Assessment Description:
Students are required to select an advertising campaign of an Australian firm and summarise this information using the elements of the promotional mix. If students struggle to find relevant information of an Australian firm, they can choose a firm from a different country with prior approval from the Lecturer. Each presentation must be between 5-10 minutes long and must be delivered in-class individually. The softcopy of the presentation slides, presentation summary (not more than 500 words) and other supporting materials (if any) are to be uploaded in the Moodle before the scheduled presentation date.
The assignment will include the following activities:
a) Select an advertising campaign that you are familiar with of an existing Australian firm
b) Summarise the advertising campaign based on the elements of the promotional mix by correctly identifying the activities
c) Recognise the media tools used
d) Describe the relevant regulatory and ethics aspects of the campaign
e) Explain in your own words the overall success of the campaign, stating any factual information that you may find to support your claims (hint: refer to annual reports of the firm before and after the campaign)
f) Further explain any concerns you may have in relation to breaches of any relevant legislations and poor choice of media tools used. Or explain how and what you would do differently if you were planning and implementing the campaign.
g) Arrange your information for the above activities in an appropriate sequence in presentation slides with images and interactive media (eg: short youtube video of an advertisement used in the campaign will draw attention of the participants).
h) Prepare a presentation summary
i) Rehearse the presentation in front of your friends and family or other group members
j) Upload the presentation, presentation summary and supporting materials (if any) on and before the presentation date,
k) Make the presentation in the class.
Type of Assessment
Assessment 1 - presentation
Length / duration
5- 10 minutes individual presentation with minimum 5 slides
Learning outcomes addressed
a. explain the objectives of an integrated marketing communication plan and its relationship to the elements of the promotional mix
b. discuss the use of alternative media in advertising campaigns
c. explain regulatory aspects and ethics related to advertising