Advertising Campaign
Research
1.1 Ask the client/teacher questions to clarify or add to information that has been provided.
1.2 Evaluate brief & document project requirements:
A. Objectives
B. Audience
C. Competitors
D. Schedule
E. Budget
F. Deliverables
G. Platform Specifications
H. Organisational policies & procedures
1.3 Research the clients:
A. Target audience
B. Competitors
C. Current market trends
D. Use a mood board with supporting text
1.4 Identify and evaluate critical thinking tools, any gaps in the market to assist in generating new ideas
1.5 Generate a variety of concepts for the advertising campaign
1.6 Develop 2 different concepts that could be applied to the advertising campaign. Should include:
A. The specifications of the two (2) print advertisements
B. The specifications of the two (2) online advertising pieces
C. The content requirements for each advertising platform
D. The target audience
E. Explain the key principles of consumer behaviour and how these must be considered
F. The tone of the advertising campaign
G. What resources will be required to produce the advertisements
H. What the social, ethical and environmental impacts of your concept would be
I. Evaluation of legislation, codes of practice and standards that must be adhered to in graphic work and advertising
J. Legal, ethical and contractual principles in relation to timelines, budget and resource requirements that will need to be followed when working with different advertising platforms (magazines, social media etc.)
1.7 Using the above information, create an overall written concept supported by thumbnail sketches (one for each of your concepts)
1.8 In small groups, pitch both of your concepts to your peers. Refine the selection of the chosen concept, based on peer feedback
1.9 Through discussion with peers, further develop and refine the concept using a range of creative and practical criteria to evaluate the constraints of your concepts/ideas. Push your ideas to the limits
1.10 Refine your ideas and present your concept visuals to your peers for final feedback
Digital Production
2.1 Based on your strongest concept create all required graphics [2 print advertisements and 2 online advertisements] to size in the appropriate software, showing evidence of technical editing and manipulation techniques. i.e. vector graphics (Adobe Illustrator), raster graphics (Adobe Photoshop), page layouts (Adobe InDesign)
2.2 Complete and record a self-evaluation of both technical and aesthetic context of your graphics
2.3 Seek and document feedback from peers and reflect on modifications and refinements made regarding layout
Continue technical and aesthetic refinement until the desired effect is achieved
Finalisation
3.1 Output the final files to an industry standard (correct technical specifications for print and web)
3.2 Write a rationale explaining, but not limited to:
A. How graphics can be used differently as a communication tool on each platform
B. How you considered the purposes and principles of advertising and applied these to your work
C. What technical problems you incurred and how you resolved these
D. What software you used and what tools and features were utilised to create your outcomes
E. From the software that you used, identify the file format and why you have used it for the desired outcome
F. The difference between vector graphics and bitmap images and where you used each image type
G. Your file management system (folder structure and file naming convention) for both print and web-based artwork [can be a screenshot]
H. How you adhered to schedule, budget and legal requirements throughout the project
I. The safety requirements you applied when working on the computer during this project
J. The overall effectiveness of your final advertisements and areas where you could improve in future
Pitch
4.1 Present your final concept, showing your four (4) advertisements to the stakeholder/s. The presentation must showcase the concept clearly and include an overview of:
A. The commercial potential of the advertising campaign
B. Suitability for the target audience
C. Feasibility of implementing the advertising campaign including any possible issues or requirements (legal, practical, operational)
D. How your advertising campaign concept compares to those of competitors
4.2 Seek and document feedback from the stakeholder/s according to organisational requirements
4.3 Respond to any questions asked by the stakeholder/s appropriately
4.4 Analyse feedback and reflect on how you could improve your process and application in future projects
4.5 Document your key learnings from this project according to organisational requirements
4.6 Upload final artwork for online advertisements to appropriate social media platforms
Technical Specifications
For Print
Size dependent on specifications sheet
Vector Graphics: Adobe Illustrator (.ai files)
Raster Graphics: Adobe Photoshop (.psd or .tiff files)
Page Layout: Adobe InDesign packaged folder containing folders for Links and Fonts, Adobe InDesign + .idml files, PDF
Colour mode must be CMYK
Output: Press Ready PDF with trim marks for print (include bleed)
For Online
Format must be correct dimensions for the chosen platform
Format must be correct file size for optimum upload
Colour mode must be RGB
Output: suitable file format for selected platform
Due Date: Week 9
Naming Convention: Digital Communication_AT1_Your_Name