57131 Inventive Media Advertising
UTS: Communication: Communication and LearningCredit 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
This subject provides students with:
- an understanding of the complexities of contemporary advertising and media
- competency in analysing research data, academic and professional literatures
- the capacity to define problems, create strategies and execute advertising ideas with media parameters
- the capacity to critically reflect on learning and professional communication practice
- an ability to analyse and apply theories and frameworks in developing and evaluating advertising effectiveness
- an 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 UTSOnline.
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
| Objective(s): | a, c |
| Weighting: | 20% |
| 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: |
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Assessment item 2: Creativity in Media Report and Presentation
| Objective(s): | a, b, c, e |
| Weighting: | 30% |
| 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: |
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Assessment item 3: Essay on Creative Idea Generation
| Objective(s): | a, b, c, d |
| Weighting: | 50% |
| 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: |
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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)
Wells, W., Spence-Stone, R. P., Moriarty, S., & Burnett, J. (2008). Advertising Principles and Practice. Pearson Education, Frenchs Forest, NSW, Australia.
Indicative references
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Belch G. E. & Belch M. A. (2004). Advertising and promotion: an integrated marketing communications perspective (p. 314–321) McGraw-Hill Companies, Inc. New York.
Berger, Arthur Asa (2007) Ads, Fads & Consumer Culture, 3rd edition, Lanham, Maryland: Rowman & Littlefield.
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