unit outlines creative advertising

8/9/2019 Unit Outlines Creative Advertising

1/27

UNIT OUTLINE

Course unit: IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising

Unit title: Advertising Creative: Introduction

Unit Code: KKN021

Discipline Code:

Credit Points: 12cp

Semester(s) of Offer: Autumn (First) semester

Year(s) of Offer: 2003

Prerequisite(s): None

Co-requisite(s):

Coordinator:

Ph:Fax:Email:

1. Rationale

This unit provides an introduction to the creative side of advertising: to the key disciplines ofcopywriting and art direction and the development of creative concepts (starting with research andstrategy through to the generation and crafting of ideas.) Students begin to develop practical skills inwriting and designing ads.

2. Aims

The unit aims to give students grounding in the essentials of the creative of advertising. It is thefoundation for further subjects in the area and for people starting out on the creative side of theindustry.

3. Objectives

On completion of this unit, students should have developed:

1) An understanding of, and skills in, researching and analysing communication problems &opportunities, and developing creative strategies.

2) An understanding of the process of conceiving and developing ideas for ads.

3) Knowledge of techniques of, and skills in, the copywriting of ads.

4) Knowledge of key aspects of, and skills in, the art direction of advertising.

5) Advanced presentation skills (written, verbal and visual.)


2/27


3/27

Practical project

In class exercises

Students develop concepts for ads, then write, design and present them (for in-class exercises andassessment and assessment). These activities help develop their conceptual ability, written, visualand verbal communication skills. The process of researching and developing strategy requires themto think through, analyse and attempt to solve communication problems.

6. Assessment

Students work on a client based project for which they:

Research and develop a creative strategy 20%(addresses unit objective 1 and 5)

Generate concepts for magazine, newspaper & poster ads 30%(addresses unit objective 2 and 5)

Craft the writing of those concepts 25%(addresses unit objective 3 and 5)

Craft the design (art) of those concepts 25%(addresses unit objective 4 and 5)

They work on this project in class and are given feedback by fellow classmates as well as the lecturerin class. Draft work is marked by the lecturer at each of the key stages listed above, before a finalsubmission at the end of the unit.

7. Resource Materials

Students will refer to the following texts and CD roms for readings and assessment.Material for classes will also be drawn from some of them.

Prescribed text

FELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.

Magazines

Adnews, Yaffa Publishing, Sydney (trade publication)

Australian Creative, Yaffa Publishing, Sydney (trade publication)

Web sites

Adnews www.adnews.com.au

Advertising Federation of Australiawww.afa.org.au

Australian Writer and Art Directors Association www.awardonline.com

Directors and Art Directors Association (UK) www.dandad.co.uk

Awards

3
http://www.adnews.com.au/http://www.afa.org.au/http://www.afa.org.au/http://www.awardonline.com/http://www.dandad.co.uk/http://www.adnews.com.au/http://www.afa.org.au/http://www.awardonline.com/http://www.dandad.co.uk/


4/27


5/27

UNIT OUTLINE

Course unit: IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising

Unit title: Advertising Creative: Electronic Media

Unit Code: KKN022

Discipline Code:

Credit Points: 12cp

Semester(s) of Offer: Autumn (first) semester


Prerequisite(s):

Co-requisite(s): Advertising Creative: Introduction is recommended, but not a mandatoryco-requisite. Students only interested in electronic advertising should

contact the Creative Advertising strand co-ordinator.Coordinator:

Ph:Fax:Email:

1. Rationale

In this unit students learn about the writing, design and production of advertising for key electronicmedia: TV, radio and interactive. Students examine how people use these electronic media, principles

for creating effective ads, creative techniques that can be used, how to present concepts for eachmedium, plus the roles, steps and components in their production. This unit adds to AdvertisingCreative: Introduction which concentrates on the print media.

2. Aims

Students expand their understanding of and skills in developing ads for the key electronic mediums.

3. Objectives.


1) A critical understanding of the nature of television and key principles for effective TVcommercials.

2) An understanding of the creative techniques for TV, including product demonstration, testimonial,slice of life and emotion.

3) Skills in developing TV storyboards writing, rendering and presentation.

4) A critical understanding of the nature of radio and principles for effective radio commercials.

5) An understanding of creative techniques and production elements used in radio commercials.

