Course Title: Create mass electronic media advertisements
Part B: Course Detail
Teaching Period: Term2 2015
Course Code: MKTG7825C
Course Title: Create mass electronic media advertisements
School: 650T Vocational Business Education
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
Michelle Lackenby
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
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 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 |
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 electronic media to be used |
Element: |
2. Create a radio advertisement |
Performance Criteria: |
2.1. Determine the length, pace and format for the radio advertisement in accordance with the creative brief and the allocated budget |
Element: |
3. Create a television or cinema advertisement |
Performance Criteria: |
3.1.Determine the length, pace and format for the advertisement in accordance with the creative brief and the allocated budget
|
Element: |
4. Create an internet, web or podcast advertisement |
Performance Criteria: |
4.1. Determine and produce copy and design elements to communicate the required image, features and benefits of the product or service |
Learning Outcomes
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
Practical activities, case studies and class discussion as well as work relevant assessments.
Teaching Schedule
week 1: Introduction 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
This weeks class we will cover:
• Intro to the units
• Skills Test and software training
• Drawing
week 2:
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
Assessment 1 handed out
Instructions:
Students will be provided a client brief Week 2
•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
•The assessment is accessed through the Blackboard / Assessments / Assessment 1 Individual Campaign
week 3:
This weeks class we will cover how to develop your initial concepts_ Ass 1.
Students will be expected to complete all tasks in their note books as all lecture learning task will be checked weekly during class the following week and ticked off by Lecturer.
We will also be working on:
Campaign development for Ass 1
Research
Breaking down a creative Brief
Initial concepts
Week 4:
Drawing tasks
Students will be given a series of drawing tasks to complete weekly to develop flowing idea generations techniques
Concept development
How to take an idea into a concept
Generation of ideas continued.
Refinement
Layout
Design
Review and improvement tips and tricks
Week 5:
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.
This weeks class we will cover copywriting for advertising campaigns.
Students will be expected to complete all tasks in their note books as all lecture learning task will be checked weekly during class the following week and ticked off by Lecturer.
Class exercises for copywriting
Students will be given group and individual tasks in developing copywriting skills for advertising campaigns
Week 6:
Checkpoint! Student checkpoint.
We will also be working on:
Typography
Layout
Colour combinations.
NOTE: STUDENTS TO BRING - visual diaries/ computers
Checkpoint:
One on one feedback from lecture. Students are to bring in all semesters work so far.
That Includes:
1.Exercise book with all software notes as well as extra notes you would have written learning techniques.
Any printed notes from lecturer also placed in here.
2.Exercise book with all class notes, copywriting exercises, grid exercises any other forms of self-learning completed.
3.Visual Diary book all class sketch exercises plus extra sketches you have done to practice.
Note: Practice weekly will make campaigns easier to sketch concepts.
Campaign Checkpoint:
1.Creative brief research and evaluation of target audience
2. Creative concept development Signed off by lecturer in Week 5’s class. Refined sketches by week 6.
3.Tag lines explored (if applicable)
4.Copywriting ideas for Campaign explored (if applicable)
5.Backup work ALL RESEARCH.
NOTE: If you are unable to make to class organise another student to bring in your checkpoint.
week 7:
App development and types of Apps in Campaigns.
Social media in campaigns
Production needs for online VS print
Requirements for print across different medias
Students to work on Assignment 1_Individual campaign
week 8:
Reversal and creative approach to electronic advertising
Students to work on Assignment 1_Individual campaign
Semester break
Week 9:
Assignment 2 Handed out –Campaign 2
(Groups of 4 only)
• 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.
• What can wrong? How do we over come technical issues and meet our deadlines
week 10:
TVC
• Voice recording planning, delivery and evaluation. Conventions in script development.
• 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 audi levels to existing recording (ABing tracks)
week 11:
Art direction and Photography workshop- Guest speaker
Mini photo shoot set up in the agency
week 12:
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
Week 13:
Filming TVC and editing
Students to work on Assignment 2_Group campaign
week 14:
Students to work on Assignment 2_Group campaign
Week 15:
Presentation of final assessment to the client.
Student to present campaign to class
week 16:
Interviews/Assessment feedback /resubmissions
Learning Resources
Prescribed Texts
References
Other Resources
Adobe Creative suite in the cloud.
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
MKTG7825C Create mass electronic advertisements is co-delivered and assessed in conjunction with MKTG7824C Create Mass print advertismenets
Assessment 1
Individual Assessment Advertisement Campaign
Due: Week 8
Instructions:
•Students will be provided a client brief Week 2
•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
•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 6
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 advertising campaign
Due: Week 15
Instructions:
•Students will be provided a client brief Week 9
•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
• Students are required to complete the planning, direct, monitor and evaluate the production of print and online advertisement campaign.
•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 9
• 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:
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 sent by email will not be marked.
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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
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.
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
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