59333 Advertising Strategies
UTS: Communication: Communication and LearningCredit points: 6 cp
Result Type: Grade, no marks
Requisite(s): 59330 Advertising Practice
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.
Handbook description
This subject advances students' knowledge and understanding of principles of strategic creativity in advertising practice. It develops students' ability to analyse creative approaches and address the debate on 'award' versus 'strategic' creativity. Students gain an understanding of advertising agency disciplines and their contribution to campaign planning, production and pitching. Topics include the significance of strategic planning in campaign development, conceptual and production issues involved in radio and TV advertising, the evaluation of advertising effectiveness, and the development and selling of an integrated advertising idea. Students engage in scriptwriting and the production of storyboards to present their campaign ideas for broadcast media.
Subject objectives/outcomes
At the completion of this subject, students are expected to be able to:
- provide an overview of the changing nature of the advertising industry in Australia, showing its relationship to other communication industries, and the dynamics of change in a context of globalisation
- develop an in-depth understanding of agency activities and personnel and their contribution to advertising strategies and production
- analyse the various elements of strategic choice in campaign development, with particular regard to choice of media and creative appeal, within budget
- be familiar with the principles of brand management for a range of categories and with the creative issues that relate to these
- practise production skills in storyboarding and television and radio scriptwriting and concept development through the design of a linked print and audiovisual campaign
- further develop presentation skills that assist client acceptance of creative strategies.
Contribution to graduate profile
Students extend their understanding of creative conceptualisation in advertising as part of the Advertising sub-major within the Faculty of Business.
Teaching and learning strategies
Students will form teams to closely replicate the disciplines and relationships that occur within an advertising agency in the development of a campaign involving broadcast media for a client pitch. Individual and team assessment items provide opportunities for students to demonstrate their contribution and commitment to delivering a team result for the briefed project.
There will be a series of weekly one-hour lectures on key topics, including industry guest lectures in areas of special interest plus weekly two-hour tutorials. The tutorials will include practical creative exercises, group work-in-progress sessions for the project and student debriefings of project elements for in-class feedback.
Content
Agencies in Australia as a component of communication industries; globalisation and agency changes; the rise of strategic planning as an agency function; changes to disciplines within agencies and their relationships with clients.
Strategic planning for advertising; understanding brand image; positioning and re-positioning in competitive markets; understanding the integrated campaign; evaluation of campaign elements; broadcast media planning and buying; pre and post-testing for advertising effectiveness.
The use of TV and radio; media proliferation; advertising as intrusion; impact vs. salesmanship; use of humour and advertising as entertainment and the debate on 'award' vs. strategic advertising.
The creative brief; creative concepts for TV and radio; storyboards, scripts, mock-ups, layouts, talent selection, special effects, sound and other elements of production.
The pitch; presenting to win business; working as a team; developing and selling creative ideas; ethical issues and managing costs.
Assessment
Assessment item 1: Integrated Campaign Strategy Report
| Objective(s): | a, b, c, d |
| Weighting: | 40% (25% for individual class de-brief; 15% for group report) |
| Length: | 1500 words |
| Task: | In your 'agency' team, undertake a strategic review of a designated product or service (lecturer will advise) to produce a 1,500-word integrated campaign strategy in appropriate business report format. The associated creative brief and media schedule do not form part of the 1,500 word count. |
| Assessment criteria: |
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Assessment item 2: Creative Executions in TV and Radio
| Objective(s): | b, c, e |
| Weighting: | 30% |
| Task: | In your 'agency' team, develop a creative campaign idea to work across both media from your creative brief. Your recommendation should be in the form of written scripts for both TV and radio and a visual storyboard for a 30-second television commercial. |
| Assessment criteria: |
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Assessment item 3: Agency Pitch
| Objective(s): | b, c, f |
| Weighting: | 30% |
| Task: | In your 'agency' team, prepare a 20-minute presentation to effectively sell your creative and media recommendation for an integrated broadcast campaign in TV and radio. This presentation should draw together the research, creative strategy and advertising principles informing the previously submitted creative work. |
| 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., Moriarty, S & Burnett, J. (2008) Australian Edition. Advertising Principles & Practice, Frenchs Forest: Pearson Education Australia.
