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  2. Creative Strategy: Process and Execution [ADV2102]

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.

Please note that given the circumstances of COVID-19, there may be some modifications to the assessment schedule promoted in Handbook for Semester 1 2020 Units. Students will be notified of all approved modifications by Unit Coordinators via email and Unit Blackboard sites. Where changes have been made, these are designed to ensure that you still meet the unit learning outcomes in the context of our adjusted teaching and learning arrangements.

  • Unit Title

    Creative Strategy: Process and Execution

  • Unit Code

    ADV2102

  • Year

    2020

  • Enrolment Period

    1

  • Version

    2

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

  • Unit Coordinator

    Dr Kelly Wi Yan CHOONG

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:

  1. 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.
  2. Evaluate creative execution of advertisements against the creative strategy.
  3. Evaluate what makes ethical and successful print, TV, radio, outdoor and interactive advertisements; including considerations of brand management, image enhancement and corporate identification.
  4. Reflect upon their experience as consumers to develop an understanding of consumer preferences as an aid to effective message design and targetting.

Unit Content

  1. Guidelines for evaluating creative output will be developed.
  2. 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".
  3. 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.
  4. 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
TypeDescriptionValue
AssignmentCreative Brief30%
AssignmentArt Direction and Copywriting30%
Creative WorkAdvertising Campaign40%

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.

Please note that given the circumstances of COVID-19, there may be some modifications to the assessment schedule promoted in Handbook for this unit. All assessment changes will be published by 27 July 2020. All students are reminded to check handbook at the beginning of semester to ensure they have the correct outline.

  • Unit Title

    Creative Strategy: Process and Execution

  • Unit Code

    ADV2102

  • Year

    2020

  • Enrolment Period

    2

  • Version

    2

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

  • Unit Coordinator

    Dr Kelly Wi Yan CHOONG

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:

  1. 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.
  2. Evaluate creative execution of advertisements against the creative strategy.
  3. Evaluate what makes ethical and successful print, TV, radio, outdoor and interactive advertisements; including considerations of brand management, image enhancement and corporate identification.
  4. Reflect upon their experience as consumers to develop an understanding of consumer preferences as an aid to effective message design and targetting.

Unit Content

  1. Guidelines for evaluating creative output will be developed.
  2. 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".
  3. 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.
  4. 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
TypeDescriptionValue
AssignmentCreative Brief30%
AssignmentArt Direction and Copywriting30%
Creative WorkAdvertising Campaign40%

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