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UNIT OUTLINE Course unit: IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising Unit title:

UNIT OUTLINE

Course unit:

IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising

Unit title:

Advertising Creative: Introduction

Unit Code:

KKN021

Discipline Code:

Credit Points:

12cp

Semester(s) of Offer:

Autumn (First) semester

Year(s) of Offer:

2003

Prerequisite(s):

None

Co-requisite(s):

Coordinator:

Ph:

Fax:

Email:

1. Rationale
1.
Rationale

This unit provides an introduction to the creative side of advertising: to the key disciplines of copywriting and art direction and the development of creative concepts (starting with research and strategy through to the generation and crafting of ideas.) Students begin to develop practical skills in writing and designing ads.

2. Aims
2.
Aims

The unit aims to give students grounding in the essentials of the creative of advertising.

It is the

foundation for further subjects in industry.

the area

and for people starting out

on the creative

side

of the

3. Objectives
3.
Objectives

On completion of this unit, students should have developed:

1)

An understanding of, and skills in, researching and analysing communication problems &

2)

opportunities, and developing creative strategies. An understanding of the process of conceiving and developing ideas for ads.

3)

Knowledge of techniques of, and skills in, the copywriting of ads.

4)

Knowledge of key aspects of, and skills in, the art direction of advertising.

5)

Advanced presentation skills (written, verbal and visual.)

4. Content
4.
Content

Introduction to the industry

Steps in the process of producing ads

Jobs and employers on the creative side of advertising

The role of copywriters, art directors and producers

The different advertising media – including print, TV, radio, interactive and direct

Introduction to ethics in advertising

Introduction to strategy

Creative briefs: how to read and interpret them, how to develop a creative brief

The importance and use of research and consumer insight

Simple qualitative and secondary research

Analysing information and identifying the communication problem or opportunity

Targeting and segmentation

Types of strategy, positioning, brand building

Concept development

The creative process and creative thinking – idea creation and brainstorming

Making the leap from strategy to ‘big ideas’

Creative teamwork – working with a partner, with suppliers and production managers

Presentation and selling of creative concepts

Intro to critiquing creative work

Copywriting

Intro to the practice of writing ads for print (newspaper, magazine and poster)

Techniques for writing headlines, bodycopy and taglines

Introduction to structure and style

Creative tools and techniques

Key principles for effective, creative work

Art direction

Introduction to the practice of designing ads for print (newspaper, magazine, poster)

Design concepts

Visual thinking

Layout principles

Typography and type design

Rendering of creative concepts

Introduction to the print production process

  • 5. Teaching and Learning Approaches

The unit is divided into the modules outlined in the ‘Content’ section. These will be delivered through a combination of:

Lectures

Guest lectures

Workshops

Agency visit

Readings

Examples of industry best practice

2

Practical project

In class exercises

Students develop concepts for ads, then write, design and present them (for in-class exercises and assessment and assessment). These activities help develop their conceptual ability, written, visual and verbal communication skills. The process of researching and developing strategy requires them to think through, analyse and attempt to solve communication problems.

6. Assessment
6.
Assessment

Students work on a client based project – for which they:

Research and develop a creative strategy

20%

(addresses unit objective 1 and 5)

Generate concepts for magazine, newspaper & poster ads

30%

(addresses unit objective 2 and 5)

Craft the writing of those concepts

25%

(addresses unit objective 3 and 5)

Craft the design (art) of those concepts

25%

(addresses unit objective 4 and 5)

They work on this project in class and are given feedback by fellow classmates as well as the lecturer in class. Draft work is marked by the lecturer at each of the key stages listed above, before a final submission at the end of the unit.

  • 7. Resource Materials

Students will refer to the following texts and CD roms for readings and assessment. Material for classes will also be drawn from some of them.

Prescribed text

FELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.

Magazines

Adnews, Yaffa Publishing, Sydney (trade publication)

Australian Creative, Yaffa Publishing, Sydney (trade publication)

Web sites

Advertising Federation of Australia www.afa.org.au

Australian Writer and Art Directors Association www.awardonline.com

Directors and Art Directors Association (UK) www.dandad.co.uk

Awards

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AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001. AWARD, Sydney, 1983-2001.

DIRECTORS & ART DIRECTORS ASSOCIATION, Advertising Annuals Rotovision, London,96-01.

FOLIO Folio Awards. Folio, Sydney, 1994-2001.

Books

ATCHISON, J. Cutting Edge Advertising, Prentice Hall, Sydney, 1999.

ADVERTISING FEDERATION OF AUSTRALIA Advertising Agencies Statement of Ethics and Code of Practice AFA, Sydney, 1998.

BENDIGER, B. The Copy Workshop Workbook. The Copy Workshop, Chicago, Ill., 1993.

CROMPTON, A. The Craft of Copywriting Hutchinson, London, 1990.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book, Rotovision, London, 2000.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book, Rotovision, London, 2000.

FORTINI-CAMPBELL, L. Hitting the Sweet Spot: How consumer insights can inspire better marketing and advertising. The Copy Workshop, Chicago, Ill, 1992.

HERZBRUN, D Copywriting by Design NTC Business Books, Lincolnwood, 1997.

MURKERJEE K, One Hundred Great Posters You Wish You’d Create: by the people who created them Australian Posters, SYDNEY, 1989.

NEIDLE, A How to Get Into Advertising, Cassell, London, 2000.

OGILVY, D. Ogilvy on Advertising. Pan Books, London, 1983.

SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads, John Wiley & Sons, New York, 1998.

VON OECH, R. A Whack on the Side of the Head: How You Can Be More Creative. Warner Books, New York, 1983.

WHEILDON, C. Communicating, or Just Making Pretty Shapes. Newspaper Advertising Bureau of Australia, North Sydney, 1986.

8. Risk Management

There are no out-of-the-ordinary risks associated with this unit.

4

UNIT OUTLINE Course unit: IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising Unit title:

UNIT OUTLINE

Course unit:

IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising

Unit title:

Advertising Creative: Electronic Media

Unit Code:

KKN022

Discipline Code:

Credit Points:

12cp

Semester(s) of Offer:

Autumn (first) semester

Year(s) of Offer:

2003

Prerequisite(s):

Co-requisite(s):

Advertising Creative: Introduction is recommended, but not a mandatory co-requisite. Students only interested in electronic advertising should contact the Creative Advertising strand co-ordinator.

Coordinator:

Ph:

Fax:

Email:

1. Rationale
1.
Rationale

In this unit students learn about the writing, design and production of advertising for key electronic media: TV, radio and interactive. Students examine how people use these electronic media, principles for creating effective ads, creative techniques that can be used, how to present concepts for each medium, plus the roles, steps and components in their production. This unit adds to Advertising Creative: Introduction which concentrates on the print media.

2. Aims
2.
Aims

Students expand their understanding of and skills in developing ads for the key electronic mediums.

3. Objectives.
3.
Objectives.

On completion of this unit, students should have developed:

1)

A critical understanding of the nature of television and key principles for effective TV

2)

commercials. An understanding of the creative techniques for TV, including product demonstration, testimonial,

3)

slice of life and emotion. Skills in developing TV storyboards – writing, rendering and presentation.

4)

A critical understanding of the nature of radio and principles for effective radio commercials.

5)

An understanding of creative techniques and production elements used in radio commercials.

6)

Skills in scripting and presentation of concepts for radio.

7)

An understanding of the nature of interactive media & principles for effective interactive ads.

8)

An understanding of creative techniques used in web sites.

9)

Skills in writing and designing web sites.

10)

Further developed their conceptual, written and verbal communication skills.

5

4. Content
4.
Content

Television

The nature of television - how people use the medium

Key principles for effective TV commercials

Creative techniques for TV, incl product demonstration, testimonial, slice of life

Examination of creative low budget TV commercials

TV storyboards – writing, rendering and presentation

Steps in the process of making a TV commercial

Roles in TV production and managing the production

Working with directors, treatments and budgets

Components of a TV commercial production cost estimate

TV station in-house writing and production

Radio

The nature of radio – how people use the medium

Key principles for effective radio commercials

Creative techniques and production elements that can be used

Examination of examples of creative radio commercials

Scripting and presentation of concepts for radio

Steps in the process of making a radio commercial

Roles in radio production / managing the production

Components of a radio commercial production cost estimate

Radio station in-house writing and production

Interactive

The nature of interactive media – how people use this media

Types of interactive media – including sites, banners, email

Writing for interactive media

Design and layout for interactive media

Examination of examples of creative interactive promotions

Steps in the process of producing interactive media

Roles in producing interactive media / managing the production

Components of interactive media production estimates

Introduction to web and interactive software

  • 5. Teaching and Learning Approaches

The unit is divided into the modules outlined in the ‘Content’ section. These will be delivered through a combination of:

