50652 Advertising Professional Practice

UTS: Communication: Communication and Learning
Credit points: 8 cp
Result Type: Grade, no marks

Requisite(s): 50651 Strategic Brand Advertising

Handbook description

This is the final advertising subject in the Public Communication professional strand. This subject enhances students' presentation and relational skills to a level appropriate for professional practice within advertising and related industries. Students develop their capacity to respond in a creative, analytic and strategic manner to current issues within the field. This subject explores in-depth the crucial client-agency-consumer relationships and their importance in conducting effective brand and advertising campaigns. This subject integrates students' skills in strategic brand and creative advertising gained in earlier subjects, furthers their understanding of professional service and adds to their abilities in undertaking qualitative research and creative campaign management. Students undertake an internship within an advertising agency or related organisation as a significant component of this subject. This internship is developed with agreed learning goals and outcome measures.

Subject objectives/outcomes

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

analyse perceptions and practices in advertising in the context of emerging issues in the industry and society
investigate the application of advertising principles and practices in the workplace
relate the concept of a brand, its purpose and value to a service-based organisation
develop recommendations suitable for implementation by an advertising agency.

Contribution to graduate profile

Students become capable of multiple perspective-taking on a range of issues concerning the nature of advertising and the requirements of the industry in a time of change. They become able to facilitate and provide professional advice on advertising as public communication professionals, and are immediately employable within the industry.

Teaching and learning strategies

For this subject students undertake a work placement in an organisation appropriate to advertising. This gives them the opportunity to experience industry work practices first hand and apply their understanding and expertise to job tasks. A combination of lectures, debates and experiential learning techniques is used for scheduled classes. Students who are unable to undertake the work placement must participate in a media component. This involves an advertising case investigation and media interview by an external journalist.

Content

A work placement in an appropriate organisation (or media interview component), plus four scheduled meetings. An introductory session will be held at the beginning of semester, followed by two all day Saturday workshops, and a final session towards the end of semester. Separate sessions will be run for the media component for those students who are not doing an internship. Due to guest lecturer availability, the workshop dates may change. If so, you will be advised in the first meeting:

Contemporary advertising industry and professional issues; changing industry landscape; the brand concept for creative and service organisations; and current challenges in advertising.
Advertising agencies; agency positioning, structures and management; client-agency-consumer relationships; and professional service delivery.
Ethical practice in advertising; the regulatory system of the industry in Australia; the key regulatory bodies, their roles and responsibilities; the legal environment and laws pertaining to advertising; and the shape versus mirror debate of advertising's role in society.

Assessment

Assessment item 1: Ad & Media Industry Overview Pre-& Post Session 1 Workshop

Objective(s):	Meets objectives a & b This assignment enhances student's knowledge of the structures of the advertising industry and their host agency. It develops their understanding of their own abilities and preferences and how these might be applied to a particular career path.
Weighting:	20%
Length:	800 words
Task:	Research the advertising/media industry to identify its structure, sectors and disciplines, e.g., sectors might be government, health care, FMCG as well as direct, interactive, outdoor disciplines. These disciplines would include the part played by account management, strategic planning, media planning, creative, 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.
Assessment criteria:	Demonstrated ability to: 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.

Assessment item 2: Research Project

Objective(s):	Meets objectives a, b, c, d This assignment develops students' ability to assess the internal and external environment for issues that influence the development and health of a service brand, and develop realistic solutions suitable for implementation by an advertising agency. It integrates the understandings and skills developed in earlier advertising and public communication subjects.
Weighting:	40%
Length:	3000 words
Task:	Complete a research project using one of the following options. Option 1 It is said in advertising circles 'you can no longer go after consumers, you have to attract them'. Conduct an investigation into to-day's changing media landscape, paying particular attention to new media and how advertisers are using it. Determine how consumers use the forms of media you select and whether they are more or less likely to interact, engage with or reject advertising, drawing on brand and advertising examples in a minimum of three media that support your arguments and conclusions. Make recommendations for communication programs suitable to your host agency (clients) or an advertising agency seeking your advice. 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 2007. 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?
Assessment criteria:	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.