6) Skills in scripting and presentation of concepts for radio.

7) An understanding of the nature of interactive media & principles for effective interactive ads.

8) An understanding of creative techniques used in web sites.

9) Skills in writing and designing web sites.

10) Further developed their conceptual, written and verbal communication skills.

5


6/27

4. Content

Television

The nature of television - how people use the medium

Key principles for effective TV commercials

Creative techniques for TV, incl product demonstration, testimonial, slice of life

Examination of creative low budget TV commercials

TV storyboards writing, rendering and presentation

Steps in the process of making a TV commercial

Roles in TV production and managing the production

Working with directors, treatments and budgets

Components of a TV commercial production cost estimate

TV station in-house writing and production

Radio

The nature of radio how people use the medium Key principles for effective radio commercials

Creative techniques and production elements that can be used

Examination of examples of creative radio commercials

Scripting and presentation of concepts for radio

Steps in the process of making a radio commercial

Roles in radio production / managing the production

Components of a radio commercial production cost estimate

Radio station in-house writing and production

Interactive

The nature of interactive media how people use this media

Types of interactive media including sites, banners, email

Writing for interactive media

Design and layout for interactive media

Examination of examples of creative interactive promotions

Steps in the process of producing interactive media

Roles in producing interactive media / managing the production

Components of interactive media production estimates

Introduction to web and interactive software

5. Teaching and Learning Approaches

The unit is divided into the modules outlined in the Content section. These will be delivered through acombination of:

Lectures

Guest lectures

Workshops

Visit to TV post production facilities / shoot

Visit to radio station / audio production house

Readings

Examples of industry best practice

Practical projects

In class exercises

Students develop concepts for ads, then write, design and present them (for in-class exercises andassessment). These activities help develop their conceptual ability, written, visual and verbal

6


7/27

communication skills. Developing strategy at the beginning of the process requires them to thinkthrough, analyse and solve communication problems.

7


8/27

6. Assessment

There are three client based projects:TV storyboard 40%Radio script 30%

Interactive web site 30%

For each, students generate concepts using a variety of creative tools, craft the writing and design oftheir most promising concept.

The TV storyboard project addresses unit objectives 1, 2, 3 and 10.The radio script project addresses unit objectives 4, 5, 6 and 10.The web site project addresses unit objectives 7, 8, 9 and 10.

Students work on these projects in class and are given feedback by fellow classmates as well as thelecturer. Initial concepts are marked by the lecturer at key stages, before a final submission at theend of each module.


Students will refer to the following texts, videos and CD roms for readings and assessment.

Material for classes will also be drawn from some of them.

Magazines


Web sites

Advertising Federation of Australia www.afa.org.au

American television commercials www.televisioncommercials.comand www.usatvads.com



Awards

AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION, AWARD Annuals 1983-2001.

AWARD, Sydney, 1983-2001.

FEDERATION OF AUSTRALIAN RADIO BROADCASTERS Golden Stylus Radio Awards, FARB,

1996-2001

ONE SHOW The One Show Advertising Awards (Video and CD), One Show, 1997-2001

TELEVISION REGISTER Best Commercials of All Time (Video) The TV Register, 1994

Books

BAIRD, L. Guide to Radio Production Allen & Unwin, Sydney, 1992.

BENDIGER, B. The Copy Workshop Workbook The Copy Workshop, Chicago, Ill., 1993.

8
http://www.televisioncommercials.com/http://www.televisioncommercials.com/http://www.dandad.co.uk/http://www.televisioncommercials.com/http://www.dandad.co.uk/


9/27

BOOK, A., CARY, N., TANNENBAUM S. and BRADY F., The Television and Radio Commercial NTC

Business Books, Lincolnwood, 1997.

DIRECTORS & ART DIRECTORS ASSOCIATION (UK) The Commercials Book, Rotovision, London,

2001

KANNER, B. 100 Best TV Commercials and Why They Worked Time Books, 1999.

FEDERATION OF AUSTRALIAN COMMERCIAL TELEVISION STATIONS Checklist and Clearance

Procedures FACTS, Sydney 2002.


HELMSTETTER G. Increasing Hits and Selling More on Your Web Site John Wiley, New York, 1996

OGILVY, D. Ogilvy on Advertising. Pan Books, London, 1983.

