media and strategic communications, Palgrave McMillan, Basingstoke.
Kawasaki, G., & Fitzpatrick, P. 2014, The Art of Social Media: Power Tips for Power Users, Portfolio/Penguin, London.
Keller, K. L. 2012, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th ed. Pearson, Upper Saddle River, NJ.
Kumar, A., Bezawada, R., Rishika, R., Ramkumar Janakiraman, R., & Kannan, PK. 2016, From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1), p.7-25
Macnamara, J. 2010, The 21st Century (R)evolution: emergent communication practices, Peter Lang, NY.
Marsden, P. 2013, The social commerce handbook: 20 secrets for turning social media into social sales, McGraw Hill. NY.
Moriarty, S., Mitchell, N., Wells, W., Crawford, R., Brennan, L., & Spence-Stone, R. 2015, Advertising Principles and Practice, Australasian Edition. 3rd edn, Pearson Education.
Pinheiro, M.T., Borges, M. T., Manuel, J. & Veríssimob, C. 2014, Digital marketing and social media: Why bother? Business Horizons, Volume 57(6), p.703-708. https://doi.org/10.1016/j.bushor.2014.07.002
Phillips, B.J. & McQuarrie, E.F. (2004). Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising. Marketing Theory, 4, p.113 . DOI: 10.1177/1470593104044089
Rajaraman, V. 2016, Big Data analytics. Resonance. Supercomputer Education and Research Centre, Indian Institute of Science, Bengaluru, India.
Report: the IPA guide to best practice, edited by Leslie Butterfield. 1999, Duckworth, Chapter 7, Imprint Boston, Mass. Butterworth-Heinemann, ISBN: 0750644796. pp. 135-157, available UTS online
Ruiter, R.A.C., Kessels, L.T.E., Peters, G-J., Y., & Kok, G. 2014, Sixty years of fear appeal research: Current state of the evidence, International Journal of Psychology, 49(2), p.63-70.
Ryan, D. 2011, The best digital marketing campaigns in the world: mastering the art of customer engagement, Kogan Page, London.
Siegel, A., & Etzkorn, I. 2013, Simple: Conquering the Crisis of Complexity, RH Business Books. Chicago.
Sharma, C., Herzog J., & Melfi, V. 2008, Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market, John Wiley, Hoboken, NJ.
Sinclair, J. 2016, Advertising & Media in the Age of Algorithm. International Journal of Communication, 10, p. 3522–3535, Available at http://ijoc.org.
Springer, P. 2012, Pioneers of digital: Success stories from leaders in advertising, marketing, search, and social media, Kogan Page, London.
Springer, P. 2009, Ads to Icons: How Advertising Succeeds in a Multimedia Age, Kogan Page, London.
Steyer, A., Garcia-Bardidia, R., & Quester, P. 2006, Online discussion groups as social networks: an empirical investigation of word-of mouth on the Internet, Journal of Interactive Advertising, 6,(2), p. 51-59.
Strick, M., Holland, R.W., van Baaren, R.B., van Knippenberg, A. & Dijksterhuis, A. 2013, Humour in advertising: An associative processing model, European Review of Social Psychology, 24(1), p. 32-69. DOI: 10.1080/10463283.2013.822215
Tellis, G. 2003, Effective Advertising: Understanding When, How and Why Advertising Works (Marketing for a new century), Sage Publications, Thousand Oaks, California.
Williams, M., & Buttle. F.A. 2011, The Eight Pillars of WOM Management: Lessons from a Multiple Case Study, Australasian Marketing Journal, 19(2), p.85-92.
Williams, M., & Buttle, F.A. 2014, Managing negative word of mouth-an explanatory study, Journal of Marketing Management, 30(13-14)
Williams, M. 1997, Interactive Marketing, Prentice Hall. Sydney.
Zimmerman, A., & Dahlberg, J. 2008, The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective, Journal of Advertising Research. DOI: 10.2501/S0021849908080094 available UTS online