Course Title: Develop an advertising campaign
Part B: Course Detail
Teaching Period: Term2 2018
Course Code: MKTG7922C
Course Title: Develop an advertising campaign
School: 650T Vocational Business Education
Campus: City Campus
Program: C6155 - Advanced Diploma of Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 9925 5175
Course Contact Email: Julia.email@example.com
Name and Contact Details of All Other Relevant Staff
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
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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBADV602 Develop an advertising campaign
1 Define campaign objectives
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
2 Prepare advertising budget
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
3 Develop schedule for proposed advertising activities
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
Students will be able to develop an advertising campaign that meets the clients brief and organisational goals.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
This course is co-delivered and co-assessed with MKTG 7925C – Evaluate Campaign Effectiveness & BUSM7939C Originate and Develop Concepts:
· Project work overview and client briefing preparation
· Planning group work and organising agency teams
· Ad campaign planning/ steps in creating an ad campaign
· Behind the scenes of an ad campaign
· Google Apps
· Pit Stop meeting overview
*Assignment 1 Overview
Getting Started: Understanding the company, the brand & target audience
Live briefing session from Client (TBC: depending on client availability)
· Planning an ad campaign and project management
· Preparing questions for the client
· Analysing and understanding the client brief
· Key areas of an ad plan
Client briefing session:
*Pit Stop 1 - Group Meeting
Mapping campaign objectives
*Pit Stop 2 – Group Meeting
Building your campaign strategy
· Creating your marketing and communication strategy
· Positioning the message and product/service
· Planning media channels and media strategy to communicate campaign message
*Industry guest speaker for strategic planning
Pit Stop 3 – Group Meeting
Planning the campaign concept
· Setting the creative space
· Preparing your SMP
· Brainstorming and Big Idea generation (developing concepts)
· Creative messages, creative storytelling and persuasive copy
Pit Stop 4 – Group Meeting
Art Direction (Executing the campaign concept)
· Preparing the creative brief
· Production planning for creative work
· Creative mock-ups
*Industry guest speaker for art direction
Pit Stop 5 – Group Meeting
Media & production planning
· Finalising media tactics
· Implementing the production plan into the ad plan
· Finalising timelines, budget and campaign costs
Measuring campaign effectiveness
• Evaluation as a strategic concern (legal and ethical considerations)
Assignment 1 – Ad Plan & Pit Stop Minutes Due (Group Project)
Mid-semester break running from 27th August until 2nd September
The Campaign Pitch
*Overview of Assignment 2
Preparing Campaign Presentations
· Planning your presentation, agency pitch and creative work
Feedback from Assignment 1 – Ad Plans
Finalising Campaign Artwork
*Overview of Assignment 3
Finalising Client Presentations
Assignment 2 - Presentations Due
Preparation of final assessment
-Measuring effectiveness of campaign
*Feedback from Assign 2
Portfolio Workshop – Preparing for Higher Ed and book for industry
Assignment 3 – Campaign Evaluation Report Due
All resources will be available in Canvas.
Overview of Assessment
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.
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.
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:
- relevant legislation and codes of practice
- organisational policies and procedures
- office equipment
- business technology
- advertising copy and creative brief.
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 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 Task 1 – Advertising Campaign Plan & Pit Stop Minutes, 2500 words – Group Assessment (Industry Based Project)
This is an industry project working with a Melbourne based client therefore timelines for the project are designed around the client briefing session and availability of the client. In addition, all group members must be present at the client briefing session and for all Pit Stop meetings during Weeks’ 3 to 7.
You will be assessed on your understanding of the client brief, your campaign idea and approach, your attendance at Pit Stop meetings and client pitch. This project provides you with the opportunity to work on a live brief and work directly with industry.
Part A: Ad Plan
Working in small agency teams you are required to develop a realistic and achievable Ad Plan. The Ad Plan will require your agency team to demonstrate and determine the most appropriate marketing communication strategies, media strategies and campaign idea based on the client briefing session and budget proposed.
The plan is to be developed using report format covering all areas of the criteria and uploaded to Canvas as either a PDF or Word file.
*A guideline/template for key areas to be included in the Ad Plan will be provided on Canvas.
Part B – Pit Stop Minutes
Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7.
This is a compilation of the minutes taken at your team’s Pit Stop meetings held from Weeks’ 3 to 7. Please scan the copies of your paperwork and compile into one PDF document using Adobe Acrobat. There will be an individual deduction of 2% off the final grade (per meeting) if you are absent from a Pit Stop meeting without supporting paperwork.
Details of Assessment:
- Part A: Present an Ad Plan in report format (2500 words, not including appendices or reference list). You can use a variety of supporting evidence and research methods to support your strategies, including primary and secondary research. The Ad Plan is to be electronically submitted via Canvas in either a Word or PDF file.
- Part B: Pit Stop minutes are to be collected and signed over Weeks’ 3 to 7, collated and uploaded to Canvas in one combined PDF file.
Due Date: Week 8
Assessment Task 2 – Pitch and Presentation of Ad Campaign, Group Assessment (Industry Based Project)
In your group, you are required to develop a presentation of your team’s advertising campaign with accompanying visual aids (electronic and printed materials), drawing on your group’s campaign idea. This is the presentation and pitch of your team’s campaign strategies and Big Idea for a prospective advertising campaign. All groups’ are to consider the most effective and professional way to present their ideas using suitable visuals, mock-ups of creative ideas, video integration and design elements.
The presentations must cover the key areas on the criteria sheet provided. Presentations will run for 15 mins.
*Further details of assessment can be found in Canvas in the Assessment Folder.
Due date: Group scheduled presentation times will be allocated in Week 12 (dependent on the availability of the client).
Date and time due: Week 13 (Presentation times as scheduled). Presentation slides are to be uploaded to Canvas by the end of Week 13.
Duration: 15 minutes
Assessment Task 3 – Campaign Evaluation Report, 1500 words, Individual Assessment (Industry Based Project)
From your group’s proposed campaign in Assignment 1 and 2, you are to individually prepare a campaign evaluation report based on an evaluation strategy for: campaign timelines, measurement tactics for media used, evaluation of meeting legal and ethical standards, campaign costs and overall effectiveness of the campaign idea.
Due to time restrictions, the campaign cannot be pre-tested but it can be evaluated and reflections can be made based on the feedback given from Assignment 1 and 2. Part of preparing and implementing an effective ad campaign is through pre-testing ideas, conducting market research and surveys, applying measurement tactics and negotiating regularly with the client.
An effective ad campaign will successfully reach the intended target audience in the most cost effective way and persuade them to take some form of specific action. In this assessment task you are to evaluate whether or not your group has effectively achieved the key areas listed in the criteria (for Assignment 1 and 2), make further recommendations for improvements and provide a summary of the measurement tactics used for the selected media channels (from your group’s ad campaign).
*A guideline of key areas to cover in this report will be provided.
Details of Assessment:
The campaign evaluation reports are to be submitted and uploaded electronically to Canvas in either a PDF or Word file.
Length: 1500 Words
Due: Week 15
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.
- 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.
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. Grading & re-submissions Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course. 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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment Marking Guide (Competency): 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. Marking Guide (Grading) After achieving competency we then grade your performance in the unit and you will achieve one of the following grades: Final Grades table: CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment Further information regarding the application of the grading criteria will be provided by your teacher.
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