ORLICK, P. Broadcast Copywriting Allyn & bacon, Boston, 1990.

PHILLIPS, M., The Worlds Best Online Advertising Campaigns Australian Digital Publishing,Melbourne, 2000

SCHUMANN D. Advertising and The World Wide Web Lawrence Erlbaum Inc, Mahwah, 1999

SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads John Wiley, NY, 1998

WHITE H How to Produce Effective TV Commercials NTC Business Books, Lincolnwood, 1994

8. Risk Management

There are no out-of-the-ordinary risks associated with this unit.

9


10/27

UNIT OUTLINE

Course unit: IF95 GDip Advertising, IF96 Master of Advertising

Unit title: Advertising Creative: Advanced Print

Unit Code: KKN023

Discipline Code:

Credit Points: 12cp

Semester(s) of Offer: Spring (Second) semester


Prerequisites: Advertising Creative: Introduction and Advertising Creative: ElectronicMedia

Co-requisite(s):

Coordinator:

Ph:Fax:Email:

1. Rationale

The crafts of copywriting and art direction are examined in more detail and further skills developed.Students are introduced to other forms of advertising and the range of mediums available tocommunicate to audiences. They learn about, and apply writing and design skills to, direct marketing,

sales promotion, brochures and retail advertising. In addition, they gain further understanding of theprint production area viz. its process and management.

2. Aims

This unit takes students to a more advanced level of skill, gives them wider experience of the differenttypes of advertising, and introduces the field of print production.

3. Objectives.


1) A critical understanding of the different marketing communications mediums available and therole of creative in media selection and development.

2) An understanding of, and skills in, developing one creative concept across a range of media.

3) Advanced skills in writing and designing long copy, brochures, retail advertising, salespromotion and direct marketing.

4) A critical appreciation of the print production process and the role of the production manager.

5) Analytical, conceptual, written and verbal communication skills.

10


11/27

4. Content

Advanced industry, strategy and concept development topics

The history of creative advertising

The role of the creative person in integrated marketing communication Creativity in selecting advertising and marketing communication media

What advertising can and cant accomplish

Thinking outside the box getting around the mental blocks

Advanced presentation skills

Advanced copywriting

Development of voice and rhythm

Writing styles - persuasive, creative, emotive

The importance of re-writing

Writing long copy

Writing for brochures

Writing retail advertising

Writing for direct marketing

Writing sales promotion and point of purchase material

Examination of work by successful copywriters

Crafting, polishing and perfecting the words of an ad

Advanced art direction

Drawing and illustration techniques

Colour theory

Advanced design concepts

Advanced typography

Design and layout for direct marketing, sales promotion and retail

Examination of work by successful art directors

Introduction to software for print design and production

Crafting, polishing and perfecting the design of an ad

Commissioning and directing photography and illustration

11


12/27

Print Production

Steps in the print production process

The role of the production manager and traffic manager

Production cost estimates

Production specifics for newspapers, magazines and posters Artwork preparation

Film separations, proofing material, computer based material

Transparencies and transparency re-touching

Printing methods


The unit is divided into the modules outlined in the Content section. These will be delivered through acombination of:

Lectures

Guest lectures

Workshops

Visit print house

Readings

Examples of industry best practice

Practical project

In class exercises

Students develop concepts for ads, then write, design and present them (for in-class exercises andassessment.) These activities help develop their conceptual ability, written, visual and verbalcommunication skills. Students are required to think through, analyse and solve communicationproblems in contemplating their creative briefs.

6. Assessment

Students work on a client based project:

Media Plan 20%(Students develop a simple media plan incorporating marketing communication and advertising. Thisassessment addresses unit objectives 1 and 5.)

Concept 20%(Students generate one concept which can be used across those mediums.This assessment addresses unit objectives 2 and 5.)

Copy and Design 40%(Students write and design a direct and sales promotion piece, retail ad and brochure from thatconcept. This assessment addresses unit objectives 3 and 5.)

Print production project 20%(Students take one of the print pieces and outline the next stages and issues involved in producing it.This assessment addresses unit objectives 4 and 5.)

Students work on this project in class and are given feedback by fellow classmates as well as thelecturer in class. Draft work is marked by the lecturer at key stages, before a final, completesubmission at the end of the unit.

