During this project you will produce an integrated advertising campaign that will champion your ideas, intelligence, communication and web media skills.
In particular, you will:
- Examine the history behind and operational structure of an advertising agecy and understand the different roles and skills that go into making a campaign.
- Explore best practices when researching markets, clients and products to ensure the creation of targeted campaigns.
- Learn how to pull apart and understand a brief under a time constraint and produce a number of creative responses quickly.
- Learn how to develop your ideas from an elevator pitch (one liner) into a pitch document and then into a creative visualisation.
- Learn how to ulitise story telling to enhance a product story and add authenticity to your pitch.
- Learn how to evaluate and refine your ideas into a creatively compelling and clearly communicated campaign.
- Leanr how the use of the web and social media can help to spread creative ideas quickly around the globe.
| When | In class | Homework | Blog |
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| Thursday 12.01 |
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| Thursday 19.01 |
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| Thursday 26.01 |
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| Thursday 02.02 Sunday |
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| Thursday 09.02 Sunday 12.02 |
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Formative Assessment. |
| Thursday 16.02 |
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| Thursday 23.02 |
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| Thursday 02.03 |
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| Thursday 09.03 |
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| Thursday 16.03 Sunday 19.03 |
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Check all blog posts are complete. |
By the end of this course, you will be able to:
- Use your web-skills to make a whole marketing campaign conveying one strong storytelling message.
- Use your knowledge of advertising and marketing to create integratied concepts for conventional and new media applications.
- Use self-initiative and good judgement to produce work to a high professional standard that balances academic and competition requirements.
- Use editorial judgement to select strong ideas, the correct platform and approach for commercial advertising campaigns.
- Design an integrated solutions that combine ideas with cross-media strategies, Web 2.0 and traditional technologies in a compelling integrated campaign.
- Apply art-direction and copywriting skills associated with advertising and marketing to your web based projects.
- Be present. If you happen to be late or absent, make sure you email me about it before a session starts.
- Participate in class lectures, tutorials and workshops. We'll make sure that your ideas have space to be heard and that nobody makes you feel uncomfortable about sharing them.
- Present your work during formative and summative assessments. If you can't make it those days then you'll record your presentation and upload it to YouTube (or similar).
- Be responsible for what happens in class. Organise with your peers to get class information and material that you may have missed.
- Meet the deadlines. If you submit your work after a deadline, your grade will be capped at D- (bare pass).
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License