Course Title: Create mass print media advertisements
Part B: Course Detail
Teaching Period: Term1 2021
Course Code: MKTG7929C
Course Title: Create mass print media advertisements
School: 650T Vocational Business Education
Campus: City Campus
Program: C5366 - Diploma of Marketing and Communication
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Federico Viola
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
None
Course Description
This unit describes the skills and knowledge required to create mass print media advertisements that communicate key features of a product, service or idea to consumers.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV509 Create mass print media advertisements |
Element: |
1 Interpret creative brief |
Performance Criteria: |
1.1 Confirm central idea or creative concept, technique/s for expressing the idea/concept and mass print media to be used 1.2 Identify and check advertising content and supporting information for accuracy and completeness 1.3 Confirm time, schedule and budget requirements for creating the advertisement/s 1.4 Identify legal and ethical constraints |
Element: |
2 Create mass print media advertisement |
Performance Criteria: |
2.1 Determine and produce elements of a print advertisement to communicate required image, features and benefits of product or service 2.2 Size and position each element of print advertisement to achieve balance and focus for the advertisement 2.3 Ensure typeface selections suit the product and central idea of the advertisement, and layout balances white space and margins 2.4 Ensure layout of advertisement unifies elements, attracts the reader to the focal point and guides reading sequence 2.5 Ensure advertisement meets requirements of advertising brief and legal and ethical requirements |
Learning Outcomes
It applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation who are primarily responsible for development of mass print advertisements. Individuals undertaking this unit may develop mass print media advertisements themselves or coordinate a team to produce the advertisement.
Details of Learning Activities
This course is clustered (co-delivered and co assessed) with MKTG7931C Write Persuasive Copy.
This course is structured to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will be required to participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
This course is co-delivered with MKTG7931C Write Persuasive Copy. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Course Schedule
Week |
Week Commencing |
Topic |
Readings and Activities |
Assessment |
1 |
8th February |
Course introduction Writing copy |
Course Induction Assessment 1 and 2 briefing Copywriting - Theory |
Assessment 1 Briefing Assessment 2 Briefing |
2 |
15th February |
Concept development and layout Writing copy |
Concept development and layout
Copywriting Exercises |
Worksheet due - Mandatory (counts towards Assessment 2) |
3 |
22nd February |
Image development Elements of design Writing copy |
Image development
Elements of design
Copywriting Exercises |
|
4 |
1st March |
Elements of design Typography development Writing copy |
Elements of design
Typography development
Copywriting Exercises |
|
5 |
8th March |
Sketching Writing copy |
Tracing, concept sketching Copywriting Exercises |
Assessment 1 Digital Submission Due: Sunday, end of day |
6 |
15th March |
Presentations (Assessment 1) |
Presentations |
Assessment 1 Presentation due: during class |
7 |
22nd March |
Introduction to print Rework copy |
Introduction to Print Rework the existing copy |
|
8 |
29th March |
Graphic Software Workshop 1 Copywriting Exercises |
Software Workshop |
|
|
Mid Semester Break 1st April – 7th April
| ||||
9 |
12th April |
Graphic Software Workshop 2 Design exercises Copywriting exercises |
Software Workshop | |
10 |
19th April |
Advertisements layouts Refine copy |
Various advertisement layout workshops Refine copy to suit the target audience |
|
11 |
26th April |
Software Workshop |
Graphics Photoshop Basics |
Knowledge-based Quiz |
12 |
3rd May |
Photoshop Techniques Create Advertisements |
Photoshop Workshop Advertisements - Dimensions Magazine Media Kits |
|
13 |
10th May |
Work on Assessment 3 | Work on assessment | Assessment 2 due - Sunday end of day |
14 |
17th May |
Work on Assessment 3 | Work on assessment | Assessment 3 due, Sunday end of day |
15 |
24th May |
Presentations |
Presentations |
Assessment 3 Presentations |
16 |
31st May |
Resubmissions only |
|
|
17 |
7th June |
Grade Entry |
|
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
In order to achieve competency in this unit, you must provide:
Performance Evidence
Evidence of the ability to:
create THREE print advertisements incorporating design principles and clearly communicating concept, for:
- a newspaper
- a magazine
- an outdoor forum
- confirm accuracy of creative brief
- incorporate time, schedule and budget requirements
- ensure legal and ethical constraints are followed.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- outline key features of industry, services, products and organisation
- explain principles and purposes of advertising
- outline principles of consumer behaviour and describe influences on buyer behaviour
- identify principles and elements of design used in print advertisements
- outline range of available advertising approaches for different markets
- identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations
- identify ethical principles relevant to advertising industry
- identify requirements for advertising timelines, budget, central idea and resources as specified in the advertising brief.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – advertising field of work and include access to:
- industry design software
- relevant legislation and codes of practice
- organisational policies and procedures
- office equipment
- business technology
- advertising copy and creative briefs.
