2002MKT : Marketing Communications Planning Framework’, Select a Campaign for Any Clothing/Apparel Brand that ran in 2018,2019 or 2020: Advertising and Campaign Management Coursework, PSB Academy, Singapore

Assessment Information

Learning Outcomes Assessed by this Assignment

1. Explain the key stages of the communications planning process.

2. Define and evaluate appropriate measures for evaluating marketing communications activities.

3. Analyse an advertising campaign for a particular business scenario.

4. Explain how the creative idea and relationships are managed when using a range of marketing communications agencies and evaluate the selection criteria for choosing the agencies.

Assignment Description

Tapping on key concepts and frameworks learned in the module, with specific reference to Fill’s(2009) ‘Marketing Communications Planning Framework’, select a campaign for any Clothing/Apparel brand that ran in 2018,2019 or 2020.

Task A

apply the following steps in Fill’s(2009) framework in this sequence in your analysis.

– Context Analysis (or situation analysis) for your chosen brand/ product/ service, including customer details and their consumer buyer behavior.

– Marketing Communications Objective(s): what are the communication objectives for your chosen campaign? (Recommended use of SMART objectives).

– Marketing Communications Strategy (& position): What is the brand position, and how does the brand communicate this? Please include a perceptual map, plotting your chosen brand vs direct competitors.

– Communications methods: What is the main message and what marketing communications tools are being utilized in this campaign? Please include copies of adverts, public relations, direct mail, sponsorship, and the brand social media platforms and website if applicable.

– Scheduling: What are the (rough) timings of the marketing communications campaign? (Use of a Gantt Chart recommended)

– Resources (financial & human resources): Financial resources – refers to the overall cost/budget for the campaign. Do human resources refer to details about who designed the campaign (i.e. which advertising or creative/media agency were involved and why were these selected)?

– Control & Evaluation & Feedback: How and when do you think the campaign’s success will be measured and monitored?

Task B:

Based on your analysis in Part A, recommend how the organization can improve the effectiveness of the campaign.

Helpful information

Details about advertising campaigns are available via trade magazine websites (eg. Marketing, Marketing Week, The Drum, PR Week, Campaign, Brand Republic, etc.)

You should include pictures/copies of the brand’s marketing/advertising and promotional tools within your report. Please ensure these are referenced.