4.1: Advertising Critique (30 marks)
Suggested time: 3–3.5 hours
Length: Please write your response in essay format and/or point form as appropriate and limit your response to 3–3.5 pages using 1.5 line spacing. If you need to include a table, attach it as an exhibit or appendix.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Select, from any medium, two advertisements: one that you think is effective, and one that you think is not effective.
Answer the following questions:
Attach the ads to your assignment. Indicate where the ads came from and what media were used. Where was the ad placed (in what part of the magazine or newspaper, or when it was aired on television or radio, or was it part of digital media)? (5 marks)
Describe and then critique each of the two ads separately. Use the nine headings below when you critique each ad. (10 marks for each ad critique)
Target Audience Profile
Communication Objectives
Overall Communication Strategy
Positioning Statement
Key Message
Communication Tactics
Overall Communications Mix
Creative Concept and Execution
Evaluation
For each ad, describe the customer’s perceived value. Explain what leads you to this conclusion. (5 marks)
4.2: Communication Brief (50 marks)
Suggested time: 5–5.5 hours
Length: Please write your response in essay format and/or point form as appropriate and limit your response to 5–5.5 pages using 1.5 line spacing. If you need to include a table, attach it as an exhibit or appendix.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Choose one of the four vineyards listed below and assume the role of the director of marketing, and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization.
Beaufort Vineyard and Estate Winery
Burrowing Owl Estate Winery
Hester Creek Estate Winery
Kalala Organic Estate Winery
Develop a communication brief for the next phase of your chosen vineyard’s branding strategy, for one target audience that you think is important to their growth.
Describe each element in the communication brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis.
Assume that you have a $200,000 budget to develop an integrated marketing communications plan.
In your communication brief, describe and provide a rationale for each of the following points:
Target Audience Profile (5 marks)
Communication Objective(s) (5 marks)
Overall Communications Strategy (5 marks)
Positioning Statement (3 marks)
Key Message (2 marks)
Positioning Map (5 marks)
Communications Tactic (5 marks)
Communications Mix (5 marks)
Creative Concept and Execution (5 marks)
Communication Budget Allocation (5 marks)
Actual Value Created for Target Audience (5 marks)
Last Completed Projects
| topic title | academic level | Writer | delivered |
|---|