School: Arts and Humanities
This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
Unit Title
Creative Strategy: Process and ExecutionUnit Code
ADV2102Year
2016Enrolment Period
1Version
2Credit Points
15Full Year Unit
N
Mode of Delivery
On Campus
Description
The development of creative ideas, and realisation and execution of those ideas, is a core benefit that an advertising agency offers its clients. This unit analyses consumers' wants, needs and behaviours with a view to developing creative strategy. Brand management, image enhancement and corporate identification are all evaluated in relation to the consumer.
Prerequisite Rule
Students must pass 1 units from ADV1116
Equivalent Rule
Unit was previously coded ADV3102, ADV4102
Learning Outcomes
On completion of this unit students should be able to:
- Develop a creative strategy which addresses a given audience, and appropriate message objectives, and write a creative brief based on that strategy and those objectives.
- Evaluate creative execution of advertisements against the creative strategy.
- Evaluate what makes ethical and successful print, TV, radio, outdoor and interactive advertisements; including considerations of brand management, image enhancement and corporate identification.
- Reflect upon their experience as consumers to develop an understanding of consumer preferences as an aid to effective message design and targetting.
Unit Content
- Guidelines for evaluating creative output will be developed.
- Historically notable advertising creatives including Ogilvy, Chiat, Burnett and Bernbach will be studied, as will examples of the translation of good ideas into effective advertising. Inputs relating to the creative process will be assessed including the use of humour; the presenter effect; appeals and executions, etc. The unit includes evaluation of strategies to search for "creative ideas".
- The question: `what is creativity?' will be addressed, as will the relationship between advertising and the creative process. A creative strategy will be developed and justified. Communication techniques for clear specification of the creative strategy will be applied as part of the development of an effective creative brief for the creative team. The fostering of involvement in, and ownership of, creative ideas will be reviewed, and the characteristics of a creative team member will be analysed.
- Theories of advertising communication will be examined, as they relate to individual consumer experience. Creative tactics to enhance brand awareness and corporate identification as an aid to effective message design and targetting will be analysed.
Additional Learning Experience Information
Lectures, workshops and screenings
Assessment
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
ON CAMPUS| Type | Description | Value |
|---|
| Assignment | Creative Brief | 30% |
| Assignment | Art Direction and Copywriting | 30% |
| Creative Work | Advertising Campaign | 40% |
Text References
- ^ Aitchison, J. (1999). Cutting edge advertising: How to create the world?s best print for brands in the 21st century. Singapore: Prentice Hall.
- Russell, J. T., & Lane, W. R. (2002). Kleppner's advertising procedure. (15th ed.). New Jersey: Prentice Hall.
- Mitroff, I. I. (1998). Smart thinking for crazy times: The art of solving the right problems. (1st ed.). San Francisco: Berrett-Koehler Publishers.
- Jones, J. (1999). The advertising business: Operations, creativity, media planning, integrated communications. Thousand Oaks, CA: Sage Publications.
- Jewler, A. J., & Drewniany, B. L. (2001). Creative strategy in advertising. (7th ed.). Belmont, CA: Wadsworth Publishing.
- Sternberg, R. J. (Ed.). (1999). Handbook of creativity. Cambridge, UK: Cambridge University Press.
- Berthon, P., Pitt, L., & Watson, R. (1996).The world wide web as an advertising medium: Towards an understanding of conversion efficiency. Journal of Advertising Research. Vol. 36, No.1, pp. 43-54.
- Bendinger, B. (2002). The copy workshop workbook. (3rd ed.). Chicago: The Copy Workshop.
- Arens, W. F. (2002). Contemporary advertising. (8th ed.). Boston: Mcgraw-Hill-Irwin.
- Salovey, P. (1998). Optimising intelligences: Thinking, emotion & creativity. [Video recording]. Port Chester, NY: National Professional Resources.
- (1991, 1993, 1995, 1997, 1999, & 2001). Effective advertising: Casebooks of the AFA advertising effectiveness awards. Vols. 1, 2, 3, 4, 5, and 6 AFA, Sydney: Southwood Press.
