Course Title: Create mass print media advertisements

Part B: Course Detail

Teaching Period: Term1 2012

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

Name and Contact Details of All Other Relevant Staff

Teacher: Tony Lorkin

Office: 99255486

Mobile: 0412 715 222

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


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


1. Interpret a creative brief

2. Create a mass print media advertisement

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

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

Refer to teaching schedule

Teaching Schedule



  • RPL
  • LLN


  • Program
  • Sevices/facilities
  • Other students
  • Teachers
  • Where to get support
  • Student responsibilities
  • Course requirements
  • Course support documents
  • Pre-reading
  • Blackboard
  • Overview of assessment requirements
  • Grading
  • Plagiarism
  • Appeals
  • Extensions
  • Feedback
  • Privacy
  • Submission requirements
  • Resubmission policy


  • What is a Creative Brief and what does it do?
  • How a Client Brief impacts on a CReative Brief


  • The Product Life Cycle as practised in marketing and its impact on the advertising message
  • The Advertising Cycle and early preparation for assignment 2 - Advertising Cycle Folio


  • How to be creative - a process


  • Headlines and visuals in print advertising      
  •  Assessment 1: INTERPRET A CREATIVE BRIEF due in scheduled tutorial W/C Monday March 5 - handed to teacher

WEEK6 MARCH 12 (Monday, Labor Day holiday)

  • Body Copy: Voice
  • Body Copy: Writing well
  • The Rehetorical Triangle what is it and does it work to impact on ’voice’ in copywriting


  • Graphic Design and its compatibility with good writing for print advertising


  • The power of ’fact’ in advertising
  • The power of ’personality’ (testimonials) in print advertising
  • Assesstment 2: ADVERTISING CYCLE EXAMPLES FOLIO due in scheduled tutorial W/C Monday March 26 - handed to teacher


  • Advertising "Two-fers" in print advertising
  • In class Creative Brief - Graduation Event



  • "Reversal" as a copywriting approach in print advertising


  • Fused metaphors and verbal metaphors and how they impact on copywriting approaches in print advertising


  • Writing and Art Direction for brochures


  • Writing and Art Direction for Posters and Outdoor Signs

WEEK 14 MAY 14

  • Graduation Event Presentations (Assignment shared with Create Mass Electronic Advertisements)
  • Assessment 3: Group Graduation Event Presentations to be held in class per normal tutorial schedule

WEEK 15 MAY 21

  • Assignment Work Tutorial
  • Assessment 4: Print Advertisements; brochure; poster and Outdoor Sign in A3 Folio format
  • Assessment 4: PRINT FOLIO due in scheduled tutorial W/C Monday May 21 - handed to teacher

WEEK 16 MAY 28

  • Resubmission if required


  • Resubmission if required

Learning Resources

Prescribed Texts

No prescribed text


Internet, inclass handouts, guest presenters and library databases

Other Resources

The Student Learning Hub - RMIT website

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

Individual assessment – Interpret a Creative Brief
Due date: by 5pm Monday – Week 5
Submission Requirements:
Assessment tasks need to be submitted in hard copy in a professionally prepared and bound report format.

Your report will contain:

• An RMIT Assignment Cover Sheet
• A themed graphically prepared front cover
• Table of Contents
• An Executive Summary
• An explanation of a Client Brief:
- What is it?
- What does it do?
- What is the relationship between a Client Brief and a Creative Brief?
- What is it asking for?
• An explanation of a Creative Brief (Delivered in class)
- What is it?
- Who is it written for?
- State from the brief what you think the advertising is supposed to do.
- After identifying the role of advertising from the brief decide on an appropriate Communication Strategy.
- After deciding your Communication Strategy, outline a central idea (Big Idea) to communicate an effective message
to the target market group/s stated in the brief.
- Which print mediums best lend themselves to utilize your Big Idea?
- How would you tailor your Big Idea to the budget constraints stated in the brief?
- What legal, ethical constraints come into play around your Big Idea and the mediums in which it will be exposed?
• Summary
• Appendix (if appropriate)

Individual assessment – Advertising Cycle Examples Folio
Due date: by Monday 5 pm – Week 8
Submission Requirements:
Assignments need to be submitted in an A4 bound folio format

Your folio will contain:
• An RMIT Assignment cover sheet
• A themed graphically prepared front cover
• Table of Contents
• An Executive Summary
• Newspaper or magazine advertisements to represent the four stages of the advertising cycle and one institutional example.
Each example will be accompanied by 10 bullet points stating how the advertising cycle stage effected both
the copywriting style/information/techniques (5 bullet points) and the use of graphics/type/colour (5 bullet points).

The advertising Cycle Stages are:

- RETAIL (Sales Promotion advertising)
- INSTITUTIONAL (Corporate advertising)

Individual Assessment – Print Advertisements, Brochure, Poster and Outdoor Sign
Due date: Monday 5 pm – Week 15
Assignment requirements:
Assignment need to be submitted in a bound A3 Folio format

During the 16 weeks of semester tutorials, students will be given ‘mini briefs’ on various products and services from which to develop at least 7 newspaper or magazine advertisements; one A3 poster; one DL brochure; and one outdoor sign (A3 size).
The ‘mini briefs’ will focus on the various Communication/Big Idea strategies that can be adopted through copy writing approaches presented and discussed throughout the semester.
Each piece will be developed in a series of stages, as follows:
• Rough visual concepts – hand drawn
• Examples of headline and copywriting approaches including a chosen direction (brain storming)
• Completed to finished art stage print advertisements (adhering to the AIDA principle)

ASSESSMENT 4 (shared with BSBADV510A Create Mass Electronic Advertisements)
Group Assessment (groups of three) – Graduation Dinner Promotion
Due date: In class presentation during normal tutorial time – Week 16
Assignment Requirements:
A three person 10 minute stand-up PowerPoint presentation in class with hard copy document of PowerPoint slides

A creative Brief covering the student Graduation Dinner/Event/Promotion will be delivered in class from which student
groups will develop a response.

The presentation response should cover:

• An insight into the target market
• A basic Communication Strategy statement
• A Big Idea/Communication Concept
• The suggested mediums
• A summary of why the idea will work

Assessment Matrix

Course Overview: Access Course Overview