BMAPA304B – Advertising Strategies

Module code

BMAPA304B

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.

NZQA Level

Level 7

NZQA Credits

Delivery method

Web-Supported

Learning hours

Total learning hours: 150

Resources required

Learning Outcomes: 2. LEARNING 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

2.2 Develop 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

2.3 Understand 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

2.4 Develop 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

2.5 Understand 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

2.6 Comprehend 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

2.7 Develop 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

2.9 Understand 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