Advertising Lab: Strategic Communication Campaigns

Transcription

1 Advertising Lab: Strategic Communication Campaigns Communication 400XXXX Pilar McKay, Ph.D. Thursday 2:35 5:15 p.m. Office: McKinley 308 Room: XXXX Semester: Spring 2016 Office Hours: Tuesday 11:45 to 1:45 p.m. Wednesday 2:30 to 4:30 p.m. at 1776 (12th floor, th St NW, Washington, DC 20005) Thursday 12:30 to 2:30 p.m. Class Description The currency of a strategic communicator is your campaigns. Combining all aspects of the public communicator tool bag, this class focuses in-depth in the advertising component of the campaign. Advertising, the act of creating work for paid media, plays a large part in the communication landscape. In your role as a public communicator, it is likely that at least once in your career you will have to lead an advertising campaign. This class focuses on helping you best manage this process. We review the creative process of advertising in three units: creative development, creative strategy, and creative execution. This class reviews how to extend an idea into a comprehensive advertising campaign. We will review creative development, account planning, branding, ethics, creative strategy, and creative testing. In this class, you will learn how an advertising campaign is created from objective development to creative development to creative strategy to creative execution to creative testing. You will use the tools that public communicators use (SIMMONS!). You will make several ads! You will use quantitative and qualitative data to build your campaigns. You will learn how to evaluate, create, and present your campaigns as Public Communication practitioners.

2 Course Student Learning Objectives Develop an advertising campaign using a comprehensive creative process Distinguish and prioritize creative strategy for client s objectives Execute an applied advertising campaign project with a client Critically think about real-world communication challenges in advertising Develop strategy supported by quantitative and qualitative data analysis Recognize ethics, legal, cultural, and diversity issues in advertising Course Student Learning Outcomes Student Learning Outcome Students will be able to investigate, critique, and evaluate claims Students will be able to collaborate and identify multiple and diverse perspectives Students will be able to demonstrate, implement, create, and apply innovative thinking Students will be able to analyze, synthesize, and evaluate Students will be able to describe, compare/contrast, and critically examine Students will be able to demonstrate quantitative literacy and symbolic reasoning Students will be build aesthetic sensibility Students will be able to present and support an argument verbally Students will be able to apply ethical reasoning skills Assessment Measures Discussion Discussion, Mini-Ad Agencies Discussion, Mini-Ad Agencies, Flash Assignments Discussion, Mini-Ad Agencies, Flash Assignments Discussion, Mini-Ad Agencies, Flash Assignments Discussion, Mini-Ad Agencies, Flash Assignments Discussion, Mini-Ad Agencies, Flash Assignments Final Pitch, Discussion Discussion, Mini-Ad Agencies, Flash Assignments Texts Assigned Readings are posted on blackboard

3 Grading policies & weights Class Participation 10% Quizzes (3) 15% Flash Assignments 20% Client Assignment #1 10% Client Assignment #2 10% Client Assignment #3 10% Final Project 25% Grades will be assigned as the following: A : % C+: 77-79% A-: 90-94% C : 74-76% B+: 87-89% C-: 70-73% B : 84-86% D : 67-69% B-: 80-83% F: 0-66% Blackboard I will be using Blackboard for this course. Syllabus, assignments, handouts, and lecture notes used in class will be posted. There is a student help section on the home page of Blackboard that will explain how to enter the system. Course policies Laptops are allowed in class for note-taking purposes only. Cell phones should be on mute or turned off completely. If you have a personal emergency and need to access your phone, then tell the professor before class about your circumstances. If caught on unrelated social networking sites, then student will have a threestrike policy until laptop can no longer be used with access to the Internet. Please refrain from using social networking sites unless for class purposes. Trust me, they (comments, event invitations, return likes) will be there when you log in after class. Policies/practices of American University, SOC, & the Department

