AMN423 Strategies for Creative Advertising
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMN423 |
|---|---|
| Antirequisite(s): | CON419 |
| Equivalent(s): | AMX423 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMN423 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX423 |
| Anti-requisite: | CON419 |
| Coordinator: | Gayle Kerr | gf.kerr@qut.edu.au |
Overview
This unit explores theory and practice of advertising message planning and creation for print, broadcast and digital media. Insight and strategy underpin creative and provides direction for ideation and the benchmark for evaluation. Therefore, an examination of insight, strategy, ideation and execution is essential to effective and creative advertising.
Learning Outcomes
On successful completion of this unit you will be able to:
- Examine the concept and development of consumer insight
- Understand and formulate a creative strategy statement
- Apply the principles of idea formulation and execution
- Develop ways to evaluate creative campaigns
Content
This course is designed to give students a basic understanding of the creative strategy development process and an appreciation for the critical role strategy plays in designing an advertising campaign. The course explores the most widely accepted approaches in the development of strategy, and students will gain a working knowledge of the basic steps in the development and craftsmanship of creative advertising.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit develops a range of strategies to foster critical enquiry and intellectual debate in the area of creative advertising. The value of creativity and the necessity of strategy are investigated through conceptual thinking and the application of practical skills and creative craftsmanship to solve advertising problems.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and 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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Consumer Insight Report
Based on the client brief, you are to use primary and secondary research to develop and justify consumer insight.
Formative and Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Strategy and Ideation Project
Drawing on the consumer insight that you have developed in Assessment 1, you are to solve the advertising problem by developing (1) a creative strategy statement and (2) present a big idea based on this strategy.
Formative and Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
This is an assignment for the purposes of an extension.
Assessment: Case Study
Campaign Evaluation and the Next Cannes Winner: Case Study.
Using a case from a Cannes Advertising Festival of Creativity winner, you are to analyse the campaign and and make recommendations for the follow-up campaign. This should include an analysis of the consumer insight, strategy, big idea and how the impact of the campaign was measured. Your recommendations should then detail how this strategy might be extended, other consumers who might be targeted or other platforms for the amplification or the refocusing of the creative idea.
Formative and Summative: Summative
Relates to learning outcomes
Unit learning outcomes: 1, 2, 3, 4 and AOL goals: KS (1.2), HO (2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no required textbook for this unit.
Recommended text(s)
Bendinger, Bruce. (2013). The Copy Workshop Workbook. Chicago: The Copy Workshop (available from iTunes).
Crompton, A. (1987). The craft of copywriting. London: Hutchinson Business.
Herzbrun, D. (1997). Copywriting by Design. Illinois: NTC Business Books.
Jewler, J. & Drewniany, B. (2010). Creative Strategy in Advertising (8th edn.). California: Wadsworth.
Steel, Jon. (1998). Truth, Lies & Advertising: The Art of Account Planning. John Wiley & Sons, Inc. Danvers, MA.
Other
Trade Journals
Ad Age https://adage.com/
B&T https://www.bandt.com.au/
Ad News https://www.adnews.com.au/
Advertising Education Foundation https://aef.com/
Advertising Research Foundation https://thearf.org/
Academic Journals
Journal of Advertising
Journal of Advertising Research
International Journal of Advertising
Journal of Consumer Research
Journal of Marketing Communication
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.
Unit Outline: Semester 2 2024, Online
| Unit code: | AMN423 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX423 |
| Anti-requisite: | CON419 |
Overview
This unit explores theory and practice of advertising message planning and creation for print, broadcast and digital media. Insight and strategy underpin creative and provides direction for ideation and the benchmark for evaluation. Therefore, an examination of insight, strategy, ideation and execution is essential to effective and creative advertising.
Learning Outcomes
On successful completion of this unit you will be able to:
- Examine the concept and development of consumer insight
- Understand and formulate a creative strategy statement
- Apply the principles of idea formulation and execution
- Develop ways to evaluate creative campaigns
Content
This course is designed to give students a basic understanding of the creative strategy development process and an appreciation for the critical role strategy plays in designing an advertising campaign. The course explores the most widely accepted approaches in the development of strategy, and students will gain a working knowledge of the basic steps in the development and craftsmanship of creative advertising.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit develops a range of strategies to foster critical enquiry and intellectual debate in the area of creative advertising. The value of creativity and the necessity of strategy are investigated through conceptual thinking and the application of practical skills and creative craftsmanship to solve advertising problems.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and 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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Consumer Insight Report
Based on the client brief, you are to use primary and secondary research to develop and justify consumer insight.
Formative and Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Strategy and Ideation Project
Drawing on the consumer insight that you have developed in Assessment 1, you are to solve the advertising problem by developing (1) a creative strategy statement and (2) present a big idea based on this strategy.
Formative and Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
This is an assignment for the purposes of an extension.
Assessment: Case Study
Campaign Evaluation and the Next Cannes Winner: Case Study.
Using a case from a Cannes Advertising Festival of Creativity winner, you are to analyse the campaign and and make recommendations for the follow-up campaign. This should include an analysis of the consumer insight, strategy, big idea and how the impact of the campaign was measured. Your recommendations should then detail how this strategy might be extended, other consumers who might be targeted or other platforms for the amplification or the refocusing of the creative idea.
Formative and Summative: Summative
Relates to learning outcomes
Unit learning outcomes: 1, 2, 3, 4 and AOL goals: KS (1.2), HO (2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no required textbook for this unit.
Recommended text(s)
Bendinger, Bruce. (2013). The Copy Workshop Workbook. Chicago: The Copy Workshop (available from iTunes).
Crompton, A. (1987). The craft of copywriting. London: Hutchinson Business.
Herzbrun, D. (1997). Copywriting by Design. Illinois: NTC Business Books.
Jewler, J. & Drewniany, B. (2010). Creative Strategy in Advertising (8th edn.). California: Wadsworth.
Steel, Jon. (1998). Truth, Lies & Advertising: The Art of Account Planning. John Wiley & Sons, Inc. Danvers, MA.
Other
Trade Journals
Ad Age https://adage.com/
B&T https://www.bandt.com.au/
Ad News https://www.adnews.com.au/
Advertising Education Foundation https://aef.com/
Advertising Research Foundation https://thearf.org/
Academic Journals
Journal of Advertising
Journal of Advertising Research
International Journal of Advertising
Journal of Consumer Research
Journal of Marketing Communication
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.