Assessment item 3: Internship Report (students undertaking work placement)

Objective(s):	Meets objectives a & b This internship allows students to design and implement a learning experience to be conducted in the workplace, analysing the practice of advertising while developing their understanding and skills in workplace practices.
Weighting:	40%
Task:	Students undertake a work placement with an appropriate organisation, negotiating a learning contract with their lecturer and their industry supervisor to reflect the objectives of the learning experience.
Assessment criteria:	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.

Assessment item 4: Media Interview and Analysis (students unable to undertake work placement)

Weighting:	40%
Task:	There are three parts to this assignment: A mock media interview with an investigative journalist for a current affairs television program. Written material prepared for the journalist drawn from your Assignment 2. 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.
Assessment criteria:	Demonstrated ability to: 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.

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. You are expected to initiate, attend, arrive punctually and actively participate in all scheduled meetings or 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.

Recommended text(s)

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

Indicative references

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

Belch, GE; & Belch M A. (2001) 5th edition. Advertising & Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Irwin: NY

Bullmore, Jeremy. (1998). Behind the Scenes in Advertising (2nd Ed). Admap Publications.

Butterfield, L. (Ed) (1999). Excellence in Advertising: The IPA Guide to Best Practice. Oxford: Butterworth Heinemann

Fletcher, Winston. (1999). Advertising, Advertising: It's good for you. London: Profile Books.

Fletcher, Winston. (1990). Creatively Gifted Personnel. Business Books, Précis ISBN 0091740436

Franzen, Giep. (1994). Advertising Effectiveness: Findings from Empirical Research, NTC Publications.

Garfield, Brad. (2003). Now for a Few Words from Me. NY:McGraw-Hill Trade ISBN: 0071403167

Gilmore, Fiona. (2003). Warriors on the High Wire. UK: Profile Books ISBN 9781861 976116

Halinen, Aino. (1997). Relationship Marketing in Professional Services. London:Routledge.

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

Jaffe, Andrew. (2003). Casting for Big Ideas. Hoboken, New Jersey: John Wiley & Sons.

Jaffe, Joseph. (2005). Life After the 30 Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising. Hoboken, New Jersey: John Wiley & Sons

Jones, John, Philip. (1999). How to Use Advertising to Build Strong Brands. London: Sage

Keller, Kevin, L. (2003). Strategic Brand Management: Building, Measuring & Managing Brand Equity, International Edition. Prentice Hall: New Jersey.

Knapp, Duane, E. (2000). The Brand Mindset. McGraw-Hill, NY.

Law, Andy. (1999). Creative Company: How St Luke's Became the Ad Agency to End Ad Agencies. J Wiley, NY

Maister, David, H. (1997). True Professionalism. Free Press, NY

McDonald, Colin. (1992). How Advertising Works, Advertising Association with NTC Publications

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

Nixon, Sean. (2003). Advertising Cultures. London: Sage. ISBN 0761961976

Schlesinger, L, A., & Heskett, J, L. (1991). The Service-Driven Service Company. HBR, September/October.

Schmetterer, Bob. (2003). Leap: A Revolution in Creative Business Strategy. AdWeek Book. NY: J Wiley & Sons ISBN 9780471 229172

Scott, Mark, C. (1998). The Intellect Industry. J Wiley, UK

Sheth, J., & Sobel, A (2000). Clients for Life. Simon & Schuster, NY

Spence, E., & van Heekeren, B. (2005). Advertising Ethics: Ethics in Action (Upper Saddle River NJ: Prentice Hall).

Steel, Jon. (1998). Truth, Lies & Advertising. J Wiley, NY

Weiss, A. (1994). How to Maximise Fees in a Professional Service Firm. Summit Consulting Group.

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