4 Academic Integrity This class follows the Academic Integrity Policy at American University, which holds students accountable for the integrity of the work they submit. Students should be familiar with the Policy and know they are responsible to learn about instructor and general academic expectations with regard to proper citation of sources in written work APA citations for academic work. Be mindful that any violations of the Academic Integrity policy will be taken to the AIC Administrator. It is not permissible for any student to submit the same material, with substantially the same style, structure, or wording, to instructors in two or more courses. Religious Observances American University s religious observances policy, found at Students are provided an opportunity to make up any examination, study, or work requirements that may be missed due to a religious observance provided they notify their instructors before the end of the second week of classes please send this notification through to the professor. Use of Student Work (FERPA) The professor will use academic work that you complete this semester for educational purposes in this course during this semester. Your registration and continued enrollment constitute your permission. Attendance There are fourteen weeks in this semester. Please attend class your grade and academic achievement in this class will be determined by your attendance. If you have an extenuating circumstance (e.g. illness, family emergency, business trip, etc.) please let me know in an as soon as you possible either before or immediately after class meets. After one unexcused absence, there will be a letter grade reduction on your overall grade (because you will receive a zero for participation). Be mindful: This would reduce an A to a B, a B to C, etc. Emergency Preparedness In the event of an emergency, American University will implement a plan for meeting the needs of all members of the university community. Should the

5 university be required to close for a period of time, we are committed to ensuring that all aspects of our educational programs will be delivered to our students. These may include altering and extending the duration of the traditional term schedule to complete essential instruction in the traditional format and/or use of distance instructional methods. Specific strategies will vary from class to class, depending on the format of the course and the timing of the emergency. Faculty will communicate class-specific information to students via AU and Blackboard, while students must inform their faculty immediately of any absence. Students are responsible for checking their AU regularly and keeping themselves informed of emergencies. In the event of an emergency, students should refer to the AU Student Portal, the AU Web site (www. prepared. american.edu) and the AU information line at (202) for general university-wide information, as well as contact their faculty and/or respective dean s office for course and school/college specific information. This class will follow directions from the University if campus is closed and classes cancelled, then this class will also be cancelled including assignments that would be due that day. Mandatories APA CITATIONS for academic papers AP for all else Good Writing and Mechanics for ALL ASSIGNMENTS Questions if you are confused: pmckay@american.edu Call Sheet: Ad Lab: Strategic Communication Campaigns Schedule/readings subject to change C r Week Day Unit Topic Reading Quiz HW Week 1 1/14 What is Advertising? e a v e t i D e v e l o p m e n t

6 What are Campaigns? Setting advertising objectives Week 2 1/21 Tools of Account Planning Week 3 1/28 Workshop for Client Project Week 4 2/4 Presentation of Insights Week 5 2/11 What is Strategy? Week 6 2/18 Tools of Strategy Building Week 7 2/25 Workshop for Client Project Creative Strategy Week 9 3/3 Presentation of Strategy Steel #1 Steel #2 Porter Juiced BB Folder Week 8 3/10 Spring Break Week 9 3/17 What is creative Hegarty execution? Ethics in Advertising Creative Execution Week 10 3/24 Storytelling/Narrative Workshop BB Folder X Client #1 X Client #2 Week 11 3/31 Creative Testing BB Folder X Week 12 4/7 Creative Critique BB Folder Client #3 Week 13 4/14 Graduate Student Presentation Week 14 4/21 Pitch Day! Final Project No final exam: Final Project due last week 4/28 Quiz is due on the day that the X is listed

