BMAPA304 – Advertising Strategies

Module code

BMAPA304

Module title

Advertising Strategies

Prescription

The focus of this module is on the development of advertising strategies. Students will be required to analyse audiences, products, market environments and options for media replacement. students will undertake a major advertising project to develop creative advertising solutions for real clients. These advertising works will be supported by students' observation of, and reference to contemporary commercial advertising techniques.

Programmes

BM9601

NZQA Level

Level 7

NZQA Credits

Delivery method

Not Web enabled

Learning hours

Total learning hours: 150

Resources required

Learning Outcomes: 2LEARNING OUTCOMES AND PERFORMANCE CRITERIA

2.1Understand appropriate processes for the development of advertising solutions
- identify the situations and issues set in the course brief
- discuss, evaluate, and identify issues within the course brief and negotiate criteria for self directed contracts
- individualise a working process for producing professional recommendations for a selected advertising client, and demonstrate the structured resolution of that process
- complete self-directed research and reflect upon working processes
- show evidence of drawing together and applying skills and knowledge acquired in previous and concurrent courses

2.2Develop research skills required to write an advertising strategy report
- define target audience
- define the product or service
- define the marketing environment
- survey and describe current advertising strategies
- refine ability to write concisely

2.3Understand and apply analysis of advertising communication strategies
- define brand image
- include comparisons of current campaigns and strategies
- generate, test and refine concepts for advertising strategies
- evaluate the relevance of the creative strategy to marketing plan
- develop a marketing plan

2.4Develop ability to analyse and generate creative proposals
- generate a needs analysis
- analyse and evaluate the relevance of media placement options and evaluate potential combination of media placement options with other channels of communication
- generate, test and refine concepts for creative proposals
- develop skills in the written, visual and aural presentation of proposals
- plan proposals in accordance with budget constraints
- analyse and evaluate relevance of creative proposal to advertising strategy
- understand technical fundamentals of print, television and audio production
- demonstrate ability to work within budget constraints
- demonstrate understanding of research techniques for monitoring awareness and attitude change

2.5Understand the issues relating to client-agency dialogue in the development of advertising solutions
- investigate and negotiate a range of conceptual options in conjunction with client feedback
- collate, analyse, and prepare data to support creative recommendations
- set presentation goals and plans
- plan, prepare, and deliver professional presentations
- use effective interpersonal and communication skills in presentations

2.6Comprehend the process of graded assessment
- employ a vocabulary for describing work
- demonstrate the ability to write objectives and assessment criteria
- actively participate in group and class critiques
- consider and reflect upon self and peer design processes and decisions
- participate in ongoing formative assessment
- consider, discuss and document self and peer performances for graded assessment

2.7Develop awareness of new developments in the advertising and brand communication industry
- outline the difference and performance distinctions of above-the-line and below-the-line media functions
- examine advertising agency evolvement, primary functions and trending
- explain the practice of technology capture of consumers and the effect on advertising, creativity and products
- discuss the ways in which computer literacy and availability affect future functions in communication
- examine brand communication in organisations
- Examine current practices for tendering and sourcing advertising project work nationally and globally
- Discuss the range of digital and social media tools used by advertisers and consider their integration with traditional media
- Identify new and emerging digital trends that will affect advertising

2.8 Understand the value of self-evaluation within the context of professional practice
- demonstrate the ability to extend a project brief with individual negotiated criteria
- consider and reflect upon the relationship between an adopted process and the final product
- continuously self-evaluate performances independent of institutional assessment
- participate in self/peer critiques for ongoing formative assessment
- critically consider, discuss and document self and peer performances for regular graded assessment
- actively participate in and facilitate group and class critiques

2.9Understand the values, methodologies and strategies which inform current professional practice in a selected domain
- compare, analyse and evaluate selected texts identifying issues relevant to a specific contemporary practice
- analyse a selection of current works and identify the specific methods used in their production
- compare significant changes in methods of practice and strategies for production relevant to a specific contemporary practice
- develop and implement a strategy for the production of work which explicitly applies the analysis of values from a domain
- evaluate self practice using normative criteria derived from a current domain
- plan and implement a conventional presentation of own works
- develop critical synergies between representative texts, examples of work and self practice
Content: 3CONTENT

3.1Steps in the Advertising Process
An overview of the process of producing advertising:
The client, the product and the agency
Gathering information and knowledge
Preparing a marketing, communication and creative strategies
Creating and testing concepts
Producing the advertising and choosing the media
Monitoring effects of the advertising

3.2Defining the Target Audience
The importance of knowing the consumer:
Identifying the potential consumer and demographic definition
Understanding the psychographics, customer needs and motivations
Consumer behaviour and usage patterns - the consumer as a person
Understanding the consumer as a person

3.3Understanding the Brand
Brand function
Point of difference
Brand personality
Role of advertising in building brand
Short and long term advertising tactics to build brands

3.4The Marketing Environment
Where and how will the product be marketed
Market situation and conditions
Competition analysis
Competition's advertising and marketing history, strengths and weaknesses
Benefits of qualitative or quantitative research
Types of sampling and applied techniques
Research brief and expenditure
Media originated research for non-information
Narrowcasting and broadcasting strategies and how to apply the options

3.5Advertising Strategies
Specifying advertising objectives:
Specific advertising objectives plan
Components of a brand plan
Budgetary parameters
Strategic thinking and the formulation of communication objectives
Methods of monitoring and evaluating advertisements

3.6Preparing a Creative Strategy
A disciplinary framework for creating the advertising message:
The purpose of a creative strategy
How the creative strategy fits into the marketing plan
Different elements in the strategy
Creativity is not limited by the strategy

3.7Choosing the Advertising Media
How the advertising message is to be delivered:
Media function
Areas of specialisation in the advertising industry
Strengths and weaknesses of each delivery method
How different methods can work together
Media budget parameters

3.8Developing Creative Proposals
Creating the advertising communication:
Formats for expressing communication ideas
Boundaries of creativity
Merits of alternative creative approach
Concepts measured against the agreed creative strategy
The chosen concept development
Presentation formats development
Recommended proposals presentation

3.9Producing the Advertisement
Finding the most memorable expression of the concept:
Selection and briefing of the specialists
Technical fundamentals of print, television and audio production
Prepation of quotations and respect for budgets
Responsibilities for production

3.10Account Management
Strategies for approaching, negotiating with, and developing clients
New developments in advertising
Above-the-line
Below-the-line
Trending
Future industry positioning
Future communications
The growth of home industry
Implications of global communication
Technology
Media
Relationship between media and advertising
The benefits of primary media, commercial TV, print and commercial radioGrowth and the role of industry specialists and subcontractors

3.11Process
Full log book and diary system for recording client contact and individual work process
Appropriate quantity and quality of draft creative themes
Written report containing final recommendations and presentation plan
3.12Communicating with a range of cultures
Content of interest to a Maori audience
New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Teaching and Learning Strategy: LEARNING PROCESS
Lecturer prescribes industry or professional focus in project brief.
Students negotiate criteria.
Lecturer monitors students' progress through the time management of individual projects.
Students contribute to research of course content.
Students research briefs to extend and individualise projects.
Students identify problems with their process and adopt strategies to address those problems.
Lecturer prescribes issues, students identify specific questions in relation to those issues.
Students initiate times for critiques.
Students participate in formal assessed presentations of their work.
Students contribute to the delivery of course content.
Students negotiate and define criteria and procedures for graded assessment.
Graded assessment performed by self, peers and tutor.
Assessment Criteria: To pass this course, students must complete all assignments and accumulate an overall course mark of no less than 50
Recommended Readings: 1