58129 Advertising Campaign Practice
UTS: CommunicationCredit points: 8 cp
Result Type: Grade, no marks
Requisite(s): 58116 The Ecology of Public Communication
There are also course requisites for this subject. See access conditions.
Handbook description
Students gain insight into the various agency disciplines and their contribution to campaign research and strategy, creation and production of ideas, media planning, and pitching as an agency team. Topics include the significance of strategic planning in campaign development, conceptual issues involved in the production of advertising ideas, and the development and selling of an integrated campaign to a client. Students engage in scriptwriting and the production of storyboards for broadcast media.
Subject objectives/outcomes
At the completion of this subject, students are expected to be able to:
- explain an agency's activities and the contribution of various disciplines
- research consumers, products and advertising strategies
- prepare an idea-generating creative brief
- produce creative concepts in script and storyboard form and audio track for multimedia broadcast/channels
- work supportively and professionally as a team.
Contribution to graduate profile
This subject makes a major contribution to students' capacity to apply their knowledge and skills in advertising practice, to inquire critically and work collaboratively.
Teaching and learning strategies
The subject is delivered in lecture and tutorial mode.
Students will form teams to replicate the disciplines and relationships that occur within an advertising agency in the development of a campaign for a client pitch. A mix of individual and team assessment provides the opportunity for students to demonstrate their contribution and commitment to delivering a team result for the briefed project.
There will be a weekly one-hour lecture on key content, which may include guest lectures from industry in areas of particular expertise, plus a 2-hour tutorial. The tutorial sessions are designed to enhance students' ability to contribute to the briefed project with group work-in-progress sessions and scheduled debriefings by students in their teams on the project's campaign components.
Weekly reading of prescribed texts is essential for student learning. Each week tutorial activities will rely on students having either read material ahead of time or sourced examples of advertising to work on in the session. Students will be advised of these requirements in the first lecture. Students will have independent access to computer labs and self-directed tutorials will be available in broadcast software to guide production of their creative concepts.
Content
Advertising agencies as a component of creative industries, roles and functions and responsibilities in business and society; disciplines within agencies and their relationships with clients.
Strategic campaign planning for advertising purposes; research and planning for creative and media advantage; understanding advertising strategies and appeals and consumer relationships; creative brief; objectives, budget considerations and evaluation.
Consumer use of broadcast; media proliferation; advertising as intrusion, impact versus salesmanship; use of humour and advertising as entertainment; debate on award versus strategic advertising.
Creative ideas and concept presentation for TV and radio, storyboards, scripts, sound and elements of production.
The pitching process; presenting to win accounts; working as a team; selling creative ideas.
Assessment
Assessment item 1: Agency Pitch: Work-In-Progress Debriefs
| Objective(s): | a, b, c, d |
| Weighting: | 50% (individual) |
| Task: | Students form agency teams, create an agency name and livery, and take individual responsibility for one of six key areas of practice, i.e., research, strategy, media, account management, scriptwriting, art direction/production. The team devises an advertising strategy for a product or service (nominated by lecturer), which will involve strategic research into the product, its competitiveness in advertising and communication terms, and its potential for relating to a defined audience. The analysis will draw on sound principles from the literature in key areas of research, strategy, creative and media, and advertising's responsibilities in business and society. This analysis will form the basis of a one-page idea-generating creative brief. From the brief, the team will develop a creative campaign to work across two broadcast media/channels. Each week, one student from each team will deliver a 10-minute presentation that shows their agency's progress on the relevant components. |
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Assessment item 2: Reflection on Teamwork
| Objective(s): | a, e |
| Weighting: | 15% (individual) |
| Task: | Students write a two-page reflection of their experience working in an agency team. Students are encouraged to include thoughts about their chosen discipline and its relationship to the others in campaign development, their debrief presentation and the level of support they received from others in its preparation or delivery. Students might comment on the functionality of their team in terms of project management; ideas; data collection or analysis; group regulation; social interaction and understanding. The reflection should conclude with a statement of personal learning and what the student would do differently next time. The reflection is to be submitted in the week following the student's presentation. |
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Assessment item 3: Agency Campaign Pitch Document
| Objective(s): | b, c, d, e |
| Weighting: | 35% (group) |
| Task: | Students present their campaign strategy and creative concepts in one pitch document as a group assignment. The individual sections presented in Assessment 1 need to be integrated so as to form a branded and unified agency submission. The creative concepts should be in the form of two 30-second commercial written scripts, one audio track and one visual storyboard, i.e., one script and recorded audio track for broadcast radio, and one script and storyboard for use in a visual format, e.g., TV, cinema, online. The media recommendations are summarised as a schedule. The total word count should not exceed 1,500 words. The mandatory inclusions of the academic references, creative brief, creative work (scripts and storyboard) and media schedule do not form part of the word count. |
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Minimum requirements
Attendance is important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend.
