Types of advertising

Campaign

Campaign advertising is advertising produced and booked to appear through paid media placement as part of a planned series of communication activities that share common objectives, target the same audience and have specific timelines and a dedicated budget. Campaign advertising is designed to inform, educate, motivate or change behaviour.

Agencies should seek advice from the Communications Advice Branch if they are unsure whether a proposed communication activity is regarded as campaign advertising.

Advertising campaigns by non-corporate Commonwealth entities, which are valued at more than $250,000, are subject to the review requirements of the Guidelines on Information and Advertising Campaigns. 

Recruitment Program

Recruitment Program advertising is generally a block advertising program, similar to a recruitment drive, that encompasses many positions. As part of the recruitment process, this may include arranging of job/career fairs and information sessions (including web information sessions). A recruitment program can be run once-off, once a year, or over a specific period of time (e.g. for a six-month period). Types of recruitment programs can include:

  1. specialist recruitment (e.g. Military, Police, Customs);
  2. graduate recruitment;
  3. career starters;
  4. traineeships; and
  5. all other Commonwealth Government cluster opportunities.

Public Notice

Public Notice advertisements are generally one-off or short-term in nature, and contain a clear, simple message or announcement. Types of Public Notice advertisements include:

  1. public transport notices/road closures;
  2. changes to government services;
  3. availability of government funds, grants and awards programs;
  4. details about community consultations, public hearings, seminars and other government events;
  5. Statutory/Regulatory notices: Entities required by legislation or regulation to publicly disclose some information; and
  6. urgent public health or safety announcements.

Recruitment

Recruitment advertisements are for a specific and general job vacancy or employment opportunity, and can be for one or more positions advertised at the same level, and generally identical in nature. Types of recruitment advertisements include, but are not limited to:

  1. executive assistants;
  2. Australian Public Service level 1–6 (or equivalent) positions;
  3. executive level 1–2 (or equivalent) positions;
  4. legal affairs officers;
  5. senior executive service positions; and
  6. statutory office holder positions.

Recruitment advertising covers all specific vacancies, whether the vacancy is ongoing or non-ongoing, or fall under the Public Service Act 1999 or outside of it.

All paid recruitment advertising by Non-Corporate Commonwealth Entities (NCE) is required to be placed through the government’s Master Media Agency (MMA). If a NCE places recruitment advertising through a third party recruitment agency, the resultant advertising must still be placed through the MMA. Advertising internally using government channels, such as APSJOBS or internal government publications is not required to go though the MMA, unless there is a media cost associated with the advertising. Please refer to Resource Manage Guide 408 - Recruitment Advertising Policy for further information.

Tender Notices

Tender Notice advertising is the promotion of an open approach to market and may include:

  1. requests for tenders;
  2. requests for quote;
  3. requests for information;
  4. request for proposal;
  5. request for expressions of interest; or
  6. any other Commonwealth Government procurement opportunities described in the Commonwealth Procurement Rules.

The Commonwealth Procurement Rules require that NCEs publish open tenders on AusTender, and not advertise or publish in the media, unless a Chief Executive (or their delegate) approves a written  exemption in limited circumstances. See Resource Management Guide 407 - Reduced Press Advertising for Open Approaches to Market (ATM) Policy for further information.

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Last updated: 08 July 2015