59330 Advertising Practice
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 58118 Principles of Advertising
Description
In this subject, students are introduced to the fundamentals of advertising practice and its role and contribution in relation to business and society. Students examine ethical issues in advertising and regulatory and self-frameworks designed to protect consumers from misleading claims and protect consumers’ rights. They examine theories, frameworks and models of persuasion and human behaviour change that inform advertising and, using research processes taught in class, they explore marketing communication challenges. With a thorough understanding of the creative brief, students develop ethical creative solutions to advertising problems and learn how to present their advertising concepts and creative and media executions for print and online channels.
Subject learning objectives (SLOs)
| a. | Evaluate advertising strategies |
|---|---|
| b. | Explain ethics and the principled use of advertising |
| c. | Undertake consumer research |
| d. | Present advertising campaign work in a professional manner |
| e. | Pitch creative concepts based on sound strategy |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Possess a well-developed awareness of professional practice in the context of the communication industries (1.1)
- Apply theoretically informed understanding of the communication industries in independent and collaborative projects across a range of media (1.2)
- Possess information literacy skills to locate, gather, organise and synthesise information across diverse platforms to inform the understanding of the communication industries (2.1)
- Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative, with an ability to evaluate their own and others' work (2.2)
- Possess the awareness of ethical practice in the personal, political and professional contexts of civil society (5.1)
- Possess well-developed skills and proficiencies to communicate and respond effectively and appropriately across different contexts (6.1)
Teaching and learning strategies
The subject is delivered online in lecture and tutorial mode. There will be a weekly one-hour lecture on key content, which may include guest lectures from industry in areas of particular expertise, plus a 90 minute tutorial. The tutorial sessions are designed to enhance students' understanding of topic content by means of practical creative exercises and class activities. The activities will include case studies, class tests, student presentations of their own work and practical group exercises. Weekly reading of prescribed texts is essential for student learning. Each week tutorial activities will rely on students having either read material ahead of time or sourced examples of advertising to work on in the session. Students will be advised of these requirements in the first lecture. Students will have independent access to computer labs and graphic design software. Self-directed tutorials will be available to guide their use in creative concept production.
Content (topics)
Principles of advertising practice; the notion of brands and advertising's role in business and society; social and cultural perspectives; advertising industry in Australia; principles of practice, regulation, the law and ethical considerations; and advertising challenges.Use of theories in strategic research and planning for advertising purposes; understanding audience motivations; analysing advertising strategies and recognising appeals to the consumer; the creative brief and the single-minded proposition. Consumer use of print media/channels; integrated campaigns; use of stereotypes and semiotics; Australian creativity and appeals in advertising.Creative ideas and concept presentation for print media/channels; copywriting basics, e.g. headlines, and principles of layout and design. Persuasive presenting; selling creative ideas.
Assessment
Assessment task 1: Advertising Principles in Action Report
| Objective(s): | b, c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Length: | 1200 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Linked Advertising Concepts
| Objective(s): | a, b, c and d | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||||||||||
| Length: | 350 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Class Presentation
| Objective(s): | a, b, c, d and e | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||
| Length: | 4-5 minutes | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for you to receive feedback. Students who do not submit all assessments will not pass the subject.
Required texts
Moriarty, S., Mitchell, N., Wells, W., Crawford, R. Brennan, L. & Spence-Stone, R. 2015, Advertising Principles. 3rd Australian ed. Melbourne, Pearson.
Recommended texts
Drewniany, B.L. & Jewler, A.J. 2008, Creative Strategy in Advertising, 9th edition, Boston, MA, Thomson Wadsworth.
Percy, R. & Elliott, R. 2009, Strategic Advertising Management, 3rd edition, Oxford, Oxford University Press.
References
Altstiel, T. 2017. Advertising creative : strategy, copy, and design. Los Angeles, Sage
Aitchison, J. 2008. Cutting Edge Advertising: How to create the world's best print for brands in the 21st century. Singapore, Prentice Hall.
Applegate, E. 2016. Strategic copywriting : how to create effective advertising, Lanham UK, Rowman & Littlefield
Barry, P. 2008. Think Now, Design Later: A complete guide to creative ideas, strategies and campaigns. NY, Thames & Hudson.
Bendinger, B. 2002. The Copy Workbook. Chicago, Copy Workshop Publishers Berger, W. 2001. Advertising Today. London, Phaidon.
Berman, M. 2017. The blueprint for strategic advertising : how critical thinking builds successful campaigns. New York, Routledge.
Berman, M. 2007. Street Smart Advertising. Lanham, Maryland, Rowman & Littlefield.
Bodle, R., Hamilton, J. F. & Korin. E. 2017. Explorations in critical studies of advertising. New York, NY : Routledge.
Burtenshaw, K. Mahon, N. & Barfoot, C. 2006. The Fundamentals of Creative Advertising. Lausanne, AVA Publishing.
