Course outline. Code: CMN140 Title: Introduction to Creative Advertising

Course outline Code: CMN140 Title: Introduction to Creative Advertising Faculty of: Arts and Business School of: Communication and Creative Industries Teaching Session: Semester 2 Year: 2015 Course Coordinator: Ms Felicity Burns Room: D1.05 Phone: (07)5456 5157 Email: fburns@usc.edu.au 1. What is this course about? 1.1 Course description This course is an introduction to Advertising studies. You will be provided with a detailed overview of the advertising industry and the many elements that make up advertising, both creatively and strategically. The course examines relationships between advertisers, advertising agencies, and media. You will be introduced to the methods of planning and developing objectives and budgets, research techniques to understand target audiences, and the creative functions within the advertising industry. You will consider advertising ethics, advertising and media planning, and project management. 1.2 Course content The place of advertising in society Advertising and ethics Advertising planning and strategies Understanding advertising media Creative advertising and effective integration 2. Unit value 12 units

3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Graduate Qualities On successful completion of this course you should be able to: Understand the structure, role and communication of advertising in society Understand the functions of advertising, its agencies and the importance of research in advertising planning and development Develop a foundational understanding of media planning, creative elements, production and advertising ethics Undertake analysis of advertising in different media Gain basic knowledge of the work of advertising practitioners in developing an advertising campaign. Communicate effectively in advertising industry formats You will be assessed on the learning outcome in task/s: Completing these tasks successfully will contribute to you becoming: 1a, 1b, 2 and 3 Knowledgeable. Creative and critical thinkers. 1a, 1b, 2 and 3 Knowledgeable. Sustainability-focussed. 1a, 1b, 2 and 3 Knowledgeable. Ethical. 1a, 1b, 2 and 3 Empowered. Creative and critical thinkers. 1a, 1b, 2 and 3 Empowered. Knowledgeable. 1a, 1b and 2 Empowered. Creative and critical thinkers. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions Nil 4.2 Pre-requisites Nil 4.3 Co-requisites Nil 4.4 Anti-requisites Nil 4.5 Specific assumed prior knowledge and skills N/A

5. How am I going to be assessed? 5.1 Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL) 5.2 Assessment tasks Task Assessment Tasks No. 1a Research portfolio Product Research Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it? Individual 20% 1000 words Week 5 Hard copy via assignment box 1b Oral presentation Individual 5% 5-10 minutes 2 Advertising product facts book and client/creative brief 3 Final Exam multiple choice and short answer Week 6-10 In Class Individual 35% 2000 words Week 10 Hard copy via assignment box Individual 40% 2 Hours Central examination period 100% In exam venue Assessment Task 1a and 1b: Research portfolio Product research & oral presentation Goal: Product: Format: Criteria To understand the role and importance of research in developing advertisements and advertising campaigns through a research portfolio. You will choose a product to research on as part of developing a portfolio. This portfolio will be used in the second assignment as part of developing a product fact book and creative brief. You are required to research and collect information about your chosen product and brand and submit it as a booklet. You will present the findings to the class in during tutorial in allocated weeks. Product portfolio This is an individual task in which you will start a research portfolio which will include a plan, research fact book and a presentation of the research findings. The plan will be presented in a report format while the presentation will be delivered in class for a duration of five minutes. a. Product research Depth and quality of research Critical research analysis of product Quality of insight Clarity of expression b. Presentation Presentation skills including strong content knowledge, appropriate use of visual aids, clear and understandable delivery and good ability to engage audience Skill assessment level Introductory Generic skill assessed Communication

Assessment Task 2: Advertising product facts book and client/creative brief Goal: To understand the role and importance of research in developing advertisements and advertising campaigns through a research portfolio. You will collect and analyse current advertising promotional materials in determining the product s current advertising objectives, strategy and target audience. Using the research portfolio developed in assessment task 1, you are required to write a detailed report on your findings, and write a client/creative brief based on the provided template to support the development of an advertising campaign. Product: Product fact book Format: In continuation from assessment task 1, you will complete the plan and research fact book, to be able to develop the client brief. The plan will be presented in a report format while the brief will be completed on a template available on. Criteria Problem identification, research and decision-making o Strong support of advertising issue(s) and intent o Strong support of target market and statement of advertising strategy Application and evaluation o A client and creative brief that encapsulates the key idea for creative development. o Quality of argument Communication skills and creativity in presentation o Good quality mechanics, structure and presentation o Use appropriate report style, clarity of expression, and suitable referencing Generic skill assessed Skill assessment level Communication Introductory Assessment Task 3: Final examination Goal: To test your knowledge to the basic principles of advertising Product: This exam will consist of multiple choice and short answer questions of varying weight. The exam will evaluate your detailed understanding of the material presented in class and contained within the recommended literature prescribed in this course. Format: The final examination will be an individual task to which you will complete a closed book assessment. The exam will run for two hours and will consist of two sections, multiple choice questions and short answer questions. Criteria Demonstrated understanding of lecture and workshop content Generic skill assessed Skill assessment level Problem solving Introductory 5.3 Additional assessment requirements SafeAssign In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks are submitted electronically via SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. If required, details of how to submit via SafeAssign will be provided on the site of the course.

Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct 5.4 Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus lecture: 2 hours per week On campus tutorial: 1 hour per week On Campus 6.2 Teaching semester/session(s) offered Semester 2 6.3 Course activities Teaching What key concepts/content will I Week / learn? Module What activities will I engage in to learn the concepts/content? Directed Study Independent Study Activities Activities Foundation of Advertising 1 Lecture: Introduction to Advertising. Define advertising and identify its key components, describe the roles, functions and types of advertising and identify the key players in creating advertising. Advertising Planning and Strategy 2 Lecture: How Advertising Works. Explain communication models and how they relate to advertising, why advertising can fail to achieve its objectives. Outline the ways in which advertising works and describe advertising s contribution to brand Review Chapter 1 Review Chapter 4

building. Tutorial: Review the Discussion Questions in Chapter 4 of the textbook in preparation for a class discussion 3 Lecture: Defining Audiences for Advertising. Assess the cultural and social influences on consumer responses. Explain what motivates consumers and describe buyer behaviour and its relationship to advertising. Tutorial: Review your favourite magazine(s). Select two ads that are promoting similar products but differ in their intended market segment and positioning and form a discussion around the pros and cons 4 Lecture: Research in Advertising. Describe the types of strategic research used in advertising; explain the stages and forms of research in creative evaluation. And discuss the key challenges facing advertising research. Tutorial: Discuss the development of a research plan 5 Lecture: Advertising Strategy and Planning. Understand strategic planning as it relates to advertising strategy. Identify the components informing communication planning and summarise the purpose and key aspects of a creative brief. Tutorial: Review the elements of a client and creative brief and prepare a mock up based on class discussions around one TVC presented in class Understanding Advertising Media 6 Lecture: Print and Out-of-home Advertising. Identify the strengths and weaknesses of print advertising. Describe the factors influencing decisions about advertising in print and discuss the advantages and disadvantages of out-of-home media. Tutorial: Bring in two favourite ads and in groups you will convert a press ad into a billboard and a billboard into a press ad Review Chapter 5 Review Chapter 6 Review Chapter 7 Review Chapter 8

7 Lecture: Broadcast Advertising. Understand the nature of radio and its effectiveness for advertising. Describe the advantages of television and outline how advertisers use cinema and in-home entertainment beyond 30-seconds. Tutorial: Class discussion about the pros and cons of radio and TV with a case study review. 8 Lecture: Interactive and Digital Advertising. Identify differences between interactive and conventional media, understand how the Internet works as a communications tool and discuss how Internet and digital advertising works. Tutorial: Analyse and discuss Google Adwords and develop an advertising strategy for USC using Google. 9 Lecture: Media Strategy, Planning and Buying. Explain the concept of media defining how planning informs media objectives and media strategy decisions. Tutorial: Congratulations! You have been appointed as the media representative for Rolling Stone magazine. Develop a reader profile of Rolling Stone magazine in Australia and 3 potential advertisers Mid Semester Break Creative Advertising and Effective Integration Review Chapter 9 Review Chapter 10 Review Chapter 11

10 Monday, 5 th October Labour Day Public Holiday Lecture: The Creative Side of Advertising. Define creative advertising and explain how it leads to a big idea. Outline the characteristics of creative people and the creative process and discuss creative strategies and execution of a creative brief. Tutorial: Discuss the formation of a big idea and what to look when advertising the single minded proposition 11 Lecture: Introduction to Copywriting. Explain the basic style of writing used for advertising copy and the various copy elements of a print, radio and television advertising. Tutorial: Discuss the copy elements of a print ad and practice writing headlines. 12 Lecture: Introduction to Advertising Design and Production. Understand the role of an art director, the purposes of visual impact in advertising and describe the principles of layout and design and production methods in advertising. Tutorial: Using image libraries, reengineer a print ad campaign and discuss the implications of changing images and design elements. 13 Lecture: What the Future Holds. Discuss the future of advertising as a profession and its relationship with integrated communication. Tutorial: Review the semester in preparation for the final exam. Review Chapter 12 Review Chapter 13 Review Chapter 14 Class notes to be supplied Study Period Central Examination Period End of Semester Break Please note that the course activities may be subject to variation.

7. What resources do I need to undertake this course? 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Author Year Title Publisher Moriarty, Mitchell, Wells, Crawford, Brennan & Spencer-Stone 2015 Advertising: Principles and Practice (Edition 3), Prentice- Hall, New Jersey. Prentice-Hall, New Jersey. 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. 7.3 Specific requirements N/A 7.4 Risk management There is minimal health and safety risk in this course. It is your responsibility to familiarise yourself with the Health and Safety policies and procedures applicable within campus areas. 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Student Life and Learning provides additional assistance to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: +61 7 5430 1226 or Email: StudentLifeandLearning@usc.edu.au 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability http://www.usc.edu.au/university/governance-and-executive/policies-and-procedures#academic-learningand-teaching 10. Faculty specific information LOCATING JOURNAL ARTICLES If you have been notified that the journal articles in this course are available on e-reserve, use the on-line library catalogue to find them. For journal articles not on e-reserve, click on the "Journals and Newspapers" link on the Library Homepage. Enter the journal title e.g. History Australia, then search for the volume and issue or keyword as needed. ASSIGNMENT COVER SHEETS The Faculty of Arts and Business assignment cover sheet can be found on or on the USC Portal at: Faculty of Arts and Business (Students) > Forms. It must be completed in full identifying student name,

assignment topic, tutor and tutorial time. This must be attached securely to the front of each assessment item prior to submission. Claims of loss of assignments will not be considered unless supported by a receipt. HELP: If you are experiencing problems with your studies or academic work, consult your tutor in the first instance or the Course Coordinator as quickly as possible. DIFFICULTIES: If you are experiencing difficulties relating to teaching and assessment you should approach your tutor in the first instance. If not satisfied after that you should approach in order your Course Coordinator, Program Coordinator then Head of School. General enquiries and student support Faculty Student Centre Tel: +61 7 5430 1259 Fax: +61 7 5430 2859 Email: FABinfo@usc.edu.au