570009 Contemporary Advertising

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Communication: Strategic Communication
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): 570003 Understanding Communication in Society AND 992230 Intercultural and International Communication AND 570005 Emergent Communication Practices AND 570006 Driving Stakeholder Engagement
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

Advertising is one of the key methods which organisations use to be relevant and persuasive in the context of the contemporary use of paid media. Within the context of an integrated campaign for a brand or organisation, students explore how messages are developed from attributes and other features or other distinctive elements in a brand (product, service, or corporate entity). Students identify how the message provides a benefit to the target audience and apply techniques to articulate that benefit through an appeal, so it is impactful to the audience by being expressed in a creative way. Students are introduced to essential skills required in developing a clear brief for the development of advertising.

Subject learning objectives (SLOs)

a.	Understand and articulate how various rational, emotional, and motivational appeals are developed as the creative focus for advertising messaging
b.	Use relevant theories and conceptual frameworks to engage in advertising content
c.	Interpret advertising messaging to critically analyse how it connects with the intended target audience in various social and cultural contexts
d.	Critically analyse persuasive techniques used in advertising ideas and campaign concepts

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:

Critically analyse and reflect on strategic communication models and practices to plan and execute a substantial body of research that synthesise information across diverse platforms in response to communication issues and challenges (2.1)
Exercise leadership in the development of communication strategies that address major challenges and implement solutions on issues of exclusion, equity, cultural difference and social justice (5.1)
Persuade and engage diverse audiences through both written and oral communication strategies across a range of media formats with consideration of others' needs and views (6.1)

Teaching and learning strategies

This subject is made up of six modules delivered online over six weeks (one module per week), in addition to Orientation week. Students work through each module at their own pace, with asynchronous interactive activities attached to each module/topic. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Within each module, content is delivered through a mixture of reading material, short videos, interactive activities and both essential and suggested readings. Online synchronous sessions are held four times during the session, to allow students to interact, ask questions of teaching staff, and receive clarification for assessments.

Content (topics)

Students learn to interpret and analyse the meaning being generated by the contemporary techniques used to create advertising campaign activities. This will inform critical consideration of why advertising practice has been changing and how that impacts the nature of the strategies, tactics and ideas being developed. Students examine the concept of the advertising idea and advertising campaign and how both have changed in recent years and consider how the evolution of the communication and marketing environments is driving further changes. Students reflect on how these changes impact the nature of advertising and the way it has developed and the implications for strategic communication practitioners.

Assessment

Assessment task 1: Analysing Advertising Context

Objective(s):

a, c and d

Weight:

10%

Length:

500 words

Criteria linkages:

Criteria	Weight (%)	SLOs	CILOs
Depth of critical interpretation of the case study material	40	a	5.1
Clarity of understanding of the nature of the campaign and the strategic framework in which it was developed	30	c	6.1
Quality of expression in articulating the Grand Strategy, Strategy and Tactics of the campaign case study	30	d	6.1

SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 2: Identifying the insight

Objective(s):

a, b and c

Weight:

45%

Length:

1250 words

Criteria linkages:

Criteria	Weight (%)	SLOs	CILOs
Perceptiveness of the insight developed	40	b	2.1
Depth of critical interpretation of the case study material	40	a	5.1
Depth and relevance of the reflection on the role of the insight in advertising development	20	c	6.1

SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 3: Critical comparison

Objective(s):

a, b and c

Weight:

45%

Length:

1250 words

Criteria linkages:

Criteria	Weight (%)	SLOs	CILOs
Insightfulness of the market and consumer understanding demonstrated	30	b	2.1
Depth of critical interpretation of the brand and its different advertising campaigns	30	a	5.1
Breadth of perception into the nature of advertising as shown by the evaluation of the different campaigns	40	c	6.1

SLOs: subject learning objectives
CILOs: course intended learning outcomes

Minimum requirements

Students must submit all assessments and must achieve at least 50% of the subject’s total marks.

Required texts

There are no required texts for this subject. Recommended readings will be available via UTS Library and through the subject site.

References

Anderl, E., Becker, I., von Wangenheim, F., & Schumanna, J. H. 2016. Mapping the customer

journey: Lessons learned from graph-based online attribution modelling, International Journal of

Research in Marketing, 33, p.457–474

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.

Butterfield, L. (1999). Excellence in advertising: the IPA guide to best practice. edited by Leslie Butterfield. Duckworth, Chapter 7, pp. 135-157. Butterworth-Heinemann, Boston,

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.