Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5824C

Course Title: Develop an advertising campaign

School: 650T TAFE Business

Campus: City Campus

Program: C6091 - Advanced Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Tony Lorkin


Office: 92255486

Mobile: 0412 715 222

Consultation time: Tuesdays 2.30 pm until 4.30 pm by appointment

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


Course Description

This unit describes the performance outcomes, skills and knowledge required to determine key objectives and to develop an advertising campaign to optimise product or service market performance in response to an advertising brief.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV602B Develop an advertising campaign


1. Define campaign objectives

2. Prepare an advertising budget

3. Develop a schedule for proposed advertising activities

Performance Criteria:

 1. The advertiser's purpose and objectives from the advertising brief are clarified and used to set objectives for the advertising campaign
2. Campaign objectives are stated in measurable terms and identify the nature and extent of what is to be accomplished by the advertising
3. Campaign objectives are feasible, given the constraints of time, budget, product and market factors
4. Campaign objectives take into consideration factors which may affect consumer responses
5. Campaign objectives meet legal and ethical requirements
1. Research resource requirements for the advertising campaign are assessed and specified
2. Resource requirements for a range of media options are assessed and specified
3. Resource requirements for creative and production services for the campaign are assessed and specified
4. Resources allocated to each component of the advertising campaign are justified and sufficient, in relative terms, to achieve the campaign objectives
5. The overall budget meets the requirements of the advertising brief
1. Campaign length and timing is confirmed from the advertising brief
2. Service providers with the required expertise are identified and their costs and availability negotiated
3. Choice of service providers is based on merit and value for money and meets legal and ethical requirements
4. The time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives
5. The schedule includes milestones for monitoring progress and expenditure against budget, and evaluating campaign effectiveness

Learning Outcomes

Details of Learning Activities

1. Lectures

2. Tutorials

3. WIL projects

4. Role plays

Teaching Schedule

Week 1:

Course/s introduction and assignment overview.

Re-equaint students with RMIT information resources

Week 2:

Go through WIL project Client Brief

Form students into ’advertising agency’ groups of five

Introduce assignment 1

Week 3:

Excursion to WIL project venue and client expansion of the brief

Week 4:

Analyse and discuss WIL project brief to understand issues

Week 5:

Tutorial work on WIL project

Week 6:

Draft presentations and discussion on WIL project

Week 7:

Student ’advertising agency’ groups to present proposals to WIL project client in SAB.

Week 8:

Major WIL project client (Grey Advertising) brief to students

Week 9:

Student groups to develop Creative Brief from Grey brief

Week 10:

Analyse and discuss the Grey brief to begin putting together a student group ’advertising agency’ response

Week 11:

Tutorial work on Grey response

Week 12:

Tutorial work on Grey response

Week 13:

Tutorial work on Grey response

Week 14:

Tutorial work on Grey response

Week 15:

Draft presentation presented to teacher on Grey response

Week 16:

Student ’advertising agency" groups to present proposals to client and Grey Advertising in their boardroom

Learning Resources

Prescribed Texts

No prescribed text. REfer to extensive lecture notes on DLS


Past campaign presentation documents as provided in class

Other Resources

Refer to various websites  covering well known campaigns as proposed in tutorials

Overview of Assessment

The student 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 and may include:

• direct observation of actual and simulated work practice
• oral or written questioning
• tests
• assignments and projects
• presentation of a portfolio of evidence which may compromise documents, and/or photographs and/or video and audio files
• review of products produced through work-based or course activities
• third-party feedback from a work supervisor/employer

Assessment Tasks

MKTG 5822C Develop an Advertising Campaign (BSBADV602B)

MKTG 5824C Develop an Advertising Strategy and Brief (BSBADV512A)

These courses are taught in consultation with each other and are timetabled accordingly.

Assignment 1:
Element 1: Define campaign objectives

Students will source and choose two competing (product and/or brand) print advertisements currently in the market place, analyse each and produce a professionally presented report which must cover the following topics and could include the following headings:

• Themed front cover
• Contents page
• Executive Summary

• Print advertisement 1
- Communication objective
- Strategic thinking behind the objective
- Creative execution appeals
- USP impact on creative execution
- Insight into campaign development

• Print advertisement 2
- Communication objective
- Strategic thinking behind objective
- Creative execution appeals
- USP impact on creative execution
- Insight into campaign development

• Summary analysis of the competing approaches

Assignment 2:
Element 1: Develop an advertising strategy
Element 2: Develop a creative brief

Element 1: Define campaign objectives
Element 2: Prepare an advertising budget
Element 3: Develop a schedule for proposed advertising activities

The Peninsula Country Golf Club has kindly agreed to brief students on a WIL project.

A briefing template has been sent to the PCGC from which to form a client brief to overcome some operational problems and achieve some objectives in terms of their ongoing growth and success.

Students will be bussed to the PCGC by week 3 of the student timetable to familiarize themselves with the complex and at the same time receive a brief from the club’s committee. Note: Students must appropriately dressed during this excursion.

Students will split into groups of five to form student advertising agencies. They will name and logo their agency. These same groups will be used to respond to the Grey Advertising brief delivered by week 7.

In week 6, in the new SAB building, the PCGC committee will attend competing agency presentations proposing the way ahead for the club.

The presentation format will be a 15 minute PowerPoint overview presentation of each agency’s proposal with a more detailed document on the proposed elements handed to the PCGC committee following the presentation. This document will be professionally prepared to boardroom level.

Assignment 3

Element 1: Determine advertiser requirements
Element 2: Develop an advertising brief

Students (individually) will choose a current market place company, come up with a new hypothetical product to be launched by the chosen company and will then write a client brief ready to present to an advertising agency, from a client brief template provided.

The brief will be filled in by typing the answers to the brief questions and lodged for marking with an assignment cover sheet attached.

Assignment 4

Element 1: Define campaign objectives
Element 2: Prepare an advertising budget
Element 3: Develop a schedule for proposed advertising activities


Element 1: Determine advertiser requirements
Element 4: Develop a creative brief

In week 7, Grey Advertising will visit RMIT (with their client) and brief the student group advertising agencies on an impending campaign. The client/product will not be known prior to the brief.

In week 15, each student advertising agency group will visit the Grey Advertising boardroom and present their response to the brief in front of the Grey Managing Director, the Creative Director and the client.

The presentation will take the form of a 20 minute PowerPoint presentation with a comprehensive professionally presented document handed to the client upon completion of the presentation. Each student will have an equal part in the presentation and the preparation of the document.

A winning group will be decided by Grey and their client which will be announced at the Student Graduation Event in February 2013.

Each participating student will receive a grading based on presentation techniques and the document, but may be adjusted based on their percentage of involvement in the preparation of both according to verification via the group’s Peer Assessment Sheet provided with the document.

Assessment Matrix

Refer to BTS Learning and teaching tool for more information

Course Overview: Access Course Overview