Lectures

Guest lectures

Workshops

Visit to TV post production facilities / shoot

Visit to radio station / audio production house

Readings

Examples of industry best practice

Practical projects

In class exercises

Students develop concepts for ads, then write, design and present them (for in-class exercises and assessment). These activities help develop their conceptual ability, written, visual and verbal

6

communication skills. Developing strategy at the beginning of the process requires them to think through, analyse and solve communication problems.

7

6. Assessment
6.
Assessment

There are three client based projects:

TV storyboard

40%

Radio script

30%

Interactive web site

30%

For each, students generate concepts using a variety of creative tools, craft the writing and design of their most promising concept.

The TV storyboard project addresses unit objectives 1, 2, 3 and 10. The radio script project addresses unit objectives 4, 5, 6 and 10. The web site project addresses unit objectives 7, 8, 9 and 10.

Students work on these projects in class and are given feedback by fellow classmates as well as the

lecturer.

Initial concepts are marked by the lecturer at key stages, before a final submission at the

end of each module.

  • 7. Resource Materials

Students will refer to the following texts, videos and CD roms for readings and assessment. Material for classes will also be drawn from some of them.

Magazines

Australian Creative, Yaffa Publishing, Sydney (trade publication)

Web sites

Advertising Federation of Australia www.afa.org.au

American television commercials www.televisioncommercials.com and www.usatvads.com

Australian Writer and Art Directors Association www.awardonline.com

Directors and Art Directors Association (UK) www.dandad.co.uk

Awards

AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001. AWARD, Sydney, 1983-2001.

FEDERATION OF AUSTRALIAN RADIO BROADCASTERS Golden Stylus Radio Awards, FARB,

1996-2001

ONE SHOW The One Show Advertising Awards (Video and CD), One Show, 1997-2001

TELEVISION REGISTER Best Commercials of All Time (Video) The TV Register, 1994

Books BAIRD, L. Guide to Radio Production

Allen & Unwin, Sydney, 1992.

BENDIGER, B. The Copy Workshop Workbook The Copy Workshop, Chicago, Ill., 1993.

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BOOK, A., CARY, N., TANNENBAUM S. and BRADY F., The Television and Radio Commercial NTC Business Books, Lincolnwood, 1997.

DIRECTORS & ART DIRECTORS ASSOCIATION (UK) The Commercials Book, Rotovision, London,

2001

KANNER, B. 100 Best TV Commercials and Why They Worked Time Books, 1999.

FEDERATION OF AUSTRALIAN COMMERCIAL TELEVISION STATIONS Checklist and Clearance Procedures FACTS, Sydney 2002.

FELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.

HELMSTETTER G. Increasing Hits and Selling More on Your Web Site John Wiley, New York, 1996

OGILVY, D. Ogilvy on Advertising. Pan Books, London, 1983.

ORLICK, P. Broadcast Copywriting

Allyn & bacon, Boston, 1990.

PHILLIPS, M., The World’s Best Online Advertising Campaigns Melbourne, 2000

Australian Digital Publishing,

SCHUMANN D. Advertising and The World Wide Web Lawrence Erlbaum Inc, Mahwah, 1999

SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads John Wiley, NY, 1998

WHITE H How to Produce Effective TV Commercials

NTC Business Books, Lincolnwood, 1994

8. Risk Management

There are no out-of-the-ordinary risks associated with this unit.

9

UNIT OUTLINE Course unit: IF95 GDip Advertising, IF96 Master of Advertising Unit title: Advertising Creative: Advanced

UNIT OUTLINE

Course unit:

IF95 GDip Advertising, IF96 Master of Advertising

Unit title:

 

Advertising Creative: Advanced Print

Unit Code:

KKN023

Discipline Code:

Credit Points:

12cp

Semester(s) of Offer:

Spring (Second) semester

Year(s) of Offer:

2003

Prerequisites:

Advertising Creative: Introduction and Advertising Creative: Electronic Media

Co-requisite(s):

Coordinator:

 

Ph:

Fax:

Email:

1.

