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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
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
The unit aims to give students grounding in the essentials of the creative of advertising. It is the
foundation for further subjects in the area and for people starting out on the creative side of the
industry.
3. Objectives
1) An understanding of, and skills in, researching and analysing communication problems &
opportunities, and developing creative strategies.
2) 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
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
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
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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
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
Web sites
Adnews www.adnews.com.au
Awards
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AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001.
AWARD, Sydney, 1983-2001.
Books
BENDIGER, B. The Copy Workshop Workbook. The Copy Workshop, Chicago, Ill., 1993.
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.
MURKERJEE K, One Hundred Great Posters You Wish You’d Create: by the people who created
them Australian Posters, SYDNEY, 1989.
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
4
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
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
Students expand their understanding of and skills in developing ads for the key electronic mediums.
3. Objectives.
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4. Content
Television
Radio
Interactive
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
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communication skills. Developing strategy at the beginning of the process requires them to think
through, analyse and solve communication problems.
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6. Assessment
For each, students generate concepts using a variety of creative tools, craft the writing and design of
their most promising concept.
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
Web sites
Awards
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.
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
PHILLIPS, M., The World’s Best Online Advertising Campaigns Australian Digital Publishing,
Melbourne, 2000
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
9
UNIT OUTLINE
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.
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4. Content
Advanced copywriting
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Print Production
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
Concept 20%
(Students generate one concept which can be used across those mediums.
This assessment addresses unit objectives 2 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.
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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)
Web sites
Adnews www.adnews.com.au
Awards
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
Books
BENDIGER, B. The Copy Workshop Workbook The Copy Workshop, Chicago, Ill., 1993.
CAPLES, J and HAHN, F. Tested Advertising Methods. Prentice Hall Trade Publication, Upper
Saddle River, NJ, 1997.
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
8. Risk Management
14
UNIT OUTLINE
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.
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9) A sound understanding of the industry standards and expectations.
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4. Content
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
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.
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7. Resource Materials
Students may be referred to the following texts and CD roms for readings and assessment.
Magazines
Web sites
Adnews www.adnews.com.au
Awards
DIRECTORS & ART DIRECTORS ASSOCIATION, Advertising Annuals Rotovision, London, 96-01
Books
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.
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WHEILDON, C. Communicating, or Just Making Pretty Shapes? Newspaper Advertising Bureau of
Australia, North Sydney, 1986.
8. Risk Management
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UNIT OUTLINE
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
In this unit students will experience the challenges of working in real advertising situations. The unit
moves them closer to industry practice.
3. Objectives.
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
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
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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
Videos
The Pitch (documentary video), Australian Film Commission / ABC, 1998
Books
ADVERTISING FEDERATION OF AUSTRALIA The Pitching Guide AFA, Sydney, 1997.
AYRES R., MOLLISON M, STOCKS I, TUMETH J., Guide to Video 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
22
UNIT OUTLINE
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
The Internship is the bridge between the university and the working world.
3. Objectives
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4. Content
Getting in
On the job
Time management
People management / working with people
Applying skills and knowledge learnt
Developing new skills / knowledge
Post analysis
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.
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.
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
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
Reference books
Web sites
Adnews www.adnews.com.au
Awards
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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
PAETRO, M How to Put Your Book Together and Get a Job in Advertising, The Copy Workshop,
1998
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