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ADV1002 Advertising as Engagement

Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : 2021 Grandfather Funding Cl 1
Grading basis : Graded
Version produced : 29 May 2022

Overview

Customer engagement has always been the central focus of advertising. However, new media platforms have extended and revolutionised the sector to create a personal, mobile, networked media ecosystem which affords advertisers more direct connection to their target markets than before. Direct personal feedback from consumers is possible and immediate, and consumers can create promotional content and form relationships with brands and issues. Interactive advertising, symmetrical communication models, event and experiential advertising, behavioural advertising, peer-to-peer and user-generated advertising are all now routinely employed by organisations to increase their engagement with target markets and achieve greater impact from their advertising investment. As this media ecosystem is ever evolving it is important not to place limits on how advertising may be understood, but to open minds toward creating and purposing opportunities that may exist in the future. This course forms part of the Advertising major and may also be of interest to students in cognate disciplines such as Public Relations, Marketing or Journalism.

Students in this course examine differing ways to achieve engagement with target markets. They analyse advertising in the form of engagement resulting in earned media, including mass media and social media platforms. Students are encouraged to think laterally and innovatively about the mechanisms of advertising, which may include creating events, experiences or communicative actions which activate target markets and build relationships with the brand or cause. Social network sharing, blogging and user-created content will be theorised as the increasingly active role of consumers in co-creating advertising outcomes.

Course offers

Semester Mode Campus
Semester 2, 2022 On-campus Toowoomba
Semester 2, 2022 Online
Date printed 29 May 2022