Course Title: Create mass print media advertisements

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG7824C

Course Title: Create mass print media advertisements

School: 650T TAFE Business

Campus: City Campus

Program: C5226 - Diploma of Advertising

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

Micehlle Lackenby

micehlle.lackenby@rmit.edu.au

Nominal Hours: 30

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 applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation who are primarily responsible for the development of mass print advertisements. Individuals undertaking this unit may develop mass print media advertisements themselves or coordinate a team to produce the advertisement.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV509A Create mass print media advertisements

Element:

1. Interpret a creative brief

Performance Criteria:

1.1. Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass print media to be used
1.2. Identify and check the advertising content and supporting information for accuracy and completeness
1.3. Confirm the time, schedule and budget requirements for creating the advertisement/s
1.4. Identify legal and ethical constraints

Element:

2. Create a mass print media advertisement

Performance Criteria:

2.1. Determine and produce the elements of a print advertisement to communicate the required image, features and benefits of the product or service
2.2. Size and position each element of the print advertisement to achieve balance and focus for the advertisement
2.3. Ensure the typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins
2.4. Ensure the layout of the advertisement unifies the elements, attracts the reader to the focal point and guides the reading sequence
2.5. Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to create mass print media advertisements that communicate the key features of a product, service or idea to the consumer.


Details of Learning Activities

Practical activities, case studies and class discussion as well as work relevant assessments.


Teaching Schedule

Date W/CContent
 8/7Introduction and admin:
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy:
• What to expect from the course
• Content and assessment
Course overview:
• What the course is about
• Drawing tasks
• Quiz
 
 15/7Software training
Drawing tasks
 
 22/7 Concepts and how ideas are generated
How to analyse, review and create critical analysis of creative theories
Idea generation
Using creativity to generate concepts to address identified needs Test and experiment with different concepts and ideas as part of a collaborative process
Conduct a mini lab using different techniques
 
 29/7 Copywriting lecture
A look at how different types of copies for different medias is written this lecture has three exercises for student to complete to develop their understanding of campaign copy.
 
 5/8 Concept development
How to take an idea into a concept
Concept refinement
Layout, design, review and improvement tips and tricks
Concept refinement
Layout, design, review and improvement tips and tricks
 
 12/8 Design principles lecture Layout/grids and design lecture
Design principles lecture
 
 19/8 Working in print assignment
Lecture:
Production needs for online VS print.
Requirements for print across different medias
 26/8-30/8 Mid term BREAK
 2/9 Reversal and creative approach to electronic advertising
 9/9 Assignment 1 due and 2 Handed out –Campaign 2 

Create a proof of concept animatic for a television commercial (TVC).
Review TVC’s and other promotional material related to the brief.
Determine specifications to suit both the advertisement and productions process. Discuss concept development and the process of targeting messages to achieve a desired outcome.
Budgeting and scheduling a TVC.
 

 16/9 Working on assignment
Lecture:
What can wrong? How do we over come technical issues and meet our deadlines?
Writing scripts
 
 23/9 Art direction and design workshop- Guest speaker

Voice recording planning, delivery and evaluation. Conventions in script development.
Lecture on:
Delivering the script – voice over practices and microphone technique
Audio software recording for broadcast media. Post-recording techniques for enhancing voice tracks (EQ and compression). Comparing audio
Levels to existing recordings (ABing tracks).
 

