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ADV1001 Introduction to Advertising

Semester 1, 2019 Online
Short Description: Introduction to Advertising
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 1
ASCED code : 100700 - Communication & Media Studies
Grading basis : Graded


Examiner: Andrew Mason

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course. Students will need to access a variety of advertising forms for study; including print, radio, television and the web.


Advertising is a key instrument of modern society: not only does it drive business growth through marketing, it provides an income stream to deliver free-to-consumer services such as free-to-air television, radio and web-based services. Advertising is also widely employed to communicate important information about social issues such as health, human and animal welfare, and environment. This course examines the role advertising plays in society and introduces key concepts of advertising which provide a foundation for further study


This course is a foundation course in the Advertising major. It introduces students to a broad range of theories associated with advertising and invites them to engage with advertising and its roles through analysis.


On successful completion of this course students should be able to:

  1. identify and discuss the roles of advertising, and key aspects of advertising research and practice
  2. analyse the methods employed by advertising
  3. explain advertising’s integration within a broader campaign
  4. apply advertising principles to given problems.


Description Weighting(%)
1. Development of advertising 10.00
2. Advertising as communication 25.00
3. Critical analysis of advertising 25.00
4. Effective and efficient advertising 25.00
5. Advertising and brand. 15.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Ferrier A. & Fleming J 2014, The Advertising Effect: How To Change Behaviour, Victoria Oxford University Press, South Melbourne.
Goldman, R 1992, Reading Ads Socially, Routledge, London.
Goldman, R, & Papson, S 1995, Sign Wars: The Cluttered Landscape of Advertising, Guilford Press, New York.
Leiss, W, Kline, S, Jhally, S & Botterill, J 2018, Social Communication in Advertising: Consumption in the mediated marketplace, 4th edn, Routledge, New York.
Moriarty, S 2018, Advertising & IMC principles & practice, 11th edn, Pearson Prentice Hall, Upper Saddle River, N.J.

Student workload expectations

Activity Hours
Directed Study 39.00
Private Study 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
QUIZ 20 10 20 Mar 2019
ASSIGNMENT 1 100 25 03 Apr 2019
ASSIGNMENT 2 100 25 08 May 2019
ASSIGNMENT 3 100 40 05 Jun 2019

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course.

  6. Examination information:
    There is no examination in this course

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at