代写54048 Brand Advertising Strategies

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  • 代写54048 Brand Advertising Strategies
     
    Subject coordinator
    Dr Susie Khamis
    Office: Building 10 level 9 Room 211
    Email: Susie.Khamis@uts.edu.au
    Teaching staff
    Tutors
    Sarah Haines
    Email: sarahdothaines@gmail.com
    Daniel Biro
    Email: dannybiro@gmail.com
    Felix Stravens
    Email: felix.stravens@gmail
    NB:In the first instance, all questions should be emailed to your tutor. Please allow up to 48 business hours for a reply.
    Subject description
    In this subject, students explore consumer relationships with brands, the factors driving change and the use of brand
    equity models in their management and advertising strategy. A practice-based approach to consumer research
    develops students' skills in using creative and experimental techniques to uncover ideas for brand advertising.
    Students present their recommendations for communication as an integrated campaign with creative work in two
    media channels.
    Subject learning objectives (SLOs)
    a. Evaluate brand equity models
    b. Research consumer relationship/s with brands using qualitative research methods
    c. Analyse consumers using a structured interview design and creative techniques
    d. Create concepts relevant to building a brand
    e. Explain research outcomes in a professional and articulate manner
    Course area UTS: Communication
    Delivery Spring 2016; City
    Credit points 8cp
    Requisite(s) 54040 The Ecology of Public Communication OR 54046 Principles of Advertising
    OR 58118 Principles of Advertising OR 54047 Advertising Campaign Practice OR
    58129 Advertising Campaign Practice
    These requisites may not apply to students in certain courses.
    There are also course requisites for this subject. See access conditions.
    Result type Grade and marks
    24/07/2016 (Spring 2016) © University of Technology Sydney Page 1 of 7
    Contribution to the development of graduate attributes
    This subject addresses the following Course Intended Learning Outcomes:
    1. Professional Readiness
    1.1 Possess a well-developed awareness of professional practice in the context of the communication industries
    1.2 Apply theoretically-informed understanding of the communication industries in independent and collaborative
    projects across a range of media
    2. Critical and Creative Inquiry
    2.1 Possess information literacy skills to locate, gather, organise and synthesise information across diverse platforms
    to inform the understanding of the communication industries
    2.2 Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative;
    with an ability to evaluate their own and others’ work
    6. Effective Communication
    6.1 Possess well-developed skills and proficiencies to communicate and respond effectively and appropriately across
    代写54048 Brand Advertising Strategies
    Teaching and learning strategies
    There will be a weekly one-hour lecture on key content, which may include guest lectures from industry in areas of
    particular expertise, plus a 2-hour tutorial. The lecturer will invite and engage with student questions as they arise
    organically throughout the lecture. The tutorial sessions are designed to enhance students’ understanding of topic
    content by means of practical class activities. The activities will include role-plays, creative exercises in research and
    idea generation, discussion of student approaches and collaborative group work. Weekly reading of prescribed texts is
    essential for student learning. Each week tutorial activities will rely on students having either read or prepared material
    ahead of time to work on in the session. Students will receive formative verbal feedback on their interview design
    proposal by their tutor during the tutorial sessions.
    Content (topics)
    This subjects covers the following topics: Theories of brands: their role and function in business and society; theorizing
    how brands work; understanding consumer relationships with brands; understanding the use of advertising in building
    brand meaning through personality, values & beliefs; the use of brand equity models in brand management and
    strategy: examining applications of strategic research and planning for advertising purposes, and the development of
    brand ideas; Qualitative research using an equity model: proposal writing and structured interview design; the creation
    and application of contemporary and experimental research techniques; and finding ideas from research insights;
    Channel planning: integrated brand campaigns; creative ideas and concept presentation for multimedia/channels;
    copywriting; layout and design; and Persuasive presenting: how to sell creative ideas.
    Program
    Week/Session Dates Description
    1 4 August Introduction
    This week we survey the key concepts that are considered in this subject &
    discuss the various assessment items.
    Notes:
    Take time to carefully read through the subject outline & consider any
    questions you might have for your tutor.
    2 11 August Theories of Brands
    This week we look at the various ways branding is theorised and understood.
    Notes:
    Reading
    Leslie de Chernatony & Francesca Dall'Olmo Riley (1998) 'Defining A "Brand":
    24/07/2016 (Spring 2016) © University of Technology Sydney Page 2 of 7
    Beyond the Literature With Experts' Interpretations', Journal of Marketing
    Management, 14:5, pp. 417-443
    3 18 August Brand Equity
    This week we look at the strategic importance of brand equity and consider it
    in relation to the practices and principles of advertising.
