Universität Wien

220046 UE UE-WERB - Exercise Course on Advertisement (2014S)

4.00 ECTS (2.00 SWS), SPL 22 - Publizistik- und Kommunikationswissenschaft
Continuous assessment of course work

Summary

1 Eschlböck
2 Hauer
3 Kratky
4 McPherson , Moodle
5 Nemeczek
6 Reif
7 Seyrl
8 Teglasy

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
Registration information is available for each group.

Groups

Group 1

26.3.; 9.4.; 7.5.; 21.5.; 11.6.; 25.6.;

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 26.03. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
  • Wednesday 09.04. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
  • Wednesday 07.05. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
  • Wednesday 21.05. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
  • Wednesday 11.06. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG
  • Wednesday 25.06. 08:00 - 11:00 Seminarraum 8, Währinger Straße 29 1.OG

Group 2

14.3., 28.3., 4.4. 11.4., 2.5., 9.5., 16.5.

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 14.03. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Friday 28.03. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Friday 04.04. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Friday 11.04. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Friday 02.05. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Friday 09.05. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Friday 16.05. 14:00 - 17:00 Lehrredaktion Publizistik, Währinger Straße 29 2.OG

Group 3

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 19.03. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 26.03. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 02.04. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 09.04. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 30.04. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 07.05. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 14.05. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 21.05. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 28.05. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 04.06. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 11.06. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 18.06. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG
  • Wednesday 25.06. 08:00 - 09:30 Seminarraum 4, Währinger Straße 29 1.UG

Group 4

This is a practical course. You will work in groups in class and in your own time.

max. 30 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Sunday 30.03. 10:00 - 18:00 Seminarraum 5, Währinger Straße 29 1.UG
  • Saturday 31.05. 10:00 - 18:00 Seminarraum 9, Währinger Straße 29 2.OG
  • Sunday 01.06. 10:00 - 18:00 Seminarraum 9, Währinger Straße 29 2.OG

Aims, contents and method of the course

The goal of this course is to introduce students to advertising and show them how to design as well as execute advertising campaigns. They will receive both the necessary theoretical background knowledge as well as practical insights into the design and production of advertising campaigns.
Following a first pitch stage, an introduction into TV ratings is given in class, as well as an introduction into the use of demographics and VALS to assess target audiences.

Assessment and permitted materials

Grading will be based on the development of a 360° campaign and a media plan for said campaign. The work will be done in class and in your own time in groups of three students.

Minimum requirements and assessment criteria

The students will take away sound knowledge of the conception, production and delivery processes that go with creating an advertising campaign, learn how to work creatively as a team and to pitch to clients by acting out a brief and pitch scenario.

Examination topics

Following a theoretical introduction as well as best (and worst) practice examples, the students will work creatively in small teams of three, acting as an advertising agency with one creative director, one account manager and one agency producer.
As a team, they will draw up a campaign for a product of their choice and plan the production of a TV spot as well as an accompanying cross-media campaign. They will pitch their campaign ideas to the forum (whereby the remaining students and the tutor act as the client) and discuss their ideas. The students will then develop a media planning strategy, with special focus on placing their TV spot on Austrian TV channels.

Reading list

Ad Age, creative review, Wired Magazine.

Group 5

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 13.03. 17:45 - 20:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Thursday 27.03. 17:45 - 20:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Thursday 10.04. 17:45 - 20:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Thursday 15.05. 17:45 - 20:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Thursday 05.06. 17:45 - 20:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Thursday 26.06. 17:45 - 20:45 Seminarraum 5, Währinger Straße 29 1.UG

Group 6

The intention is to do 2 Semester Projects, one small and a bigger one.

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 19.03. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 26.03. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 02.04. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 09.04. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 30.04. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 07.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 14.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 21.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 28.05. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 04.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 11.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 18.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG
  • Wednesday 25.06. 13:15 - 14:45 Seminarraum 5, Währinger Straße 29 1.UG

Aims, contents and method of the course

Creating of Campaigns. Creating of single advertising measurements, strategic planning in advertising, positioning, research for Consumers insights, advertising psychology (little)

Assessment and permitted materials

current evaluation, Final semester project.

Minimum requirements and assessment criteria

Students should be able to create their own campaigns, do their own copywriting and have a glimpse of strategic thinking.

Examination topics

learning by doing

Reading list

"Propaganda" by Edward Bernays, Orange Press Freiburg 2013

Group 7

26.3.; 9.4.; 7.5.; 21.5.; 11.6.;

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 26.03. 16:45 - 19:45 Seminarraum 3, Währinger Straße 29 1.UG
  • Wednesday 09.04. 16:45 - 19:45 Seminarraum 3, Währinger Straße 29 1.UG
  • Wednesday 07.05. 16:45 - 19:45 Seminarraum 3, Währinger Straße 29 1.UG
  • Wednesday 21.05. 16:45 - 19:45 Seminarraum 3, Währinger Straße 29 1.UG
  • Wednesday 04.06. 16:45 - 19:45 Seminarraum 3, Währinger Straße 29 1.UG
  • Wednesday 18.06. 16:45 - 19:45 Seminarraum 3, Währinger Straße 29 1.UG

Aims, contents and method of the course

New marketing trends and how cross-promotion and cross-communication affect the marketing mix.

Assessment and permitted materials

Attendance, participation and the quality / content of presentations

Minimum requirements and assessment criteria

Participants will understand the goals of the marketing mix, know Guerilla Marketing and Co and can apply in practice

Examination topics

Mix of research, lectures, discussions and individual and group work

Reading list

Will be announced in the first Class

Group 8

Real work on real campaigns with real clients.

max. 30 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Monday 10.03. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Monday 31.03. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Monday 12.05. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Monday 19.05. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Monday 16.06. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG
  • Monday 30.06. 14:30 - 17:30 Lehrredaktion Publizistik, Währinger Straße 29 2.OG

Aims, contents and method of the course

Advertisement exercise - advertising campaign: briefing-idea-realization-presentation
focus:
briefing (parameters)
finding an idea (creativity and techniques)
media (incl. web 2.0)
psychology of perception
design basics
client presentation

Assessment and permitted materials

attendance, research-works, final presentation: every peergroup presents a campaign

Minimum requirements and assessment criteria

Creation of an advertising campaign based on a client briefing (option: incl. web 2.0)

Examination topics

peergroups: 3-4 students
research: var. topics as homework
creation of an idea
realization of the ad-idea (scribble or layout)
presentation of campaign (in front of the group)

Association in the course directory

Last modified: Mo 07.09.2020 15:38