2017 MKTG2238 ADVERTISING AND PROMOTION
AN ADVERTISING CAMPAIGN AUDIT
A: Campaign Selection Criteria
To complete the group assignment, students should select an advertising campaign that satisfies the following criteria:
1) The campaign should adopt print advertising media (such as magazine or newspaper).
2) The campaign should be run in Western Australia and target consumers in Western Australia.
3) The print advertisement(s) selected for analysing should appear in magazine or newspaper after January 1, 2017.
4) The print advertisement(s) should have an endorser (or a number of endorsers) in the ad.
B: Written Structure
*The structure should be strictly followed.
*The allocated mark for each individual section is estimates only and the lecturer may make minor modifications or changes on the allocated marks or other aspects.
Title: An Advertising Campaign Audit for xxx Campaign
EXECUTIVE SUMMARY (not included in the word count) (2%)
This section summarizes the print advertising campaign that you are auditing, including its communication objectives and the key elements of the campaign.
1. INTRODUCTION (3%)
This section contains a brief introduction of the campaign that you are auditing; for example, which company did the campaign (e.g., company background) and for which brand. Also, why you are interested in auditing the campaign.
2. SITUATIONAL ANALYSIS (25%)
2.1 Industry Evaluation (5%):
What were the marketing opportunities/challenges in the market with regards to the chosen product category before the campaign started?
What were the behavioural trends (sales, consumption, participation, etc.)?
What market factors might affect the success of the campaign?
What barriers might limit the success of the campaign?
2.2 Brand Evaluation (5%):
What were the attributes and benefits of the brand?
What were the strengths and weakness of the brand before the campaign started?
Who were the direct or indirect competitors and their strengths and weaknesses?
Using the perceptual mapping technique to illustrate the key points of differentiation.
2.3 Segmentation and Targeting (10%):
How was the market segmented for this product category? Discuss a) key demographic variables, and 2) psychographic variables. (*Behavioural graphic variables can be added if it is important to the product category).
Select a key target segment the campaign targeted and describe the segment in detail (following the examples of VALS and MINDBASE)
2.4 Positioning (5%):
What was the brand’s positioning strategy in the campaign (attribute, benefit or anything else)? What were its competitors’ positioning strategies? Do you believe that the positioning statement was effective in terms of reaching the key market segment you have chosen to audit?
3. COMMUNICATION OBJECTIVES AND MESSAGE/MEDIA STRATEGY (30%)
3.1 Communication Objective(s)-5%:
What was (were) the communication objective(s) of the overall campaign and what were the major communication tools and vehicles used in this campaign?
3.2 Creative Strategy-10%:
What was (were) the major creative style(s) for this campaign (one or two)?
Analyse the effectiveness of the creative style based on A-C-V framework.
Analyse the creativity of the advertisement based on the CAN framework.
Make sure your evaluation of creative strategy flows from targeting, positioning and communication objectives.
3.3 Appeal Strategy-5%:
What was (were) the major appeal strategy (ies) (one or two)? Rationale? Any advantage(s) or disadvantage(s) of using the appeal strategy to target the chosen segment?
3.4 Endorser(s) Strategy-5%: Did the campaign choose an average consumer or a celebrity as the endorser? Why? What were the characteristics of the endorser? Why did the campaign choose this particular endorser?
3.5 Media strategy-5%: What were the media objectives related to this specific medium? What was (were) the major vehicle(s) selected? Rationale? What was the scheduling?
4. ALTERNATIVE ADVERTISNG STRATEGY
4.1 Design a print advertisement (20%)
Each group should design a print advertisement for the brand to target the same target segment. The ad should be a completed advertisement (close to the actual advertisement).
The advertisement is A4 size, colourful, and in jpg format.
The advertisement should have include one or a number of endorsers.
Students should include a Creative Brief in the Appendixes.
4.2 Ad comparisons (10%)
Compare the two advertisements in the following:
*Students should build their discussions based on the target consumers, the product, and other market factors.
5 CONCLUSIONS (3%)
This section discusses the overall effectiveness of the campaign and what you have learnt from doing the project.
6. END BIBLIOGRAPHY (2%) (Harvard Referencing Style; not included in the word count)
7. APPENDIXES (not included in the word count) (5%)
Appendix 1: The print advertisement you analysed (A4 sized & image format)
Appendix 2: The print advertisement you designed (A4 sized & image format)
Appendix 3: A Creative Brief for the advertisement you designed.
Other Appendixes (if there is any).
C: Written Format
Student should submit a word document (not a PDF) containing all the required appendixes. The written report should be typed in Times New Roman 12, 1.5 line spaced, 1 inch margin (top, down, left and right), and A4 paper format. Your report should be no more than 3000 words (penalties will be assessed if that limit is exceeded by more than 5%). Everything in the main document is included in the word count except the Executive Summary, End Bibliography and Appendixes. Each group should submit their group project via LMS by 2pm, 16th of October. Ensure that you keep a copy of the assignment for backup purpose.
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