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Course unit: IF94 GCert Advertising, IF95 Gdip Advertising, IF96 Master of Advertisiing
Unit title: Advertising Creative: Introduction
Unit Code: KKN021
Discipline Code:
Credit Points: 12cp
Semester(s) of Offer: Autumn (First) semester
Year(s) of Offer: 2003
Prerequisite(s): None

1. Rationale

This unit provides an introduction to the creative side of advertising, involving the development of
creative strategies, creative concepts, and the crafting of persuasive ideas. The unit is the foundation
for further work in creative advertising, and provides students with a thorough grounding in creative
advertising history, industry practices, strategies and concept development.

2. Aims

This unit aims to provide you with:

1. An understanding of creative advertising campaigns and strategy;

2. The capacity to develop conceptual ideas for advertising campaigns;
3. An understanding of the communications process, and the significance of various media for
persuasive and successful advertising campaigns;
4. Presentational skills (written, verbal and visual) relevant to the practice of creative advertising;
5. Knowledge of the foundations of creative advertising and persuasion.

3. Objectives

On the completion of this unit, you will have developed:

1. Skills in researching and analyzing communication problems & opportunities, and developing creative
2. The capability to develop conceptual ideas for advertising campaigns;
3. Awareness of the capabilities of various media as technologies of persuasion in creative advertising
4. Advanced presentation skills (written, verbal and visual);
5. An understanding of how to apply creativity in the advertising industry.

4. Content

Unit Outline prepared by: (enter name of unit coordinator) Last updated:
Unit Outline reviewed by: (enter name/s of review team) Approved:
Topics to be covered in this unit will include:
• An introduction to the advertising industry, and the role played by creative personnel;
• Different advertising media (print, TV, radio, interactive, direct, outdoor) as technologies of
• Concept briefs, and their relationship to creative strategy;
• Introduction to research methodologies, as relevant to strategy, positioning, brand building,
targeting, segmentation, and the communication problem or opportunity;
• The creative process and creative thinking;
• Creative teamwork;
• Creative tools, techniques and methods;
• Presentation and selling of creative concepts;
• Introduction to critiquing creative work.

5. Teaching and Learning Approaches

The unit will combine lectures and other activities that provide an introduction to key concepts in
creative advertising, and practical activities involving the development of advertising concepts, writing,
design and presentation. These activities will help to develop the conceptual ability of students, and
their written, visual and verbal communication skills. Lectures and workshops will be linked to
research and strategy development activities that will require critical analysis with the practical
addressing of communications problems.

6. Assessment


Students work on three client based projects – for each project they:

Research and develop a creative strategy 20%

(addresses unit objective 1 and 5)

Generate concepts for ads 30%

(addresses unit objective 2 and 5)

Craft the resolution of those concepts: writing and imagery 35%

(addresses unit objective 3 and 5)

Give a speech presentation of a creative strategy and present visuals of those concepts 15%
(addresses unit objective 4 and 5)

They work on these projects in class and are given feedback by fellow classmates as well as the
lecturer in class. Draft work is marked by the lecturer at each of the key stages listed above, before
final submissions.

7. Resource Materials

Required Text:

Atchison, Jim (1999) Cutting Edge Advertising: How to Create the World’s Best Brands for the 21st
Century. Singapore: Prentice Hall.

Recommended Reading:

Unit Outline prepared by: (enter name of unit coordinator) Last updated:
Unit Outline reviewed by: (enter name/s of review team) Approved:
8. Risk Management

There are no out of the ordinary risks associated with this unit
No responsibility will be taken for absence incurred in other QUT course units as a result of this

9. Academic Integrity

Students are expected to display complete integrity in all their academic work. In particular, activities
such as plagiarism and cheating or any activity designed to defeat the purposes of assessment are
breaches of academic integrity. QUT's policy on academic dishonesty is at Student Rule 29
( Details of University definitions of
cheating and plagiarism and range of penalties will be provided in the documentation students receive
in week 1.

Unit Outline prepared by: (enter name of unit coordinator) Last updated:
Unit Outline reviewed by: (enter name/s of review team) Approved: