50651 Strategic Brand Advertising

Faculty of Humanities and Social Sciences: Public Communication
Credit points: 8 cp
Result Type: Grade, no marks

Requisite(s): 50498 Advertising Creative Strategies

Handbook description

This subject concentrates on advanced advertising strategies as a component of integrated brand initiatives that occur across a variety of media and contexts. Students explore the purpose of understanding brands from the consumer's perspective, factors driving changes in management and strategy, the implications for advertising practitioners and the contribution of advertising in building strong brands. A critical research and practice-based approach to strategic brand planning is taught in which students use contemporary and experimental qualitative research techniques to uncover ideas with creative potential for use in advertising. Students develop their creative solutions in a variety of channels as part of a total communications approach, using technologies previously taught in the subject.

Subject objectives/outcomes

At the completion of this subject, students are expected to be able to:

Understand the theory of brands, consumer-based brand equity models and the function of ideas in advertising
Comprehend the role creativity performs as a part of a total strategic brand audit process founded on effective consumer research
Contribute constructively and with practiced skill to strategic and creative tasks that occur within a range of advertising and media agency functions (research, planning, creative, media, etc)
Present a brand communications strategy with creative work in finished form in a manner appropriate to a client presentation
Effectively research the topic by finding, consulting and critiquing relevant academic and professional literatures.

Contribution to graduate profile

Students enhance their strategic, critical and ethical skills and become competent at researching, diagnosing and responding to problems and issues in a range of advertising communication contexts. They explore socially responsible practice and gain specialised expertise in advertising.

Teaching and learning strategies

Students will attend a weekly one-hour lecture and weekly two-hour tutorials. Students will have the opportunity to engage in advanced practical work in brand and consumer research, idea generation and media analysis. Tutorials will involve role plays, group work and discussion of students' own creative ideas prior to production. Two laboratory sessions of two-hours each are scheduled in Weeks 10 and 11 for the specific development of the creative components in Assignment 2. Individual assignments will require library work and the development of strong qualitative research skills. There will be industry guest lectures in areas of special interest and reference to current campaigns and their development, which students may be expected to follow and bring to class for discussion and comment.

Content

Factors influencing the role and importance of brands; the rise of global brands; theory of brands; the brand concept; how brands work; brand equity models and the functions of advertising
Qualitative and creative research techniques and applications in advertising
An historical and current perspective of brands and advertising campaigns; recent research on creativity and brand values; making connections through research on consumer intentions, attitudes and behaviours
Forms of media; their usages, factors and the extent of brand and integrated communications; strategic decision-making in media planning.
Principles of advanced campaign development; advertising as positioning; findings ideas from insights; conceptual generation and execution; copywriting, brand elements and semiotics in advertising; art direction, copywriting
Roles and responsibilities: the agency, the client and the agency creative team.

Assessment

Assessment item 1: Brand Audit and Consumer Research

Objectives	a, b, c, e
Value	40%
Due	Proposal due Week 5, creative brief due Week 8, in tutorial
Task	Review the use of brand equity models in understanding brands from the consumer's perspective and uncovering an idea for advertising purposes. Select one and prepare a 1,500 word research proposal that employs creative qualitative research techniques and a structured interview design.
Assessment criteria	understanding of the use of brand equity models for advertising purposes knowledge of qualitative approaches to advertising consumer research breadth and depth of creative research techniques and materials quality of structured interview research design and use a creative brief that encapsulates the key idea for creative development.

Assessment item 2: Advertising Campaign Production and Report

Objectives	c, d, e
Value	40%
Due	Rough concept layouts Week 9 in tutorials Final campaign and report Week 12, presentation from Week 12
Task	Create a campaign idea for production in two media, one of which must be a long copy double-page spread print advertisement. Both advertisements must emerge from the central idea expressed in the approved creative brief from Assignment 1, with a 1,000-word justification for the selected media and the creative approach taken, e.g., the idea, brand elements and creative expression such as tone of voice and typography.
Assessment criteria	specificity of creative concept for the brand follows brand and consumer insights gained from research skills and quality of design, typography and layout campaign-ability across both media clarity and functionality of written style for target audience originality of concept developed from the brief

Assessment item 3: Class Presentation

Objectives	a, b, d
Value	20%
Due	In class presentations from Week 12, as arranged with tutor
Task	Students present their brand communications strategy and creative work developed in Assignments 1 and 2. Purpose: Enable students to perfect their professional skills in presenting strategic and creative work to a simulated client group. Structure: A 12-minute presentation to class of your brand strategy and creative work. Bring your creative and any other materials you wish to use during the presentation to class for this purpose.
Assessment criteria	Demonstrated: structure, clarity and logic use of brand equity model to uncover an idea justification for campaign elements and appeal rationale for media choices persuasive and convincing audience contact effective use of equipment and/or props originality of presentation.

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. Since class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g., illness) may be required to complete additional work to ensure they achieve the subject objectives.

Attendance is particularly important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas. Students who attend fewer than ten classes are advised that their final work will not be assessed and that they are likely to fail the subject.

