Learning Outcomes completion
a) The Subject Learning Outcomes demonstrated by successful of the task below include:
Explore and reflect on the functions and evolution of advertising.
b) Explain the principles and practices involved in the creation of effective advertisements
d) Compare and contrast the advantages of the different types of advertising media.
e) Design an advertising campaign based on a client brief
Submission Due by 11:55pm AEST Sunday end of Module 6.1 (Week 10)
Weighting 50%
Total Marks 100 marks
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
1.
o Marketing problem o Marketing objectives o Brand positioning o Target audience o Proposition o 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
9. Consumer brand and submit by 11:55pm AEST Sunday end of Module 5.2 ( Week 10 )
Referencing:
Your references need to be credible and may include current pricing for media or estimates from reliable sources. Your references may include data from reputable sources, and should be used to support your campaign planning.
A minimum of three (3) sources must be used, cited and a list of references provided at the end (not included in the word count) following the APA style. This includes students’ own work that has previously been submitted to other subjects or institutions. See “Academic Skills” on the Blackboard portal for more information on referencing and plagiarism http://library.laureate.net.au/research_skills/referencing
Submission Instructions:
Please submit your Project Part B: Advertising Campaign in Assessment 2 submission link in the
Assessment section found in the main navigation menu of the subject Blackboard site. The Learning Facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
Marking Rubric:
Your report will be marked against the rubric, which is shown on the following pages. Please ensure that your submission addresses all of the Assessment Attributes in the rubric.
Advertising Campaign Template
1. Executive Summary (summarise the brief) including the campaign objectives
• Marketing problem
• Marketing objectives
• Brand positioning
• Target audience
• Proposition
• Advertising Objectives
This can be provided as a paragraphed set of short sentences or separate sets of subheaded information
2. Creative Strategy
• Creative concept (what is your BIG IDEA?)
o Describe the overall concept. Don’t write a script etc. that comes with creative execution.
o Identify the Advertising appeal to be used o Identify the Creative technique to be used.
• Describe the journey from USP to execution of the creative idea – Might include evaluation of options. Some ‘universal’ criteria can be found in week 8 supplementary notes.
• Creative rationale (why will your big idea work?)
Refer to insights into the consumer and consumer behavior as to why the big idea, the appeal & execution technique will work to achieve the objectives.
3. Media Plan
• Media objectives Must be SMART
• Recommended media mix – Cover each media to be used. For each recommended media provide specific detail.
• Geographic –
• Media vehicles
• Ad sizes
• Time slots, indicative programs, section placement
• Duration e.g. number of weeks, number of issues
• Media weight e.g TARPS , insertions, numbers etc
• Media scheduling e.g. Weeks on air
•
Rationale for the media plan (media mix)
• Reference should be made to the media consumption habits of your target audience as support for the choice of the medium.
• Rationale to be provided for each and every recommendation giving reasons for:
• Geographic – • Each media vehicle
• Ad sizes
• Time slots, indicative programs, section placement
• Duration e.g. number of weeks, number of issues • Media weight e.g. TARPS, insertions, numbers etc. • Media scheduling e.g. Weeks on air
4. Media schedule (To be submitted as a separate Excel file)
• Translate all the information from the media plan onto the media schedule
• In addition to the plan information also include
• Campaign dates by week
• Media vehicle Costings – Costs must be real. These to be sourced from media owners/publisher web sites or from the Budget costings provided on the portal.
• Media objectives
• Target Audience – Demographic
5. Creative Execution
• Outline how the Big Ideas is translated into specific creative executions.
• Create an ad execution for each media
? Attach a representative example for an ad for each of the recommended media e.g. print advert, outdoor poster, website tower, radio script, TV storyboard etc.
? Use the provided templates for TV storyboard, radio scripts etc.
? These can be added to the word document as separate pages.
? One execution per page.
? If print layout is done in a professional design software save as an image to be placed in the document or save as a PDF and submit as a separate file.
Production considerations
• Mechanical specifications –e.g. Magazine ad sizes
• Creative production timeline
• Material deadlines
• Budget constraints
• Mandatory inclusions
Budget Summary
• Outline the actual splits for all activities based on the actual media used. Media costs must match the costs included on the schedule.
• May be presented as a comparison (simple table) to show budget versus actual.
• While the objective is always to stay inside the budget – at this stage the Big Idea may require more budget. This can be identified here. Perhaps identified as an options. i.e. spend more budget to achieve greater effect. If there is a recommendation to increase budget there would also have to be a corresponding rationale to justify the extra expenditure.