Journal References
Other References
- Radio National: - The Media Report
- Television: World's Funniest Television Commercials
- Television: Adults Only Unreal TV Ads
- Television: World's Greatest Television Commercials
^ Mandatory reference
Disability Standards for Education (Commonwealth 2005)
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Academic Misconduct
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
- plagiarism;
- unauthorised collaboration;
- cheating in examinations;
- theft of other students' work;
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
ADV2102|2|1
School: Arts and Humanities
This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
Unit Title
Creative Strategy: Process and ExecutionUnit Code
ADV2102Year
2016Enrolment Period
2Version
2Credit Points
15Full Year Unit
N
Mode of Delivery
On Campus
Description
The development of creative ideas, and realisation and execution of those ideas, is a core benefit that an advertising agency offers its clients. This unit analyses consumers' wants, needs and behaviours with a view to developing creative strategy. Brand management, image enhancement and corporate identification are all evaluated in relation to the consumer.
Prerequisite Rule
Students must pass 1 units from ADV1116
Equivalent Rule
Unit was previously coded ADV3102, ADV4102
Learning Outcomes
On completion of this unit students should be able to:
- Develop a creative strategy which addresses a given audience, and appropriate message objectives, and write a creative brief based on that strategy and those objectives.
- Evaluate creative execution of advertisements against the creative strategy.
- Evaluate what makes ethical and successful print, TV, radio, outdoor and interactive advertisements; including considerations of brand management, image enhancement and corporate identification.
- Reflect upon their experience as consumers to develop an understanding of consumer preferences as an aid to effective message design and targetting.
Unit Content
- Guidelines for evaluating creative output will be developed.
- Historically notable advertising creatives including Ogilvy, Chiat, Burnett and Bernbach will be studied, as will examples of the translation of good ideas into effective advertising. Inputs relating to the creative process will be assessed including the use of humour; the presenter effect; appeals and executions, etc. The unit includes evaluation of strategies to search for "creative ideas".
- The question: `what is creativity?' will be addressed, as will the relationship between advertising and the creative process. A creative strategy will be developed and justified. Communication techniques for clear specification of the creative strategy will be applied as part of the development of an effective creative brief for the creative team. The fostering of involvement in, and ownership of, creative ideas will be reviewed, and the characteristics of a creative team member will be analysed.
- Theories of advertising communication will be examined, as they relate to individual consumer experience. Creative tactics to enhance brand awareness and corporate identification as an aid to effective message design and targetting will be analysed.
Additional Learning Experience Information
Lectures, workshops and screenings
Assessment
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
ON CAMPUS| Type | Description | Value |
|---|
| Assignment | Creative Brief | 30% |
| Assignment | Art Direction and Copywriting | 30% |
| Creative Work | Advertising Campaign | 40% |
Text References
- ^ Aitchison, J. (1999). Cutting edge advertising: How to create the world?s best print for brands in the 21st century. Singapore: Prentice Hall.
- Russell, J. T., & Lane, W. R. (2002). Kleppner's advertising procedure. (15th ed.). New Jersey: Prentice Hall.
- Mitroff, I. I. (1998). Smart thinking for crazy times: The art of solving the right problems. (1st ed.). San Francisco: Berrett-Koehler Publishers.
- Jones, J. (1999). The advertising business: Operations, creativity, media planning, integrated communications. Thousand Oaks, CA: Sage Publications.
- Jewler, A. J., & Drewniany, B. L. (2001). Creative strategy in advertising. (7th ed.). Belmont, CA: Wadsworth Publishing.
- Sternberg, R. J. (Ed.). (1999). Handbook of creativity. Cambridge, UK: Cambridge University Press.
- Berthon, P., Pitt, L., & Watson, R. (1996).The world wide web as an advertising medium: Towards an understanding of conversion efficiency. Journal of Advertising Research. Vol. 36, No.1, pp. 43-54.
- Bendinger, B. (2002). The copy workshop workbook. (3rd ed.). Chicago: The Copy Workshop.
- Arens, W. F. (2002). Contemporary advertising. (8th ed.). Boston: Mcgraw-Hill-Irwin.
- Salovey, P. (1998). Optimising intelligences: Thinking, emotion & creativity. [Video recording]. Port Chester, NY: National Professional Resources.
- (1991, 1993, 1995, 1997, 1999, & 2001). Effective advertising: Casebooks of the AFA advertising effectiveness awards. Vols. 1, 2, 3, 4, 5, and 6 AFA, Sydney: Southwood Press.
Journal References
Other References
- Television: World's Funniest Television Commercials
- Television: Adults Only Unreal TV Ads
- Radio National: - The Media Report
- Television: World's Greatest Television Commercials
^ Mandatory reference
Disability Standards for Education (Commonwealth 2005)
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Academic Misconduct
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
- plagiarism;
- unauthorised collaboration;
- cheating in examinations;
- theft of other students' work;
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
ADV2102|2|2
