Course Title: Create mass electronic media advertisements
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG7825C
Course Title: Create mass electronic 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:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Teacher: Tony Lorkin
Mobile: 0412 715 222
Nominal Hours: 50
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
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 electronic advertisements. Individuals undertaking this unit may develop mass electronic media advertisements themselves or coordinate a team to produce the advertisement.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBADV510A Create mass electronic media advertisements
1. Interpret a creative brief
1.1 Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass electronic media to be used.
2. Create a radio advertisement
2.1 Determine the length, pace and format for the radio advertisement in accordance with the creative brief and the allocated budget.
3. Create a television or cinema advertisement
3.1 Determine the length, pace and format for the advertisement in accordance with the creative brief and the allocated budget.
4. Create an internet, web or podcast advertisement
4.1 Determine and produce copy and design elements to communicate the required image, features and benefits of the product or service.
This unit describes the performance outcomes, skills and knowledge required to communicate the key features of a product, service or idea to a consumer using mass electronic media.
Details of Learning Activities
Refer to teaching schedule
WEEK1 FEBRUARY 6
- RPL (Recognised Prior Learning)
- LLN (Language and literacy)
- Other students
- Where to get support
- Student responsibilities
- Course requirements
- Course support documents
- Overview of assessment requirements
- Submission requirements
- Resubmission policy
WEEK2 FEBRUARY 13
- What is a Creative Brief and what does it do?
- How a Client Brief impacts on a Creative Brief
WEEK 3 FEBRUARY 20
- The Product Life Cycle as practised in marketing and its impact on the advertising message
- The Advertising Cycle and early preparation for assignment 2 - Electronic Advertising Cycle Folio
WEEK 4 FEBRUARY 27
- How to be creative - a process
WEEK 5 MARCH 5
- Sound, visuals, footage and CGI in electronic/digital advertising/communication
- Assessment 1: INTERPRET A CREATIVE BRIEF due in scheduled tutorial W/C Monday March 5 - handed to teacher
WEEK 6 MARCH 12
- The ’voice’ to underpin the communication strategy and its impact on casting talent in electronic communication
- Writing well: television; video, radio scripts
- The Rhetorical Triangle: what is it and what does it do to impact ’voice’ in script writing
WEEK 7 MARCH 19
- Static and moving imagery in creating mood and its relationship to effective script writing
WEEK 8 MARCH 26
- The power of ’fact’ in advertising
- The power of ’personality’ (testimonials) in electronic advertising/communication
- Assessment 2: ELECTRONIC ADVERTISING CYCLE EXAMPLES FOLIO due in scheduled tutorial W/C Monday March 26 - handed to teacher
WEEK 9 APRIL 2
- Advertising ’Two-fers" in electronic advertising
- In class Creative Brief - Graduation event
MID SEMESTER BREAK (APRIL 5 - APRIL 11)
WEEK 10 APRIL 16
- ’Reversal’ as a creative communication approach in electronic advertising
WEEK 11 APRIL 23
- Fused metaphors and ’verbal’ metaphors as a creative communication approach in electronic advertising
WEEK 12 APRIL 30
- Writing television
WEEK 13 MAY 7
- Writing radio scripts
WEEK 14 MAY 14
- Writing for the internet and other digital mediums
WEEK 15 MAY 21
- Assignment work tutorial
- Assessment 3: Electronics advertisements; television commercial; radio commercial; in A3 Folio format
- Assessment 3: Electronoc Folio due in scheduled tutorial W/C Monday May 21 - handed to teacher
WEEK 16 MAY 29
- Resubmission if required
No prescribed text
Lecture notes as posted on the DLS
Self learning via the Internet
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.
1. ADVERTISING CYCLE EXAMPLES FOLIO
Students will search the internet for television or cinema commercial samples that reflect the three stages of the advertising cycle and a fourth sample representing a retail commercial and a fifth sample representing an institutional (corporate) commercial..
• Retail (Sales Promotion advertisement)
• Institutional (corporate advertisement)
Students will download a series of stills for their chosen commercials (create storyboards of no more than 6 frames) and include scripts for each.
Students will then write a short (at least 70 and no more than 100 words) descriptive on the audio style/techniques and the video style/techniques as they relate to each advertisement chosen for each category above.
The completed folio is due to be handed in to the teacher during the scheduled tutorial in week 8.
2. 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
3. RADIO, INTERNET, WEB COMMERCIAL OR PODCAST
From a Creative Brief, students will develop a radio, television, internet, web or podcast (on-line) commercials including a script for each. All submissions will be judged on recognisable elements taught during the semester, especially components such as the Advertising Spiral, PLC and the Rhetorical Triangle. The submission will be professionally presented in A3 format and themed compatible with the ‘big idea’. This assignment is to handed to the teacher during the normal tutorial time .
4 .INDUSTRY BRIEF RESPONSE AND PRESENTATION (shared with MKTG 7824C Create Mass Print Advertisements)
Students will be given a Creative Brief to produce the 2012 RMIT Advertising students’ Graduation Promotion. Students will split into pairs. Ideally one student will act as Writer and the other Art Director and as a Creative Team will develop a Graduation Promotion Big Idea to be presented in class in WEEKS 15 and 16. As well as the stand-up in-class presentation students will submit a 4 page (maximum) written presentation document outlining their idea based on the following headings:
1. Unique insights into the target market
2. The basic message we want to convey to them and why
3. Your Big Idea (Creative components)
4. A rationale of your Big Idea and how it works and summary
Course Overview: Access Course Overview