Unit Outlines Creative Advertising

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
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
On completion of this unit, students should have developed:
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 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
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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
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%

Craft the writing of those concepts 25%

Craft the design (art) of those concepts 25%

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
Adnews www.adnews.com.au
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: Advertising Creative: Electronic Media
Unit Code: KKN022
Discipline Code:
Credit Points: 12cp
Semester(s) of Offer: Autumn (first) semester
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.

1) A critical understanding of the nature of television and key principles for effective TV
commercials.
2) An understanding of the creative techniques for TV, including product demonstration, testimonial,
slice of life and emotion.
3) 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.
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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
combination of:
 Lectures
 Guest lectures
 Workshops
 Visit to TV post production facilities / shoot
 Visit to radio station / audio production house
 Readings
 Practical projects
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
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.
Students will refer to the following texts, videos and CD roms for readings and assessment.
Magazines
Web sites
American television commercials www.televisioncommercials.com and www.usatvads.com
Awards

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.
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 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
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
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.

1) A critical understanding of the different marketing communications mediums available and the
role of creative in media selection and development.
2) 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
promotion and direct marketing.
4) A critical appreciation of the print production process and the role of the production manager.
5) Analytical, conceptual, written and verbal communication skills.
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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
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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
combination of:
 Lectures
 Guest lectures
 Workshops
 Visit print house
 Readings
 Practical project
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.
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Students will refer to the following texts and CD roms for readings and assessment.
Magazines
Creative Review, Centaur Publications, London (trade publication)
Web sites
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
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.
13
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

8. Risk Management
14
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
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.
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.
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9) A sound understanding of the industry standards and expectations.
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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
 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
Students may be referred to the following texts and CD roms for readings and assessment.
Magazines
Web sites
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

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
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
8. Risk Management
19
UNIT OUTLINE
Course unit: IF96 Master of Advertising

Unit title: Creative Advertising: Major Project
Unit Code: KKN026
Discipline Code:
Credit Points: 12 or 24cp
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
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.
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
advertising (such as strategy planners, media planners, account managers and clients)
2) 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
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
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
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.)

(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.)

(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.)
Students may refer to the following texts, videos and CD roms for readings and assessment.
Awards
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.
DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book Rotovision, London, 2000
DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book Rotovision, London, 2000
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- ordinary risks associated

with this unit.
22
UNIT OUTLINE
Course unit: IF96 Master of Advertising

Unit title: Creative Advertising Internship
Unit Code: KKN028
Discipline Code:
Credit Points: 12cp
Prerequisite(s): Successful completion of the Graduate Diploma in Advertising (Creative
Advertising)
Co-requisite(s):
Coordinator:
Ph:
Fax:
Email:
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
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,
who they want to work for and how best to approach them.
2) 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
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
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
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.
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)
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
International Advertising Association www.iaaglobal.org
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
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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27

Unit Outlines Creative Advertising

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Unit Outlines Creative Advertising

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UNIT OUTLINE

On completion of this unit, students should have developed:

Introduction to the industry

 Steps in the process of producing ads

5. Teaching and Learning Approaches

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

Research and develop a creative strategy 20%

Generate concepts for magazine, newspaper & poster ads 30%

Craft the writing of those concepts 25%

Craft the design (art) of those concepts 25%

Adnews, Yaffa Publishing, Sydney (trade publication)

Australian Creative, Yaffa Publishing, Sydney (trade publication)

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

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

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

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

ADVERTISING FEDERATION OF AUSTRALIA Advertising Agencies Statement of Ethics and Code of

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

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

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

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

WHEILDON, C. Communicating, or Just Making Pretty Shapes. Newspaper Advertising Bureau of

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

On completion of this unit, students should have developed:

 The nature of television - how people use the medium

 The nature of radio – how people use the medium

 The nature of interactive media – how people use this media

5. Teaching and Learning Approaches

There are three client based projects:

The TV storyboard project addresses unit objectives 1, 2, 3 and 10.

Australian Creative, Yaffa Publishing, Sydney (trade publication)

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

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

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

FEDERATION OF AUSTRALIAN COMMERCIAL TELEVISION STATIONS Checklist and Clearance

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

ORLICK, P. Broadcast Copywriting Allyn & bacon, Boston, 1990.

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

Course unit: IF95 GDip Advertising, IF96 Master of Advertising

On completion of this unit, students should have developed:

Advanced industry, strategy and concept development topics

 The history of creative advertising

 Development of voice and rhythm

Advanced art direction

 Drawing and illustration techniques

 Steps in the print production process

5. Teaching and Learning Approaches

Students work on a client based project:

Media Plan 20%

Copy and Design 40%

Print production project 20%

Creative Review, Centaur Publications, London (trade publication)

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

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

FOLIO Folio Awards. Folio, Sydney, 1994-2001

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