Rationale

 

The crafts of copywriting and art direction are examined in more detail and further skills developed. Students are introduced to other forms of advertising and the range of mediums available to communicate to audiences. They learn about, and apply writing and design skills to, direct marketing, sales promotion, brochures and retail advertising. In addition, they gain further understanding of the print production area viz. its process and management.

2.

Aims

This unit takes students to a more advanced level of skill, gives them wider experience of the different types of advertising, and introduces the field of print production.

3.

Objectives.

 

On completion of this unit, students should have developed:

 

1)

A critical understanding of the different marketing communications mediums available and the

2)

role of creative in media selection and development. An understanding of, and skills in, developing one creative concept across a range of media.

3)

Advanced skills in writing and designing long copy, brochures, retail advertising, sales

4)

promotion and direct marketing. A critical appreciation of the print production process and the role of the production manager.

5)

Analytical, conceptual, written and verbal communication skills.

10

4. Content
4. Content

Advanced industry, strategy and concept development topics

The history of creative advertising

The role of the creative person in integrated marketing communication

Creativity in selecting advertising and marketing communication media

What advertising can and can’t accomplish

Thinking outside the box – getting around the mental blocks

Advanced presentation skills

Advanced copywriting

Development of voice and rhythm

Writing styles - persuasive, creative, emotive

The importance of re-writing

Writing long copy

Writing for brochures

Writing retail advertising

Writing for direct marketing

Writing sales promotion and point of purchase material

Examination of work by successful copywriters

Crafting, polishing and perfecting the words of an ad

Advanced art direction

Drawing and illustration techniques

Colour theory

Advanced design concepts

Advanced typography

Design and layout for direct marketing, sales promotion and retail

Examination of work by successful art directors

Introduction to software for print design and production

Crafting, polishing and perfecting the design of an ad

Commissioning and directing photography and illustration

11

Print Production

Steps in the print production process

The role of the production manager and traffic manager

Production cost estimates

Production specifics for newspapers, magazines and posters

Artwork preparation

Film separations, proofing material, computer based material

Transparencies and transparency re-touching

Printing methods

5.

Teaching and Learning Approaches

The unit is divided into the modules outlined in the ‘Content’ section. These will be delivered through a combination of:

Lectures

Guest lectures

Workshops

Visit print house

Readings

Examples of industry best practice

Practical project

In class exercises

Students develop concepts for ads, then write, design and present them (for in-class exercises and assessment.) These activities help develop their conceptual ability, written, visual and verbal communication skills. Students are required to think through, analyse and solve communication problems in contemplating their creative briefs.

6.

Assessment

Students work on a client based project:

Media Plan

20%

(Students develop a simple media plan incorporating marketing communication and advertising. This

assessment addresses unit objectives 1 and 5.)

Concept

20%

(Students generate one concept which can be used across those mediums.

This assessment addresses unit objectives 2 and 5.)

Copy and Design

40%

(Students write and design a direct and sales promotion piece, retail ad and brochure from that

concept. This assessment addresses unit objectives 3 and 5.)

Print production project 20%

(Students take one of the print pieces and outline the next stages and issues involved in producing it.

This assessment addresses unit objectives 4 and 5.)

Students work on this project in class and are given feedback by fellow classmates as well as the

lecturer in class.

Draft work is marked by the lecturer at key stages, before a final, complete

submission at the end of the unit.

12

7. Resource Materials

Students will refer to the following texts and CD roms for readings and assessment. Material for classes will also be drawn from some of them.

Magazines Australian Creative, Yaffa Publishing, Sydney (trade publication)

Creative Review, Centaur Publications, London (trade publication)

Web sites

Advertising Federation of Australia www.afa.org.au

Australian Writer and Art Directors Association www.awardonline.com

Directors and Art Directors Association (UK) www.dandad.co.uk

Awards

AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001. AWARD, Sydney, 1983-2001.

DIRECTORS & ART DIRECTORS ASSOCIATION (UK), Advertising Annuals Rotovision, London,

1996-2001

DIRECTORS & ART DIRECTORS ASSOCIATION (UK), The Copy Book Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION (UK), The Art Direction Book Rotovision, London,

2000

FOLIO Folio Awards. Folio, Sydney, 1994-2001

Books

ATCHISON, J. Cutting Edge Advertising Prentice Hall, Sydney, 1999.