12


13/27


Students will refer to the following texts and CD roms for readings and assessment.

Material for classes will also be drawn from some of them.

MagazinesAustralian Creative, Yaffa Publishing, Sydney (trade publication)

Creative Review, Centaur Publications, London (trade publication)

Web sites





Awards



DIRECTORS & ART DIRECTORS ASSOCIATION (UK), Advertising Annuals Rotovision, London,

1996-2001

DIRECTORS & ART DIRECTORS ASSOCIATION (UK), The Copy Book Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION (UK), The Art Direction Book Rotovision, London,

2000

FOLIO Folio Awards. Folio, Sydney, 1994-2001

Books

ATCHISON, J. Cutting Edge Advertising Prentice Hall, Sydney, 1999.

AULD M Direct Marketing Made Easy Harper Collins, Sydney, 1998

BENDIGER, B. The Copy Workshop Workbook The Copy Workshop, Chicago, Ill., 1993.

BLAKE G, The Elements of Copywriting Longman, 1998

BURNETT, J and MORIARTY S, Introduction to Marketing Communication Prentice Hall, Upper

saddle River, NJ, 1998

CAPLES, J and HAHN, F. Tested Advertising Methods. Prentice Hall Trade Publication, Upper

Saddle River, NJ, 1997.

CROMPTON, A. The Craft of Copywriting. Hutchinson, London, 1990.


13
http://www.adnews.com.au/http://www.afa.org.au/http://www.afa.org.au/http://www.dandad.co.uk/http://www.adnews.com.au/http://www.afa.org.au/http://www.dandad.co.uk/


14/27

FORTINI-CAMPBELL, L. Hitting the Sweet Spot: How consumer insights can inspire better marketing

and advertising. The Copy Workshop, Chicago, Il, 1992.

LEVENSON, B., A History of Advertising that Changed the History of Advertising, Villard Books, New

York, 1987

STONE, B, Successful Direct Marketing Methods NTC Business Books, Lincolnwood, 1997

SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads, John Wiley & Sons, New

York, 1998

YOUNG, J W. A Technique for Producing Ideas. NTC Business Books, Lincolnwood, 1988

WHEILDON, C. Communicating, or Just Making Pretty Shapes. Newspaper Advertising Bureau of

Australia, North Sydney, 1986.

8. Risk Management


14


15/27

UNIT OUTLINE

Course unit: IF95 GDip Advertising, IF96 Master of Advertising

Unit title: Advertising Creative: Portfolio

Unit Code: KKN024

Discipline Code:

Credit Points: 12cp

Semester(s) of Offer: Spring (second) semester


Prerequisites: Advertising Creative: Introduction and Advertising Creative: ElectronicMedia

Co-requisite(s): Advertising Creative: Advanced Print

Coordinator:

Ph:Fax:Email:

1. Rationale

Students develop a portfolio which can be presented to employers. They examine successful industrycampaigns and the work of successful industry professionals. They become more familiar with

employer expectations and develop their own work and its presentation. This fourth unit is a chancefor students to take their best work from earlier units and polish it, as well as prepare other work to amore professional level. Students can concentrate on the sub-discipline of creative advertising inwhich they are interested.

2. Aims

This unit is the capstone of the Graduate Diploma in Creative Advertising. It brings together the skills,knowledge and work of previous units, and enables students confidently approach employers for work.It also recognises there will be students pursuing different work directions within the creativeadvertising.

3. Objectives.


1) Advanced skills in developing concepts for advertising.

2) A critical ability to critque their own and others work.

3) An awareness of the importance of improving and developing their early concepts.

4) Advanced skills in advertising writing, design or other sub-discipline.

5) High level skills in presenting their work.

6) A pre-professional folio that can be presented to employers.

7) Advanced skills in gathering creative reference material.

8) Significant awareness and broader knowledge of leading edge advertising.

15


16/27

9) A sound understanding of the industry standards and expectations.

16


17/27

4. Content

Examination of successful campaigns in Australia and overseas

Examination of the styles of successful creative advertising industry people in Australia and

overseas Critiquing creative work (advanced) how to give and take feedback

The importance of improving creative work at each stage of the process

Writing and re-writing copy (advanced crafting of copy)

Tweaking the design of the ad (advanced crafting of the design of advertising)

Selling creative concepts (advanced)

Presentation of folios

Researching creative reference material / building a personal creative library

Industry expectations and how to break into the industry


One to one mentoring of students by the Unit Co-ordinator or Industry person.

