MKT102A: Understanding Advertising - Management Assignment Help

Task Summary

In order to help you develop your understanding of all aspects of an advertising strategy in a logical and effective way, we have divided the assessment strategy for MKT102A into three parts. Firstly, in Part A (this Assessment), you are asked to apply the knowledge you have acquired in Modules 1-3 to develop an Advertising Brief using the template provided below. Part A is due in Week 5 and accounts for 30% of the total mark.

After receiving feedback from your subject facilitator on Part A and reflecting further, you will then proceed to complete Part B of the Assessment – where you will develop a detailed Advertising Campaign (including visuals). This part is due in Week 10 and accounts for 50% of the total mark. See the Assessment Brief – Part B for instructions.

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

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

Context

Before an Advertising Campaign is requested from an Advertising Agency, a clear Advertising Brief needs to be written by the Marketing or Advertising manager of the client to outline the aim of the campaign. Is the aim of the campaign brand advertising, or advertising for a particular sales event such as Mother’s Day or new summer fashions or maybe it could be a Sale or for the launch of a new product.

This Assessment will give you the opportunity to apply the concepts learnt on the importance in selecting the target audience, defining Advertising Objectives ( as different to the Marketing Objectives), formulating Advertising Strategy that you want followed, consider media channels including the USP (Unique Selling Point/ Proposition) and indicate the budget you have to spend and how it will be spent.

Task Instructions

To successfully complete Project Part A: Advertising Brief you are required to

• Research and select a ‘consumer’ brand that will be the focus on your Advertising Brief. This needs to be a single retail brand, for example ( but not limited to ) Boost Juice, Lorna Jane or Zara etc.

Please Note: The consumer Brand selected cannot be a multi-brand retail shop such as Coles or Myer. It also cannot be B2B (Business to Business), Corporate, Political or Not for Profit. You will need to get your Learning Facilitators approval of your selected brand before commencing the Advertising Brief. It is advised that selection and approval is completed by the end of Module 1 (week 2)

• Research your selected consumer brand and come up with an idea for a NEW potential Advertising Campaign. This MUST NOT be a campaign that has been done already with existing visuals and campaigns ads that can be found on the internet. It needs to be your own original campaign concept that will be backed by your own creative visual ideas in Assessment 2.

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