代写54048 Brand Advertising Strategies

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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%

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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.

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