CAB214 - Advertising Campaign Concept Development

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Last revision date May 13, 2020 8:52:29 AM
Last review date May 13, 2020 8:52:29 AM

Subject Title
Advertising Campaign Concept Development

Subject Description
This subject is designed to provide the student with an understanding of the creative process of visual thinking used in the development of a complete advertising campaign. Students will learn the various methods, styles, and relationships of the various media components and will gain an understanding of the roles of the members of the agency creative team, the corporate communications/promotions department, and the client.
This class is an intensive workshop that will further introduce the student to the details of how the creation of the advertising concept and development of various structured methods that allow an advertising campaign to become the foundation of Brand Loyalty and Brand Identity.

Credit Status
Creative Advertising Diploma Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1.      Demonstrate an understanding of the creative process. 
2.      Utilize various processes of problem solving and creative analysis working from client/agency strategy. 
3.      Demonstrate and appreciate and demonstrate the proper approach to creative analysis and problem solving.  
4.      Perform the methods to conceptualize a creative idea and specify its execution in both print, electronic media and new media platforms.
5.      Demonstrate skill in the visual planning, layout, subject (talent/product) placement, and aesthetics of advertising.  
6.      Demonstrate a working knowledge of the various forms of advertising, both traditional and non-conventional.  
7.      Demonstrate a thorough knowledge of the structure of the creative, production, and client team approach.  
8.      Understand and use the terminology used in the production of print, broadcast and digital media. 
9.      Utilize skills in copywriting, visual composition, and creative development in the production of print advertising and broadcast storyboards.
10.    Complete advertising campaign presentation materials, including print advertising layouts, New Media, direct mail, and broadcast storyboards.   

Essential Employability Skills
Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.