7 Assignment and Class Participation Details Readings: Must be completed by lecture time Class Participation: Attendance to class and being involved in class discussions will help you achieve 10% on this part of your grade. You will also see how important class discussion is for your achieving learning goals and outcomes in this class. The following constitutes class participation: attendance, participating in class discussions or activities, and participating in online discussion threads. Students are expected to attend all classes. If you must miss a class, for family reasons, personal reasons, illness, and religious holidays please let the professor know as soon as possible. Class: Class will be split into three parts: 1. New, Good & Mediocre is a review of advertising from the week before. Submit examples of new, good & mediocre ads on twitter, facebook, and tumblr to be included in that week s recap 2. Lecture will be about the material that is scheduled that day. We will discuss the readings as well as review industry-specific case studies. This is where we learn the theoretical, historical, and cultural foundations of advertising. This part of class is interactive so please participate! 3. Workshop is a part of class where you will work with your agency on client projects and flash assignments. This is the applied communication part of class. At all times, please be prepared to participate by asking questions or, at times, be involved in discussions about the material. Late Assignments: Late assignments will be accepted with a penalty of a letter grade. These will be accepted throughout the semester, however, be mindful that the letter grade penalty will be assessed to the final grade of that assignment. Flash assignments are usually due the day of class, so difficult for the to be late but if you are absent, you can make up a flash assignment within ONE WEEK of the class or else it becomes a zero. Extra Credit: There will be extra credit in this class. The policies for these assignments will be discussed in class. Extra will be offered, it will not be supplied when demanded. (It will be +5 to your individual grade including a group project grade)

8 Submitting assignments: Assignments may be submitted at the beginning of class in paper. Assignments may also be submitted BEFORE class in person or via . Assignments submitted via after class will be assessed a late assignment penalty of a whole letter grade. If you need an extension please approve with professor twenty hours in advance. Quiz: 3 Quizzes 5 Questions Multiple Choice based on readings, handouts, lecture, and course discussion or 1 question essay prompt. Due by the class that it appears in the syllabus (where the X is) Flash Assignments: Count for 2% of your grade and can happen WHENEVER! Could be two in one class. Small activities related to course material. A few will last longer than the class, but are NOT listed in the Syllabus. Just keep up with your notes and you will be able to keep up. Client Projects: Working with clients is essential to communication campaigns. This class is focused on getting you as much real-world experience as we can in a classroom setting, so there are three separate client projects that represent 55% of your grade. You will create advertising for clients and also develop campaigns for your client. These will be done in student agencies. You will be assigned your agency the first day of class, along with your first project.

9 Flash Assignments 20% of grade Throughout the semester Objective: To help us learn quick thinking in strategic communication in advertising. Assignment: Challenges will be assigned during class (XTRA can be outside of class, too) and you will have a limited number of time to deliver a product and present your ideas to the class in as few as 2 minutes as much as 20 minutes? Real-World Examples of Flash Assignments: Oreo ad during the 2013 Super Bowl Live tweeting (basically anything) Flash Assignment Roll Call Flash Number Description Date Grade Total Grade 1 2% 2 2% 3 2% 4 2% 5 2% 6 2% 7 2% 8 2% 9 2% 10 2% Total 20%

10 Client Assignment #1: Insight Briefing 10% of grade (Letter Grade) Due February 4 Objective: To work on a strategic communication project with an on-campus real-world client in a agency/client relationship Goal: To distill insights into one account planning briefing for the client and peers Assignment: Define your client s objective, conduct primary and secondary research on the topic, and analyze the results to inform communication strategy Deliverables: 1 Research Presentation 1 Infographic To be given to the client upon completion of the project Credits: Include who the copywriter, artistic director, account planner, and any other roles are on each execution - must be recorded Please refer to the attached rubric for grading criteria

11 Client Assignment #2: Creative Strategy 10% of grade (Letter Grade) Due March 3 Objective: To work on a strategic communication project with an on-campus real-world client in a agency/client relationship Goal: To craft and develop a 1-page creative brief for your client project Assignment: Write a creative brief highlighting the insight work you did in Unit #1 and strategy building you did in Unit #2 Client Needs: For this project, you will meet with your client one-on-one and also receive a client needs sheet to help you guide the project. Deliverables: 1 page Creative Brief Pitch Presentation Deck Creative Brief: We will discuss Creative Briefs in detail in Unit #2 where you will be given a handout showing how to structure your brief. You can brand it for your client s strategic POV Credits: Include who the copywriter, artistic director, account planner, and any other roles are on each execution - must be recorded Please refer to the attached rubric for grading criteria