    代写54048 Brand Advertising Strategies
    Reading
    Kevin Lane Keller (2008) Strategic Brand Management: Building, Measuring,
    and Managing Brand Equity, Pearson/Prentice Hall: NY, pp. 1-46
    W. Wells, R. Spence-Stone, S. E. Moriarty & J. D. Burnett (2008) Advertising:
    Principles and Practice, Pearson Education Australia: Sydney, pp. 2-31
    4 25 August Qualitative Research
    This week we consider the importance of qualitative research for branding.
    Notes:
    Readings
    N. K. Denzin & Y. S. Lincoln (2011) 'Introduction: the discipline and practice of
    qualitative research' in N. K. Denzin & Y. S. Lincoln (eds) The Sage handbook
    of qualitative research, Sage: Thousand Oakes, pp. 1-19
    M. A. Morrison, E. Haley, K. B. Sheehan & R. E. Taylor (2012) Using
    Qualitative Research in Advertising: Strategies, Techniques, and Applications,
    Sage: Thousand Oakes, pp. 23-41
    5 1 September Identity & Personality
    This week we consider how brands are imbued with concepts of idenity and
    personality.
    Notes:
    Readings
    Jennifer L. Aaker (1997) 'Dimensions of Brand Personality', Journal of
    Marketing Research, 34:3, pp. 347-356
    David A. Aaker (1996) Building Strong Brands, Free Press: NY, pp. 175-205
    6 8 September The Consumer Perspective
    This week we take stock of consumer perspectives in branding.
    Notes:
    Readings
    Kevin Lane Keller (2016) 'Reflections on customer-based brand equity:
    perspectives, progress and priorities, AMS Review, 6:1, pp. 1-16
    Kevin Lane Keller (2009) 'Building strong brands in a modern marketing
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    Kevin Lane Keller (2009) 'Building strong brands in a modern marketing
    communications environment', Journal of Marketing Communications, 15:2-3,
    pp. 139-155
    7 22 September Ideas Generation
    This week we look at the generation of ideas and brand copywriting.
    Notes:
    Reading
    Theresa Iezzi (2010) The Idea Writers: copywriting in a new media and
    marketing era, Palgrave Macmillan: NY, pp. 147-181
    8 29 September Brand Positioning
    This week we consider hoe brands are positioned in the consumer
    marketplace.
    Notes:
    Readings
    Sal Randazzo (1993) Mythmaking on Madison Avenue: how advertisers apply
    the power of myth and symbolism to create leadership brands, Probus:
    Chicago, pp. 195-231
    P. Barry (2008) The advertising concept book: think now, design later: a
    complete guide to creative ideas, strategies and campaigns, Thames &
    Hudson: NY, pp. 106-153
    9 6 October Visuality & Art Design
    This week we consider the role of visual imagery in branding.
    Notes:
    Readings
    Barbara J. Phillips, Edward F. McQuarrie & W. Glenn Griffin (2014) 'The Face
    of the Brand: How Art Directors Understand Visual Brand Identity, Journal of
    Advertising, 43:4, pp. 318-332
    D. Herzbrun (1997) Copywriting be design: bringing ideas to life with words
    and images, NTC Business Books: Lincolnwood, Chapters 1, 2 & 3
    10 13 October The Future of Brands
    This week we consider emerging trends in branding.
    Notes:
    Reading
    C. Teddlie & Abbas Tashakkori (2011) 'Mixed methods research:
    contemporary issues in an emerging field' in N. K. Denzin & Y. S. Lincoln
    (eds) T he Sage handbook of qualitative research, Sage: Thousand Oakes,
    pp. 285-299
    24/07/2016 (Spring 2016) © University of Technology Sydney Page 4 of 7
    pp. 285-299
    11 20 October Student Presentations
    Students give a brief presentation of their brand research and creative work to
    show how their research for Assessment 1 provided a consumer insight to
    inform their USP and thus their creative idea, leading to their strategy and
    design recommendations.
    Notes:
    No set readings this week.
    Assessment
    Assessment task 1: Interview Design Proposal
    Objective(s): a, b, c and e
    Weight: 40%
    Task: Students must produce a research proposal that justifies a structured interview design for conducting
    in-depth qualitative interviews. Using a brand equity model to structure the scope of questions for a
    product or service (as nominated by the lecturer), students explain their choice of model, questions
    and creative techniques in the proposal and incorporate the interview design in the appendix. The
    findings will inform their creative decisions for Assessment 2.
    Length: 1500 words
    Due: Week 6
    Criteria
    linkages:
    Criteria Weight (%) SLOs CILOs
    Relevance of chosen brand model 20 a 2.1
    Justification of qualitative research 20 b 1.1
    Validity of the questions & techniques 20 c 6.1
    Coherence of the structured interview
    design
    20 b 1.2
    Clarity of expression 15 e 6.1
    Accuracy of academic referencing 5 e 1.1
    SLOs: subject learning objectives
    CILOs: course intended learning outcomes
    Further
    information:
    Further Information will be provided in classes.
