Outline: CAB 328

Advertising Campaign Planning

Subject Description

In this subject, students will apply the knowledge and skills gained in the first year of the Creative Advertising program to plan a total advertising campaign. Students will move from research to problem analysis to development of creative strategy, creative recommendations and rationale. Also included in this semester-long project will be the execution of media and production budgets, and an extensive media plan. Advertising, finance/billing practices, and professional business writing principles will also be explored.

Credit Status

Creative Advertising Diploma Program

Prerequisites

CAB 200, CAB 214, CAB 240, CAB 242, EAC 394

This Subject is a Prerequisite for:

CAB 444, CAB 452, CAB 460, CAB 470 and Field Placement (FLP 408)

Learning Outcomes

Upon successful completion of this subject, the student will be able to:

1. Develop a complete advertising campaign.
2. Develop a complete campaign strategy, budget, schedule, and make creative recommendations including all standard media elements.
3. Develop and recommend a complete media strategy, media plan, and budget.
4. Prepare a recommended media schedule.
5. Prepare materials for visual presentation, present the campaign proposal to an audience, and answer questions regarding all elements of the proposal.
6. Gain knowledge and demonstrate advertising proposal presentation styles.
7. Prepare the complete proposal using the word processor software and desktop techniques used in second semester.
8. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
9. Understand the purpose of, and effectively meet all deadlines and project requirements.

Topic Outline

Letter of Intent and Agency of Record Contracts
Campaign (Mission) Statement/Executive Summary
Problem Analysis (Research) and Definition
Creative Plan: Concept/Idea Function
Creative Brief and Work Plan
Creative Rationale
Media Brief and Rationale
Media Plan
Media Budget
Campaign Production Budget
Campaign Schedule
Development of Creative Recommendations

Modes of Instruction

Lectures, presentations, demonstrations, and hands-on workshops. You will be required to attend mandatory one-on-one consultations regarding the project while in progress at designated times.

Required Texts and Tutorials

Tuckwell, Canadian Advertising in Action, Sixth Edition
Marketing Magazine (weekly, by subscription - 1-800-222-5029 Student Rate Department)
Media Directors Annual 2001/2002/2003/2004

Reference Material

Kleppner, Advertising Procedure; 15th Edition
Communication Arts magazine
Art Directors Annuals, Toronto, New York, Los Angeles
The One Show Awards Annual
Strategy
Advertising Age
Globe and Mail, Report on Business - Friday Edition
The National Post Financial Post Section - Monday edition
Media Television CITY TV Toronto

Reference Material

Required Supplies

Upon completion of your final advertising campaign a hard cover, perfect bound presentation will be required, plus a cerlox version of your presentation are to be submitted for evaluation.

Specifications, approximate cost and suppliers will be discussed in class. Colour prints will be required for the Media Flight Schedule and some of the Creative Recommendations.

Loose-leaf binder with lined and unlined paper is highly recomended, Various colored pens and highliters are highly recomended, and a calculator is strongly suggested.

Modes of Evaluation

(See Project Outline and Critical Path for specific percentage per campaign item evaluations).

Every assignment, test, or piece of work you do will be considered as a vehicle for evaluation. This includes your willingness to Participate in the process of the class. Class participation requires your presence in the class. All will be considered for evaluation in assessing the final grade.

Strict Deadline Guidelines will be required and followed by each student. Missed deadlines are subject to details in the Creative Advertising Code of Conduct.

Your final grade for promotion will be calculated in the following manner:

Letter of Intent             10%
Campaign Research              25%
Creative Brief/Work Plan     5%
Campaign Production Budget 10%
Media Brief/Plan            20%
Campaign Statement         5%
Creative Rationale         5%
Creative Recommendations     20%

Promotion Policy

The minimum exit standard for this subject is "D" (55%).

*N.B.*See Section 8.10 Minimum Performance for Graduation:
No student will be eligible to graduate with a Seneca College certificate or diploma if, in more than 30% of the subjects required for graduation,
the student has received a "D" grade.

Language Standards

In accordance with SCA policy, all written assignments will be evaluated for standards of language use in addition to content. Assignments which contain grammatical, spelling or other errors of language use will be returned to students and a grade of incomplete recorded until the assignment has been brought up to an acceptable standard. A penalty of 5% will be applied to the grade for the completed assignment.

Cheating and Plagiarism

Cheating and Plagiarism are major academic offenses and carry serious penalties. Students are referred to College policy on "Cheating and/or Plagiarism" in College Academic Policy which will be strictly enforced.

Computing Acceptable Use Policy

All students in the School of Communication Arts are responsible for abiding by the College's Computing Acceptable Use Policy and for obeying Provincial and Federal laws/regulations regarding the use of computer equipment, facilities and/or networks.

For further information contact the Computing Security Office at: cso@learn.senecac.on.ca.

Discrimination/Harassment

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall NOT be tolerated. Information and assistance are available from the Center for Equity and Human Rights, Room 3141, Newnham Campus, 491-5050, Extension 2078.

Last Updated: Fall 2003.