57131 Inventive Media Advertising

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

Handbook description

This subject explores the importance of ideas in communication and building brands, the challenges posed by a diverse media landscape and the efficiency of advertising. Against a backdrop of technological change, students examine the consumer's interactions with the media, brands, ideas and advertising. As a component of finding insights and recognising ideas, students examine what changes occur in ideas as they migrate from one channel to another and the associated issues for practitioners. In pursuit of innovative approaches to idea generation, a critical research and practice-based approach is taken in which students explore experimental and industry techniques and critique their value in uncovering ideas with practical potential for advertising. Students develop creative solutions for a variety of channels representative of today's complex media environment.

Subject objectives/outcomes

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

Understand the nature of the consumer's relationship with media and advertising
Use theories and conceptual frameworks to develop advertising ideas
Distinguish between advertising ideas and approaches in execution
Explore and critically analyse tools and techniques used in idea generation and creative thinking
Create campaign ideas and demonstrate execution applicability in a variety of media.

Contribution to graduate profile

An understanding of the complexities of contemporary advertising and media
Competency in analysing research data, academic and professional literatures
Capacity to define problems, create strategies and execute advertising ideas with media parameters
Capacity to critically reflect on learning and professional communication practice
Ability to analyse and apply theories and frameworks in developing and evaluating advertising effectiveness
Ability to understand and practise leadership in communication strategy.

Teaching and learning strategies

Taught in block mode, this subject will draw on a variety of teaching and learning strategies. It will include workshops, guest lecturers, in-class presentations, in-field research and group work that will employ a range of research methodologies and require a critical analysis of academic and professional literatures. These activities will necessarily involve independent learning supported by a discussion board on UTS Online.

Content

Influence of media on the growth of advertising; new media landscape and implications for advertising; consumer behaviour and relationships with media and advertising; types of media and their usages; medium as the message; development of interactive media.

Purpose of idea generation in advertising; theories about ideas and building brands; techniques and tools in creative thinking; campaign development; creativity in ideas; approaches in execution; influence of the media on idea generation, migration and execution.

Assessment

Assessment item 1: Media Journal Log

Objectives	a, c
Value	20%
Due	Week 5
Task	As an individual task, students keep an in-depth diary journal that logs and explores their actual behaviour and observance in relation to all media channels as they relate to advertising.
Assessment criteria	Breadth of observations across media channels Depth of log for selected categories Recognition and interpretation of ideas vs executions Identification of product suitability Depth of personal reflections on media entries.

Assessment item 2: Creativity in Media Report and Presentation

Objectives	a, b, c, e
Value	30%
Due	Week 9
Task	As a team task, students will develop their collective findings from Assignment 1 to inform recommendations for a campaign idea in a variety of media channels for a given product in a succinct class presentation and report.
Assessment criteria	Depth of group reflections on media entries Ability to categorise consumer responses to the media Recognition, interpretation and communication of key idea Relevance of channels recommended Online discussion and involvement Contribution to the team Integrated team report and presentation Research and referencing to the academic and professional literatures.

Assessment item 3: Essay on Creative Idea Generation

Objectives	a, b, c, d
Value	50%
Due	Week 13
Task	As an individual task, students will produce a 3,000-word report involving a critical analysis of approaches to idea generation, demonstrate their ability to recognise ideas in advertising and media and make recommendations suitable for practitioners.
Assessment criteria	Effective selection of theories, techniques and tools Critical and balanced evaluation Identification of ideas vs. executions Relevance of examples Flow of argument and discussion Originality of thought Quality of recommendations Research and referencing to the academic and professional literatures

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)

Subject text
Wells, W., Spence-Stone, R. P., Moriarty, S., & Burnett, J. (2008). Advertising Principles and Practice. Pearson Education, Frenchs Forest, NSW 2086. Australia.

