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Assessment #2 – Report
Major Assignment – Review of Practice
Select a real advertiser (i.e. a company that advertises) of your choice. This helps to focus your learning on an area of interest to you. You may find it easier to find information if you select a large, well known brand, or a brand you have personal experience with (your family business, a business you work for etc).
Acting as an advertising consultant commissioned by the Board of the advertiser, write a report which:
briefly describes their advertising practices;
critiques these advertising practices;
suggests recommendations on how they should undertake their advertising- based on what you know about how advertising works and buyer behaviour principles.
Board papers are typically succinct, with headings. Include references to outside work, as relevant. Use the Harvard referencing style consistently.
In completing this assignment you can make up information that is not available to you (ie the name of their agency, how much they spend, etc). Where you have done this, please indicate it simply with ‘hypothetical’ or an asterisk. This will allow you to provide a comprehensive report, demonstrating your understanding, even when you find publically available information about that advertiser to be somewhat lacking.
We want to see the issues you raise and how you discuss them. This is an opportunity to link together each weeks material and demonstrate your understanding of the issues raised in the lectures, tutorials and course readings.
Issues to address
You should cover what we have learnt to date i.e. (but not limited to):
– what agencies they use and why;
– how they assess and pay their agency(s);
– ethical and regulatory issues;
– what advertising theory they seem to employ, based on their advertising;
– how functional their advertising campaigns are;
– their objectives (are they realistic, how do they relate to buyer behaviour);
– any other creative and branding execution/tactical issues
– what ad testing (if any) they do
– how they measure advertising success
– and importantly- any recommendations you have for the advertiser, based on your learning from the course
Assessment criteria
Assessment of your assignments will take into account:
– clear definition and identification of advertising issues
– relevance of your answer to the question(s)
– clarity and succinctness of expression
– supporting arguments, reflecting engagement with relevant readings, text and other relevant materials
– proper acknowledgement of sources and use of a bibliographic convention
– logical planning and sequence
I chose Apple company for the assignment, if you need any materials such as leture slides, just email me please.
Thanks a lot!
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