English UK
Advertising Concepts and Creativity
Description of the assignment: An individual advertising concepts and creativity creative brief – Convince 18–24-year-olds to donate to the Worldwide Fund for Nature – WFF
Assignment Structure as follows (approx. word count for each section used as a guide only)
main text book – Advertising creative: strategy, copy, design – by Tom Altstiel; Jean Grow; Marcel Jennings 2019; ©2020
PLEASE USE THE GROUP PRESENTATION FOR GUIDANCE AND INFO
Section 1) Executive Summary (up to 200 words)
Succinctly outlines –
The aims/objectives of the study
The methodology (how it was done)
The main results of the analysis and decisions
Where appropriate, please use textbooks, websites, and industry/market reports to validate your findings.
Section 2) Introduction to the WWF Brand and the Target Audience (up to 300 words) this is the section to provide recommendations on target audience – You will be expected to use industry and market reports to validate your findings.
Who is buying the product and why?
Who is not buying the product and why?
What is their likely motivation(s) towards your product?
Do they have particular media consumption patterns?
Where appropriate, please use textbooks, websites, and industry/market reports to validate your findings.
Section 3) Copy Platform (Creative Strategy Statement) (up to 300 words)
Framework for your advertisement – You will be expected to use industry/market reports and text to validate your findings throughout the report. You will be expected to refer to the lecture/tutorial slides, websites, and textbooks in this section.
Features and benefits
Competitive advantages and weaknesses
Target audience
Tone
Statement on the “One Thing” e.g., Big Idea.
Where appropriate, please use textbooks, websites, and industry/market reports to validate your findings.
Section 4) Creative Brief (up to 1500 words)
What do we want to accomplish?
Marketing and Advertising Objectives – are goals or aims or end results that an advertiser should seek to achieve. Marketing objectives typically refer to goals such as increase sales or brand awareness, grow market share, and target new customers. Advertising objectives typically refer to the goals that advertisers have in affecting the mind of the target audience. They should be Specific, Measurable, Achievable, Realistic, Relevant, Targeted, and Timed. You will need to create your own marketing and advertising objectives based on convincing 18–24-year-olds to buy from the WWF. They should be presented in a hierarchy:
Marketing Objectives
Advertising Objectives
The Advertising Concept.
Creative Executions must include at least one each of the following (3 advertisements in total) –
Print Advertisement with Message e.g., Visuals, Tagline and/or Headline.
Online Advertisement with Message e.g., Visuals, Tagline and/or Headline and # Hashtag (s).
TV advertisement with Message e.g., Visuals, Tagline and/or Headline (include storyboard).
Creative Positioning –
Key messages/propositions
Variations in creative executions by proposed media channel.
Media Vehicles Recommended –
Print Advertisement e.g., which magazine, newspaper, or periodical?
Online Advertisement e.g., which social media platform e.g., social media site and/or app?
TV Advertisement e.g., which television station, network or show?
You will be expected to use academic theory to underpin your work in this section. This should be from the module site, and you can refer to academic journals, textbooks, websites, industry/market reports to validate your findings.
Section 5) Conclusions and Recommendations (up to 200 words)
Draws together, integrates, and synthesises the main points after the target audience analysis
Assesses relevant alternatives, if appropriate.
Clearly lists appropriate decisions/ recommendations.
Explains rationale for decisions and links this to the analysis.
You will need to include an appendix section e.g., group presentation slides before feedback. You may also include target audience information, examples of advertising concepts and creativity, and anything else you feel is relevant to the report, but you are not able to include in the main body of the report.
