MKT102A: Understanding Advertising - Management Assignment Help

Assignment Task

Task Summary

This Assessment follows on from your development of an Advertising Brief in Project Part A – Assessment 1. You will apply the knowledge you have developed in Modules 1-5, to put together an Advertising Campaign (this Assessment) for the brand in Assessment 1. This Advertising Campaign must use the parameters that you developed in the Advertising Brief from Assessment 1, using the template provided in this Assessment 2 Brief and enhanced with visuals based on your Creative ideas. Part B is due in Week 10 and accounts for 50% of the total mark.

The final Part of this Assessment, Part C, requires you to present your Advertising campaign in a presentation format as outlined in Assessment 3 Brief and is due in Week 11.

Please refer to the Task Instructions below for further details on how to complete this part of your project.

Context

An Advertising Campaign must meet the client’s requirements, so the campaign needs to align to a clear Advertising Brief provided by the client. The Advertising Brief gives the requirements that the Advertising Campaign needs to follow in terms of target market, consumer insights, advertising objectives, advertising strategy, media channels, USP, budget and timetable.

Consideration also needs to be given to ethical and regulatory requirements and evaluation of the campaign outcomes.

Assessment 2 will give you the opportunity to feature your creative concept (the BIG IDEA) with appropriate visuals, storyboards, or scripts and explain your journey from USP to execution of the Advertising Campaign as part of your Creative Rationale.

You will also apply your Media Strategy to explain which media channels you have selected and why you decided on those channels, and the schedule and buying plans for your media placement. This will be evidenced in a detailed timetable for Campaign execution and a detailed budget.

Task Instructions

The Advertising Campaign is both written and visual. In this Assessment, your visual examples for your creative execution are as important as your written explanations.

To successfully complete Project Part B: Advertising Campaign you are required to:

1. Carefully read over your Advertising Brief from Assessment 1. Use this to prepare the Advertising Campaign for the featured brand.
2. An Executive Summary needs to be included and gives the background to the Campaign. In this part of Template provided below, you will take these sections directly from Assessment Marketing problem o Marketing objectives o Brand positioning o Target audience

• Proposition
• Advertising Objectives

3. The Creative Strategy needs to include the creative concept (what is your BIG Creative Idea for the campaign?) as well as the advertising appeal and your pathway from USP to creative idea. What is your rationale as to why this IDEA will work?

4. The Media Strategy needs to use the Media Schedule Spreadsheet to include the media channel mix you recommend and why – this should explain the media consumption habits of your target audience. It is expected that you will have at least 2 media channels to be used in your Advertising Campaign.

5. In your Creative Execution you need to show visuals of your media mix ( for example – mock-ups of print advert, bus stop banner, in-train advertising, Instagram feed, influencer to be used, radio script, storyboard for TV, video or social media ( sample template provided).

6. Implementation- You need to include Production considerations such as creative production schedule, material deadlines, mandatory inclusions such as the ethical or regulatory compliance as well as budget and timetable.

7. Evaluation - Advertising campaigns need evaluate how effectiveness they have been – so in this section you need to make broad suggestions for the type of research that could be used to evaluate the effectiveness of the campaign as related to the Marketing Objectives or the Advertising Objectives of the Advertising Brief.

8. You must use the Advertising Campaign Template provided below in this Brief to complete this assessment. Please ensure you complete all sections as related to your own selected.

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