Course Name (short): Advanced Creative Dev
School: Business
Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: N/A
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 7.0
Status: Approved (APPR)

Calendar Description
This course continues with the development of the strategic creative skills gained throughout the first four semesters of the program. Students execute communication plans in the form of print, out of home, broadcast, digital Internet and social media material demonstrating how their strategy is consistent with the communication plan.

Typical Instructional Format

Courses may be offered in other formats.

Section I Notes: N/A

Detailed Description
This course continues with the development of the strategic creative skills gained throughout the first four semesters of the program. Students execute communication plans in the form of print, out of home, broadcast, digital Internet and social media material demonstrating how their strategy is consistent with the communication plan. Students will rationalize the creative applications they have chosen and illustrate how they will reach the interest and needs of a specified target market. They will create advertising material for both print, broadcast and digital media in a multimedia campaign utilizing information gained in and relevant to other concurrent advertising courses in semester six. Integrated with the Advertising Campaign Management course, students will be required to follow directions provided on a creative brief and utilize appropriate methods for the development of effective and original concepts for a specified advertising campaign.

Program Context

 Critical Performance:  By the end of this course, students will have
demonstrated the ability to create various persuasive communication  
messages for a variety of media.

Learning Outcomes:  To achieve the critical performance, students will
have demonstrated the ability to:

1.  Create a succinct, creative objective statement in response to a 
    given advertising challenge
2.  Produce compelling, alternative creative messages to achieve that 
    objective
3.  Design professional quality, publication ready material for 
    newspaper, magazine and the Internet.
4.  Create scripts and storyboards for broadcast material
5.  Present this material in a professional manner and defend its    
    appropriateness for the given challenge
6.  Recognize there is more than one solution to a given situation
7.  Integrate learning from previous creative courses
8.  Demonstrate professional behaviours, including: 
      - willingness to work collaboratively
      - commitment to meeting project due dates
      - responsibility for self direction

Assignments:  
Print Campaign               20% 
Broadcast Campaign           20%
Multimedia Campaign          20%

Presentations:
Presentation book/portfolio  20%
Lab Tests                    20%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall) in order to
receive credit for this course)

A Technique for Producing Ideas, James Webb Young, NTC/Contemporary 
Publishing Company.  ISBN:  0844230006

Advertising by Design, Robin Landa, Wiley.  ISBN:  0471428973

Module 1
Introduction to the course
- Materials and requirements
- Structure and deliverables

Module 2
Idea Generation
- Best practices and methods for creating effective advertising 
  ideas

Module 3
Print Advertising advanced disciplines with a focus on typography
Print campaign project introduced

Module 4
Magazine advertising with emphasis on design and colour

Module 5
Broadcast creative fundamentals
Broadcast campaign introduced

Module 6
Broadcast elements:  the moving image for television

Module 7
Broadcast elements:  sound for television and radio
Major campaign introduced

Module 8
Broadcast elements:  writing for radio and television

Module 9
The critique.  Evaluation of advertising creative

Module 10
Portfolio and advertising campaign presentation fundamentals

Module 11
Branding through creative.  Traditional and innovative methods

Module 12
Personal presentations of advertising campaign

Module 13
Group critique of campaigns

Module 14
Conclusions