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CAM24 BRIEFS
There are three parts to the assessment, they are as follows:
Part A – Design a Publication – Due Week 17
Description: For this assessment, individual students working alone are required to design and produce a communications manual. The manual must be printed, bound and contain 24 pages. Within this manual students are not required to design templates of editorial layouts for a proposed publication to support their initiative or cause. Students are not expected to write the content contained within layouts but it is expected that text will be suitable and adjusted to fit target market and style of finished publication. The manual should also contain corporate standards and proposed advertising campaign concepts (marked as per different assessments.)
Instructions: Students are not expected to write their own body copy but it should be relevant to their cause with all grammar and spelling checked and correct. Students should write their own headlines and choose their own pull quotes and images. Attention will be paid to typography skills and appropriate choices of fonts and style. Packaged InDesign folders are also due and will be marked on their ability to work when opened on a different computer.
Assessment mark and criteria:
The presentation assessment is worth 25% and will be marked on the following criteria:
• Evidence of understanding the importance of design programs
• Use of grid, type and images
• Ability to critically evaluate and analyse target market
• Typography skills, font and image choice
• Spelling, grammar and basic design skills (pixel use etc.)
• Understanding of publication elements and their uses
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Part B – Create an Advertising Campaign – Due Week 17
Description: For this assessment, individual students working alone will create an advertising campaign to support their chosen initiative or cause. The campaign should consist of and include at least one ATL, BTL and guerrilla advertising outcomes. Students will be expected to talk about their target markets in depth and develop concepts that match the targets needs.
Instructions:
Assessment mark and criteria:
This assessment is worth 15% and will be marked on the following criteria:
• Process and research documentation
• Understanding of Target Market
• Relevance of ideas presented
• Understanding of advertising mediums
• Evidence of application of basic project management skills
• Uniformity of concept across applications
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Part C – Group critique and reflection – Due Week 17
Description: This assessment requires students to participate in group critiques and reflections on the outcomes developed. Students will be assessed on their participation in the critique of the work of others and in their reflections and responses to critiques of their work. There will be a number of presentations throughout the semester and students are assessed at each one for their input.
Instructions: Each 4th week (Wk 4, Wk 8, Wk 12 & Wk 16) will be presentation weeks, where students will present in class and get live feedback. They will be marked on their presentation as well as the feedback they offer their classmates (Wk 12 is optional and wont be marked as it falls upon a production week.)
Assessment mark and criteria:
The assessment is worth 15% and will be marked on the following criteria:
• Attendance at class presentations
• Contribution of ideas
• Ability to self critique
• Evidence of reading and research in contributions
• Skills in asking questions and ability to critically analyse ideas.
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Plagiarism
Billy Blue Schools considers plagiarism to be serious academic misconduct. Plagiarism includes using the work of others without fully acknowledging it and will result in serious consequences including failing the assessment or the subject. In the most serious cases a student may be withdrawn from the course. Students are advised to seek advice and assistance from their lecturers on how to avoid plagiarism and are required to familiarise themselves with the School’s plagiarism policies in the Student Handbook.
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Recommended reading
Gill B. (2001) Unspecial effects for graphic designers. Graphis
Luke Sullivan - Hey Whipple squeeze this. Wiley
Ambrose/Harris - Basics of design: Layout. Ava
Andrew Haslam - Book design. Lawrence King
Erik Spiekermann - Stop stealing sheep. Adobe Press
Alastair Crompton - The craft of copywriting. Century Business
Roger Von Oech - A whack on the side of the head. Warner Books
Timothy Samara - Making and breaking the grid. Rockport
John Kane - A type primer. Lawrence King
Alan Pipes - Foundations of art & design. Lawrence King
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Websites
www.bestadsontv.com
www.ibelieveinadv.com
www.frederiksamuel.com/blog
www.blog.guerrillacomm.com
www.sexypeople-blog.com
www.adsoftheworld.com