Recommended text(s)

Recommended for purchase

Keller, Kevin Lane. (2003) 2nd ed. Strategic Brand Management: Building, Measuring and Managing Brand Equity. International Edition. Pearson Education, NJ

Wells, W; Spence-Stone, R; Moriarty, S; & Burnett. (2008). Australian Advertising Principles & Practice, Frenchs Forest: Pearson Education Australia.

Indicative references

Aaker, David (1996). Building Strong Brands. The Free Press, NY.

Barry, T, Peterson, R & Todd, W (1987) "The Role of Account Planning in the Future of Advertising Agency Research", Journal of Advertising Research, 27(1)

Berger, Warren, (2001) Advertising Today, Phaidon: London.

Belch, G. & Belch, M (5th ed.) (2001). Advertising & Promotion: An Integrated Marketing Communications Perspective. Irwin Mcgraw-Hill: Boston

Boddewyn, J (1992). Global Perspectives on Advertising Self-Regulation, Quorum Books: Westport, Connecticut

Burnett J; & Moriarty S (1998) Introduction to Marketing Communications: An Integrated Approach. Prentice Hall: NJ

Chernatony, Leslie D & McDonald, M (2003) 3rd ed. Creating Powerful Brands in Consumer, Service & Industrial Markets. Butterworth Heinemann: Oxford, England

Denzin, N. And Lincoln, Y. (Eds), Handbook of Qualitative Research (2nd Ed), Sage: Thousand Oaks, CA

Dru, Jean-Marie (2002) Beyond Disruption: Changing the Rules in the Marketplace. J Wiley: London, UK

Ind, Nicholas (2001). Living the Brand. Kogan Page: London.

Jones, J (Ed) (1999) The Advertising Business: Creativity, Media Planning Integrated Communications, Sage, Thousand Oaks, CA

Kapferer, Jean-Noel (2002). Strategic Brand Management: Creating And Sustaining Brand Equity Long Term. Kogan Page: London.

Kover, A, Goldberg, S (1997) "To Whom Do Advertising Creatives Write? An Inferential Answer", Journal Of Advertising Research, 37(1), 41-53

Malefyt, Timothy D, Moeran, B (2003). Advertising Cultures. Berg Publishers: Oxford

Mann, C; & Stewart, F (2000). Internet Communication & Qualitative Research: A Handbook For Researching Online, Sage: London

McFall, Liz (2004). Advertising: A Cultural Economy. Sage: London

Michel, P. (1988). Advertising Agency-Client Relations: A Strategic Perspective. Croom Helm: Beckenham, Kent

Morgan, Adam (1999). Eating the Big Fish. John Wiley, NY.

Morrison, M, Haley, E, Sheehan, K. And Taylor, R, (2002) Using Qualitative Research

In Advertising: Strategies, Techniques And Applications, Sage: Thousand Oaks, CA

Otmar, R (Ed). Effective Advertising: Casebooks of the AFA Advertising Effectiveness Awards 1 to 7. Southward Press: Sydney, from 1990 to 2004.

Rossiter, J And Percy, L (1997) Advertising Communications And Promotions Management, McGraw Hill: Sydney 2nd Edition

Schultz, D; & Barnes B E (1999). Strategic Brand Communication Campaigns. NTC Business Books: Lincolnwood, Chicago.

Shimp, T. (1993). Promotion Management & Marketing Communication, Harcourt Brace: Florida.

Sinclair, John, (1992) Globalisation And National Culture: Structure, Regulation And Content In The Advertising Industry In Australia, Centre For International Research On Communication And Information Technologies, Melbourne, Vic.

Steel, J, (1998) Truth, Lies & Advertising: The Art of Account Planning, John Wiley: New York

Stevens, R; Wrenn, B; Ruddick, M; & Sheerwood, P (1997). The Marketing Research Guide, Haworth: New York

Sutherland, M. (2000) Advertising & the Mind of the Consumer: International edition. Allen & Unwin: Sydney

Underhill, P. (2000) Why We Buy: The Science of Shopping, Touchstone: New York

Wells, W; Spence-Stone, R; Moriarty, S; & Burnett. (2007). Australian Advertising Principles & Practice, Frenchs Forest: Pearson Education Australia.

White, R. (1995). Planning & Its Relationship with Account Management in What Every Account Executive Should Know About Account Planning: American Association Of Advertising Agencies

Zyman, Sergio (2002). The End of Advertising As We Know It. John Wiley: New York

Additional Useful Resources:
UnCover (online journals)
OVID ABI-INFORM (online journals)
Harvard Business Review
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Communication
Advertising Age
Adweek (US)
Adnews (Australia)
B & T (Australia)

Useful Internet sites
http://www.aana.com.au/pdfs/IndustryOverviewPaper.pdf
http://www.accountplanninggroup.com.au/
http://www.adcritic.com/
http://www.adforum.com
http://www.adma.com.au/asp/index.asp
http://accc.gov.au
http://www.advertisingstandardsbureau.com.au/
http://www.afa.org.au/
http://www.adnews.com.au/
http://brandchannel.com
http://iaaglobal.org
http://www.iabaustralia.com.au/
http://www.ibisworld.com.au/industry/
http://interbrand.com
http://www.mediafederation.org.au/media_guideline.htm
http://www.nielsenmedia.com.au/home.asp
http://oztam.com.au
http://www.roymorgan.com.au/