Essay MKT102A: Understanding Advertising – Marketing Assignment Help

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Learning Outcomes

The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Explore and reflect on the functions and evolution of advertising.
b) Explain the principles and practices involved in the creation of effective advertisements
c) Compare and contrast the advantages of the different types of advertising media.
d) Design an advertising campaign based on a client brief

Task Instructions
The Advertising Campaign is both written and visual. In this Assessment, your visual examples for your creative execution are as important as your written explanations.
To successfully complete Project Part B: Advertising Campaign you are required to:
1. Carefully read over your Advertising Brief from Assessment 1. Use this to prepare the Advertising Campaign for the featured brand.
2. An Executive Summary needs to be included and gives the background to the Campaign. In this part of Template provided below, you will take these sections directly from Assessment

o Marketing problem
o Marketing objectives
o Brand positioning
o Target audience
o Proposition
o Advertising Objectives

3. The Creative Strategy needs to include the creative concept (what is your BIG Creative Idea for the campaign?) as well as the advertising appeal and your pathway from USP to the creative idea. What is your rationale as to why this IDEA will work?
4. The Media Strategy needs to use the Media Schedule Spreadsheet to include the media channel mix you recommend and why – this should explain the media consumption habits of your target audience. It is expected that you will have at least 2 media channels to be used in your Advertising Campaign.