AULD M Direct Marketing Made Easy

Harper Collins, Sydney, 1998

BENDIGER, B. The Copy Workshop Workbook The Copy Workshop, Chicago, Ill., 1993.

BLAKE G, The Elements of Copywriting Longman, 1998

BURNETT, J and MORIARTY S, Introduction to Marketing Communication Prentice Hall, Upper saddle River, NJ, 1998

CAPLES, J and HAHN, F. Tested Advertising Methods. Prentice Hall Trade Publication, Upper Saddle River, NJ, 1997.

CROMPTON, A. The Craft of Copywriting. Hutchinson, London, 1990.

FELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.

13

FORTINI-CAMPBELL, L. Hitting the Sweet Spot: How consumer insights can inspire better marketing and advertising. The Copy Workshop, Chicago, Il, 1992.

LEVENSON, B., A History of Advertising that Changed the History of Advertising, Villard Books, New York, 1987

STONE, B, Successful Direct Marketing Methods NTC Business Books, Lincolnwood, 1997

SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads, John Wiley & Sons, New York, 1998

YOUNG, J W. A Technique for Producing Ideas. NTC Business Books, Lincolnwood, 1988

WHEILDON, C. Communicating, or Just Making Pretty Shapes. Newspaper Advertising Bureau of Australia, North Sydney, 1986.

8. Risk Management

There are no out-of-the-ordinary risks associated with this unit.

14

UNIT OUTLINE Course unit: IF95 GDip Advertising, IF96 Master of Advertising Unit title: Advertising Creative: Portfolio

UNIT OUTLINE

Course unit:

IF95 GDip Advertising, IF96 Master of Advertising

Unit title:

Advertising Creative: Portfolio

Unit Code:

KKN024

Discipline Code:

Credit Points:

12cp

Semester(s) of Offer:

Spring (second) semester

Year(s) of Offer:

2003

Prerequisites:

Advertising Creative: Introduction and Advertising Creative: Electronic Media

Co-requisite(s):

Advertising Creative: Advanced Print

Coordinator:

 

Ph:

Fax:

Email:

1.

Rationale

Students develop a portfolio which can be presented to employers. They examine successful industry campaigns and the work of successful industry professionals. They become more familiar with employer expectations and develop their own work and its presentation. This fourth unit is a chance for students to take their best work from earlier units and polish it, as well as prepare other work to a more professional level. Students can concentrate on the sub-discipline of creative advertising in which they are interested.

2.

Aims

This unit is the capstone of the Graduate Diploma in Creative Advertising. It brings together the skills, knowledge and work of previous units, and enables students confidently approach employers for work. It also recognises there will be students pursuing different work directions within the creative advertising.

3.

Objectives.

On completion of this unit, students should have developed:

1)

Advanced skills in developing concepts for advertising.

2)

A critical ability to critque their own and others work.

3)

An awareness of the importance of improving and developing their early concepts.

4)

Advanced skills in advertising writing, design or other sub-discipline.

5)

High level skills in presenting their work.

6)

A pre-professional folio that can be presented to employers.

7)

Advanced skills in gathering creative reference material.

8)

Significant awareness and broader knowledge of leading edge advertising.

15

9)

A sound understanding of the industry standards and expectations.

16

4. Content
4.
Content

Examination of successful campaigns in Australia and overseas

Examination of the styles of successful creative advertising industry people in Australia and

overseas Critiquing creative work (advanced) – how to give and take feedback

The importance of improving creative work at each stage of the process

Writing and re-writing copy (advanced crafting of copy)

Tweaking the design of the ad (advanced crafting of the design of advertising)

Selling creative concepts (advanced)

Presentation of folios

Researching creative reference material / building a personal creative library

Industry expectations and how to break into the industry

5.

Teaching and Learning Approaches

One to one mentoring of students by the Unit Co-ordinator or Industry person.

Class feedback sessions.

Learning contract

Regarding the learning contract: students pursue learning material and mentoring to help develop their skills, knowledge and ultimately their folio. They are encouraged to do so in the sub-discipline of creative advertising in which they are interested. Their work for this unit includes finding and utilising reading, examples of industry best practice and mentoring by appropriate industry people or specialists within the university.

These activities help develop their conceptual ability, written and verbal communication skills. In researching their particular area of interest, they also develop generic research skills.

6.

