CAB328 - Advertising Campaign Planning

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Last revision date 2018-05-30 12:56:30.874
Last review date 2018-07-30 09:57:55.473

Subject Title
Advertising Campaign Planning

Subject Description
In this subject, students will apply the knowledge and skills gained in the first year of the Creative Advertising Program to plan a total integrated advertising campaign. Students will move from research to problem analysis to development of creative strategy, creative recommendations and rationale. Also included in this semester-long project will be the execution of media and production budgets, and an extensive media plan. Advertising, finance/billing practices, and professional business writing principles will also be explored.

This subject and assigned work is designed as an individual-only learning experience ? all assignments are individual.

Credit Status
Creative Advertising Diploma Program

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

1. Develop a complete integrated advertising campaign.
2. Develop a complete campaign strategy, budget, schedule, and make creative recommendations, and include recommendations on all standard and new media elements as well as using other IMC platforms from Public Relations to Event Marketing
3. Develop and recommend a complete media strategy (for both traditional and new media), media plan, and budget.
4. Prepare a recommended media schedule.
5. Prepare materials for visual presentation, present the campaign proposal to an audience, and answer questions regarding all elements of the proposal.
6. Complete a ?client ready? presentation bound document.
7. Gain knowledge and demonstrate advertising proposal presentation styles.
8. Prepare the complete proposal using the word software, Excel and desktop techniques used in previous semester.
9. Be an active in-class participant contributing effectively to the assigned tasks in one-on-one meetings with the Instructor and in the process within in-class and/or workshop exercises for evaluation.
10. 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.

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