Other recommended texts

Nemeier, Marty (2006). The Brand Gap: How to bridge the distance between business strategy and design. New Riders: Berkeley, CA.

de Pelsmacker, Patrick., Geuens, M. & van den Bergh, Joeri (2004). Marketing Communications, 2nd edition. FT Prentice Hall: London.

Indicative references

Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review, 46(3), 2-18.

Atkin, D. (2004). The Culting of Brands: When Customers become True Believers. New York: Portfolio.

Austin, M. & Aitchison, J. (2003). Is there anybody out there? The New Blueprint for Marketing Communications in the 21st Century. NY: J Wiley.

Belch G. E. & Belch M. A. (2004). Advertising and promotion: an integrated marketing communications perspective (p. 314–321) McGraw-Hill Companies, Inc. New York.

Calder, Bobby J., and Malthouse, Edward C. (2005). Managing Media and Advertising Change with Integrated Marketing, Journal of Advertising Research 45, (4) 356-61.

Cappo, J. (2003). The Future of Advertising: New Media, New Clients, New Consumers in t he Post-Television Age. New York: McGraw Hill Irwin.

de Bono, E. (1987). Six thinking hats, Penguin, London.

Dellarocas, C. (2003). The digitisation of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49 (10 October), 1407-1424.

Flew, Terry (2002). New Media: An Introduction. Melbourne: OUP.

Gupta P., Gould S., & Grabner-Krauter, S. (2000). Product Placements in Movies: A cross-cultural analysis of Austrian, French & American Consumers' attitudes toward this emerging, international promotional medium. Journal of Advertising. (29) 4, 41.

Heinonen, Kristina. & Strandvik, Tore (2007). Consumer responsiveness to mobile marketing, International Journal of Mobile Communications 5, (6) 603 – 617.

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

Keller, Kevin. Lane. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs. Journal of Marketing Management, 17, (7-8, August), 819-847.

Kitchen P. J., Schultz, D. E., Kim I., Han. D., & Li, T. (2004). Will agencies ever 'get' (or understand) IMC? European Journal of Marketing, 38 (11/12) 1417–1436.

Lievrouw L. A. & Livingstone, S. (2002). (eds) The Handbook of New Media, London: Sage Publications.

Livingstone, S. M. (2002). Young people-new media http://www.mediaculture online.de/fileadmin/bibliothek/livingstone_young_people/livingstone_young_people.pdf

Lumby, C. & Probyn, E. (2003). (eds) Remove Control: New Media, New Ethics. UK: Cambridge University Press.

McLuhan, M., edited McLuhan, S. & Staines, D. (2003). Understanding me–lectures and interviews. Stephanie McLuhan, Toronto, Canada.

Pereira, F. & Burnett, I. (2003). Universal multimedia experiences for tomorrow, IEEE Signal Processing Magazine, 20(2), 63-73.

Reid, Mike (2003) IMC Performance Relationship: Further insight and Evidence from the Australian Marketplace, International Journal of Advertising 22, (2) 134-48.

Sasser, Sheila. L., Koslow, Scott., and Riordan, Edward. A. (2007) Creative and Interactive Media Used by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns, Journal of advertising Research 47, (3) 1-21.

Schibrowsky, John A., Peltier, J. W, & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International Journal of Advertising, 22, (1), 93-115.

Steyer, A., Garcia-Bardidia, R., & Quester, P. (2006). Online discussion groups as social networks: an empirical investigation of word-of mouth on the Internet. Journal of Interactive Advertising, 6(2), 51-59.

Stone, B. (1997). 6th ed. Successful Direct Marketing Methods III USA: NTC Business Books.

Tellis, Gerard. (2003). Effective Advertising: Understanding When, How and Why Advertising Works (Marketing for a new century) Thousand Oaks, California: Sage.

Turow, J. (1997). Breaking Up America: Advertisers in the New Media World. Chicago: University of Chicago Press.

Vilponnen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth environments: exploring network structure and adoption behavior, Journal of Interactive Advertising, 6(2), 71-86.

Williams, Martin (1997). Interactive Marketing, Prentice Hall. Sydney.