306971 (v.1) Creative Advertising Design Theory 291

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Area:	Department of Design
Credits:	25.0
Contact Hours:	3.0
Lecture:	1 x 1 Hours Weekly
Tutorial:	1 x 2 Hours Weekly
Syllabus:	Socio-cultural evolution, consumer psychology, economic and marketing principles, media theory, critical analysis of creative advertising, ethical and contemporary issues in creative advertising, introduction to creative strategies and idea generation techniques, branding and campaigning, creative concept presentation formats and standards.
Unit Outcomes:	On successful completion of the unit, students will have - Read, interpreted and analysed a creative advertising brief. Generated and evaluated creative advertising concepts. Presented creative advertising concepts in appropriate formats to acceptable industry standards. Understood the basic principles of marketing strategy and advertising communication. Understood the social, cultural and economic developments that led to the phenomenon we call contemporary mass media advertising.
Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.
Unit References:	William F. A. (1999), Contemporary Advertising. USA, Irwin/McGraw Hill.
Unit Texts:	Wells, Burnett and Moriarty, (2000), Advertising: Principles and Practice. New Jersey, Prentice Hall.
Unit Assessment Breakdown:	Practical advertising projects (x 2) 40%. Self directed research journal 20%. Test Questions (x 4) 40%. This is by grade/mark assessment.
Year Location Period Internal Area External Central External 2004 Bentley Campus Semester 1 Y     2004 Bentley Campus Semester 2 Y