Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7922C

Course Title: Develop an advertising campaign

School: 650T Vocational Business Education

Campus: City Campus

Program: C6155 - Advanced Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Contact: Felicity Burns
Ph: + 61 3 9925 5175
Email: felicity.burns@rmit.edu.au


Consultation outside scheduled class time by appointment only. Please email using your student email account requesting an appointment, providing your mobile number.

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills and knowledge required to develop an advertising campaign in response to an advertising brief, including clarifying and defining campaign objectives, preparing the advertising budget, and scheduling.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV602 Develop an advertising campaign

Element:

1 Define campaign objectives

Performance Criteria:

1.1 Clarify advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign 1.2 State campaign objectives in measurable terms and identify nature and extent of what advertising is to accomplish 1.3 Ensure campaign objectives are feasible, given constraints of time, budget, product and market factors 1.4 Ensure campaign objectives take into consideration factors which may affect consumer responses 1.5 Ensure campaign objectives meet legal and ethical requirements

Element:

2 Prepare advertising budget

Performance Criteria:

2.1 Assess and specify research resource requirements for the advertising campaign 2.2 Assess and specify resource requirements for range of media options, creative and production services 2.3 Justify resources allocated to each component of advertising campaign and ensure they are sufficient, in relative terms, to achieve campaign objectives 2.4 Ensure overall budget meets requirements of the advertising brief

Element:

3 Develop schedule for proposed advertising activities

Performance Criteria:

3.1 Confirm campaign length and timing from the advertising brief 3.2 Identify service providers with required expertise and negotiate their costs and availability 3.3 Base the choice of service providers on merit and value for money and ensure selection meets legal and ethical requirements 3.4 Ensure time allowed in schedule to meet creative, media and production requirements is sufficient to achieve advertising objectives 3.5 Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule


Learning Outcomes


Students will be able to develop an advertising campaign that meets the clients brief and organisational goals.


Details of Learning Activities

Students will participate in a range of activities designed to enhance learning. A combination of face to face teacher/student and self discovery deliveries and a real world work placement project. Other activities outside of the timetable will be allocated throughout the semester.


Teaching Schedule

 This course is co-delivered and co-assessed with BUSM7939C Originate & Develop Concepts & MKTG 7925C Evaluate Campaign Effectiveness

 


Week         

  Topic                                                                          

Assessment /Comment           

 1

Course Induction
• Course delivery details and expectations
• Assessment details and Assessment Task & Feedback Guide (including: Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements, Resubmission policy, Course support documents, Online learning environment, Where to get support - Student study support)

·        Project work overview and client briefing preparation

·        Planning group work and organising agency teams

·        Ad campaign planning/ steps in creating an ad campaign

·        Behind the scenes of an ad campaign

·        Google Apps

·        Pit Stop meeting overview

*Assignment 1 Overview

 

 

 2

Live briefing session from Client

  • Planning an ad campaign and project management
  • Preparing questions for the client
  • Analysing and understanding the client brief
  • Key areas of an ad plan

 

Client briefing session:

Compulsory Attendance

 

3

Getting Started: Understanding the company, the brand & target audience
• Developing an ad plan
• The situation analysis (market position)
• The company, product and brand analysis (perceptual map)
• The consumer analysis (consumer insight)
• Product usage
• Understanding the customer journey and pathway to purchase

 Pit Stop 1 – Group Meeting

 

4

Mapping campaign objectives
• Defining problems and identifying opportunities
• Setting objectives (marketing and communication)

 

 Pit Stop 2 – Group Meeting

5

Workshop 1: Building your campaign strategy

  • Creating your marketing and communication strategy
  • Positioning the message and product/service
  • Planning media channels

 

 *Industry guest speaker  for strategic planning

Pit Stop 3 – Group Meeting

6

Workshop 2: Planning the campaign concept

  • Setting the creative space
  • Preparing your SMP
  • Brainstorming and Big Idea generation
  • Creative messages, creative storytelling and persuasive copy

 

 Pit Stop 4 – Group Meeting

 

7

Workshop 3: Executing the campaign concept

  • Preparing the creative brief
  • Production planning for creative work
  • Creative mock-ups

  *Industry guest speaker  for art direction

Pit Stop 5 – Group Meeting

8

Production 

·        Implementing the production plan into the ad plan

·        Finalising timelines, budget and campaign costs

*Overview of Assignment 2

 Mid-semester break  (28th August – 3rd September)

 

 

 9

Planning your presentation

  • Preparing your agency pitch and creative work

 

Assignment 1 – Ad Plan Due (Group Project)

 

 10

Finalising presentations and creative executions

 

11

Finalising presentations and creative executions

 Feedback from Assignment 1 – Ad Plans

 

 

 12

 Pitching to a client

*Overview of Assignment 3

 

 

 13

Client Presentations

Assignment 2   - Presentations Due

 

 

 

14

Evaluating the effectiveness of the campaign


• Evaluation as a strategic concern
• Measuring effectiveness argument for and against
• Methodology and practices of measurement
• Measuring and evaluating digital, social and unique marketing communication tactics

 *Feedback from Assign 2

 

 

 

 

 

 

 

 

15

 

Preparation of final assessment

 

Assignment 3 – Campaign Evaluation Report Due

 

16

 

No classes – all resubmissions due this week

 

 

 

 

 


Learning Resources

Prescribed Texts


References

• Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, USA
• Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
• Belch, Belch, Kerr, Powell., 2012, Advertising: An Integrated Marketing Communication Perspective, McGraw Hill, AUS
• Drewniany, B.L. & Jewler, A.J., 2014, Creative Strategy in Advertising, 11th Edition, International Edition, Wadsworth Cengage Learning
• Rossiter, J.R., & Bellman, S., 2005, Marketing Communications Theory and Applications, Pearson Prentice Hall
• Sayre, S 2005, Campaign Planner for Integrated Brand Communications, 3rd Edition, Thomson South-Western
• Shaw, M 2012, Copywriting. Successful Writing for Design, Advertising and Marketing, 2nd Edition, Laurence King Publishing
• Sissors & Baaron, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
• Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education • Internet – publisher and media supplier websites
• Software and Databases – Roy Morgan Asteroid, GNPD / Euromonitor, IbisWorld, Factiva and other industry related software and databases.


