24604 Project in Advertising

Subject level: Undergraduate

Handbook description

This subject provides a hands-on opportunity to apply advertising management and related research concepts studied in earlier subjects. Operating as 'advertising agency' teams, students undertake a multi-stage group project involving target market research, creative strategy, executional development and testing, media planning and presentation of validated campaign recommendations. Students must attend the first class to be included in an agency team.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Undertake comprehensive campaign planning;
2. Build the research foundations required for effective campaign planning;
3. Develop and test advertising proposals before presenting the final recommendations; and
4. Effectively communicate research findings.

Contribution to graduate profile

This is a capstone subject for the Advertising and Promotions Management major and the Advanced Advertising sub-major. It allows students the opportunity to develop a technically acceptable yet creative approach to an advertising problem or issue by conducting the necessary supporting research, setting specific objectives and action standards, creating and testing the advertising in at least preliminary/rough form, deciding on media placement and estimating the budget required to implement the campaign.

Teaching and learning strategies

The teaching method consists primarily of guiding and supervising final year students working in 'advertising agency' teams to complete a multi-stage project.

Content

• Target Market Research - secondary and primary (focus groups, surveys)
• Campaign Planning - including media planning (media selection and scheduling)
• Creative Strategy - development and testing (concept testing/experimentation).

Assessment

Assessment item 1: Target Market Research (Group)

Assessment item 2: Campaign Planning Report (Group and individual)

Assessment item 3: Creative Executional Report (Group and individual)