Indicative references
Aitchison, J (2002). How Asia Advertises. Singapore: J Wiley & Sons
Aitchison, J. (2001). Cutting Edge Commercials. Englewood Cliffs, NJ: Prenctice Hall
Arens, William F. Contemporary Advertising (2002). International 8th Edition. NY: Mcgraw-Hill
Baird, L., (1992). Guide To Radio Production. Sydney: Allen & Unwin.
Belch, G & Belch, M. (2001). Advertising & Promotion: An Integrated Marketing Communications Perspective. Irwin McGraw-Hill: Boston
Bly, Robert W. (1990) The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells. Henry Holt & Company
Boddewyn, J. (1992). Global Perspectives On Advertising Self Regulation. Westport, Conn: Quorum
Leslie Butterfield (Editor) (1999). Excellence In Advertising: The IPA Guide To Best Practice. Butterworth-Heinemann
Duncan, Tom. (2002) IMC: Using Advertising & Promotion to Build Brands. International Edition. NY: McGraw-Hill.
Felton, G. (1994). Advertising Concept and Copy. Englewood Cliffs, NJ: Prentice Hall.
Gettins, Dominic. (2000). The Unwritten Rules Of Copywriting: How To Create Better Press, Poster, Radio And TV Advertising Kogan Page
Jewler, A. Jerome. (2000). Creative Strategy in Advertising, 9th Edition. Thomson Wadsworth: London.
Martin, D.N. (1989). Romancing the Brand; The Power Of Advertising & How To Use It. New York: AMACOM.
Michel, P. (1988). Advertising Agency – Client Relations: A Strategic Perspective. Beckenham, Kent: Croom Helm.
Moriarty, S. (2nd Ed) (1995). Creating & Delivering Winning Advertising & Marketing Presentations. NTC Business Books.
Mayeux, Peter. (1994). Writing for the Electronic Media. WCB: McGraw-Hill
Ogilvy, D. (1995). Ogilvy on Advertising. NY: Random House.
Percy, Larry., Rossiter, John., and Elliott, Richard (Editors). (2001) Strategic Advertising Management. Oxford University Press.
Pricken, Mario. (2002). Creative Advertising: Ideas and Techniques From The World's Best Campaigns - Planning And Producing World Class Advertising Campaigns. London: Thames & Hudson
Robinson, Mark. (2000) "The Sunday Times" 100 Greatest TV Ads. Harper Collins
Shoebridge, N. (1992). Great Australian Advertising Campaigns. Sydney: McGraw-Hill.
Stewart, C. (1995) Superbrands: An Insight Into 50 Of The World's Superbrands. Horsham, Sussex: Special Event Books.
Wernick, A. (1991). Promotional Culture: Advertising, Ideology & Symbolic Expression. London: Sage.
White, H. (1994). How to Produce Effective TV Commercials. Lincolnwood, Ill: NTC Business Books.
Williams, Martin. (1997). Interactive Marketing: How to create loyalty one-to-one. Sydney: Prentice Hall.
Additional useful resources
Strategic Communication Management
OVID ABI-INFORM (online journals)
Harvard Business Review
Journal of Advertising
Journal of Advertising Research
Marketing News
Journal of Marketing
Advertising Age
Adweek (US)
Adnews (Australia)
B & T (Australia)
Useful websites
absolut.com
acnielsen.com.au
adforum.com
adma.com.au
adnews.com.au
afa.org.au
ami.org.au
amsaccess.com.au/lec/promix.htm (promotions mix)
appa.com.au (promotional products)
awardonline.comcrc.nsw.gov.au (community relations)
bandt.com.au
boss.afr.com
brandchannel.com
iaa.org
iconoculture.com
springwise.com
cherryflava.com
thecoolhunter.net
trendwatching.com
creativity-online.com
adsoftheworld.com
adverblog.com
digitalvinyl.dk
interbrand.com
knowthis.com
mediafederation.org.au
