| MKT6017 : Contemporary Advertising |
Learning outcomes and assessment criteria specific to this assignment:
1. Critically evaluate the strategies used by organizations in advertising campaigns and create artifacts for a variety of media platforms in response to a creative advertising brief.
2. Prepare and deliver an effective contemporary advertising pitch presentation to a professional industry audience
Introduction
Contemporary Advertising is a level six single module, with a credit rating of 15 Format of Assessment There are two assessments.
Assessment One
analyzing the context in which your chosen organization works, campaign objectives, an understanding of customers, including motivation, message strategy, and core message themes (Campaign brief template will be provided to assist you in structuring your report).
Assessment Two
an individual presentation pitch, demonstrating how you would implement your campaign, including examples of contemporary creative approaches and a media plan. A demonstration will be required regarding the scheduling of market research, advertising perspiration, reach or coverage, timely use of appropriate media, costing, and campaign evaluation.
Assessment One:
For a multinational organization, of your choice, carry out an analysis of their current advertising campaigns with proposals and insights for your new campaign Your report should include:
• The context in which your chosen organization works
• Campaign objectives
• An understanding of customers, including motivation, message strategy and core message themes
Assessment Two:
You are an Account Manager for a leading advertising agency. Following your analysis of their current advertising campaign, the multinational organization you chose to study for Assignment One have now invited you to pitch for their advertising account. Your pitch needs to cover: All stakeholders
• How you would implement the campaign
• Creative platform
• Examples of creative approaches
• Examples of creative contemporary advertising formats and appeals
• A media plan (with scheduling)
• Budgeting for planning, creative, casting, shooting, location and media placement
• Appropriate evaluation and control techniques
