Overview This assignment is based on a real-life advertising scenario that will be provided to you during the semester on the course site. The scenario will provide details of the company and their advertising campaigns relevant to the assignment. You are an Advertising Consultant who has been commissioned by the companys Board of Directors. The Board are seeking an expert opinion on the companys current advertising practices. Task Part 1: Board Report (2,000 words) Your task is to write a report which: 1. Describes your understanding of the companys current advertising practices (e.g., objectives, creative execution, media plan, and media mix); 2. Critiques these practices based on your knowledge of theories of how advertising works and how the brain works; 3. Provides recommendations on how they should plan their advertising and media, addressing the issues identified by your critique, but also applying your understanding of buyer behaviour principles to their market, including: a. Content design (., creative, branding, message); and b. Media decisions (., scheduling, target audience, media type). You should attempt to cover what we have learned to date (but are not limited to): What advertising theory they appear to employ (what can you discern about how they think advertising works); Their objectives (are they realistic, how do they relate to buyer behaviour); How emotional versus rational is their advertising campaign; How well is the campaign branded; Are IMC principles employed in the campaign; Any other creative execution issues; Who was the target audience for the campaign (see media plan); What media they employ; How they scheduled their media across the 12 months; and Any ethical and regulatory issues (if applicable) Board papers are typically written in a succinct style with the use of headings. Do include references to outside work as relevant. Use a recognised referencing style consistently (. Harvard style). In completing this assignment you are able to make assumptions about information not available to you (. budget used). What we want to see is what issues you raise and how you discuss them. Task Part 2: Client Brief (1,000 words) In addition, the Board would like you to provide them with a written Client Brief that can be shared with the marketing team as a best-practice example for briefing the companys creative and media agencies into the future.
