52662 Creative Advertising
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
Anti-requisite(s): 54046 Principles of Advertising AND 58118 Principles of Advertising AND 59330 Advertising Practice
Description
In this subject, students learn about creative advertising development techniques and practices. They are introduced to foundational concepts of advertising within the broad framework of Paid, Owned, Earned and Shared media, and explore how creativity is applied within different contexts of Paid advertising. Students are introduced to, and utilise, contemporary consumer research, insights and targeting approaches. They work collaboratively and individually to create advertising ideas and then generate executions across multiple media channels.
Subject learning objectives (SLOs)
| a. | Use primary and secondary research findings to inform and inspire the development of creative advertising ideas |
|---|---|
| b. | Analyse and consolidate research insights drawn from a variety of primary and secondary sources |
| c. | Collaborate to create, refine and clarify creative concepts to be articulated as advertising ideas as part of an iterative process of creative development |
| d. | Develop an individual advertising execution of an advertising idea and justify how it delivers the idea and answers the creative brief |
| e. | Rationalise the elements of creative development for advertising in a clear and professional manner |
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:
- Act in a professional manner appropriate to communication industries (1.1)
- Apply theoretically informed understandings of communication industries to independent and collaborative projects across a range of media (1.2)
- Employ appropriate research and inquiry skills to independently gather, organise and analyse information across diverse platforms (2.1)
- Act as reflexive critical thinkers and innovative creative practitioners who evaluate their own and others' work (2.2)
- Exemplify effective and appropriate communication in different communication industry contexts (6.1)
Teaching and learning strategies
Lectures are prerecorded and available online in the same week as each live face-to-face tutorials. Lectures provide a broad overview of the weekly topic and point students to relevant practice, conceptual frameworks and inspiring and informative examples. Students are required to work on a creative project throughout the subject (note - particularly duirng weeks 6, 7 and 8), using the tutorials to explore how the concepts introduced in the lectures can be applied to their project. They receive formative feedback during tutorials to provide guidance regarding assessment tasks.
When there are no scheduled tutorial classes, students complete online learning tasks and are invited to attend an online drop-in session to raise specific questions about the subject content, assessment tasks and creative project.
Content (topics)
This subject introduces the fundamentals of contemporary advertising practice and puts them into a broader conceptual framework of Paid advertising channels and how they link to and support communication through Owned, Earned and Shared media channels. In doing this, students work through the creative development process used in developing advertising campaigns, and learn to apply contemporary professional practices and conceptual frameworks. This involves:
- The applied use of a combination of primary and secondary research and analytical techniques, which form the professional practice called the ‘discoveries process’, to build an insightful understanding of the consumer, market, social and economic context in which the advertising is created and delivered.
- Use of traditional and contemporary creative practices and conceptual frameworks for the co-creation of a conceptual campaign framework which informs and directs the development of advertising ideas and their organisation into a coherent campaign ecosystem.
- Using the professional creative priciples and frameworks to create individual executions within the campaign ecosystem to make sure each delivers on its role within the overall campaign.
Assessment
Assessment task 1: Creative Development Discoveries Report
| Objective(s): | a, b and e | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Type: | Report | ||||||||||||||||
| Groupwork: | Individual | ||||||||||||||||
| Weight: | 30% | ||||||||||||||||
| Length: | 1250 words | ||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Campaign Ecosystem Presentation
| Objective(s): | a, c and e | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Type: | Presentation | ||||||||||||||||||||
| Groupwork: | Group, group and individually assessed | ||||||||||||||||||||
| Weight: | 30% | ||||||||||||||||||||
| Length: | 5 - 7-minute group presentation (should be no more than 10 slides, which are to be submitted. This includes a creative brief summary slide and a campaign eco-system slide) | ||||||||||||||||||||
| Criteria: | |||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Advertising Execution Development
| Objective(s): | c, d and e | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Type: | Project | ||||||||||||||||
| Groupwork: | Individual | ||||||||||||||||
| Weight: | 40% | ||||||||||||||||
| Length: |
Individual submission of Creative mock-ups (as specifiied for the list of deliverables for the part of the creative ecosystem being developed - details will be on Canvas) and 750-word rationale. | ||||||||||||||||
| Criteria: | |||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
It is mandatory that students attend at least 7 of the 9 face to face tutorial class (unless they have leave to be absent on more occasions). However, it is strongly recommended that students attend every tutorial class for this subject as the focus is on team collaboration in creative idea development, and so it is vital to be present in every week of class. This is particularly important during weeks 6 - 9, which is the Creative Ideation module, when the in class exercises each week are part of your team's collaborative efforts to develop your Assignment Two creative ecosystem and presentation (and to present it in week 9). If you are going to miss a class in any week of this session, please inform your tutor and your team-mates before the class runs, so they can make sure you are fully involved in the creative development process for that week. Remember your team-mates are relying on you to contribute to the creative development task, so don't let them down by missing stages in this process without good cause.
Required texts
Moriarty, S., Mitchell, N., Wood, C., & Wells, W. (2019), Advertising & IMC: Principles & Practice (11th Global Edition). Pearson. – available as an e-book in the UTS library
Recommended texts
Clow, K.E.., Baack, D.E. (2022), Integrated Advertising, Promotion and Marketing Communications (9th Global Edition). Pearson
References
Barker, D (2001) ‘How to Write an Inspiring Creative Brief’, Admap Issue 419, July 2001.
Baskin, M & Waters, K (2017) ‘How to Write a Creative Agency Brief’. WARC database. August 2017.
Duckworth, G (1999) Creative Briefing in Butterfield, L (Ed) Excellence in Advertising: the IPA Guide to Best Practice. Butterworth-Heineman.
Keller, K.L. (2016) ‘Unlocking the Power of Integrated Marketing Communications: How Integrated is your IMC Program?’ , Journal of Advertising 45(5). July 2016. 286 – 301.
Kitchen, P.J, Kim, I, Schultz, D (2008) ‘Integrated Marketing Communication: Practice Leads Theory’, Journal of Advertising Research. 48(4) , December 2008. 531 -546.
Morrison, M.A, Haley, E. Sheehan, B. Taylor, R.E.E (2002) Using Qualitative Research in Advertising: Strategies, Techniques and Applications. SAGE Publications.
Ogilvy, D (1983) Ogilvy on Advertising (1st American Edn) Crown.
O’Shaughnessy J. & O’Shaughnessy N (2003) Persuasion in Advertising. Taylor & Francis
Reeves, R (1961) Reality in Advertising (2015 e-edition). Knopf.
Steel, J (2006) Perfect Pitch: The art of selling ideas and winning new business. J. Wiley & Sons.
Varga, S (2009) Brilliant Pitch: What to know, do and say to make the perfect pitch. Financial Times/ Prentice Hall.