Units
Advertising Campaigns
Unit code: AMB339
Credit points: 12
Information about fees and unit costs
This capstone advertising unit draws from all the theoretical, analytical, and applied material developed throughout the advertising major, and applies it to a client brief. Learners develop advertising solutions that incorporate all aspects of an advertising campaign, including objectives, budgeting, message development, message delivery, and
measurement. The key emphasis is on the use of research to develop sound advertising strategy, which is then
executed as creative and media ideas and evaluated through ongoing benchmarks.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
The nature of advertising campaigns enables you to refine and enhance your understanding of the advertising process and to demonstrate your abilities to produce a strategic and synergistic advertising campaign. This involves client contact, team work and competitive industry pitches. It creates opportunities for client and agency contracts and portfolio development. As a capstone unit, advertising campaigns brings together everything learned in the advertising major in the ultimate rehearsal for the real agency environment.
Aims
Firstly, the aim of the unit is to provide you with an opportunity to research, think critically and creatively, develop strategy and formulate an advertising campaign. Secondly, it will facilitate interaction with industry practitioners with a view to simulating the pitch situation and the industry environment and enhancing employment opportunities.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
Upon completion of this unit, you should be able to:
1. Critically examine and analyse current industry practice from a theoretical perspective.
2. Explain the importance of research in building consumer insights in creative development and evaluation of advertising concepts
and campaigns.
3. Demonstrate critical and creative thinking and strategic development in response to an advertising problem.
4. Assimilate and extend advertising skills developed so far in the advertising programme.
5. Demonstrate reflective thinking about the role of the individual in the advertising team.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
This unit takes a modular approach to content development. It begins with a basic understanding of the advertising campaign process and the necessity of personal responsibility and ethics, as well as effective teamwork to develop great advertising. The content then proceeds with research and strategy development, which provides the foundations for the following content areas - creative, production and media. The final module brings all the areas together in the development of a campaign document and crafting of the client presentation.
Approaches to Teaching and Learning
This capstone unit draws from the theoretical platform which has grown with preceding units and applies it to a real world situation. Through the framing of strategic issues and the application of conceptual thinking and practical skills, you will develop campaigns and demonstrate professionalism and ethical understanding. Generic capabilities play an important part in this unit, with industry knowledge and skills, critical thinking and problem solving, effective communication, social and ethical understanding and the ability to work both independently and collaboratively forming an integral part of the approach to teaching and learning.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment name:
Role Project
Description:
Individual Role in Campaign: You are assigned a role in the Advertising Campaigns team. Working within that role, you will define your responsibilities and prepare your part of the campaign, as detailed in the CRA marking sheet. Evidence of research, strategy development and implementation, planning skills and teamwork will be required.
Length or Duration: 2500 word equivalent
Formative or Summative: Formative and Summative
Relates to objectives:
Unit Objectives: 1, 2, 3, 4, 5 and AoL: CTA (2.1), PC (3.1), SEU (5.1)
Weight:
50%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Weeks 4 and 11
Assessment name:
Team Presentation
Description:
Team Presentation: The total campaign is examined for its planning and its use of research and implementation of strategy across creative, media and production. This presentation should demonstrate the cohesiveness of the individual components and how the proposed solution addresses the advertising program.
Length or Duration: 20 minutes total
Formative or Summative: Summative
Relates to objectives:
Unit Objectives: 3, 4, 5 and AoL: KS (1.1), CTA (2.1), TW (4.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Group
Due date:
Weeks 6 and 13
Assessment name:
Reflection Presentation
Description:
The digital reflection develops skills of critical thinking and analysis,applying theory to practise to foster storytelling ability.This reflection is presented digitally.
Length or Duration: 5 minutes total
Formative or Summative: Summative
Relates to objectives:
Unit Objectives: 1 & 5 and AoL: KS (1.1,1.2), CTA (2.1) PC (3.2)
Weight:
20%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 13
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Texts
No set text.
References
All of the textbooks and reference books used in earlier advertising and marketing subjects will be useful reference books for this unit. Additional references are listed below, while others can also be found at the unit's Blackboard
Avery, J. (2004). Advertising Campaign Planning. Chicago: The Copy Workshop.
Belch, G., Belch, M., Kerr, G. and Powell, I. (2012). Advertising: An IMC Perspective (2nd ed.) Sydney: McGraw-Hill.
Block, M., Schultz, D. and BIGresearch (2009). Media Generations: Media Allocation in a Consumer-Centric Marketplace. Worthington Ohio: Prosper Business Development Corporation.
Dickinson, D. (2003). The new Account Manager. Chicago: The Copy Workshop.
Parente, D. (2006). Advertising Campaign Strategy (4th ed.) Forth Worth: Dryden Press.
Sayre, S. (2005). Campaign Planner. Ohio: International Thomson Publishing.
Trade Publications
Ad News www.adnews.com.au
B & T www.bandt.com.au
Advertising Age www.adage.com
Advertising Education Foundation www.aef.com
Advertising Research Foundation www.arf.com
Academic Journals
Journal of Advertising
Journal of Advertising Education
Journal of Advertising Research
International Journal of Advertising
Journal of Consumer Research
Journal of Marketing Communications
Journal of Marketing
Journal of Marketing Research
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 16-Jan-2013
