代写54048 Brand Advertising Strategies

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 24/07/2016 (Spring 2016) © University of Technology Sydney Page 3 of 7 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. Statement on UTS email account Email from the University to a student will only be sent to the student's UTS email address. Email sent from a student to the University must be sent from the student's UTS email address. University staff will not respond to email from any other email accounts for currently enrolled students. 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