Class feedback sessions.

Learning contract

Regarding the learning contract: students pursue learning material and mentoring to help develop theirskills, knowledge and ultimately their folio. They are encouraged to do so in the sub-discipline ofcreative advertising in which they are interested. Their work for this unit includes finding and utilisingreading, examples of industry best practice and mentoring by appropriate industry people orspecialists within the university.

These activities help develop their conceptual ability, written and verbal communication skills. Inresearching their particular area of interest, they also develop generic research skills.

6. Assessment

Work in progress 25%(Students develop concepts / work from new and past briefs. These are critiqued in workshops byclassmates and industry guest lecturers. This assessment addresses unit objectives 1, 2 and 3.)

Final portfolio 50%(Students finesse the writing and design of those concepts and present them as professionally aspossible. This assessment addresses unit objectives 3, 4, 5, and 6.)

Scrap file / research report 25%(Students research industry expectations, particularly in the area of creative advertising in which theyare interested. They gather and examine leading edge work, and build a folio of creative referencematerial. And they research how to break into the industry. This assessment addresses unitobjectives 7, 8 and 9.)

These activities help develop their generic skills in conceptual development, research, written andvisual presentation communication skills. Reviewing their own and others work helps to developstudents critical abilities.

17


18/27


Students may be referred to the following texts and CD roms for readings and assessment.

Magazines


Web sites





Awards

ADVERTISING FEDERATION OF AUSTRALIA, Effective Advertising Books 1 to 5, Southward Press,Sydney 1992 to 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, Advertising Annuals Rotovision, London, 96-01



FOLIO Folio Awards. Folio, Sydney, 1994-2001.

Books

ATCHISON, J. Cutting Edge Advertising, Prentice Hall, Sydney, 1999.

CROMPTON, A. The Craft of Copywriting Hutchinson, London, 1990.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book, Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book, Rotovision, London, 2000




PAETRO, M How to Put Your Book Together and Get a Job in Advertising, The Copy Workshop,1998

STEVENS M How to Improve Your Presentation Skills Kogan Page, London, 1998

SULLIVAN, L. Hey Whipple, Squeeze This: A guide to creating great ads John Wiley, New York, 1998

VON OECH, R. A Whack on the Side of the Head: How you can be more creative. Warner Books,New York, 1983.

18
http://www.adnews.com.au/http://www.afa.org.au/http://www.afa.org.au/http://www.dandad.co.uk/http://www.adnews.com.au/http://www.afa.org.au/http://www.dandad.co.uk/


19/27

WHEILDON, C. Communicating, or Just Making Pretty Shapes? Newspaper Advertising Bureau of

Australia, North Sydney, 1986.

8. Risk Management


19


20/27

UNIT OUTLINE

Course unit: IF96 Master of Advertising

Unit title: Creative Advertising: Major Project

Unit Code: KKN026

Discipline Code:

Credit Points: 12 or 24cp



Prerequisites: Advertising Creative: Introduction, Advertising Creative: Electronic Media,Advertising Creative: Advanced Print, and Advertising Creative: Portfolio

Co-requisite(s):

Coordinator:

Ph:Fax:Email:

1. Rationale

Students work together to develop creative for client projects, and where possible produce and publishtheir work. They collaborate with students from the strategic advertising strand and from otherCreative Industry courses. Students take on roles as copywriters, art directors and producers,bringing together the skills developed across the course, and simulating real work situations. This isthe capstone unit in the Master of Advertising (Creative).

2. Aims

In this unit students will experience the challenges of working in real advertising situations. The unitmoves them closer to industry practice.

3. Objectives.

On completion of the 12 credit point unit students should have developed:

1) A high level appreciation of the challenges of working with people on the business side ofadvertising (such as strategy planners, media planners, account managers and clients)

2) Publishable quality material that can be included in their portfolio

3) Industry standard presentation skills

4) A full appreciation of need to work to deadlines

5) A sound understanding of the steps & challenges in developing copy & layout from initial brief

Objectives 1 to 5 are also applicable for the remaining 12 credit points in the 24 credit point unit. Inaddition, students should have developed:

6) A sound appreciation of the challenges of working with suppliers.

