ADVERTISING CAMPAIGN DESIGN

Course Description

This course aims to provide students with insights on how to design an advertising campaign, integrating knowledge they have acquired in previous advertising-related courses. First, by developing an actual advertising campaign from scratch, students will experience how all the functional areas of advertising (research, media, creative thinking) work together in the process of creating an advertising plan. Students will design creative works (e.g., preparing a message for ads, writing scripts, a hard copy layout for print ads), and make decisions on media placement. Secondly, students will be responsible for developing a public relations campaign proposal from inception to completion, synthesizing the information they have learned earlier in the program.

ADVERTISING CAMPAIGN DESIGN

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Design (4) and implement (4) an adverting campaign.
2. 02 Construct (4) an advertising brief according to profesional guidelines.
3. 03 Apply (4) the principles of integrated marketing communication in campaing planning.
4. 04 Develop (5) a budget for an advertising campaign.
5. 05 Analyze (4) and discuss (5) implecit messages in product placement advertising.

Course Syllabus

Reference Books & Course Materials

1. 01 Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition 5th Edition by Luke Sullivan (Author), Edward Boches (Author)
2. 02 Advertising Concept Book 3E: Think Now, Design Later Paperback – July 26, 2016 by Pete Barry (Author)
3. 03 Building a StoryBrand: Clarify Your Message So Customers Will Listen Hardcover – Illustrated, October 10, 2017 by Donald Miller (Author)
4. 04 Advertising & Promotion: An Integrated Marketing Communications Perspective – April 28, 2005 by George Belch (Author), Michael Belch (Author), Michael Guolla (Author)

Learning Outcomes

1. L01 Develop (5) an understanding of the processes of campaign planning. SOLO 5
2. L02 Devise (5) the structure for creating an effective campaign. SOLO 5
3. L03 Research (4) and prepare Brief Writing. SOLO 4
4. L04 Develop (5) skills in team work. SOLO 5
5. L05 Propose and implement (4) how to desing a campaign plan. SOLO 4
6. L06 Develop (5) self confidence in presenting work to peers and lecturers. SOLO 5
7. L07 Be prepared (5) to work as a professional in the PR and media sector. SOLO 5
8. L08 Implement (4) case studies by adapting best practices. SOLO 4

Program Outcomes

1. P01 have knowledge which is supported by up-to-date primary and secondary course books and application tools in the field of Visual Communication Design
2. P02 have technical knowledge necessary for the field of Visual Communication Design
3. P03 Have knowledge about universal human rights, social justice, quality management, environmental protection, and workplace health.
4. P04 S/he visualises imagined things in a coherent structure
5. P05 S/he defines the problems related to communication and finds possible solutions for these problems.
6. P06 S/he has skills to manage a project/work related to Visual Communication Design independently.
7. P07 S/he develops and applies projects and activities related with his/her social environment with an awareness of social responsibility.
8. P08 S/he designates and manages the requirements and processes of learning.
9. P09 S/he, equipped with advanced knowledge and skills in Visual Communication Design education, who interprets and evaluates data, identifies and analyses problems and finds solutions based on research and facts.
10. P10 S/he can take responsibility as an individual and a team member in complex and unforeseen problems related to Visual Communication Design projects.
11. P11 S/he plans, manages and finishes a media content under time restrictions.
12. P12 S/he approaches advanced knowledge and skills from a critical perspective.
13. P13 S/he is aware that the Visual Communication Design Department has close ties with new technological developments and also aware of the importance of pursuing these developments which have vital importance for creating new media content.
14. P14 S/he is a person who informs and expresses thoughts for possible solutions related with Visual Communication Design contents prepared for related individuals and organisations.
15. P15 S/he shares developments and data related to Visual Communication Design with specialists and non-specialists
16. P16 S/he acts in Visual Communication Design projects in accordance with social, scientific, cultural and ethical norms.

Po-Lo Matrix