Assessment

Work in progress

25%

(Students develop concepts / work from new and past briefs. These are critiqued in workshops by

classmates and industry guest lecturers. This assessment addresses unit objectives 1, 2 and 3.)

Final portfolio

50%

(Students finesse the writing and design of those concepts and present them as professionally as

possible. This assessment addresses unit objectives 3, 4, 5, and 6.)

Scrap file / research report

25%

(Students research industry expectations, particularly in the area of creative advertising in which they are interested. They gather and examine leading edge work, and build a folio of creative reference material. And they research how to break into the industry. This assessment addresses unit objectives 7, 8 and 9.)

These activities help develop their generic skills in conceptual development, research, written and visual presentation communication skills. Reviewing their own and others work helps to develop students’ critical abilities.

17

7. Resource Materials

Students may be referred to the following texts and CD roms for readings and assessment.

Magazines

Australian Creative, Yaffa Publishing, Sydney (trade publication)

Web sites

Advertising Federation of Australia www.afa.org.au

Australian Writer and Art Directors Association www.awardonline.com

Directors and Art Directors Association (UK) www.dandad.co.uk

Awards

ADVERTISING FEDERATION OF AUSTRALIA, Effective Advertising Books 1 to 5, Southward Press, Sydney 1992 to 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, Advertising Annuals Rotovision, London, 96-01

AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001. AWARD, Sydney, 1983-2001.

FOLIO Folio Awards. Folio, Sydney, 1994-2001.

Books

ATCHISON, J. Cutting Edge Advertising, Prentice Hall, Sydney, 1999.

CROMPTON, A. The Craft of Copywriting Hutchinson, London, 1990.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book, Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book, Rotovision, London, 2000

FORTINI-CAMPBELL, L. Hitting the Sweet Spot: How consumer insights can inspire better marketing and advertising. The Copy Workshop, Chicago, Il, 1992.

FELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.

PAETRO, M How to Put Your Book Together and Get a Job in Advertising, The Copy Workshop,

1998

STEVENS M How to Improve Your Presentation Skills Kogan Page, London, 1998

SULLIVAN, L. Hey Whipple, Squeeze This: A guide to creating great ads John Wiley, New York, 1998

VON OECH, R. A Whack on the Side of the Head: How you can be more creative. Warner Books, New York, 1983.

18

WHEILDON, C. Communicating, or Just Making Pretty Shapes? Newspaper Advertising Bureau of Australia, North Sydney, 1986.

8. Risk Management

There are no out-of-the-ordinary risks associated with this unit.

19

UNIT OUTLINE Course unit: IF96 Master of Advertising Unit title: Creative Advertising: Major Project Unit Code:

UNIT OUTLINE

Course unit:

IF96 Master of Advertising

Unit title:

Creative Advertising: Major Project

Unit Code:

KKN026

Discipline Code:

Credit Points:

12 or 24cp

Semester(s) of Offer:

Autumn (First) semester

Year(s) of Offer:

2004

Prerequisites:

Advertising Creative: Introduction, Advertising Creative: Electronic Media, Advertising Creative: Advanced Print, and Advertising Creative: Portfolio

Co-requisite(s):

Coordinator:

Ph:

Fax:

Email:

1. Rationale
1.
Rationale

Students work together to develop creative for client projects, and where possible produce and publish their work. They collaborate with students from the strategic advertising strand and from other Creative Industry courses. Students take on roles as copywriters, art directors and producers, bringing together the skills developed across the course, and simulating real work situations. This is the capstone unit in the Master of Advertising (Creative).

2. Aims
2.
Aims

In this unit students will experience the challenges of working in real advertising situations. The unit moves them closer to industry practice.

3. Objectives.
3.
Objectives.

On completion of the 12 credit point unit students should have developed:

1)

A high level appreciation of the challenges of working with people on the business side of

2)

advertising (such as strategy planners, media planners, account managers and clients) Publishable quality material that can be included in their portfolio

3)

Industry standard presentation skills

4)

A full appreciation of need to work to deadlines

5)

A sound understanding of the steps & challenges in developing copy & layout from initial brief

Objectives 1 to 5 are also applicable for the remaining 12 credit points in the 24 credit point unit. In addition, students should have developed:

6)

A sound appreciation of the challenges of working with suppliers.

7)

Industry standard project management skills.

8)

The ability to work within a limited budget.

