Staff Writer: Carolyn Johnson
There is no argument that the Los Angeles advertising world is undergoing great change. This is one of many aspects of advertising and marketing that students of the each subject should consider. Also, to paint even broader strokes, a teacher of advertising must allow students to take a look at the “big picture” and learn about basic strategy and logic to achieve success.
In teaching basic advertising principles, a teacher can also borrow from other subjects, such as campaigning, in order to convey to students a bigger picture and to analyze the situation. Any Los Angeles advertising agency will tell you that the only way to help a brand achieve its goals, after all, is if you can correctly analyze any issue and overcome it with basic strategy.
First, a teacher must stress to his students that individual tactics will likely not work, especially if not aligned with the brand’s goal. Carefully examine the brand’s desires and goals first before determining a marketing strategy. It’s better to teach students that launching an entire campaign that wholly fits a brand’s image and goals is better than the summation of individual tactics. This way, the entire campaign is more powerful and influential. Throughout the campaign, keep synergy in mind and not tactics.
Along these lines, another important aspect of teaching advertising is blurring the line between teacher and student. Yes, you are undoubtedly the teacher and head of the classroom and your students are there to learn from you, yet you should not make this distinction so black and white. Realize that you can also learn from them. Learn about the world from both the students’ perspective and a teacher’s perspective. You should be there for your students as their advocate, their boss, their coach, and their facilitator.
As a teacher, first have some gentle guidelines for your students to follow. For one, instruct students that its common sense to start your work early and work on it steadily throughout the course time, instead of cramming last minute. Secondly, if you think strategically throughout the entire campaign, then the individual tactics will also fall into place, making the campaign all the more impactful.
Have your students come up with a first draft of the plan and get constructive feedback on it, then have them rewrite and recraft it into a cohesive finished product. Also advise your student to finish this creative product two or three days ahead of time. And of course, let’s not forget, proofread before the deadline!
To make sure your students are getting a hands-on experience in building a campaign, have them imagine themselves from the perspective of the Los Angeles marketing agency, who must put in thousands of dollars to furnish a marketing or advertising campaign that came in late. This will (hopefully) motivate your students to submit their campaigns on time.
For students to build a campaign, have your students choose from a wide range of brands and clients. Some students might have a deep knowledge and passion for car brands, for instance, while others may be more interested in children’s products. While students are building their campaign, continue to cover different aspects of advertising and marketing that directly related to their project. Also have individual student submit homework assignments along with building the campaign. This model of teaching was developed by Dr. Arnold Barban of the University of Texas.
Finally, towards the end, reward the students who create the best campaign.
By showing student real-world conflicts that relate to their chosen fields, they will learn how to strategically plan and solve problems. With such life lessons under their belt, your students will get an edge over the job market after college.