Online Advertising Independent Study
Advertising Design II
Now you are ready to learn how to manage advertising campaigns at a higher level. You are ready to develop campaign concepts working from market research. In this online advanced advertising course, you will learn how to develop multiple creative concepts and present them to clients. Working with a client's marketing plan, you will study how to move your campaign ideas forward, and develop creative concepts and samples for a broad, multimedia campaign.
An independent study for Advertising Design majors
Instructor-Led CourseFeedback from design professionals
Creative ProjectsStretch your skills, grow your portfolio
Learn at Your Own PaceSelf-paced and scheduled programs available
1 - A Campaign of Concepts
How can you compile all the concepts and techniques you've learned about copywriting, marketing, graphic design, account management, and concept development into compelling advertising campaigns? Now that you're thinking about campaign stages, research, and the broad picture of advertising versus marketing, the ball is in your court! You'll begin to work closely with your instructor, as well as outside resources and research, to craft a plan that adapts to your own goals and paves the way for success in your field.
2 - Planning a Campaign
By this point in your independent study, you should have your client selected, and you both should be ready to collaborate on a project together. In Discussion Two, you'll work with your instructor to refine input from your client and develop a firm project idea. You'll also have the opportunity to practice conducting the interviews you'll be doing of professionals in your field this semester by interviewing your instructor about creative collaboration they've done in the past.
3 - Researching and Refining Campaigns
With your client project underway, you're almost ready to enter the creative stage of actually building rough drafts and collateral. But don't forget to do your research and planning! As the reading in this lecture goes to great pains to point out, there's a lot of prep work before we dive into the actual construction of a campaign.
4 - Alternative Advertising
Now that you've built roughs and collateral, you are ready to start bolstering your campaign with the fun pieces and touches that will make it truly an above and beyond project.
5 - Placing Ads and Measuring the Results
You'll never know if a campaign is successful unless you measure its success. That seems obvious, but how do you know what to measure? How do you know what constitutes "success" for your campaign? Sure, your client wants more customers and revenue, but how much? By when? These are all important questions that become much clearer to answer with proper and rigorous analytics.
6 - Reviewing and Learning from Campaigns
Your campaign is getting close to the finish line! The end of a campaign is the time to cross your T’s and dot your I’s on all relevant material, and make sure you've prepared your media buys, analytics, and all backend infrastructure necessary for a smooth launch.
- Research companies and products in specific genres, design trends in those areas, and other design work and marketing initiatives that may influence the direction of your concept.
- Identify colors, typography, compositions, and images that appeal to target customers.
- Use brainstorming, sketches, tearsheets, mood boards, and any other methods of your choice to form a solid design message.
- Create a color palette that will be woven throughout the design pieces. Use your research, as well as your color theory skills, to come up with the right scheme for your concept.
- Demonstrate your color palette in a JPEG file with swatches of each main color in the scheme.
- Design a logo that reflects your research, your overall design concept, your color scheme, and your type choices.
- Research and implement the eight stages of an advertising campaign.
- Develop a concept for an ad design project with a local client.
- Working with your instructor, develop two general research questions to be explored and answered as part of your independent study.
- Conduct a client design project that utilizes the following tools - market research, sketches, brand matrix, inspiration board, social or multimedia component, analytics, launch promotion.
Interested in this course? This course is available to students enrolled in Associate of Occupational Studies program.
Software and Supplies
To take this course you'll need:
- Computer with Internet connection.
- Adobe Photoshop, Illustrator, and InDesign or equivalent programs.
- Basic experience in ad design and the above software.