Students who fail to attend 85% of classes may be refused to have their final assessment item assessed (see Rule 3.8).
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
Aitchison, Jim. 2008, Cutting Edge Advertising: How to create the world's best print for brands in the 21st century, Singapore, Prentice Hall.
Barry, Pete 2008. Think Now, Design Later. A complete guide to creative ideas, strategies and campaigns, NY, Thames & Hudson.
Bendinger, Bruce 2002. The Copy Workbook, Copy Workshop Publishers, Chicago.
Berger, W. 2001, Advertising Today, London, Phaidon.
Berman, Margo 2007 Street Smart Advertising, Lanham, Maryland, Rowman & Littlefield.
Bond, Jonathan; & Kirshenbaum, R. 1998, Under the Radar (Talking to Today's Cynical Consumer) New York, Wiley.
Burtenshaw, Ken; Mahon, Nik; & Barfoot, Caroline 2006, The Fundamentals of Creative Advertising, Lausanne, AVA Publishing.
Corstjens, Judith. 1990 Strategic Advertising: A Practitioner's Handbook, Oxford, Heinemann.
Crawford, Robert. 2008 But Wait, There's More: A History of Australian Advertising, Carlton, MUP.
Gabay, Jonathan, J 2003. Teach Yourself Copywriting, Abingdon, Oxon, Hodder & Stoughton.
Hawkins, D. Neal, C And Chester, P. 1997 Consumer Behaviour: Implications for Marketing Strategy, 1st Australian Ed., McGraw Hill.
Herzbrun, David 1997. Copywriting by Design - Bringing Ideas To Life With Words And Images, NTC Business Books.
Himpe, Tom 2008. Advertising is Dead, Long Live Advertising, London, Thames & Hudson.
Hovland, Roxanne; Marquette, Joyce; & Haley, Eric 2007, Readings in Advertising, Society & Culture, Armonk, NY, ME Sharpe, Inc.
Jewler, A Jerome; & Drewniany, Bonnie L 2001 7th Edition, Creative Strategy in Advertising, Belmont, Wadsworth Thomson Learning.
Lane, W. Ronald; Whitehill King, Karen; & Russell, J. Thomas 16th Edition, Kleppner's Advertising Procedure 2005 Upper Saddle River, NJ, Pearson Education.
Moriarty, Sandra; & Duncan, Tom. 2nd Edn 1995, Creating & Delivering Winning Advertising/Marketing Presentations, NTC Business Books.
Newman, Michael 2003. Creative Leaps: Lessons in Effective Advertising, Singapore, J Wiley & Sons.
Newman, Michael 2004. The 22 Irrefutable Laws of Advertising, Singapore, J Wiley & Sons.
Ogilvy, David. 1985 Ogilvy On Advertising NY, Crown.
O'Shaughnessy, John; & O'Shaughnessy, Nicholas J. 2004 Persuasion in Advertising, London, Routledge.
Percy, Larry; Rossiter, John R; & Elliott, Richard 2002 Strategic Advertising Management, Oxford, OUP.
Pricken, Mario 2004 Creative Advertising: Ideas & Techniques from the World's Best Campaigns, NY, Thames & Hudson.
Schiffman, Bednall et al 2001. Consumer Behaviour 2e, Australian ed, Frenchs Forest, Pearson Education.
Schultz, Don E; Tannenbaum S; & Allison A 1996 3rd Edition, Essentials of Advertising Strategy, Illinois, NTC Business Books.
Shoebridge,N. 1992, Great Australian Advertising Campaigns, Sydney, McGraw-Hill.
Spence, Edward; & Van Heekeren, Brett 2005 Advertising Ethics: Basic Ethics in Action, Upper Saddle River, NJ, Prentice Hall.
Steel, Jon 1998 Truth, Lies & Advertising, New York, Wiley & Sons.
Sullivan, Luke 2000. Hey Whipple Squeeze This: A Guide to Creating Great Ads, New York, J Wiley & Sons.
Sutherland, Max 1993. Advertising and The Mind Of The Consumer, Sydney, Allen & Unwin.
Swanepoel, K et al 2004 One Show Interactive: Advertising's Best Interactive & New Media, AVA Publishing.
Williams, Robin 2004. The Non-Designer's Design Book, California, Peachpit Press.
