COM3155 Design – Advertising Campaigns

Advanced · 1 credit · MDC - Media, Design, and Communication Arts

Description: 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
Parameters: Access to a computer and/or audio and/or video equipment or digital media production equipment and a computer with appropriate software.
Supporting courses: COM2035: Raster Graphics 1 COM2045: Vector Graphics 1 COM2105: AV Preproduction 1 COM2115: AV Production 1 COM2125: AV Postproduction 1 MAM2090: Promotion – Print Advertising MAM3100: Promotion – Broadcast Advertising

Outcomes The student will:

1 develop a strategy for an advertising campaign to promote a product, using two or more types of media
- 1.1 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)
- 1.2 understand the product and what makes it unique and valuable by:
  - 1.2.1 learning about the product; e.g., history, background, environmental impact, use, key features
  - 1.2.2 studying the competition
  - 1.2.3 translating features into benefits
- 1.3 understand consumer behaviour by:
  - 1.3.1 identifying consumer needs
  - 1.3.2 conducting and applying research
- 1.4 analyze the marketplace for the product
- 1.5 identify and critique various types of advertising strategies using examples
- 1.6 explain the difference between product-oriented and consumer-oriented strategies
- 1.7 write the campaign strategy, including the following:
  - 1.7.1 set an objective
  - 1.7.2 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
  - 1.7.3 identify the target audience and the general characteristics
  - 1.7.4 identify preferred media and justify the selection
  - 1.7.5 consider campaign resource requirements; e.g., equipment, facility, personnel, applications
- 1.8 assess the strategy based on client parameters
2 design a message to be communicated to a target audience as outlined in the strategy
- 2.1 devise message(s) appropriate to using a combination of two or more media
- 2.2 devise a plan for delivering a message, using a combination of at least two different media, including:
  - 2.2.1 the statement of the message to be delivered and working title
  - 2.2.2 a time line with key delivery dates, including interim review and critique and final presentation
  - 2.2.3 a professional copy should be written to meet accepted industry standards
  - 2.2.4 storyboards illustrating connections and consistency
3 produce and present the message, using two or more media linked through technology
- 3.1 produce messages following a plan, modifying the plan as required
- 3.2 make use of technological advances in media production; e.g., program integration
- 3.3 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
- 5.1 assess the effectiveness of the campaign regarding:
  - 5.1.1 message suitability for the target audience
  - 5.1.2 message clarity
  - 5.1.3 media suitability for the message delivered
  - 5.1.4 how the elements and principles of design help facilitate good composition in his or her work
  - 5.1.5 the technical and creative aspects of the work; e.g., quality, uniqueness
  - 5.1.6 meeting school and community standards; e.g., appropriate language
- 5.2 participate in peer/teacher assessment
- 5.3 add the selected work to a portfolio
6 apply consistent and appropriate work station routines
- 6.1 demonstrate good health and safety practices; e.g., posture, positioning of hardware and furniture
- 6.2 demonstrate security for hardware, software, supplies and personal work
7 demonstrate basic competencies
- 7.1 demonstrate fundamental skills to:
  - 7.1.1 communicate
  - 7.1.2 manage information
  - 7.1.3 use numbers
  - 7.1.4 think and solve problems
- 7.2 demonstrate personal management skills to:
  - 7.2.1 demonstrate positive attitudes and behaviours
  - 7.2.2 be responsible
  - 7.2.3 be adaptable
  - 7.2.4 learn continuously
  - 7.2.5 work safely
- 7.3 demonstrate teamwork skills to:
  - 7.3.1 work with others
  - 7.3.2 participate in projects and tasks
8 create a transitional strategy to accommodate personal changes and build personal values
- 8.1 identify short-term and long-term goals
- 8.2 identify steps to achieve goals