12 Client Assignment #3: Creative Critique 10% of grade (Pass/Fail) Due April 7 Objective: To work on a strategic communication project with an off-campus real-world client in a agency/client relationship Assignment: Pitch your campaigns to an audience of advertising professionals and the class to receive critique. Client Needs: For this project, you will meet with your client one-on-one and also receive a client needs sheet to help you guide the project. Deliverables: 2 campaigns with at least three media executions; each with a distinct art direction 1 page FINAL Creative Brief (approved by client include client /signature of approval) Draft Media Plan campaign being on the air for one year ( ) Pitch Presentation deck Creative Brief: We will discuss Creative Briefs in detail in Unit #2 where you will be given a handout showing how to structure your brief. Use that as a guide for this and the Client #3 assignment Credits: Include who the copywriter, artistic director, account planner, and any other roles are on each execution - must be recorded Please refer to the attached rubric for grading criteria

13 Client Final Assignment: Creative Campaign 10% of grade (Letter Grade) Due Week of April 18 Objective: To work on a strategic communication project with an off-campus real-world client in a agency/client relationship Assignment: Pitch your campaigns to your client and have the client choose one of the campaigns. Prepare the campaign for air. Client Needs: For this project, you will meet with your client one-on-one and also receive a client needs sheet to help you guide the project. Deliverables: 2 campaigns with at least three media executions; each with a distinct art direction 1 page FINAL Creative Brief (approved by client include client /signature of approval) Draft Media Plan campaign being on the air for one year ( ) Pitch Presentation deck or signed statement with the approval of campaign from Client Creative Brief: We will discuss Creative Briefs in detail in Unit #2 where you will be given a handout showing how to structure your brief. Credits: Include who the copywriter, artistic director, account planner, and any other roles are on each execution - must be recorded Please refer to the attached rubric for grading criteria

14 Client Work Rubric Please note the differences for each client assigned below Creative Strategy (50% of grade) (1 to 10) Did the agency develop a cogent, well articulated creative strategy? By Client #3 this must be a one to two word strategy statement (if it is not, this grade will be discounted to start at 5 automatically) PROOF: Include the creative strategy statement in the creative brief. (1 to 10) Did the agency define the objective of the advertising? Why are we even conducting this campaign? This answer is often the result of asking the client. Plan on asking the client this question during the first meeting. PROOF: Include the objective in the creative brief (1 to 10) Did the agency address the public communication needs of the client? How well did the strategy meet the objective? PROOF: Create cogent, objective-addressing advertising (1 to 10) Did the agency use research through the insight gathering process to build their strategy? Was the primary AND secondary research appropriately used during this process? PROOF: (1) Include background in creative brief (2) report on the research conducted in the pitch (3) provide each client with a research brief (4) use secondary research (5) do primary research either formative OR creative testing (1 to 5) Did the agency build the overall brand for the client? How well did the advertising support the brand personality, image, and promise? PROOF: Present the client brand personality and address how your campaign enhances this or how you have evolved it. (1 to 5) Did the agency use creativity and think outside of the box during the strategy building process? PROOF: Create CONFIDENTLY CREATIVE advertising Subtotal Notes:

15 Creative Execution (25% of grade) (1 to 25) Did the agency produce advertising that has correct grammar and punctuation? THIS INCLUDES YOUR PITCH PRESENTATION, RESEARCH BRIEFS, CREATIVE STRATEGY DOCUMENTS, AND YOUR ADS PROOF: Do your job. Spell your client s name correct. EXTRA (1 to 5) Did the agency produce aesthetically pleasing advertising that was designed well? (Note: this portion of the grade COULD BE decided by an independent panel of advertising professionals) Subtotal Notes: Creative Pitch (25% of grade) (1 to 10) Did the agency practice and prepare an organized pitch? PROOF: Proof is in the pudding, if the presentation is executed correctly, it will show. PRACTICE AS OFTEN AS YOU CAN! (1 to 5) Did everyone in the agency help with the presentation? PROOF: Assign everyone a role during the presentation (1 to 5) Did everyone in the agency introduce themselves and their role in the agency? PROOF: We ll know your name and what you did. (1 to 5) Did you sell your advertising campaign with CONFIDENCE? PROOF: You support every idea, you excitedly present your advertising. Subtotal Notes: FINAL GRADE Notes (on back)