9)

A full appreciation of the steps and challenges in turning their ideas into finished ads.

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4. Content
4.
Content

The 12 credit point unit covers:

Selling creative concepts to key stakeholders

Managing clients / handling changes

Working with Strategy Planners and Account Management people

Resolving creative conflict

Time management / working to tight time frames

Advanced copywriting and art direction

Developing creative work for client pitches

The 24 credit point unit covers in addition:

Selecting and working with suppliers to embellish creative concepts

Project management

Working to tight budgets

Advanced production

  • 5. Teaching and Learning Approaches

Students take on a major project they can see through from initial brief to presenting copy & layout to a client (in the 12 credit point unit), and then to finished ad (for the 24 credit point unit.) They take on roles as per the real world. Students are mentored in the process by the Unit Coordinator and by specialists for the role the student is playing. Students may seek appropriate mentors from the advertising industry. They are also given more formal feedback through assessment at a ‘work in progress’ stage. Students test out and develop interpersonal and project management skills in this unit.

6. Assessment
6.
Assessment

First 12 credit points

Campaign creative (final)

50%

(Creative Advertising students work with Business Advertising students or directly with a client to develop a campaign. Creative Advertising students are responsible for copy and layout across the different media. This assessment addresses unit objectives 1, 2, 3 and 4.)

Work in progress

30%

(Initial concepts are assessed and feedback provided by the lecturer, fellow students and where possible industry mentors at key stages. This assessment addresses unit objectives 4, 5 and 6.)

Reflective diary

20%

(Students reflect on the challenges of working in teams, performing in their role, the work itself, problems and how they solved them, and how they would they would approach similar work and situations in the future. This assessment addresses unit objectives 1 and 6.)

Second 12 credit points

Finished advertising material

50%

(Creative Advertising students work with Creative Industries students or other suppliers to develop finished advertising material, and if possible publish it. This assessment addresses unit objectives 1, 2, 3, 4, 7, 8.)

Work in progress

25%

(Production plans and initial material is assessed and feedback provided by the lecturer, fellow

students and where possible industry mentors. This assessment addresses unit objectives 4, 9 and

10.)

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Reflective diary

25%

(Students reflect on this second stage of implementing a campaign: the challenges of working in teams, performing in their role, the work itself, problems and how they solved them, and how they would they would approach similar work and situations in the future. This assessment addresses unit objectives 7 and 10.)

  • 7. Resource Materials

Students may refer to the following texts, videos and CD roms for readings and assessment.

Awards

AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001. AWARD, Sydney, 1983-2001.

DIRECTORS & ART DIRECTORS ASSOCIATION, Advertising Annuals Rotovision, London, 96-01

FOLIO Awards. Folio, Sydney, 1994-2001.

Videos The Pitch (documentary video), Australian Film Commission / ABC, 1998

Books ADVERTISING FEDERATION OF AUSTRALIA The Pitching Guide AFA, Sydney, 1997.

ATCHISON, J. Cutting Edge Advertising Prentice Hall, Sydney, 1999.

AYRES R., MOLLISON M, STOCKS I, TUMETH J., Guide to Video Production Allen & Unwin, Sydney, 1992.

BAIRD, L. Guide to Radio Production. Allen & Unwin, Sydney, 1992.

FELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book Rotovision, London, 2000

FORTINI-CAMPBELL, L. Hitting the Sweet Spot: How consumer insights can inspire better marketing and advertising. The Copy Workshop, Chicago, Il, 1992.

SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads John Wiley & Sons, New York, 1998

VON OECH, R. A Whack on the Side of the Head: How You Can Be More Creative. Warner Books, New York, 1983.

  • 8. Risk Management

There are no out-of-the- with this unit.

