Assignment Problem:
In this assessment students, in groups of two, are required to submit a written assignment and deliver an oral presentation relating to Advertising. Students will apply skills and knowledge to develop an Advertising campaign. This task is an extension of Assessment 2 - Development of a Creative Brief.
Each group of two students is to utilize their known Australian brand/product that is not the market leader from Assessment 3.
Any group that did not submit Assessment 3 must select an appropriate brand that has significantly lower market share than the leading brand/s. Examples include IGA, TigerAir Australia and Virgin Mobile Australia. Your group's selection of brand/product must be uploaded to the relevant thread in the Moodle Discussion Forum. Queries relating to the eligibility of your proposed brand/product should be directed to your Lecturer. Utilising a foreign, unknown or market leading brand will result in failure of this assessment task.
Your task is to develop an Advertising Campaign for the brand.
IN THE WRITTEN REPORT YOU SHOULD:
1. Prepare an Executive Summary and Introduction: A brief overview of the business should be detailed. This section forms part of 'Scholarly Pursuit'.
2. Construct a Situation Analysis: further develop the analysis for the Creative Brief assessment in accordance with feedback (Session 2.2).
3. Create and Justify Objective/s of the campaign further develop the objectives detailed in the Creative Brief assessment in accordance with feedback (Session 2.2).
4. Develop and Justify an Advertising budget for the campaign. (Session 2.2).
5. Execution - creative: Construct and justify a message strategy derived from the unit theory and produce a TVC or digital/social media video. (Sessions 3.1 & 3.2).
6. Execution - media: devise and justify a media strategy including quantifiable objectives, media vehicles and a mix of at least three media classes detailed in a schedule. (Sessions 4.1, 4.2 & 5.1).
This will demonstrate your ability to apply the important concepts, processes and models in this unit to development of an Advertising plan.
The brand or company which forms the basis of this assessment should not have been utilized in any previous or current Marketing or Management assignments.
You must include:
A) Research using at least 2 academic journal articles.
B) Carefully select appropriate theories and concepts.
C) Construct an in-depth and analytical discussion.
Use evidence and examples to support your work.
Write in a clear and logical manner and include an Executive Summary.
Cite all references using the Harvard referencing system.
Prepare and format a reference list.
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Attachment:- Advertising.rar