The history, current practice and possible futures of the planning function in advertising and the development and execution of creative concepts.
MART 469 is the senior paper of the The Brandbach, The University of Otago's advertising
specialisation, which is industry endorsed by CAANZ, the New Zealand association of
advertising agencies. As such, the Brandbach is the representative in national and
international awards for advertising planning and creativity. This paper is the capstone
of the Diploma for Graduates Endorsed in Advertising.
The paper annually encompasses four externally calibrated mobile and digital projects in a mix of digital engagement and conceptual developments, in mixed teams of budding art directors, copywriters and planners from business, sciences and humanities.
|Paper title||Advertising Planning and Concept Development|
|Teaching period||Second Semester|
|Domestic Tuition Fees (NZD)||$1,079.88|
|International Tuition Fees (NZD)||$4,786.79|
- Normally available only to postgraduate and/or DipGrad students.
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Paper Structure
- This paper covers the following themes:
- Insight Generation
- Creative Concepting
- The Art of Critique
- Axis Awards/Showcase Ideation
- Creative Briefing Typologies
- Integrated Container Models
- Behavioural Change Objectives
- History of Advertising and Planning
- Engagement and Connection Planning
- Mobile and Digital Planning
- Feedback Cycles
- Teaching Arrangements
- One 2-hour lecture each week for 13 weeks
- There is no required textbook for this paper.
- Course outline
- View the course outline for MART 469
- Graduate Attributes Emphasised
- Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical
thinking, Information literacy, Research.
View more information about Otago's graduate attributes.
- Learning Outcomes
- Upon successful completion of the paper, students will be able to
- Situate theories of advertising planning, creativity and conceptual development in broader marketing, research and business concepts
- Discuss the history, practice and possible futures of the theories of advertising planning and conceptual development
- Initiate, create, manage and conclude performative insight trajectories in a professional advertising context
- Express insights and strategies in inspirational and distinctive aesthetics
- Manage a variety of ideation techniques in the process of concept development
- Execute media-independent concepts in a variety of technical applications
- Convincingly express creative proposals in the context of business strategies and creative competitions