Special note – Key requirements
1. Strategy must be consistent with the problem to be solved and the marketing & advertising objectives.
2. Recommendations must be relevant and have the capacity to achieve the desired outcomes.
3. All rationales must reference the target audience and the objectives
4. All dates must align – Objectives – media – creative production – deadlines
5. Dates must relate to the timing of the plan and be in the future.
6. All costs must align
Assessment Rubric: Project Part B: Advertising Campaign
Assessment Attributes Fail
(Yet to achieve minimum standard) 0-49% Pass
(Functional)
50-64% Credit
(Proficient) 65-74% Distinction
(Advanced)
75-84% High Distinction
(Exceptional)
85-100%
Knowledge and understanding of
Content of Advertising Campaign
30 %
Demonstrates a partiallydeveloped understanding
of Content of Advertising
Campaign Demonstrates a functional knowledge of Content of Advertising Campaign
Demonstrates proficient knowledge of Content of Advertising Campaign
Demonstrates advanced knowledge of Content of Advertising Campaign
Demonstrates exceptional knowledge of Content of Advertising Campaign
Advertising Objectives
& Advertising
Campaign
30 %
Limited synthesis and analysis of Advertising
Campaign
Limited
application/recommendat ions of Advertising
Campaign
Demonstrated analysis and synthesis of Advertising Objectives of the advertising Campaign.
Shows the ability to interpret relevant information and literature to formulate
Advertising Campaign
Well-developed analysis and synthesis Advertising Objectives with clear differentiation to Advertising Campaign Objectives.
Shows the ability to interpret relevant information and literature to formulate Advertising
Campaign
Thoroughly developed and creative analysis and synthesis of Advertising Objectives with clear differentiation to Advertising Campaign Objectives.
Shows the ability to interpret relevant information and literature to formulate Advertising
Campaign with Highly sophisticated and creative analysis, synthesis of Advertising Objectives with clear differentiation to Advertising Campaign Objectives.
Shows the ability to interpret relevant information and literature to formulate Advertising Campaign with strong application by way of
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independently developed models and justified recommendations linked to analysis/synthesis.
pretested models and / or independently developed models.
Recommendations are
clearly justified based on the analysis/synthesis. Applying knowledge to new situations/other cases.
Media/ Production/
Brand Considerations
& Budget
20%
Limited synthesis and analysis.
Limited application/recommendat ions based upon analysis.
Demonstrated analysis and synthesis of Media/ Production/ Brand Considerations.
Budget provided.
Well-developed analysis and synthesis of Media/ Production/ Brand Considerations.
Recommendations are justified for Budget.
Thoroughly developed and creative analysis and synthesis of Media/ Production/ Brand Considerations.
Justified recommendations linked to analysis/synthesis for realistic Budget.
Highly sophisticated and creative analysis, synthesis of Media/ Production/ Brand Considerations.
Recommendations are
clearly justified based on the analysis/synthesis for realistic Budget.
Effective
Communication
(Written)
10 %
Presents information.
Specialised language and terminology is rarely or inaccurately employed.
Meaning is repeatedly obscured by errors in the Communicates in a readable manner that largely adheres to the given format.
Generally employs specialised language and terminology with accuracy.
Communicates in a coherent and readable manner that adheres to the given format.
Accurately employs specialised language and terminology. Communicates coherently and concisely in a manner that adheres to the given format.
Accurately employs a wide range of specialised language and terminology. Communicates eloquently. Expresses meaning coherently, concisely and creatively within the given format.
Discerningly selects and precisely employs a wide
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communication of ideas, including errors in structure, sequence, spelling, grammar, punctuation and/or the acknowledgment of sources.
Meaning is sometimes difficult to follow.
Information, arguments and evidence are structured and sequenced in a way that is not always clear and logical.
Some errors are evident in spelling, grammar and/or punctuation.
Meaning is easy to follow. Information, arguments and evidence are structured and sequenced in a way that is clear and logical.
Occasional minor errors
present in spelling, grammar and/or punctuation.
Engages audience interest. Information, arguments and evidence are structured and sequenced in a way that is, clear and persuasive.
Spelling, grammar and punctuation are free from errors.
range of specialised language and terminology.
Engages and sustains audience’s interest. Information, arguments and evidence are insightful, persuasive and expertly presented.
Spelling, grammar and punctuation are free from errors.
Correct citation of key
resources and evidence
10 % Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas.
Referencing is omitted or does not resemble APA.
Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed.
Referencing resembles APA, with frequent or repeated errors. Demonstrates use of credible resources to support and develop ideas.
Referencing resembles APA, with occasional errors. Demonstrates use of 3 good
quality, credible and relevant resources to support and develop arguments and statements.
Show evidence of wide scope within the organisation for sourcing evidence.
APA referencing is free from errors. Demonstrates use of 3 high-quality, credible and relevant resources to support and develop arguments and position statements.
Show evidence of wide scope within and without the organisation for sourcing evidence.
APA referencing is free from errors.