CAB214 - Advertising Campaign Concept Development

Outline information
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Last revision date 2017-01-30 00:00:29.559
Last review date 2017-04-03 00:15:00.296

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. Participate in the process 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 and electronic media.
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 and electronic media.
9. Use skills in copywriting, visual composition, and creative development in the production of print advertising and storyboards.
10. Prepare a complete advertising campaign presentation, including print ad layouts, direct mail, and storyboards.
11. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
12. Understand the purpose of, and effectively meet all deadlines and project requirements.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.