    Assessment task 2: Integrated Brand Advertising Concepts
    Objective(s): d and e
    Weight: 40%
    24/07/2016 (Spring 2016) © University of Technology Sydney Page 5 of 7
    Task: Students will produce an integrated campaign idea to work across two media channels, one of which
    must be a long-copy double-page spread print advertisement. The other is at the student’s discretion
    informed by their brand research findings and relevant to the audience identified, e.g. broadcast
    storyboard, script for radio or program, outdoor poster, sponsored event, direct mail, mobile or social
    media etc. Both advertisements must emerge from the central idea uncovered in Assessment 1 and
    be expressed as a single-minded proposition.
    Due: Week 11
    Criteria
    linkages:
    Criteria Weight (%) SLOs CILOs
    Relevance of creative idea for the brand 20 d 1.2
    Specificity of concept to the
    audience/proposition identified
    20 d 1.2
    Originality/creativity of the idea 20 d 2.2
    Appropriateness for the media channel
    characteristics
    20 d 6.1
    Unity of the creative idea across the media
    channels
    20 e 1.2
    SLOs: subject learning objectives
    CILOs: course intended learning outcomes
    Further
    information:
    Further Information will be provided in classes.
    Assessment task 3: Class Presentation
    Objective(s): e
    Weight: 20%
    Task: Students give a brief presentation of their brand research and creative work to show how their
    research for Assessment 1 provided a consumer insight to inform their USP and thus their creative
    idea, leading to their strategy and design recommendations.
    Length: 5 minutes
    Due: Week 11
    Criteria
    linkages:
    Criteria Weight (%) SLOs CILOs
    Clarity and logic of presentation structure 30 e 6.1
    Efficacy of presentation techniques 30 e 6.1
    Appropriateness of choice and use of
    equipment/props
    20 e 6.1
    Originality of the presentation 20 e 2.2
    SLOs: subject learning objectives
    CILOs: course intended learning outcomes
    Further
    information:
    Further information will be provided in classes.
    24/07/2016 (Spring 2016) © University of Technology Sydney Page 6 of 7
    Minimum requirements
    Attendance at tutorials is essential in this subject. Classes are based on a collaborative approach that involves
    essential work-shopping and interchange of ideas with other students and the tutor. A roll will be taken at each class.
    Students who have more than two absences from class will be refused final assessment (see Rule 3.8).
    Required texts
    All readings can be accessed through UTSOnline:
    https://www.lib.uts.edu.au/drr/search.html?q=54048
    References
    Suggestions for Further Reading
    Aaker, D. 1996, Building Strong Brands, The Free Press, New York.
    Aronczyk, M. and Powers, D. (eds) 2010, Blowing Up the Brand: Critical Perspectives on Promotional Culture, Peter
    Lang, New York.
    Barry, P. 2012, The advertising concept book: Think now, design later; A complete guide to creative ideas, strategies
    and campaigns, revised edition , Thames & Hudson, London.
    Belk, R. W. 2006, Handbook of qualitative research methods in marketing, Edward Elgar, Cheltenham.
    Banet-Weiser, S. 2012, Authentic: The Politics of Ambivalence in a Brand Culture, New York University Press, New
    York.
    Callingham, M., Chandler, J., Chrzanowska, J., Desai, P., Ereaut, G., and Wardle, J. 2002, Qualitative market
    research: Principle and practice, Sage, London.
    Chernatony, L. D. McDonald, M. and Wallace, E. 2011, Creating Powerful Brands, 4th edition, Butterworth
    Heinemann, Amsterdam.
    Denzin, N. and Lincoln, Y. (editors) 2011, Handbook of Qualitative Research, 2nd edition, Sage: Thousand Oaks, CA
    Herzbrun, D. 1997, Copywriting by design: Bringing ideas to life with words and images, NTC Business Books,
    Lincolnwood, Ill.
    Iezzi, T. 2010, The idea writers: Copywriting in a new media and marketing era, 1st edition, Palgrave Macmillan, New
    York.
    Ind, N. 2001, Living the Brand, Kogan Page, London.
    Keller, K. L. 2007, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 3rd edition,
    International Edition/Pearson Education, New Jersey.
    Wells, W. D., Spence-Stone, R., Crawford, R., Moriarty, S. and Mitchell, N. 2015, Advertising Principles & Practice:
    Australian Edition, Pearson Education Australia, Sydney.
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    Disclaimer
    This outline serves as a supplement to the faculty's student study guide. On all matters not specifically covered in this
    outline, the requirements specified in the guide apply.
    This outline was generated on the date indicated in the footer. Subsequent minor changes may have been made.
    代写54048 Brand Advertising Strategies