MKT6038: Critically Evaluate the Strategies Used by Organizations in Advertising Campaigns and Create Artifacts for a Variety of Media: Contemporary Advertising Assignment, UoB, Singapore

Learning outcomes and assessment criteria specific to this assignment:

On completion of the assignment, students should be able to demonstrate their ability to:

1.Critically evaluate the strategies used by organizations in advertising campaigns and create artifacts for a variety of media platforms in response to a creative advertising brief.

2.Prepare and deliver an effective contemporary advertising pitch presentation to a professional industry audience

This assessment will also assist in the development of the following transferable skills

• Analytical and critical thinking
• Evaluate and justify strategic decisions
• Creative thinking
• Self-management and project management skills
• Ability to evaluate and justify creative work

The assessment strategy rationale has two elements with even weighting for each. The first element will be in the form of a creative report/brief analyzing the organization’s current advertising strategy, which is intended to help you justify the proposals in your final pitch (Assessment Two). As detailed:

Assessment 1:  individual 1000-2000-word analysis of current advertising strategy

Assessment 2: individual presentation pitch, outlining with justification how the advertising campaign will be implemented. This includes examples of contemporary creative approaches and media planning. A demonstration will be required regarding the scheduling of market research, advertising reach or coverage, timely use of appropriate media, costing, and campaign evaluation.

To pass this module, you must achieve a final overall mark of at least 40%. If your mark is less than 40%, you will be required to retake the assessment.

For full details about the university regulations applied to this module please refer to iCity or contact the Programme Management team for any specific questions.

Assessment One:

Brief:

For a multinational organization, of your choice, carry out an analysis of their current advertising campaigns with proposals and insights for your new campaign.

Your report should include:

• The context in which your chosen organization works
• Campaign objectives
• An evaluation of customers, including motivation, message strategy, and core message themes

You must use academic theory, frameworks, and models to support your thoughts where possible. Your analysis should be the foundation for you to draft your new campaign brief and will help you to prepare for your pitch for assignment two.

This is an individual assignment; it is compulsory for the overall module. The report must be no longer than 2000 words in length but may include appendices citing relevant data and statistics, images, samples, and artifacts, provided you refer to them directly in your report.

You must also include a full list of references including images, using the Harvard system

Assessment Two:

Brief:

You are an Account Manager for a leading advertising agency. Following your analysis of their current advertising campaign, the multinational organization you chose to study for assignment one has now invited you to pitch for their advertising account.

Your pitch needs to cover:

• All stakeholders
• How you would implement the campaign
• Creative platform
• Examples of creative approaches
• Examples of creative contemporary advertising formats and appeals
• A media plan (with scheduling)
• Budgeting for planning, creative, casting, shooting, location, and media placement
• Appropriate evaluation and control techniques