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The purpose of this assignment is to assess your ability to apply theory and models to advertising activities and evaluate the effectiveness of the advertising activities.
The task is to critically EVALUATE AN ADVERTISING CAMPAIGN or advertisement and COMMENT ON ITS APPROPRIATENESS FOR THE GIVEN ADVERTISING OBJECTIVES.
Structure and areas of importance:
Introduction ? information relating to the firm and industry/market
Situational analysis ? analysis of macroenvironment, market and internal market (PESTEL, 5 Forces & SWOT respectively).
Consumer analysis ? segmentation, targeting and positioning
Advertising objectives ? link to situational analysis
Creative strategy ? evaluation of message strategy and effectiveness of the media
Recommendations and conclusion
Assessment criteria
Referencing and structure 10%
Contextual analysis (situational analysis and consumer analysis) 20%
Evaluation of the campaign or advertisement 50%
Recommendations/conclusion 20%
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