Reflective diary 25% (Students reflect on this second stage of implementing a campaign: the challenges of

ordinary risks associated

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UNIT OUTLINE

Course unit:

IF96 Master of Advertising

Unit title:

Creative Advertising Internship

Unit Code:

KKN028

Discipline Code:

Credit Points:

12cp

Semester(s) of Offer:

Autumn (First) semester

Year(s) of Offer:

2004

Prerequisite(s):

Successful completion of the Graduate Diploma in Advertising (Creative Advertising)

Co-requisite(s):

Coordinator:

Ph:

Fax:

Email:

1. Rationale
1.
Rationale

The internship provides an opportunity for students to get a better idea of where they want to work, and to apply their skills and knowledge in a real life situation with an employer. Students are free to choose where they do their internship – it could be in Brisbane, in regional centres, interstate or overseas. It can be any role - including as copywriters, art directors, designers, producers assistants, creative co-ordinators, account managers, strategy planners, or traffic managers. It can be with any of the different employers - including agencies (advertising, direct marketing, sales promotion and new media), the media (TV & radio stations, internet providers, newspaper and magazine publishers), suppliers (film & television, audio, graphic design, photographers, market researchers), & marketers (commercial companies, government & non-profit organisations).

2. Aims
2.
Aims

The Internship is the bridge between the university and the working world.

3. Objectives
3.
Objectives

Upon completion of this unit, students should have developed:

1)

A sound understanding of the industry – particularly as to which job they are most suited to,

2)

who they want to work for and how best to approach them. An advanced awareness of the challenges of the advertising workplace

3)

Industry level skills and knowledge in one of the areas of advertising

4)

Industry contacts which will help them in their future careers

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4. Content
4.
Content
 

Getting in

What are the job possibilities on the creative side of advertising

What are the types of employers in the industry

Who are the players in each of those fields

What is happening in the in those fields at the moment

What is the best way of approaching employers

On the job

Time management

People management / working with people

Applying skills and knowledge learnt

Developing new skills / knowledge

Post analysis

What worked and what didn’t

Where to from here

  • 5. Teaching and Learning Approaches

Finding work / work experience

Students research which area of creative advertising they are interested in working in, which employers appeal to them and how best to approach employers. They use this knowledge to help secure an internship. They write a report on their research – this will help them think through each of these questions and the process of finding work. This part of the unit is designed to develop their job hunting skills and knowledge, as well as give them a better idea of what they want to do after university.

Doing the internship

The internship itself provides an opportunity for them to find out what jobs and companies are really

like and which are for them. It also provides an opportunity to apply and develop skills and knowledge

first hand.

During the Internship they keep notes on what they did and copies of work completed.

Students must liaise with the Unit Co-ordinator and classmates to share experiences of finding work and of the work itself. It is intended that this unit has its own web site where students have a ‘forum’ facility so they can informally and more immediately share experiences.

After the Internship

At the end of the Internship students write up their notes and reflect on their internship, and consider where to from here. This, along with a folio of work completed, will be submitted as assessment. This report will help students analyse their experience.

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6. Assessment
6.
Assessment

Career research report (on finding work)

30%

(Addresses unit objectives 1and 4

Progress report / participation in online forum

30%

(Addresses unit objectives 1 and 2.)

Report on the internship completed (and work from the internship)

40%

(Addresses unit objectives 1, 2 and 3.)

See ‘Teaching and Learning Approaches’ for an explanation of each of these assessment items. The progress report is an opportunity for students to seek help and provide feedback to each other and the Unit Co-ordinator before submitting final reports.

  • 7. Resource Materials

Students will be referred to the following texts, magazines and web sites to help them in their research and in the work itself:

Magazines

Adnews, Yaffa Publishing, Sydney (trade publication)

Adnews Handbook, Yaffa Publishing, Sydney (trade publication)

Australian Creative, Yaffa Publishing, Sydney (trade publication)

Creative Review, Centaur Publications, London (trade publication)

Reference books

B & T Yearbook, B&T Publications, Sydney, 2002 (trade publication)

Adnews Handbook, Yaffa Publishing, Sydney, 2002 (trade publication)

Yellow Pages, Pacific Access, Sydney 2002

Web sites

Advertising Federation of Australia www.afa.org.au

Australian Writer and Art Directors Association www.awardonline.com

International Advertising Association www.iaaglobal.org

Awards

AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001. AWARD, Sydney, 1983-2001.

FOLIO Folio Awards. Folio, Sydney, 1994-2001.

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Books

BOLLES R N, What Colour is Your Parachute? A practical manual for job hunters Ten Speed Press, Berkeley, 2002.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book Rotovision, London, 2000

NEIDLE, A How to Get Into Advertising, Cassell, London, 2000

OGILVY, D Ogilvy on Advertising. Pan Books, London, 1983.

PAETRO, M How to Put Your Book Together and Get a Job in Advertising, The Copy Workshop,

1998

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