Course Title: Develop an advertising campaign

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7922C

Course Title: Develop an advertising campaign

School: 650T Vocational Business Education

Campus: City Campus

Program: C6146 - Advanced 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

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.

It applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.


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


This course is structured to provide students with the optimum learning experience in order to demonstrate 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.


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 will be condensed in it’s delivery format and will run alongside course: Design and develop an integrated marketing communication plan MKTG7926C

Students will use the same client, campaign and groups they have developed in the course above which is a clustered subject.

The weeks are divided into a condensed format of 3 hours delivery per week, which will divided into one 2 hour workshop and 1 hour drop-in session.

WeekWeek CommencingTopicsAssessment
Develop an Advertising Campaign - Condensed Timetable
 1 

Course Induction
• Course delivery details
• Assessment overview (how course is integrated with IMC)

Task & Feedback Guide
Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements, Resubmission policy, Course support documents

Online learning environment –Where to get support - Student study support details


Pre-Training Review

Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e., must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled

 
2 

Behind the Scenes of an Advertising Campaign/ Developing an Advertising Campaign/ Working in Groups

 Assessment 1 - WIL Report (50%)

 
3 

The Importance of Understanding a Client Brief/ Campaign Objectives/ USP & SMP (core campaign message)

 
4 

Resourcing, Scheduling and Production

- The role of the Account Planner

- Preparing an advertising budget

- Developing a schedule for proposed advertising activities

- Sourcing and managing suppliers

 

Assessment 2 overview: 

- Working in your IPG group (Group of 3)

- Develop and research a production plan (to be added to your IMC final plan due Week 13) on campaign planning stages of: resourcing, scheduling and production.

- Pick one type of media and develop a draft production plan for Week 7  e.g. Print, TV

 

Planning and production - Print

Workshop 1
5 

Planning and production - Online

 

Workshop 2
6 Planning and production - TV & BroadcastWorkshop 3
7 Planning and production - Outdoor

Workshop 4

Draft Production Plan Due by Friday 5pm

  24th March - 1st AprilMid-semester break  
8 

Interactive Group Workshop - Feedback from peers

Feedback on Draft Production Plan

*Brief from Grey - IMC Course

 
9 

Developing the final production plan - all media (3-4)

- Production plan for each type of media used in campaign

 
10 Developing the final production plan 
11 

 

Developing the final production plan
 
12 Finalise production plan and creative brief (IMC) 
13 

 

Finalise production plan and creative brief (IMC)

Assessment 2 Due - Production Plan

5pm Friday

14 

Student Interviews and feedback

 
Week 15 - Student Interviews and feedback               (Any pending reports for WIL placements need to be submitted by Friday 5pm)
Week 16 -  Resubmissions due


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

There is no additional text for this subject.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

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.

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.

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

Components of this course with involve working alongside industry placements and in conjunction with the course Design and develop an integrated marketing communication plan MKTG7926C

In this component there will be 2 assessments:

Assessment 1- Practical Placement Report - Due 2 weeks after placement or by Week 15 - (Individual)
Students are required to seek a 5 day work placement within advertising, media, marketing or associated communication organisation. The 5 days can be consecutive or one day per week over 5 weeks or another approved timeframe. Students are expected to participate in a prescribed number of work place activities and provide a portfolio of evidence and 2000 word report covering certain aspects of the placement.

*See student handbook for full details of assessment requirements


Assessment 2 – Develop a production plan (in accordance with an Advertising Campaign – THE GREY PROJECT) - Due: Week 13 - (Group of 4)
Your group is required to develop a full Production Plan based on Grey’s Creative Brief and in association with your final IMC Plan. Based on the campaign’s strategy, project’s resources, production requirements, creative and selected media - each group will prepare a full Production Plan. Elements that need to be considered will incude: type of media, budgets, resources, suppliers, timelines, creative and campaign objectives.

The Production Plan needs to be submitted online via Blackboard in a PDF file with a cover sheet of the Agency’s name and team members. The Plan’s timetabling needs to be developed following the Gantt chart model and Excel software.

* A guide will be provided on Blackboard

More detailed assessment sheets and resources 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 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

 


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

       

Course Overview: Access Course Overview