UNIT OUTLINE

Course unit: IF94, IF95, IF96

Unit title: Advertising Creative: Electronic and Print Media
Unit Code: KCP361
Discipline Code: CKC
Credit Points: 12
Semester(s) of Offer: Semesters 1 and 2
Year(s) of Offer: 2004
Prerequisite(s): Nil
Corequisite(s): KCP360 is recommended, but not mandatory.
Coordinator: Ms Sandra Contreras
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1. Rationale

This unit develops core skills in the creative production of advertising for key electronic and print
media: TV, radio, cinema, interactive, paper, print, magazine, and outdoors. It examines how creative
advertisers use these media principles for creating effective ads; the media influence in the creative
process; how to present concepts for each medium; and the roles, steps and components of creative
advertising production. Through this process, students expand their understanding of and skills in
developing ads for the key electronic and print mediums.

2. Aims

This unit aims to provide you with:

1) A critical understanding of the nature of conventional media and key principles for effective TV,
radio, cinema, interactive, paper, print, magazine, and outdoor ads.
2) Skills in developing TV storyboards
3) Skills in scripting for TV and radio commercials
4) Skills in rendering print, paper, and outdoor ads
5) Skills in writing and designing web sites
6) An understanding of the production process for TV, radio, cinema, interactive, paper, print,
magazine, and outdoor ads.

3. Objectives

On completion of this unit, you will have:

1) An advanced understanding of persuasive techniques as applied across the media of TV, radio,
cinema, interactive, paper, print, magazine and outdoor ads;
2) Skills in the client presentation of concepts for TV, radio, cinema, interactive, paper, print, magazine,
outdoors, and the World Wide Web;

Unit Outline prepared by: Terry Flew (acting course co-ordinator) Last updated:
Unit Outline reviewed by: (enter name/s of review team) Approved:
3) Skills in the pre-production stages for TV, radio, cinema, interactive, paper, print, magazine, outdoors,
and the World Wide Web;
4) An understanding of production techniques as applied across the media of TV, radio, cinema,
interactive, paper, print, magazine and outdoor ads;
5) Capacity to critically evaluate advertising campaigns as developed across multiple media;
6) Skills in project management and project budgeting;

4. Content

Topics to be covered in this unit include:

• Key principles and techniques for creating effective TV and radio commercials;
• Key principles and techniques for creating effective ads for newspapers, magazines, posters, point
of purchase and collateral;
• Writing and rendering TV storyboards;
• Scripting, creative direction and presentation of concepts for radio and TV;
• Digital rendering;
• Roles in TV production, online production and photographic production, and production
management;
• Project costing;
• Writing, design and layout for interactive media;
• Production of outdoor advertising.

5. Teaching and Learning Approaches

Students develop concepts for ads, then write, design and present them (for in-class exercises and
assessment). These activities help develop their conceptual ability, written, visual and verbal
communication skills. Developing strategy at the beginning of the process requires them to think
through, analyse and solve communication problems.

6. Assessment

1. Advertising campaign evaluation

Students will present a critical evaluation of a current advertising campaign that is making use of print, TV, radio
and interactive media. They will analyse the persuasive, and creative devices in relation to the marketing
strategy underpinning the campaign, and will draw upon industry literature (e.g. trade journals, Web sites) to
assess the audiences impact and creative effectiveness of the campaign. This evaluation will be presented to
class, and submitted as a short report.

Length: 2000 words

Weighting: 20%
Due date: Mid- semester
Type of assessment: Formative and summative
Refers to unit objectives: 1, 2, 4

2. Two industry-style exercises of integrated advertising campaigns

Students will ideate, prototype and develop two advertising campaigns for which the lecturer will
provide briefs. Each of those projects will incorporate ads for five different media and will be presented
to class and critically evaluated by peers and the lecturer.

Length: n/a
Weighting: n/a
Due date: to be announced during the semestre
Type of assessment: Approval or rejection for re-submission
Refers to unit objectives: 1, 2, 3, 4, 5

To be able to submit the third assignment, students must have approved at least one of the two

Unit Outline prepared by: Terry Flew (acting course co-ordinator) Last updated:
Unit Outline reviewed by: (enter name/s of review team) Approved:
industry-style exercises.

3. Integrated advertising campaign incorporating

a) Paper ad
b) Billboard
c) Television storyboard
d) Radio script
e) Interactive Web site

Students will prototype and develop an integrated advertising campaign that incorporates the development of a
storyboard for a television commercial, a radio script, and an interactive Web site. This work will be presented to
class and critically evaluated by peers and the lecturer, before being submitted in its final form at the end of
semester.

Length: n/a
Weighting: 80%
Due date: End of semester
Type of assessment: Formative and summative
Refers to unit objectives: 1, 2, 3, 4, 5

7. Resource Materials

Required Text:

Sullivan, Luke (1998) Hey, Whipple, Squeeze This. New York: John Wiley & Sons.

Recommended Reading:

Jewler, J., and Drewniany, B. (2001) (7th Edn.) Creative Strategy in Advertising. Belmont, CA: Wadsworth.

Kanner, B. (1999) The 100 Best TV Commercials and Why They Worked. New York: Time Books.

Phillips, M. (2000) The World’s Best Online Advertising Campaigns. Melbourne: Australian Digital Publishing.

Schumann, D. (1999) Advertising and the World Wide Web. Mahwah, NJ: Lawrence Erlbaum.

White, H. (1994) How to Produce Effective TV Commercials. Lincolnwood: NTC Books.

8. Risk Management

There are no out of the ordinary risks associated with this unit
No responsibility will be taken for absence incurred in other QUT course units as a result of this
program.

9. Academic Integrity

Students are expected to display complete integrity in all their academic work. In particular, activities
such as plagiarism and cheating or any activity designed to defeat the purposes of assessment are
breaches of academic integrity. QUT's policy on academic dishonesty is at Student Rule 29
(http://www.qut.edu.au/admin/mopp/Appendix/append01cst.html). Details of University definitions of
cheating and plagiarism and range of penalties will be provided in the documentation students receive
in week 1.

Unit Outline prepared by: Terry Flew (acting course co-ordinator) Last updated:
Unit Outline reviewed by: (enter name/s of review team) Approved: