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Sport Promotion and Public Relation - Critical Analysis of an Advertisement - Folio - Assessment Answer

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Critical Analysis of an Advertisement - Folio - Assessment Answer

Assignment Task: Folio of Written TasksFolio of Written Tasks - Critical analysis of an advertisement - Choose an advertisement. It can be anything related to the sport but it should ideally (to make it easier for you) should have some visual and verbal message content (it can be print, radio, online or a TV advertisement). You should bring your ad to class. Your weekly task is to critically analyse the core message and presentation of your advertisement in 500 words. Some questions you might ask or consider:
  • What is the target market for the advertisement or campaign?
  • What is the core message?
  • How is the brand positioned and does the advertisement align with this positioning?
  • Does the ad use a rational or emotional response?
  • Overall, give your advertisement a % score (out of 100) for effectiveness – and give some clear recommendations on how this could be improved?
Integration exercise -  Using at least one (1) textbook source AND two (2) peer-reviewed journal articles, develop and justify a definition of ‘INTEGRATION’ relevant to marketing communications. Ideally, your definition will develop some distinct types or forms of integration in a marketing context to allow application and assessment of integration under your definition. Next, choose a sports brand and consider how different components or examples of their communications are (or are not*) integrated (as per your definition). For example, what examples can be found in their advertising, sales promotion, media statements, direct marketing online or digital strategy, social media, content marketing etc. that suggest a brand, message or strategic integration has been considered. You should make at least three (3) key points in your argument regarding where integration has (or could*) take place *If you can identify opportunities where integration has been poorly done or could be improved, you could include this as part of your discussion. Risk and Planning Exercise - As part of class this week, we present a range of issues - both local and global - that provide a starting point for classifying PR issues in sport. We will use this as the starting point for the week 7 task. PART 1: Choose any sports organisation, and develop a list of issues that could potentially impact the organisation. Using this base, create a taxonomy for your organisation based on some key criteria. See the class notes for some ideas here but you could present relevant issues based on key criteria (for example):
  • Potential damage or risk (e.g. high, medium or low)
  • Likelihood of occurrence (e.g. high, medium or low)
PART 2: List some strategies and specific activities that your organisation could do in a proactive sense to protect its key stakeholders should some of your core issues impact the organisation. Reflection Exercise -  Read the Luck and Moffatt (2009) paper provided here (IMC - Has anything really changed (Luck and Moffatt 2009)) and in the Week 11 material. From page 315, a table lists 10 emerging trends impacting marketers. Your final task for A3 is to provide a detailed application of one of these trends to one aspect of the unit.
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