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. 

Public Notice

Public Notice advertising is 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:  Agencies/Departments required by legislation or regulation to publicly disclose some information; and
  6. urgent public health or safety announcements.

Complex Public Notice advertising (i.e. complex Non-Campaign advertising) would include a series of advertising placements to support an ongoing program or initiative.

Recruitment

Recruitment advertising is for a specific or general job vacancy or employment opportunity, and can be for one or more positions advertised at the same level, 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;
  6. statutory office holder positions; and
  7. ad hoc notices about recruitment positions and recruitment information sessions.

Complex Non-Campaign

Complex Non-Campaign advertising is generally a block advertising program, similar to a recruitment drive, that encompasses many job vacancies or employment opportunities. As part of the recruitment process, this may require arranging of job/career fairs and information sessions (including web information sessions) to enhance media placement activity. Complex Non-Campaign advertising can be run once-off, once a year or over a specific period of time—over a six-month period, for example—and may include:

  1. specialist recruitment (officers for the Military, Australian Federal Police or intelligence officers for the Australian Security Intelligence Organisation, for example);
  2. graduate recruitment;
  3. entry level recruitment/career starters;
  4. traineeships; and
  5. all other Australian Government cluster opportunities. 

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 through 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 for the promotion of open approaches 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 Australian 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: 28 August 2018