50652 Advertising Professional Practice

• Research the advertising/media industry to identify its structure, sectors and disciplines, e.g., sectors might be government, health care, FMPG OR direct, interactive, outdoor, etc. The disciplines would include account management, creative, media planning, etc.
• Nominate the sector and discipline in which you hope to work. Explain your reasons, including an assessment of your own strengths, weaknesses, and preferences, using a conceptual framework.
• Identify three agencies, practising in the way you've described, and define what they do, in one paragraph each.
• Prepare a learning contract, using the template provided, specifying your desired learning goals, strategies and resources for your internship.

• Provide evidence of appropriate research (e.g., annual reports, organisational structure, web sites, interview);
• Assess your own abilities and preferences using a conceptual framework;
• A systematic and thorough approach to developing a learning contract;
• Reflect on the experiences and information provided by the speakers in the first session;
• Prepare a report to a professional standard including structure, accurate referencing, spelling, punctuation and grammar, clarity of expression, and an absence of typographical errors; and
• Adhere to word limit.

Option 2
In 2001, a commissioner of the Federal Government, called the Advertising Standards Bureau (ASB), a 'toothless tiger' and demanded greater regulation of the industry. Form a view about this statement by identifying three cases that have challenged different notions of acceptable and unlawful advertising in this market since 2005. To begin your investigation, visit http://wwwadvertisingstandardsbureau.com.au and http://www.accc.gov.au. Use one, or all, of the cases to show how the key agencies differ in their roles in regulating advertising in this market. Argue the case for and against the decisions made from the perspective of the advertiser, the agency and that of the consumer to whom the advertising was targeted. Underpin your investigation with commentary from practitioners in your host agency. As a result of your primary and secondary research, how might you defend the campaign if you were the agency or advertiser responsible for it? How might your findings be used to build the image of either your host agency or the advertising industry?

• Definition of the current situation and associated issues
• Appropriate primary research design and use
• Use of a conceptual framework for the selected topic
• Relevant, promising recommendations suitable for implementation by an advertising agency
• Evidence for recommendations in the form of primary and secondary research
• Understanding of the use of advertising in enhancing a service brand and specificity of examples to the advertising agency in question
• Quality of written report, with appropriate structure, grammar, clarity of expression and referencing
• Ability to maintain consistency and flow in argument and discussion.

1. Overview. This includes elements from assignment one, including the final learning contract, an overview of the industry and an introduction to the host organization. The learning contract specifies the learning goals and the strategies and resources required to achieve the goals.
2. Analysis of a daily log. The log is a record of significant work related events, actions or duties either observed or experienced. Students are advised to make three to four entries each day during their internship to ensure they have a complete record of events/activities so as to analyse those events for this report with clarity and insight.
3. Incident analyses. These are detailed pieces of writing that focus on a referenced discussion of a topic, issue or situation that emerged during the internship. This report needs to include two such analyses.
4. Reflections and Evaluation. This aspect provides a general assessment of the overall internship experience in the form of a reflective statement and an evaluation of the experience, as follows:
   • Reflections. A commentary on the internship experiences that you found the most rewarding or profound and those likely to have possible long term influence on your thinking, knowledge or understanding.
   • Evaluation/recommendations. When designing your learning contract you were asked to describe the strategies and resources you would use to achieve your learning goals. This section of your report should evaluate your internship experience in light of your learning goals, your expectations (which may have been implicit), and the incidents.
5. A copy of the report may be made available for your host organisation supervisor as well as your lecturer.
6. Completion letter signed by your host organisation supervisor.

80 hours attendance at the host organisation PLUS

• A comprehensive daily log of activities undertaken during the internship;
• Thoughtful analyses which relate these work experiences to a wider knowledge of advertising (including references to appropriate concepts in the literature);
• The depth of comment and discussion provided in your exit report, demonstrating reflection;
• Inclusion of host organisation supervisor's report;
• Professional and correct presentation of material.

1. A mock media interview with an investigative journalist for a current affairs television program.
2. Written material prepared for the journalist drawn from your Assignment 2.
3. Mini-report with an analysis of the questions such a journalist is likely to pose and developed responses to these questions, with rationale. Your responses must be based on the research of an actual case study of an advertisement whose producers have appeared before the Advertising Standards Board in response to complaints (see list of press articles related to some case studies at the end of this document) although your approach may differ.

As the public communication manager for the organisation responsible for the production and broadcast of the advertisement, you are to represent it as spokesperson in an interview with a journalist. It may be that you are employed by an advertising agency and the client has agreed that you are the most appropriate spokesperson, in this instance (most likely the client would appear), to represent their joint views.

Prepare yourself for an interview for a current affairs television program and decide what objectives you wish to achieve in the interview. You will need to anticipate the questions likely to be asked and prepare notes to help you to answer them.

Written material:
On separate pages provide the following:

• A background on your organisation addressing the following questions: what is the nature and size of this organisation, what is its history, where is it positioned in the market place (is it a leader?), who are the key staff and what are its areas of operation?
• Documentation describing the advertisement, the complaint, and the response from the advertiser. You must also provide a written statement about the situation at the time the interview occurs. A chronological account would be most appropriate, perhaps in a table format. Include documentation about your case study.

You may represent either the advertising agency which produced the 'offending' ad or the client – either way - you will represent the interests of both.

Prepare yourself for an interview for a current affairs television program and decide what objectives you wish to achieve in the interview. You will need to anticipate the questions likely to be asked and prepare notes to help you to answer them.

A mini-report containing:

• Your written objectives for the interview itself (at least three) explaining what you hope to achieve by participating in the interview
• Examples of questions you anticipate the journalist may ask of you in this scenario and at this stage in this situation. These should include at least one of each of the following: closed question; open question; leading question; hypothetical question; follow-up question; mirror question; and stress question
• Examples of answers you might proffer to these questions
• Your rationale for the questions and answers you have developed

• devise achievable and appropriate objectives for your client, the situation and your publics
• achieve your stated objectives for the interview;
• be well prepared for the interview (anticipating and responding to questions, etc.);
• perform well as a spokesperson/interviewee, appearing credible, honest, sensitive and professional;
• display appropriate personal presentation for the interview;
• provide a relevant, useful, accurate and well written backgrounder and statement about the situation;
• analyse the situation for your organisation, assess the likely interests or concerns expressed by the journalist, address the anticipated questions with appropriate, sensitive and accurate answers which reflect well on the honesty, integrity and reputation of the organisation(s);
• prepare written materials to professional standards including appropriate structure, accurate referencing, spelling, punctuation and grammar, clarity of expression, and absence of typographical errors.