Advertising Campaign Practice
Area of Study
Advertising, Communication, Mass Communications, Media and Journalism, Media Studies
Taught In English
58118 Principles of Advertising
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits5
Recommended U.S. Quarter Units7
Hours & Credits
OverviewDescriptionStudents gain insight into the various agency disciplines and their contribution to campaign research and strategy, creation and production of ideas, media planning, and pitching as an agency team. Topics include the significance of strategic planning in campaign development, conceptual issues involved in the production of advertising ideas, and the development and selling of an integrated campaign to a client. Students engage in scriptwriting and the production of storyboards for broadcast media.Subject objectivesa. Explain an agency's activities and the contribution of various disciplinesb. Research consumers, products and advertising strategiesc. Prepare an idea-generating creative briefd. Produce creative concepts in script and storyboard form and audio track for multimedia broadcast/channelse. Work supportively and professionally as a teamf. Present campaign work in professionallyTeaching and learning strategiesThe subject is delivered in lecture and tutorial mode. Students will form teams to replicate the disciplines and relationships that occur within an advertising agency in the development of a campaign for a client pitch. A mix of individual and team assessment provides the opportunity for students to demonstrate their contribution and commitment to delivering a team result for the briefed project.There will be a weekly one-hour lecture on key content, which may include guest lectures from industry in areas of particular expertise, plus a 2-hour tutorial. The tutorial sessions are designed to enhance students' ability to contribute to the briefed project with group work-in-progress sessions and scheduled debriefings by students in their teams on the project's campaign components.Weekly reading of prescribed texts is essential for student learning. Each week tutorial activities will rely on students having either read material ahead of time or sourced examples of advertising to work on in the session. Students will be advised of these requirements in the first lecture. Students will have independent access to computer labs and self-directed tutorials will be available in broadcast software to guide production of their creative concepts.ContentAdvertising agencies as a component of creative industries, roles and functions and responsibilities in business and society; disciplines within agencies and their relationships with clients.Strategic campaign planning for advertising purposes; research and planning for creative and media advantage; understanding advertising strategies and appeals and consumer relationships; creative brief; objectives, budget considerations and evaluation.Consumer use of broadcast; media proliferation; advertising as intrusion, impact versus salesmanship; use of humour and advertising as entertainment; debate on award versus strategic advertising.Creative ideas and concept presentation for TV and radio, storyboards, scripts, sound and elements of production.The pitching process; presenting to win accounts; working as a team; selling creative ideas.AssessmentAssessment task 1: Campaign Work-In-Progress Research DebriefsObjective(s):b, c and fWeight: 30%Criteria:Clarity and logic of presentation structureQuality of research -identification of research sources and key findingsRelevance of research processes to media decision-making and/or creative strategy developmentContribution to key insights for creative strategy or media strategy developmentPersuasiveness of presentationEfficacy of equipment useBreadth of referencesAssessment task 2: Creative Execution Pitch, in Radio and Video FormatsObjective(s):a, d, e and fWeight: 40%Criteria:Establishment of presentation framework/contentCohesiveness of strategy for an integrated advertising ideaLevel of integration for linked radio campaign and video presentationDemonstration of effective presentation skills and techniquesAppropriateness of selection of presentation tools and/or propsCohesiveness of 'agency' teamAssessment task 3: Agency Pitch DocumentObjective(s):b, c, d, e and fWeight: 30%Criteria:Professionalism and branding of agency documentRelevance of consumer, product and advertising researchSpecificity of concept to the audience/proposition identified from consumer insights in the creative briefOriginality or strength of the creative conceptAppropriateness for broadcast mediaUnity of the creative idea across the media chosenDepth of academic referencing
Courses and course hours of instruction are subject to change.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.