Presentation and Analysis of a marketing communication campaign of competing brands

 

Order Description

Overvіew
The assignment allоws you to analyse and рresent a marketing сommunication campaign of competing brands within a specific product category. In doing so, you will
understand the managerial decisions that were made with respect to an advertising and sales promotion campaign and appreciate the need to plan marketing communications
in a comprehensive and integrated manner.

Details
Select a communication piece (e.g. TV ads or print ads or direct mail pieces, etc) from a 2016 or 2017 communication campaign in Australia of only one of the following
4 “product” categories (Note: a “product” can be a good or a service).
‐ Beverage products (No Food products in this category)
‐ Travel or tourism products (No Car brands in this category)
‐ Office product (Not Entertainment products/IT products/Mobile Phones)
‐ Health (or Fitness) or Personal Hygiene Products (Not cosmetics or perfumes)

You are required to:
A. Critique elements of the communication piece for two brands (i.e. discuss the
negative and positive aspects), within your selected “product” category (or subcategory)
in terms of the communications objectives, creative strategies & tactics used
as well as the target customer and market partitioning/competitive frame involved.
Essentially you are required to apply many of the concepts we have/will have
covered/discussed in class.
 this is the MAIN component of the assignment

B. Discuss to what extent you believe the two selected brands appear to be using
communications/campaign planning approaches such as those we have
discussed/you have read about to develop their communications campaign. Consider
this component in reference to the entire campaign and not just the individual piece
of communication used in the critique.
 this is not the main component of the assignment but must be included, for e.g. in
the conclusion or towards the end of your report)
‐ If you don’t have access to information about the entire campaign, then answer
“to what extent” in relation to the single ad. You might not be able to consider all
the stages (e.g. objectives and budgeting stages) as you would not necessarily
have information, however, you should consider a few of the stages from the
question stating they “appear to” (or “don’t appear to”). and then provide an explanation to why you think they “appear to” (or “don’t appear to”).

Formatting requirements
‐ The report should be typed, using standard margins (2.54cm) and 1.5 spacing, 12 size
normal font
‐ Approximately 1,500 words (permissible range of words: 1450‐1650; word count
must be provided at the end of your report)
‐ Appendices should not contain any content expected in the main body of the report
Submission requirements
‐ Hard copy of your assignment at the beginning of the workshop on the assignments due date (remember to provide a word count).
‐ Hard copy of ads that you have analysed. Provide supporting advertising copy for the
ads analysed i.e. a hard copy of the print ad or a storyboard snapshot as well as
internet link if electronic ad.
‐ Evidence that the ad ran in the Australian media in 2016/17.
‐ Referencing: if the assignment is not properly referenced, does not include a real
bibliography, then marks will be deducted.

Other requirements
‐ Note that the ads must have run in the Australian media in 2016‐2017.

Marking Criteria
The assignment will be marked using the following criteria:
Conviction (30%) How well the position taken is argued/supported
Completeness (20%) How well the topic/issue is covered
Clarity (20%) How clearly the topic/issue is expressed
Presentation (10%) How well the topic/issue is presented
Surprise/unexpected (20%) Superior elements in the response, which push it beyond the norm/expected

 

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