New York City College of Technology The City University of New York Department of Communication Design COMD 3500 Campaign Development I Course Description : This course is an in-depth exploration of the creative advertising campaign and related media. Working individually and/or in teams, students will research, develop creative concepts and design packaged goods and service sector campaigns. Preparation of finished artwork using QuarkXpress and software such as Adobe Creative Suite. 3 cl hrs, 3 cr Prerequisites: COMD 2400 level courses or equivalent or department permission. Course Objectives: INSTRUCTIONAL OBJECTIVES For the successful completion of this course, students should be able to: Define and explain the relationship between advertising campaigns and brand building. Define and explain brand equity. Define and explain elements of effective advertising campaigns. ASSESSMENT Evaluation methods and criteria 1
print media (newspaper and magazines) in television media in designing advertising campaigns. out-of-home media (billboards, posters, transit, car cards, station and shelter) in direct mail media (letters, brochures) in sales promotion media (point-ofpurchase, coupons, sweepstakes and contests, trade shows and exhibits) in General Education Outcome covered: Thinking Critically The student will demonstrate the ability to evaluate strengths and relevance of arguments on a particular issue. Oral Communication Listening: The student will demonstrate the ability to discern pertinent information from irrelevant information. Writing The student will demonstrate the ability to write clearly articulated thoughts in a professional, informed manner. Social Interaction The student will demonstrate the ability to work in teams, including people from a variety of backgrounds, and build consensus. Teaching/Learning Method 2 How the outcome is assessed: Evaluate through class critique to determine how well students were able to advance their project concepts through creative, critical and technical decisions. Evaluate how well students absorbed and consequently applied the learning through oral critiques of projects. Evaluate how well students absorbed and consequently applied the learning through graded written portions of projects. Evaluate the collaboration and integration of the team with a rubric for creative and critical team performance and project outcomes.
Lecture/ Readings Demonstrations Project based lab Research Assignments Blackboard Descriptions Required Text : None Suggested texts: Art Directors Club of New York. Art Directors Annual of Advertising Art New York: 2007 Russell, J.Thomas and Lane, W. Ronald. Kleppner s Advertising Procedure. Englewood Cliffs, N.J. : Prentice Hall, 2007 Attendance (College) and Lateness (Department) Policies: A class roster roll will be taken at the beginning of each class. Only two absences may be allowed. After two absences, a student may be withdrawn because of unsatisfactory attendance (code WU). Students arriving after the roll is taken will be marked late. Students may be notified at the earliest opportunity in class after they have been absent or late. After being absent two times or equivalent (2 lateness = 1 absence), a student may be asked to withdraw from the class (code W before the College drop deadline, 4/9/08) or may be withdrawn from the class (code WU). Academic Integrity Standards : You are responsible for reading, understanding and abiding by the NYC College of Technology Student Handbook, Student Rights & Responsibilities, section Academic Integrity Standards. Academic dishonesty of any type, including cheating and plagiarism is unacceptable. "Cheating" is misrepresenting another student's efforts/work as your own. "Plagiarism" is the representation of another person's work, words or concepts as your own. Grading : 20% Mid-term and final quizzes 80% Design assignments and presentations Topics WEEK Lecture Topic Laboratory Exercise Homework Assignment 3
1 Introduction and orientation. Overview; course objectives; requirements; national and global industry figures. Advertising campaigns and brand building; brand equity; selling brands vs. selling products; advertising campaign strategies; defining objectives; targets; key consumer benefits; support; tone and manner; case studies. Illustrated lecture with discussion. Creative Assignment: design of print campaign for existing brand packaged goods product (i.e. gourmet frozen foods). All homework assignments to be determined by individual instructors. 2 Developing advertising campaign strategy: 10 checkpoints be singleminded; fit the overall plan; keep objectives focused; make strategy easy to use; decide where business comes from; make meaningful consumer promise; understand the product; be unique; relate the known to the unknown; keep strategy current. Illustrated lecture with discussion. 3 Designing effective campaigns: the big idea; elements of successful campaigns consistency; visual and verbal similarity; similarity of attitude as expression of brand personality; marketing ideas and advertising ideas; evolving a campaign; changing campaigns; orchestrating campaigns. Illustrated 4 Preliminary presentation of full size roughs of packaged goods print campaign for class critique Final presentation of packaged goods print campaign for class critique
lecture with discussion. 4-5 Media and campaigns print: industry figures; print as a selective media; magazines: an editorial environment; newspapers: a news environment; what works best in print: designing simple layouts; using illustrations rather than headlines; developing story appeal; using photographs rather than artwork; offering a benefit in the headline; using long copy; creating each ad as a complete sale; innovating in print; designing the ad for the medium; case studies. Illustrated lectures with discussion. 6 Media and campaigns television: industry figures; clutter; zapping ; fads and technical innovations; strategies providing wanted information; presenting problems & solutions; presenting situations/audience identification; providing appropriate entertainment; case studies. Illustrated lecture with discussion.. 7 Media and campaigns television: Reading storyboards-ten principles: pictures tell the story; develop visual symbols; grab the viewer s attention; be single-minded; register 5 Creative Assignment: design and presentation of print campaign for travel-tourism industry (i.e. foreign country or selected state in U.S.A.). Creative assignment: design of commercials based on packaged goods or traveltourism campaign Presentation of preliminary TV storyboards with class critique. Mid-semester Quiz.
product name; use people; show a payoff; reflect brand personality; keep it simple/less is more; build campaigns; case studies. Illustrated lecture with discussion. 8 Media and campaigns television: delecting dramatic forms demonstratons; testimonials; presenters; slice-of-life; animation; comparative advertising; sex and humor; music and sound; case studies. Illustrated lecture with discussion. 9-10 Media and campaigns out-of-home: industry figures; outdoor billboards; transit advertising posters, car and bus cards, station and shelter advertising; painted signs; spectacular displays; guidelines for designing; keeping it nonverbal; looking for the big idea; making it stand out; using color; keeping it local; looking for emotional content; announcing news; using all dimensions; using direct marketing; extending your campaign; case studies Illustrated lecture with discussion. Creative assignment: design of outdoor billboard and transit campaign. 11 Media direct response: industry figures; 6 Presentation of revised TV storyboards with class critique. Presentation of final TV storyboards with class critique. Creative assignment: design of direct mail piece. Presentation
definitions; reasons for growth; importance of testing; the true-value concept; guidelines for text and graphics; data-base marketing; broadcast advertising; telemarketing; building trust. Illustrated lecture with discussion.. of outdoor billboard and transit campaign with class critique 12-13 Media sales promotion: industry figures; promotion and advertising; forms of sales promotion; point-ofpurchase advertising; premiums; coupons; sampling; deals; sweepstakes and contests; cooperative advertising; trade shows and exhibits; directories and Yellow Pages; design guidelines; case studies. Illustrated lecture with discussion... 14-15 Final Review and presentations of sales promotion campaign. Scheduled Final Examination Period: Creative assignment: design of point-of-purchase display and sweepstakes promotional campaign Presentations, discussion and critiques of Final Project. Final Quiz. Bibliography: To be updated. 7