Corstjens, J. 1990. Strategic Advertising: A Practitioner's Handbook. Oxford, Heinemann.
Crawford, R. 2008. But Wait, There's More: A history of Australian advertising. Carlton, MUP.
Christians, C. G. & Wilkins, L. 2009. The handbook of mass media ethics. New York, Routledge
Dahlén, M. Okazaki, S., & Rosengren, S. 2013. Advances in advertising research.(Vol. IV), Springer Gabler, Wiesbaden.
Duncan, T. 2002. IMC Using Advertising and Promotion to Build Brands. Boston. McGraw-Hill Irwin.
Drewniany, B.L. & Jewler, A.J. 2008. Creative Strategy in Advertising. 9th edition, Boston, MA, Thomson Wadsworth.
Gabay, J. 2003. Teach Yourself Copywriting. Abingdon, Oxon, Hodder & Stoughton.
Hawkins, D. Neal, C. & Chester, P. 1997. Consumer Behaviour: Implications for Marketing Strategy. 1st Australian. Ed., McGraw Hill.
Herzbrun, D.1997. Copywriting by Design - Bringing Ideas To Life With Words And Images. NTC Business Books.
Himpe, T. 2008. Advertising is Dead, Long Live Advertising. London, Thames & Hudson.
Himpe. T. 2008. Advertising next : 150 winning campaigns for the new communications age. London, Thames & Hudson.
Hudson. Barry, P. 2010, The Advertising Concept Book, access via http://advertisingconceptbook.com/
Hovland, R., Marquette, J. & Haley, E. 2007. Readings in Advertising, Society & Culture. Armonk, NY, ME Sharpe, Inc.
Jewler, A.J. & Drewniany, B.L. 2009. Creative Strategy in Advertising. 9th ed., Belmont, Wadsworth Thomson Learning.
Johnson, K. A. 2017. Shoot, edit, share video production for mass media, marketing, advertising, and public relations. New York, Routledge.
Lane, W.R., Whitehill K. & Russell, J. 2005. Kleppner's Advertising Procedure,16th ed., Upper Saddle River, NJ. Pearson Education.
McStay, A. 2016. Digital Advertising. New York, Palgrave Macmillan.
Moriarty, S. & Duncan, T. 1995. Creating & Delivering Winning Advertising/Marketing Presentations, 2nd ed., NTC Business Books.
Newman, M. 2003. Creative Leaps: Lessons in Effective Advertising. Singapore, J Wiley & Sons.
Newman, M. 2004. The 22 Irrefutable Laws of Advertising. Singapore, J Wiley & Sons.
Ogilvy, D. 1985. Ogilvy On Advertising, New York, NY, Crown.
O'Shaughnessy, J. & O'Shaughnessy, N.J. 2004. Persuasion in Advertising. London, Routledge.
Percy, L., Rossiter, J.R. & Elliott, R. 2002. Strategic Advertising Management. Oxford, OUP.
Pricken, M. 2004. Creative Advertising: Ideas & Techniques from the World's Best Campaigns. NY, Thames & Hudson.
Schultz, D.E., Tannenbaum S. & Allison, A. 1996. Essentials of Advertising Strategy. 3rd Edition, Illinois, NTC Business Books.
Spence, E. & Van Heekeren, B. 2005. Advertising Ethics: Basic Ethics in Action. Upper Saddle River, NJ, Prentice Hall.
Steel, J. 1998. Truth, Lies & Advertising. New York, Wiley & Sons.
Sullivan, L. 2000. Hey Whipple Squeeze This: A Guide to Creating Great Ads. New York, J Wiley & Sons.
Swanepoel, K. et al. 2004. One Show Interactive: Advertising's Best Interactive & New Media. Lausanne, AVA Publishing.
Wells, W., Spence-Stone, R., Crawford, R., Moriarty, S. & Mitchell, N. 2011. Advertising, Principles & Practice, 2nd Australian Edition. Frenchs Forest, NSW, Pearson Education Australia.
Williams, Eliza. 2010. This is Advertising. London, Laurence King.
Williams, R. 2004. The Non-Designer's Design Book. California, Peachpit Press.
Williams, M. 1997. Interactive Marketing. Sydney, Prentice Hall.
Other resources
Other resources
Readings always refer to World Advertising Research Centre (WARC), this is brilliant resource. This portal and the readings in it can be accessed from the Library's website via http://www.lib.uts.edu.au/databases/search_databases.py On all matters not covered by this outline, the Student study Guide applies: www.fass.uts.edu.au/students/assessment/preparing/study-guide.pdf
The 'BIG' book section of the library particularly D&AD and One Show illustrated compendiums give creatives the greatest resources of past ads, scripts and TVCs.
Disclaimer
This outline was generated on the date indicated in the footer. Minor changes may have been made subsequent to this date.