2- Advertising Company

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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.
ASSESSMENT 2 BRIEF
Subject Code and Title MKT102A Understanding Advertising
Assessment Project Part B: Advertising Campaign
Individual/Group Individual
Length Maximum 1500 words +/- 10% Plus Visuals
Learning Outcomes The Subject Learning Outcomes demonstrated by successful
completion of the task below include:
a) 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 5.2 (Week 10)
Weighting 50%
Total Marks 100 marks
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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.
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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:
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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.
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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 bigidea,
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 –
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• 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 reasonsfor:
• 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.
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 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 Ideamay
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
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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.
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