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You are required to prepare a case study based on a particular advertising or marketing communications campaign. You can choose from anywhere in the world. You are required to prepare a word processed and suitably referenced description, analysis and evaluation of your chosen campaign.
The assessment is designed to enable you to demonstrate your conceptual and theoretical knowledge of advertising and marketing communications. This is to be achieved through the deconstruction and analysis of real life campaigns. The depth, richness or originality of the campaign is not important; it is how it is understood and the extent and depth of the theoretical analysis that is important.
Campaign Analysis
The objective therefore, of this exercise, is for you to demonstrate your understanding of a single, or multiple campaigns, using appropriate theoretical models, academic concepts and frameworks.
The theoretical concepts are to be drawn largely from the material delivered during the class sessions. Some students will use material from their wider reading. That will be fine, assuming they are appropriate materials. These concepts, theories and frameworks are to be used to explain and interpret elements of a campaign. For example, the actual campaign goals can be considered in terms of how well they meet the requirements of SMART objectives. Another example concerns the use of the Elaboration Likelihood Model and whether the campaign is driven from a central or peripheral processing perspective.
As a guide, it is expected that each case analysis will use a minimum of 5 concepts although higher quality submissions will use conceptual materials throughout. It is expected that students will reflect on this process.
Campaigns can be drawn from the consumer or B2B sectors, from any country or region, and from any legal industry. Students should concentrate on analysing a single campaign. Only where a
A & MC 17
comparison is being made should a second campaign be introduced. Keep it simple. Campaigns need not be just about advertising. Most will be advertising led but supported by or involving a range of other tools and media. Online and digital based campaigns are equally acceptable although these may be more challenging in terms of providing sufficient coverage and insight of conceptual materials. Product, service and corporate based campaigns are all welcome.
Normally each Campaign Analysis will be structured as follows:
Introduction
Context Analysis
Objectives
Strategy
Implementation / Execution
Results or Outcomes
Conclusion
List of References
Appendices (if used)
The balance between these elements will vary according to each campaign. However, each element needs to be included and it is expected that the Implementation section will be the most extensive. This includes the marketing communications mix and the resources used.
Submissions must not exceed 2,500 words, including the list of references, diagrams, figures or tables. Any breach of this word limit (eg 2,501) will result in a maximum mark of 50%. Appendices may be attached but this material must relate directly to the content of the essay. Appendices do not contribute to the word count and although read, will not be marked.
Cases should be word-processed and referenced using the Harvard APA system. Please note that in-text referencing and an end of essay ?List of References? (not a bibliography) are mandatory. Harvard (APA) is the only referencing system that is acceptable for this work. Submissions should not contain footnotes.
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