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Interactive Advertising
COURSE DESCRIPTION An immersion into the dynamic and ever-changing discipline of online
advertising. This course will cover the creative side of creating online advertising
campaigns that integrate new targeting capabilities. Discussions will include e-
commerce, set objectives, utilizing consumer feedback, targeting specific online
audiences, designing online ads that are effective, and much more. Projects will
include roughs to full-up executions on a restricted site.
1. Strategic Communication
• For print and ambient ads: ability to stop the target, communicate a benefit and sell a
produce/service in 3 to 5 seconds.
• For TV: ability to stop the target, engage them for the length of the spot, deliver a benefit and
sell produce/service.
• For interactive: ability to drive the target to a website and sell produce/service.
• Ability to communicate strategic conceptual and artistic goals of an advertising campaign
using industry terminology, both verbally and in writing. Ability to develop strategic briefs that
focuses on the target customer, the product/service, and the competition.
4. Conceptual Thinking
• Ability to employ both intuitive and logical thinking to solve marketing problems with creative
advertising solutions.
5. Critical Thinking
• Ability to raise clear and precise questions, use abstract ideas to interpret information, consider
diverse points of view, reach well-reasoned conclusions, and test them against relevant criteria
and standards.
6. Research/Analytical Skills
• Ability to gather, assess, record, and apply relevant information for strategic and planning
work.
9. Understanding of Branding
• Understanding of the basics of Brand building. Ability to tailor marketing efforts to build the
equity of a specific good or service.
CREDIT HOURS 3
METHODS OF This class will use lectures, in-class assignments, critiques and A/V equipment
INSTRUCTION
BIBLIOGRAPHY Visual Quickstart Guide: Photoshop for Mac, Weinmann & Lourekas
Visual Quickstart Guide: Illustrator for Mac, Weinmann & Lourekas
Thinking in Graphic Design, Beryl McAlhone
The End of Print: The Graphic Design of David Carson, Blackwell, Carson &
Byrne
ASSIGNMENTS Students are expected to spend a minimum of 10 hours per week on projects
outside of class. All projects are due on the specified dates (see course
schedule). A late project is marked down one grade (B to C). A project more
than one week late will receive a grade of F.
Grading:
Class Participation 30%
Projects 70%
MINIMUM For art directors and copywriters: 2 to 4 online campaigns. For account
REQUIREMENT FOR planners: 2 to 4 creative briefs and FLASH mood boards. All students must
PASSING THE COURSE demonstrate a professional attitude and work ethic.
COURSE OUTLINE
Session 1 Introduction
Course Outline
Online Advertising – Historic view and award winning examples.
Interactive online experiences as a whole
Discussion – Why it is important for AAU students to have examples for their
portfolios
In class Assignment – start of campaign #1
ATTENDANCE Students are expected to attend all class meetings and final grades will reflect
this policy. Attendance means arriving on time and staying for the entire class
session. Each course requires that the student be present at and participate in,
every class session. Failure to attend classes, tardy arrivals and early departures
will be reflected in final grades as follows:
•Four (4) Ls (late arrivals) may drop the final grade by one step (B to C, C to D...)
•Three (3) unexcused absences may result in a final grade of F.
•Three (3) consecutive absences may result in a final grade of F or being
dropped from the class.
EXCUSED ABSENCES
Absences do not lower semester grades if they are excused. Absences are
excused on the following grounds only: illness, injury or other medical necessity
accompanied by a doctor's note; death in the student's family.
GRADING CRITERIA
Students are graded on their skill level relative to industry standards. The
student’s skill level comprises all of the following:
GRADE INTERPRETATIONS
Notes:
Grades of I will be given credit only when they are converted to a
Letter Grade
Grades of "F" are computed as zero (0) points toward the Grade Point
Average
Students must achieve a C or better in all Graduate level coursework.
Students must achieve a C- or better in all Undergraduate major
classes.
Passing grade for an Undergraduate elective course is D- or above
Passing grade for an Undergraduate Liberal Arts course is D- or above
A D+/D/D- in an Undergraduate major required course will be given
credit as an elective
Students are expected to complete the courses they are enrolled in, and the
Academy discourages students from dropping a class simply because they do
not expect a good final grade. A student who is doing poorly or who wants
academic assistance of any kind, at any level, is encouraged to contact the
Study Hall, Academy Resource Center, 180 New Montgomery Street, or call
415.263.8830.
CLASSROOM The classroom is a learning environment and must be kept free from disruption.
ETIQUETTE The Academy has a zero-tolerance policy with regard to verbal and/or physical
abuse. Violation of this policy is grounds for immediate dismissal from the
Academy. Set pagers or phones to “silent.” Gas-powered scooters are not
allowed in any Academy building.
PLAGIARISM All works (written and visual) must be the student’s own creation. In written
works, any quotes or paraphrases from source material must be properly
footnoted. Any student who plagiarizes will receive an F for that project grade
and/or their final grade. Plagiarism is grounds for dismissal. The above policy
constitutes an official warning to each student. Any violations will not be given a
second attempt to correct. If you have further questions about plagiarism,
please see your instructor.
WRITING LAB
Writing Lab teachers tutor students individually, by appointment, to help them
with written assignments. Assistance is available to all undergraduate and
graduate students.
SPEAKING LAB
Speaking Lab teachers provide tutoring, by appointment, to help all students with
oral presentations and pronunciation skills. The Speaking Lab also organizes
conversation groups for international students to practice their English.
CLASSROOM SERVICES
Classroom support services are provided for students with documented
disabilities. Services are determined on a case-by-case basis. For more
information, please contact the Classroom Services Department.
FACULTY DEVELOPMENT
The mission of Faculty Development is to foster effective and informed teaching
practices that promote creativity and learning. For more about the department,
please see http://faculty.academyart.edu