Other Resources

Please see recommended readings in the Resources folder on Blackboard.


Overview of Assessment

 

 

Performance Evidence

Evidence of the ability to:

  • develop an advertising campaign which meets the advertiser’s purpose and objectives as specified in the advertising brief, including:
  • specified timelines for task completion
  • resource requirements
  • budgetary allocations and justifications.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • explain principles of effective advertising for different markets
  • describe contents of advertising briefs
  • define what is meant by industry, services, products and organisation
  • outline and describe ethical requirements relevant to the advertising industry
  • identify organisational products or services
  • explain principles and purposes of advertising, consumer behaviour, and influences on buyer behaviour
  • identify and give an overview of key provisions of relevant legislation, codes of practice and national standards affecting business operations.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – advertising field of work and include access to:

  • relevant legislation and codes of practice
  • organisational policies and procedures
  • office equipment
  • business technology
  • advertising copy and creative brief.

Assessors must satisfy NVR/AQTF assessor requirements.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

 

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

 

Assessment Task 1 – Advertising Campaign Plan, 2500 words – Group Assessment (Industry Based Project)

Purpose:

An ad plan is part of the key planning stages to achieve a company’s corporate objectives for an ad campaign. The ad plan highlights the campaign strategy, media, production and creative strategy used for a particular campaign. The purpose of this task is for students to implement these key areas and create their own ad campaign working on a live brief.  Students are to use integrated marketing communication strategies for a potential campaign and promotions in the Australian market.

Requirements:

This is an industry based project working with an Australian business; therefore deadlines are designed around the client briefing session and availability of the client. All project work must be completed on time and all group members must be present at the client briefing session and for all Pit Stop meetings over the Weeks’ 3 to 7. You will be assessed on your understanding of the client brief, your campaign idea and approach, your attendance at Pit Stop meetings and client pitch. This project provides students with the opportunity create a full advertising campaign.

Working in small agency teams you are required to develop a realistic and achievable Ad Plan. This plan will require your agency team to demonstrate and determine the most appropriate marketing communication strategies and campaign idea based on the client briefing session.    

The plan is to be developed using report format covering all areas of the criteria and uploaded to Blackboard as either a PDF or Word file.

*A guideline/template for key areas to be included in the Ad Plan will be provided on Blackboard.


Details of Assessment:

  • Present an Ad Plan in report format (2500 words, not including appendices or reference list).
  • You can use a variety of supporting evidence and research methods to support your strategies, including primary and secondary research.
  • The Ad Plan is to be electronically submitted via Blackboard in either a Word or PDF file.
  • Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7

Due Date:  Week 9

 

Assessment Task 2 – Pitch and Presentation of Ad Campaign, Group Assessment (Industry Based Project)

Requirements:

In your group, you are required to develop a presentation of your team’s advertising campaign with accompanying visual aids (electronic and printed materials), drawing on your group’s campaign idea. This is the presentation and pitch of your team’s campaign strategies and Big Idea for a prospective advertising campaign. All groups’ are to consider the most effective and professional way to present their ideas using suitable visuals, mock-ups of creative ideas, video integration and design elements.

The presentations must cover the key areas on the criteria sheet provided. Presentations will run for 15 mins, allowing for an additional 5 mins of question time. The schedules for team presentations will be posted on Blackboard.

*Further details of assessment can be found on Blackboard in the Assessment Folder.

Due date: Group scheduled presentation times during allocated class time in Week 13

Duration: 15 minutes

 

 

Assessment Task 3 – Campaign Evaluation Report and Pit Stop Minutes, 1500 words, Individual Assessment (Industry Based Project)

Requirements:

Part A – Campaign Evaluation Report

From your group’s proposed campaign in Assignment 1 and 2, you are to individually prepare a campaign evaluation report based around the evaluation strategy for: campaign timelines, measurement tactics for media used, meeting legal and ethical standards, campaign costs and overall effectiveness of the campaign idea.

Due to time restrictions, the campaign cannot be pre-tested but it can be evaluated and reflections can be made based on the feedback given from Assignment 2. Part of preparing and implementing an effective ad campaign is through pre-testing ideas, conducting market research and surveys, applying measurement tactics and negotiating regularly with the client. An effective ad campaign will successfully reach the intended target audience in the most cost effective way and persuade them to take some form of specific action. In this assessment task you are to evaluate whether or not your group has effectively achieved the key areas listed in the criteria (for Assignment 1 and 2), make further recommendations for improvements and provide a summary of the measurement tactics to be used for the selected media channels (integrated in your group’s ad campaign).

*A guideline of key areas to cover in this report will be provided.

Length:  1500 Words

Part B – Pit Stop Minutes

This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. Please scan the copies of your paperwork and compile into one PDF document. There will be an individual deduction of 2% off the final grade (per meeting) if you are absent from a Pit Stop meeting without supporting paperwork. 

Details of Assessment:

The campaign evaluation report and Pit Stop minutes are to be submitted and uploaded electronically to Blackboard in either a PDF or Word file.

Due: Week 15

 

 

More detailed assessment sheets and resources for each assessment task will be disseminated throughout course delivery.



Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher

Other Information

Submission Requirements:

Format:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.

Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.

Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by Week 16.

 

Course Overview: Access Course Overview