2002 Swinburne TAFE Handbook - Swinburne University of ...

Subject Details I 145
Evaluate and use selected copy writing models in terms of their adequacy and
helpfulness in producing ideas for advertising campaigns and individual
advertisements.
Demonstrate skills in writing advertising which specifically address key issues/
problems/opportunities in advertising communication.
Apply nominated evaluative criteria to improve advertising produced.
Prepare the creative components of an advertising and sales promotion campaign
(integrated with the marketing and advertising strategies for that product/service)
for a new and an existing product/service.
Content
Creative insight -the link between product and target consumer
Techniquesfor producing creative ideas
Target consumer - demographics/psychographics/product usage/the role the
product plays in their lives
Devising advertising strategies
Devising executions of the strategy
Researching the creative executions for key criteria:
- attention getting
- persuasiveness
- believability
- memorability
8659E
Advertising Agency
Communication
27 nominal hours - Prahran - Prerequisite: Nil- Corequisites: Nil
A subject in the Graduate Certificate in Advertising
Aims & Objectives
The purpose of this module isto develop knowledge, skills and attitudes required to
develop and execute effective oral and written communication techniques to meet
internal and external needs of client rnanagement within an advertising agency or
department.
On successful completion ofthis module the learners will be able to:
Identify key issues in the communication process as it relates to the advertising
industry.
Identify factors that cause communication barriers in the workplace and,
strategies to avoid these barriers.
Write simple account service documents.
Write effective internal creative briefs.
Plan complex account service documents.
Write complex account service documents.
Deliver effective oral new business pitch/presentation.
8659F
Planning and Placing Media
27 nominal hours - Prahran - Prerequisite: Nil- Corequisites: Nil
A subject in the Graduate Certificate in Advertising
Aims & Objectives
The purpose ofthis module is to develop the skills knowledge and attitudes tomake and
justify promotional media recommendations.
On successful completion of this module learners should be able to:
Compare and contrastthe role of a media department of an advertising agency and
a media buying agency.
Establish and apply criteria to evaluate the individual media categories.
Implement a rationale for media mapping for a selected target audience/product or
service/message combination.
Develop and document promotional media recommendations for a specific
product/service.
Content
The media role in effective promotion; synergy between message and medium.
The structure alternatives: media departments in full service agencies; media
strategy sections and media buying agencies.
Categories of available media: evaluation of the media; advantages and
disadvantages of the media categories; how media is consumed; media audience
data; incorporate all new media categories including home shopping, pay TV,
interactive systems, and internet
Target audience description; syndicated research available to comprehensively
describe the target audience.
The value oftelevision, radio, newspapers, magazines, etc as an advertising
medium.
Media mapping: when the target is consuming media and is receptive to
particular messages; the notion of mindset.
Planning schedules within the purchase cycle; using reach, frequency, effective
frequency and the consequent effective reach.
Planning overtime: the annual schedule.
Interpreting a media brief.
Buying campaigns using contemporary audience and rate data plus software;
negotiation criteria.
AIM Data and software for post analysis and pre-planning the next campaign.
8659G
Legal Aspects of Advertising
27 nominal hours - Prahran - Prerequisite: Nil- Corequisites: Nil
A subject in the Graduate Certificate in Advertising
Aims & Objectives
The purpose of this module is to develop the knowledge, skills and attitudesto apply
legal principles to practices of advertising and selling of goods and services.
On successful completion of this module learners will be ableto
Analyse the legal environment in which advertising decisions are made in
Australia.
Describe how intellectual property laws affect advertising methods.
Outline the various controls overthe way a product is packaged and labelled.
Determine who will be liable for defective goods/services.
Recognise the importance to advertisers ofthe prohibition against misleading or
deceptive conduct.
Content
Explain how the law regulates some specific promotional and selling techniques.
Australian Legal System
-Australian Constitution
- Sources and classification of law
- Court system
- Doctrine of precedent
-Tria I Process
Intellectual Property
- Linking issues
-Copyright and designs
-Trade marks
- Passing off
- Relationship to Trade Practice Act
Labelling and Packaging
-Reasonsforlegal controls
- Legal requirements
Product Liability
- Significance of consumer type transactions
-Implied conditions and warranties
- Defective product liability
Misleading or deceptive conduct
- Misleading or deceptive advertising
- Marketing pitfalls
Swinburne University of Technology I TAFE Handbook 2002