57812 Contemporary Advertising Practice
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 2025 is available in the Archives.
Credit points: 8 cp
Subject level:
Postgraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 57217 Contemporary Advertising Practice AND 57612 Contemporary Advertising Practice
Description
This subject equips students with an understanding of the dynamic nature of advertising within the modern business and technological landscape. Students gain insights into historical and current advertising practices, the use of data analytics to harness 'big data', and the crafting of compelling messages that resonate with target audiences. Through practical learning, students develop skills in interpreting data, articulating brand benefits, and creating persuasive appeals that align with various paid media formats, ensuring their advertising strategies are both relevant and impactful.
Subject learning objectives (SLOs)
| a. | Understanding the evolving relationship between consumers and the various communication channels used to deliver advertising. |
|---|---|
| b. | Use relevant theories and conceptual frameworks for applying creative techniques towards delivering on agreed objectives. |
| c. | Develop a theoretical and practical understanding of haw various rational, emotional and motivational appeals are developed as the creative focus for advertising messaging. |
| d. | Conceptualise and articulate Advertising Ideas as a key organising step in developing a marketing communication campaign. |
| e. | Work collaboratively on creative conceptualisation of advertising. |
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:
- Apply a specialised body of theoretical and practice-oriented knowledge and skills to develop, implement and evaluate innovative and integrated solutions to real-world communication challenges (1.1)
- Critically, creatively and/or collaboratively analyse, debate and reflect on strategic communication models, practices and solutions by planning and executing a body of research to solve complex problems (2.1)
- 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 practically engages students in key stages in the advertising development process - using a combination of block workshops and seminars to critically review, analyse and engage in contemporary practices in advertising development. This allows students to work together in class and to get early and ongoing feedback from their tutor regarding the application of theoretical and practical frameworks, and then to collaborate in groups to work on a project brief, and individual work on specific tasks as part of the process. Students are encouraged to conduct research into the creative project and use that to inform their final group presentation.
Content (topics)
Students learn and implement the contemporary techniques being used in advertising creative development. This will be informed by practical frameworks and theories of practice to enable consideration of why 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 apply theories and practices to develop and present an advertising proposal for a client project brief.
Assessment
Assessment task 1: Analysis of advertising competition
| Objective(s): | a, c and d | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 25% | ||||||||||||||||
| Length: | 1000 words | ||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Target Audience Analysis (Project Brief)
| Objective(s): | a and b | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 25% | ||||||||||||||||
| Length: | 1000 words | ||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Campaign Proposal
| Objective(s): | b, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 8 min group presentation made in class & 1000-word individual explanatory memo. | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Attendance at classes is essential in this subject. Classes are based on a collaborative approach that involve essential workshopping and interchange of ideas with other students and the tutor to build capacities towards meeting the subject learning objectives. A roll will be taken at each class (whether on campus or online). Students who have more than two absences from class will be refused marking of their final assessment (see Rule 3.8).
In this subject assessment tasks are cumulative. Each task builds understanding and/or skills that is informed by formative feedback. All assessments must be submitted for students to pass the subject. Each task assesses unique subject learning objectives.
Referencing
Use of Generative AI needs to be referenced. Please refer to UTS Library guide. In addition, students are required to include clickable links for all references in the Reference List if available.
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.