• What type(s) of Marketing Communication are you covering? For example: Television/Print/Billboard/Radio/Online Advertisement, PR, Sponsorship, Endorsement, etc
• How have you judged the campaign’s effectiveness?
• Who are the desired target audience(s) of the campaign that you have chosen and what relationship do they have with the branded product/service? You will be expected to define and focus on two consumer segments. There needs to be a clear definition of several unique attributes for each consumer segment. Beyond this, also offer an appreciation of mapping how they think, feel and do – and whether the promotional activities are eliciting expected traits or creating new ones.
• What are the key facts and pieces of information communicated in the campaign?
• What is the strategic approach? Consider for example the use of design, semiotics, colors, typography, humor, music, product placement, celebrity endorsement etc.
• Where/how do they communicate these elements? What are the integrated marketing channels, and where are the touch-points and moments of truth? What are the respective strengths and weaknesses of each of these? e.g. consumer journeys?
• Why do you feel that these audiences have been worth targeting?
• How is this campaign effective? You should investigate concepts of how promotions shape and drive, amongst others: awareness (today it starts with engagement minimally), liking, conviction, preference, and purchase; involvement; cognition; emotion; rationality; impulse; habit; loyalty; nature of transactions (recency, frequency and monetary value).
• How is this campaign different to their previous activities or those of competitors?