Assessors must satisfy NVR/AQTF assessor requirements.
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.
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
This course is co-assessed with MKTG7931C Write Persuasive Copy.
You are required to complete all three tasks. All tasks must be successfully completed to be deemed competent in this unit.
Assessment Task 1:
Due: Week 5 (Sunday, digital upload), Week 6 (in class: presentation)
1 - Create and present a portfolio of concept sketches for a print campaign
Develop adequate concepts for a print campaign as initial thumbnails, further refinements and roughs. You need to explore the layouts to suit a client brief.
2 - Create and present engaging copy to support your visuals that is suitable for the specified target audience
-
- Plan for persuasive copy by analysing message, target audience, use of tone and language and choice of words
- Evaluate design and copy against the creative brief
- Develop adequate headings, slogans and copy with an adequate amount of variations.
- Research and document information covering relevant legal, technical and ethical aspects or constraints relevant to the copy and product.
- Proofread draft
- Supply textfile of draft and of edited draft
- Create a schedule for the copywriting and ad development
- Create a budget for the copy based on copywriter rates.
The artwork and written component need to be scanned and uploaded to Canvas as a single file (PDF).
Assessment Task 2:
Due: Week 13 (Sunday, digital upload)
Complete one worksheet and a knowledge-based quiz about copywriting and advertising exercises. All worksheets and the quiz will be performed in class. (See the syllabus/weekly planner for the worksheet and quiz).
Assessment Task 3:
Due: Week 14 (Sunday, digital upload), Week 15 (in class: presentation)
Develop Advertisements for Print in 3 formats
Refine the concepts from Assessment 1 including the copy in digital format for print. The advertisements need to be of a professional standard in print quality and in presentation technique.
Create original copy which sets product, service or idea apart from competition. Final selected copy needs to be included in advertisement and selected and alternative copy needs to be supplied as a text file. Ensure you use Australian standard English.
Your copy must be grammatically correct and free of spelling errors.
Write a description that explains your visual choices to achieve the final advertisement. Discuss balance, colour choices, typefaces chosen, visuals, white space, margins, visual hierarchy, focal point, headline, slogan and copy. The description should discuss how it addresses the requirements of the advertisement brief, how it is addressing the desires and language of the target audience and how it meets legal and ethical requirements.
Present your portfolio in printed as well as digital format.
Create and present a portfolio of concept sketches for a print campaign
Develop adequate concepts for a print campaign as initial thumbnails, further refinements and roughs. You need to explore the layouts to suit a client brief.
2 - Create and present engaging copy to support your visuals that is suitable for the specified target audience
- Plan for persuasive copy by analysing message, target audience, use of tone and language and choice of words
- Evaluate design and copy against the creative brief
- Develop adequate headings, slogans and copy with an adequate amount of variations.
- Research and document information covering relevant legal, technical and ethical aspects or constraints relevant to the copy and product.
- Proofread draft
- Supply textfile of draft and of edited draft
- Create a schedule for the copywriting and ad development
- Create a budget for the copy based on copywriter rates.
The artwork and written component need to be scanned and uploaded to Canvas as a single file (PDF).
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date. Non submission without supporting evidence such as an ELP or special consideration will mean a result of Did Not Submit (DNS)
- 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 the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Other Information
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
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:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
Course Overview: Access Course Overview