For further information see
School of Biological Sciences Head of Department
There will be four pieces of assessment in this course.
A) "Pitch" Term Project: this involves the development of a Promotional Plan for a selected firm in the Christchurch area, working in groups of five students. Groups will compete against other teams to win the advertising account for the selected client, similar to what ad agencies go through when they try to win a new account. The project involves the elaboration of a full advertising and promotion campaign including marketing strategy, creative platform and rough-cut concepts in artwork or storyboard formats. Only the teams involved in the "pitch" will assist collectively to a 30-45 minute agency briefing with opportunities to question the client. After that, each team must work on their own to try to win the account with the best strategic solution and presentation (there is no limit regarding the latitude of creativity for this presentation so expect tough competition!). The presentations will take place during the last three sessions of the course. A few weeks before the presentation, each team will be required to present initial concept work for confidential instructor approval before they can proceed to the final stage. A suggested format for the project can be found in Waller's book cited in the course references section. A paper not exceeding 25 pages plus rough layouts and other materials must be turned in no later than 17 October 2008, no extensions will be allowed. The paper should be typed, double-spaced. Please make sure you spell check your document for syntax errors and re-read yourself to catch semantic inconsistencies.
Setting up your group: the ideal combination is to have group members with particular skills that replicate a mini-agency setting. One account executive (planning, strategy), one media planner (number crunchers), one creative executive (ideas, writing and visual skills), one production manager (cost estimates, actual execution of ads) and one coordinator (project management skills).
B) Mid-semester Quiz: A two-hour quiz on 20 August will cover Chapters 1 – 11. More details will be provided in class.
C) Final Exam: A three-hour examination will cover all material presented in the lectures and in the assigned weekly readings. It will consist of some multiple-choice questions and advertising problems to solve.
D) Case presentation: Each group has to present a critical review of the advertising of one company, possibly from New Zealand. This consists of a strategic evaluation of a particular campaign of your choice. This must include at least one print and one broadcast commercial selected from an advertising campaign; bring a copy of the adverts for display in the classroom. More details on this will be provided in class.