7) Industry standard project management skills.

8) The ability to work within a limited budget.9) A full appreciation of the steps and challenges in turning their ideas into finished ads.

20


21/27

4. Content

The 12 credit point unit covers:

Selling creative concepts to key stakeholders

Managing clients / handling changes

Working with Strategy Planners and Account Management people Resolving creative conflict

Time management / working to tight time frames

Advanced copywriting and art direction

Developing creative work for client pitches

The 24 credit point unit covers in addition:

Selecting and working with suppliers to embellish creative concepts

Project management

Working to tight budgets

Advanced production


Students take on a major project they can see through from initial brief to presenting copy & layout to aclient (in the 12 credit point unit), and then to finished ad (for the 24 credit point unit.) They take onroles as per the real world. Students are mentored in the process by the Unit Coordinator and byspecialists for the role the student is playing. Students may seek appropriate mentors from theadvertising industry. They are also given more formal feedback through assessment at a work inprogress stage. Students test out and develop interpersonal and project management skills in thisunit.

6. Assessment

First 12 credit points

Campaign creative (final) 50%(Creative Advertising students work with Business Advertising students or directly with a client todevelop a campaign. Creative Advertising students are responsible for copy and layout across thedifferent media. This assessment addresses unit objectives 1, 2, 3 and 4.)

Work in progress 30%(Initial concepts are assessed and feedback provided by the lecturer, fellow students and wherepossible industry mentors at key stages. This assessment addresses unit objectives 4, 5 and 6.)

Reflective diary 20%

(Students reflect on the challenges of working in teams, performing in their role, the work itself,problems and how they solved them, and how they would they would approach similar work andsituations in the future. This assessment addresses unit objectives 1 and 6.)

Second 12 credit points

Finished advertising material 50%(Creative Advertising students work with Creative Industries students or other suppliers to developfinished advertising material, and if possible publish it. This assessment addresses unit objectives 1, 2,3, 4, 7, 8.)

Work in progress 25%(Production plans and initial material is assessed and feedback provided by the lecturer, fellow

students and where possible industry mentors. This assessment addresses unit objectives 4, 9 and10.)

21


22/27

Reflective diary 25%(Students reflect on this second stage of implementing a campaign: the challenges of working inteams, performing in their role, the work itself, problems and how they solved them, and how theywould they would approach similar work and situations in the future. This assessment addresses unitobjectives 7 and 10.)


Students may refer to the following texts, videos and CD roms for readings and assessment.

Awards



DIRECTORS & ART DIRECTORS ASSOCIATION, Advertising Annuals Rotovision, London, 96-01

FOLIO Awards. Folio, Sydney, 1994-2001.

Videos

The Pitch (documentary video), Australian Film Commission / ABC, 1998

Books

ADVERTISING FEDERATION OF AUSTRALIA The Pitching Guide AFA, Sydney, 1997.

ATCHISON, J. Cutting Edge Advertising Prentice Hall, Sydney, 1999.

AYRES R., MOLLISON M, STOCKS I, TUMETH J., Guide to Video Production Allen & Unwin,Sydney, 1992.

BAIRD, L. Guide to Radio Production. Allen & Unwin, Sydney, 1992.


DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book Rotovision, London, 2000



SULLIVAN, L. Hey Whipple, Squeeze This: A Guide to Creating Great Ads John Wiley & Sons, New

York, 1998

VON OECH, R. A Whack on the Side of the Head: How You Can Be More Creative. Warner Books,

New York, 1983.

8. Risk Management

There are no out-of-the- ordinary risks associated

with this unit.

22


23/27

UNIT OUTLINE

Course unit: IF96 Master of Advertising

Unit title: Creative Advertising Internship

Unit Code: KKN028

Discipline Code:

Credit Points: 12cp



Prerequisite(s): Successful completion of the Graduate Diploma in Advertising (CreativeAdvertising)

Co-requisite(s):

Coordinator:

Ph:Fax:Email:

1. Rationale

The internship provides an opportunity for students to get a better idea of where they want to work,and to apply their skills and knowledge in a real life situation with an employer. Students are free tochoose where they do their internship it could be in Brisbane, in regional centres, interstate oroverseas. It can be any role - including as copywriters, art directors, designers, producers assistants,

creative co-ordinators, account managers, strategy planners, or traffic managers. It can be with any ofthe different employers - including agencies (advertising, direct marketing, sales promotion and newmedia), the media (TV & radio stations, internet providers, newspaper and magazine publishers),suppliers (film & television, audio, graphic design, photographers, market researchers), & marketers(commercial companies, government & non-profit organisations).

2. Aims

The Internship is the bridge between the university and the working world.

3. Objectives

Upon completion of this unit, students should have developed:

1) A sound understanding of the industry particularly as to which job they are most suited to,

who they want to work for and how best to approach them.

2) An advanced awareness of the challenges of the advertising workplace

3) Industry level skills and knowledge in one of the areas of advertising

4) Industry contacts which will help them in their future careers

23


24/27

4. Content

Getting in

What are the job possibilities on the creative side of advertising

What are the types of employers in the industry Who are the players in each of those fields

What is happening in the in those fields at the moment

What is the best way of approaching employers

On the job

Time management

People management / working with people

Applying skills and knowledge learnt

Developing new skills / knowledge

Post analysis

What worked and what didnt

Where to from here


Finding work / work experience

Students research which area of creative advertising they are interested in working in, whichemployers appeal to them and how best to approach employers. They use this knowledge to helpsecure an internship. They write a report on their research this will help them think through each of

these questions and the process of finding work. This part of the unit is designed to develop their jobhunting skills and knowledge, as well as give them a better idea of what they want to do afteruniversity.

Doing the internship

The internship itself provides an opportunity for them to find out what jobs and companies are reallylike and which are for them. It also provides an opportunity to apply and develop skills and knowledgefirst hand. During the Internship they keep notes on what they did and copies of work completed.Students must liaise with the Unit Co-ordinator and classmates to share experiences of finding workand of the work itself. It is intended that this unit has its own web site where students have a forumfacility so they can informally and more immediately share experiences.

After the Internship

At the end of the Internship students write up their notes and reflect on their internship, and considerwhere to from here. This, along with a folio of work completed, will be submitted as assessment. Thisreport will help students analyse their experience.

24


25/27

6. Assessment

Career research report (on finding work) 30%(Addresses unit objectives 1and 4

Progress report / participation in online forum 30%(Addresses unit objectives 1 and 2.)

Report on the internship completed (and work from the internship) 40%(Addresses unit objectives 1, 2 and 3.)

See Teaching and Learning Approaches for an explanation of each of these assessment items. Theprogress report is an opportunity for students to seek help and provide feedback to each other and theUnit Co-ordinator before submitting final reports.


Students will be referred to the following texts, magazines and web sites to help them in their researchand in the work itself:

Magazines

Adnews, Yaffa Publishing, Sydney (trade publication)

Adnews Handbook, Yaffa Publishing, Sydney (trade publication)


Creative Review, Centaur Publications, London (trade publication)

Reference books

B & T Yearbook, B&T Publications, Sydney, 2002 (trade publication)

Adnews Handbook, Yaffa Publishing, Sydney, 2002 (trade publication)

Yellow Pages, Pacific Access, Sydney 2002

Web sites




International Advertising Association www.iaaglobal.org

Awards



FOLIO Folio Awards. Folio, Sydney, 1994-2001.

25
http://www.adnews.com.au/http://www.afa.org.au/http://www.afa.org.au/http://www.iaaglobal.org/http://www.adnews.com.au/http://www.afa.org.au/http://www.iaaglobal.org/


26/27

Books

BOLLES R N, What Colour is Your Parachute? A practical manual for job hunters Ten Speed Press,

Berkeley, 2002.

DIRECTORS & ART DIRECTORS ASSOCIATION, The Copy Book Rotovision, London, 2000

DIRECTORS & ART DIRECTORS ASSOCIATION, The Art Direction Book Rotovision, London, 2000

NEIDLE, A How to Get Into Advertising, Cassell, London, 2000

OGILVY, D Ogilvy on Advertising. Pan Books, London, 1983.

PAETRO, M How to Put Your Book Together and Get a Job in Advertising, The Copy Workshop,1998

26


27/27

unit outlines creative advertising

Documents