Bev Facey Community High

COM3155: Design – Advertising Campaigns

• Students develop advertising skills through projects and activities in conceptualization, campaign development and copy writing. The delivery and presentation of an ad campaign is also a major focus. Students enhance their abilities to integrate various media for the purpose of producing a multimedia message for a target audience.
• Prerequisite: COM2155: Design – Brand Identity

Assignment 1 - Strategy Development

1. identify a product and/or client (e.g., personal grooming product/producer) and create a brief and/or client parameters (e.g., cost, time line, print, audio, video)
2. understand the product and what makes it unique and valuable by:
   1. learning about the product; e.g., history, background, environmental impact, use, key features
   2. studying the competition
   3. translating features into benefits
3. understand consumer behaviour by:
   1. identifying consumer needs
   2. conducting and applying research
4. analyze the marketplace for the product
5. identify and critique various types of advertising strategies using examples
6. explain the difference between product-oriented and consumer-oriented strategies
7. write the campaign strategy, including the following:
   1. set an objective
   2. propose appropriate media to convey consistent messages, justifying the selection based on the appropriateness of the media to the task; e.g., print, Web, billboard, television, radio
   3. identify the target audience and the general characteristics
   4. identify preferred media and justify the selection
   5. consider campaign resource requirements; e.g., equipment, facility, personnel, applications
8. assess the strategy based on client parameters

Assignment 2 - Message Design and Production

Design a message to be communicated to a target audience as outlined in the strategy:

1. devise message(s) appropriate to using a combination of two or more media
2. devise a plan for delivering a message, using a combination of at least two different media, including:
   1. the statement of the message to be delivered and working title
   2. a time line with key delivery dates, including interim review and critique and final presentation
   3. a professional copy should be written to meet accepted industry standards
   4. storyboards illustrating connections and consistency
3. produce messages following a plan, modifying the plan as required
4. make use of technological advances in media production; e.g., program integration
5. combine media in a visually appealing composition and effective manner, where applicable

Assignment 3 - Presentation

1. Present a selection of work completed in this course to an audience.
2. Based on feedback and reflection, give yoursef a rating on a scale of 1 to 4 for each of the following:
   1. message suitability for the target audience
   2. message clarity
   3. media suitability for the message delivered
   4. how the elements and principles of design help facilitate good composition
   5. the technical and creative aspects of the work; e.g., quality, uniqueness
   6. meeting school and community standards; e.g., appropriate language

Competencies and Skills

You will also be evaluated on your basic competencies such as your ability to:

• identify short-term and long-term goals
• identify steps to achieve goals
• communicate
• manage information
• use numbers
• think and solve problems
• demonstrate positive attitudes and behaviours
• be responsible
• be adaptable
• learn continuously
• work safely
• work with others
• participate in projects and tasks
• recognize and then analyze the opportunities and barriers in the immediate environment
• identify potential resources to minimize barriers and maximize opportunities

---

Outcomes

The student will:

1. develop a strategy for an advertising campaign to promote a product, using two or more types of media
   1. identify a product and/or client (e.g., personal grooming product/producer) and create a brief and/or client parameters (e.g., cost, time line, print, audio, video)
   2. understand the product and what makes it unique and valuable by:
      1. learning about the product; e.g., history, background, environmental impact, use, key features
      2. studying the competition
      3. translating features into benefits
   3. understand consumer behaviour by:
      1. identifying consumer needs
      2. conducting and applying research
   4. analyze the marketplace for the product
   5. identify and critique various types of advertising strategies using examples
   6. explain the difference between product-oriented and consumer-oriented strategies
   7. write the campaign strategy, including the following:
      1. set an objective
      2. propose appropriate media to convey consistent messages, justifying the selection based on the appropriateness of the media to the task; e.g., print, Web, billboard, television, radio
      3. identify the target audience and the general characteristics
      4. identify preferred media and justify the selection
      5. consider campaign resource requirements; e.g., equipment, facility, personnel, applications
   8. assess the strategy based on client parameters
2. design a message to be communicated to a target audience as outlined in the strategy
   1. devise message(s) appropriate to using a combination of two or more media
   2. devise a plan for delivering a message, using a combination of at least two different media, including:
      1. the statement of the message to be delivered and working title
      2. a time line with key delivery dates, including interim review and critique and final presentation
      3. a professional copy should be written to meet accepted industry standards
      4. storyboards illustrating connections and consistency
3. produce and present the message, using two or more media linked through technology
   1. produce messages following a plan, modifying the plan as required
   2. make use of technological advances in media production; e.g., program integration
   3. combine media in a visually appealing composition and effective manner, where applicable
4. identify copyright restrictions and permissions and put them into practice
5. present a completed campaign to a stakeholder and/or audience
   1. assess the effectiveness of the campaign regarding:
      1. message suitability for the target audience
      2. message clarity
      3. media suitability for the message delivered
      4. how the elements and principles of design help facilitate good composition in his or her work
      5. the technical and creative aspects of the work; e.g., quality, uniqueness
      6. meeting school and community standards; e.g., appropriate language
   2. participate in peer/teacher assessment
   3. add the selected work to a portfolio
6. apply consistent and appropriate work station routines
   1. demonstrate good health and safety practices; e.g., posture, positioning of hardware and furniture
   2. demonstrate security for hardware, software, supplies and personal work
7. demonstrate basic competencies
   1. demonstrate fundamental skills to:
      1. communicate
      2. manage information
      3. use numbers
      4. think and solve problems
   2. demonstrate personal management skills to:
      1. demonstrate positive attitudes and behaviours
      2. be responsible
      3. be adaptable
      4. learn continuously
      5. work safely
   3. demonstrate teamwork skills to:
      1. work with others
      2. participate in projects and tasks
8. create a transitional strategy to accommodate personal changes and build personal values
   1. identify short-term and long-term goals
   2. identify steps to achieve goals

This site is open source. Improve this page.