Campaign Portfolio

In this assessment task, you will be required to address real world integrated marketing communications (IMC) issues and problems across six defined stages, with each stage requiring you to collect relevant artefacts which will contribute towards your folio. You will commence building your folio from the beginning of the semester, with weekly tasks in the learning materials to help guide you. This assessment is an opportunity to exercise your creative and intellectual independence by applying your advanced discipline and professional practice knowledge to make sound judgements and recommendations.

Assessment details Stage 1: Controversial advertising (Total: 700 words: 1a) 400 words: 200 p/ad; 1b) 300 words)

1a) Collect TWO advertisements which are controversial. Additionally, collect a trade press article for BOTH advertisements which discuss the controversy. See below for an example: Ford controversial ad Ford apologies for tying women up trade press article discussing the controversy. For each advertisement, provide a 200 word analytical critique using the following as guidance: a) What were the objectives of the advertisement (from the brand’s perspective)?

b) Who was the intended audience?

c) Why did the brand choose a controversial approach?

d) Is the advertisement effective?

e) How would you improve the advertisement?

f) Based on the trade press article, what was the effect of the controversy and how could this impact the brand?

1b) Identify a recent controversial matter in marketing communication that has arisen because of stealth marketing. For a definition and discussion on stealth marketing see Roy, A. & Chattopadhyay, S.P., (2010), ‘Stealth marketing as a strategy’, Business Horizons, Vol 53, Issue 1, p69-79 (in Assessment 1 folder on Bb). What are the arguments for and against the strategy that has been used in your example? (300 words)

Stage 2: Data Analytics and Insight (300 words)

a) What role does data play in a modern agency?

b) How is data used?

c) Find an example of a campaign which resulted from the use of great data insights and discuss why data was so crucial to its success.

Stage 3: Award Winning (300 words) Find an example of an award winning campaign and discuss the following:

a) Did the campaign affect consumer behaviour in a sustainable, ongoing way?

b) Name the key elements that make the campaign award winning.

Stage 4: Ads by category (1600 words: 200 per ad & 200 per journal article) There are four categories in this stage of the reflective folio:

1. Social media (eg. Deadpool)

2. B2B (business to business) (eg. Red)

3. Not-for-profit (eg. Racism)

4. Global (ad from another country) (eg. Heineken) a) Collect ONE advertisement per category and ONE recent (2011-present) academic journal article (e.g. from the Journal of Advertising) per category. The advertisements can be sourced from Google, magazines or even on your travels (e.g. taking a photo of a billboard or bus stop).

b) Taking into account what the category is and why the advertisement belongs in the category, produce a 200 word evaluative critique for each advertisement that considers the following:

• What were the objectives of the advertisement (from the brand’s perspective)?

• Who was the intended audience? • Is the advertisement effective? Why?

• How would you improve the advertisement?

c) Produce a 200 word evaluative critique for each article by explaining the findings and giving insights into the latest academic research in the area and how this will inform future advertising in that category.

Stage 5: Good versus bad (400 words: 200 p/ad) Using your judgement, collect ONE ‘good’ advertisement and ONE ‘bad’ advertisement. Justify your choice in terms of strategy, creativity and execution, linking theory and not just personal opinion. In your response, consider the following: a. Is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to?

b. Is the creative approach appropriate for the target audience?

c. Does the creative approach communicate a clear and convincing message to the consumer?

d. Is the creative approach appropriate for the media environment in which it is likely to be seen?

Stage 6: Pitch a new ad (200 words)

a) Using the ‘bad’ advertisement from Stage 5, propose a new advertisement to make it effective (‘good’). You will not be judged on the quality or design of the advertisement itself – the crucial elements are your idea and justification.

b) Clearly and succinctly explain how your advertisement is an improved version and why it would be effective. 

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