 30/9 Demonstration of the techniques required to create photographic images and Storyboard panels for an Electronic Advertisement.
Sequential still art - review of storyboards and their cinematic foundations
Demonstration of digital photographic processes required for broadcast and computer screen media.
Selecting resolution of photographic images for screen media (PPI), contrast control and cropping. Creating special effects in Photoshop and outputting layered
 
 7/10 Filming TVC and editing techniques
 14/10 In class workshops on campaign 2
 21/10campaign ideas - and submission of campaign 2 due
 28/10 Resubmissions
  


Learning Resources

Prescribed Texts


References


Other Resources

Adobe Suite 5 required


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

This course is delivered and assessed in conjunction with RMIT course code XXX i.e.: MKTG-7825C-- Create MassElectronic media Advertisments

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks. Assessment will incorporate a variety of methods including assignments, journals, presentation and written tasks. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment 1
Individual Assessment Advertisement Campaign
Due: Week 9
Instructions:
•Students will be provided a brief Week 3
•The brief will be provided during the scheduled tutorial time. All students must attend
•Due to ongoing evaluation and technical considerations students should attend all scheduled classes
•Individually students are required to complete a campaign folio of print and online advertisement campaign.
•The assessment is accessed through the Blackboard / Assessments / Assessment 1 individual Campaign
Breakdown
Concept stage
1. Generate a range of concepts and ideas that answer the needs in the creative brief. A minimum of 5 idea directions must be developed with notes and sketches recorded with comments.
2. Evaluate the effectiveness of each of the different creative approaches for achieving desired outcomes. You may conduct surveys or use your own critical analysis. Record your findings in a brief report that concludes which direction is best and why.
3. Using the selected concept, refine the idea and create the advertising elements required in the creative brief to presentation level.
Checkpoint week 7
Final Folio stage
1. Generate a range of computer generated finished ads for all medias placed on the brief
2. Include all progressive work
3. Final PDF of all medias of campaign uploaded onto blackboard by due date.
Instructions:
• Students will be provided a client Brief
• The brief will be provided during scheduled tutorial time. All students must attend
• Due to ongoing evaluation and technical considerations students should attend all scheduled classes
• Individually students are required to complete advertisement campaign according to Create mass print/electronic unit.

 

Assessment 2
Group Assessment Electronic Advertisement
Due: Week 15
Instructions:
•Students will be provided a brief Week 10.
•The brief will be provided during the scheduled tutorial time. All students must attend
•Due to ongoing evaluation and technical considerations students should attend all scheduled classes.
•Group- Students are required to complete campaign folio of electronic advertisements.
•The assessment is accessed through the Blackboard / Assessments / Assessment 2 Group Campaign
Breakdown
You will be given a creative brief to create an advertising campaign for a client. You need to develop three concepts that answer the creative brief, test/evaluate the concepts, choose and refine one concept then turn it into a finished advertising campaign all development to final ads to be submitted in an A3 black folio.

TELEVISION COMMERCIAL SCRIPT AND STORYBOARD


Students will be given a tightly specified Creative Brief from which you will conceptualize a television script with rough hand drawn storyboard. The purpose of the assignment is to assess each student’s understanding of how to put together a script and the elements to be included in the script and storyboard for a reasonable production outcome. From the Creative Brief information, students will decide at what stage of the Advertising Cycle the product or service featured in the brief is in and explain why and how the selected stage affected their script and storyboard. Assignment due during normal tutorial time
Concept stage
1. Generate a range of concepts and ideas that answer the needs in the creative brief. A minimum of 5 idea directions must be developed with notes and sketches recorded with comments.
2. Evaluate the effectiveness of each of the different creative approaches for achieving desired outcomes. You may conduct surveys or use your own critical analysis. Record your findings in a brief report that concludes which direction is best and why.
3. Using the selected concept, refine the idea and create the advertising elements required in the creative brief to presentation level.
Checkpoint week 12
Final Folio stage
1. Generate a range of computer generated finished ads for all medias placed on the brief
2. Include all progressive work
3. Final PDF of all medias of campaign uploaded onto blackboard by due date.
Instructions:
• Students will be provided a client brief Week 10
• The brief will be provided during the scheduled tutorial time. All students must attend
• Due to ongoing evaluation and technical considerations students should attend l scheduled classes
• Students groups are required to complete advertisement campaign according to Create mass print/electronic unit.
 

.More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. 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 is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


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.

Course Overview: Access Course Overview