Development of your advertising plan

Reference no: EM132228346 , Length: word count:1500

PRODUCTION OF A - CREATIVE - CREATIVE BRIEF

Rationale: Whether an Account Planner/Manager for an agency or a ‘client' Advertising/Marketing Manager it is important to understand the importance of an effective creative brief.

In this assessment students, in groups of two, are required to submit visual aids and deliver an oral presentation. Students will apply skills and knowledge of the unit to develop a Creative Brief based on the unit's - or an academically sound alternative - template.

Each group of two students, is to select a known Australian brand/product that is not the market leader. The brand must have significantly lower market share than the leading brand/s. Examples include IGA, TigerAir Australia and Virgin Mobile Australia. Your group's selection of brand/product must be uploaded to the Moodle Discussion Forum. Queries relating to the eligibility of your proposed brand/product should be directed to your Lecturer. Utilising a foreign, unknown or market leading brand will result in failure of this assessment task.

Your task is to commence development of your Advertising Plan (Assessment 4) through formulation of a Creative Brief for an Advertising Campaign for your selected brand/product.

The Creative Brief is to be submitted in presentation format only (PowerPoint; Prezi; Movie Maker etc) to Moodle. The key focus centres on delivery of a CREATIVE BRIEF presented to the class, who are substituting for an Advertising Creative team.

YOU SHOULD:

1. Develop an effective creative brief constructed from the unit's template (Session 3.1 and Exhibit 9.14 on page 191 of the text) or academic research. This will involve - if using the unit's template - determining:

a. What is the product? (part Session 2.2 Situation Analysis - Historical context)
b. Who/What is the Competition? (Session 2.2 Situation Analysis - Competitor Analysis)
c. Who are we talking to? (Session 2.1 Segmentation and Session 2.2 Objectives)
d. What consumer need or problem requires addressing? (Session 2.2 - Market and Industry analysis also 2.1 Consumer Behaviour/STP)
e. What does the consumer currently think about us? (requires research)
f. What one thing do we want them to believe? (part Session 3.1 Message Objectives and Strategies)
g. What can we tell them that will make them believe this? (part Session 3.1 Message Objectives and Strategies)
h. What is the tonality of the advertising? (Session 3.1 Creative Strategies)
i. Mandatories: what is compulsory? (e.g. logo, use of brand ambassador)

2. Construct and deliver an inspiring oral presentation to incite engagement by a creative team, represented by the student audience
(D & AD 2014, "Writing a Creative Brief That Inspires", YouTube, viewed 26 February 2018,

This assessment will demonstrate your ability to apply the important concepts, processes and models in this unit to develop an effective Creative Brief. This assessment also - in part - aids construction of the Situation Analysis and Objectives requirements of Assessment 4 - Advertising Plan.

The brand or company which forms the basis of this assessment should not have been utilised in any previous or current Marketing or Management assignments.

The visual aids of your presentation should be uploaded to Moodle with all student ID's detailed as the ‘Submission Title'.

Visual aids are to be uploaded:

- By 11pm on the day of your Lecture 4.1
- If you experience difficulties uploading the assignment, to avoid a late penalty a screen print of the error message and your assignment should be emailed to Janne Palthe by 11pm of date of submission. Your assignment will still require uploading into Moodle for marking.

Content should display logic and cite examples and theories.

Your VISUAL AIDS must include:
- Research using at least 2 academic journal articles
- Carefully selected and appropriate theories and concepts relevant to your brand
- Construction of an in-depth and appropriate analytical brief
- Clear and logical format
- Citation of all references using the Harvard referencing system

Your ORAL PRESENTATION must:
- Deliver a co-ordinated brief (5 minutes per student)
- Include an overview of your recommended situation/props relating to the brief
- Demonstrate creativity and innovation in presenting information.
- Engage your colleagues - representing the creative team - with positive verbal and non-verbal cues

Reference no: EM132228346

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Reviews

len2228346

2/5/2019 8:59:42 PM

Visual aids uploaded to Moodle including reference to at least 2 academic journal articles (group mark) No visual aids Poor visual aids Very basic visual aids and/or lacked clarity Good visual aids High level visual aids Exceptional visual aids with clarity 3 Appropriate timing (individual mark) No presentation or +/- 5 mins plus/minus 3-4 minutes plus/minus 2 minutes plus/minus 1 minute Good adherence to time constraints Excellent adherence to time constraints 2

len2228346

2/5/2019 8:59:37 PM

Exhibition of knowledge: ability of each team member to verify the components of all Creative Brief areas (individual mark) Unable to verify component when questioned High reliance on team members in response to questioning Acceptable response to questioning of differing components of Creative Brief presentation Good response to questioning of differing components of Creative Brief presentation Excellent response to questioning of differing components of Creative Brief presentation Exceptional response to questioning of differing components of Creative Brief presentation and/or key respondent to all questions 3

len2228346

2/5/2019 8:59:31 PM

Evaluation of effectiveness of brief/presentation to incite creative team (individual mark) No presentation Presentation would not incite enthusiasm in members of a Creative Team Presentation would result in Creative Team being adequately briefed, but without motivation to excel in the task Presentation would result in Creative Team being adequately briefed and incite low level motivation to excel in the task Presentation would result in Creative Team being well briefed with motivation to excel in the task Presentation would result in an exceptionally motivated Creative Team as utilised ancillary aids and environment 6

len2228346

2/5/2019 8:59:26 PM

Not provided Fail Pass Credit Distinction High Distinction Total /20 25-49% 50-59% 60-69% 70-79% 80-100% Coverage of all areas relevant to a Creative Brief: (group mark) No presentation Poor coverage with inadequate explanation and incorrect weighting Basic coverage with adequate weighting of all areas Good coverage and weighting of all areas Excellent coverage and weighting of all areas Exceptional coverage and weighting of all areas 6

len2228346

2/5/2019 8:59:21 PM

Assessment – 3 PRODUCTION OF A CREATIVE BRIEF 20% Visual Aids to be uploaded by 11pm of Session 4.1. Oral Presentation during advised session/s in Week 4 (or additional class) Creative Brief: 20% - Will be assessed on the following: Criteria Marks 20% Coverage of all areas relevant to a Creative Brief as defined above: (group mark) /6 Evaluation of effectiveness of brief/presentation to incite creative team (individual mark) /6 Exhibition of knowledge: ability of each team member to verify the components of all Creative Brief areas (individual mark) /3 Visual aids of presentation as uploaded to Moodle including reference to at least two (2) academic journal articles (group mark) /3 Appropriate timing +/- 1 minute per student (individual mark) /2

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