306975 (v.1) Creative Advertising Design Practice 391

Area:

Department of Design

Credits:

25.0

Contact Hours:

3.0

Lecture:

1 x 1.5 Hours Weekly

Tutorial:

1 x 1.5 Hours Weekly

Prerequisite(s):

306971 (v.1) Creative Advertising Design Theory 291 or any previous version
AND
306972 (v.1) Creative Advertising Design Process 292 or any previous version

Syllabus:

Advertising production processes and general costs, creative project planning and management, conceptual budgeting, advertising agency structure and organization, agency protocols and professional practice, working with external creative vendors, work experience, interviews and self promotion, protecting your creative assets.

Unit Outcomes:

On successful completion of this unit, students will have - Understood the common, day to day, responsibilities of an agency creative, for example, copywriter or art director. Understood the basic production processes for primary advertising media, from an agency creative's point of view. Developed a perceptual and cognitive framework for estimating the cost and relative production time needed to professionally complete an advertising project. Developed creative advertising communication skills and the analytical skills required to identify and evaluate quality advertising solutions.

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:

(1998), The Art Direction Book. South Australia, RotoVision. Aitchison, J., (1999), Cutting Edge Advertising. Singapore, Prentice Hall. Aitchison, (2001), Cutting Edge Commercials. Singapore, Prentice Hall. Wells, Burnett, Moriarty, (2000), Advertising: Principles and Practice. New Jersey, Prentice Hall. William, F.A. (1999), Contemporary Advertising. USA, Irwin/McGraw Hill. (2000), The Campaign Brief Book. Sydney, Campaign Brief Pty Ltd.

Unit Texts:

No prescribed texts.

Unit Assessment Breakdown:

Practical assignments (x 5) 75%. Research journal 25%. 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