ADV10001 Principles of Advertising

Assignment 3: Major Project

Requirements

Your team will design and develop an advertising campaign strategy to address the specific needs of a client. The client and their advertising challenge can be found in the Client briefing information.

Review the brief

The client brief is commonly used in advertising agencies as the basis for developing a campaign.

To review the client brief you will:

▢ Carefully read through the brief

▢ Conduct primary and secondary research to fully investigate the market

▢ Use your research to recommend a strategy for an advertising campaign.

Ensure that you are clear about what the client wants and what their communication objectives are. It is also important to be clear when including suggested strategies for creative aspects and media when you are outlining the recommended budget allocation, and when you discuss how the campaign will be evaluated. 

You will need to support all of your recommendations:

▢ Creative strategy decisions

▢ Media selection

▢ Budget allocation

▢ Evaluation with research findings

▢ Concepts and models relevant to advertising.

Design and develop an advertising campaign strategy

When you develop your advertising campaign strategy, ensure that you address the specific needs of the client. This assignment is a written report and will be informed by the following points:

▢ Understanding the company, market and intended audience

▢ A considered and well-researched approach that supports all of your creative ideas

▢ The ability to implement principles of effective and efficient advertising within your creative ideas

▢ Planning budgets and timelines

▢ Providing a solid justification for your recommendations

▢ Using an overall budget of $2 million–$4 million

▢ Demonstrating the use of primary and secondary market research to investigate and provide the reason 'why' to support your thinking

▢ The need to discern between what is a 'fact' and what is an 'insight'—insights are 'unidentified or unmet needs in the market and an improved way to satisfy an existing need'

▢ Once uncovered, deciding how best to capitalise on insight(s) gathered, with the ultimate goal of helping the client resolve their challenge.

The Report

Your final submission should be written as a communication plan. The aim is to ‘sell’ your idea to the client by presenting a creative advertising campaign strategy and by supporting the campaign with a persuasive rationale.

Rather than lengthy academic language, you will use business-style writing – clear and concise. Your report should be no more than 10 typed pages.

Note: This will not include a cover page, the reference list or the appendices.

You may choose to present your assignment creatively and include cover pages or other additional items as needed (while still keeping to an appropriate number of pages). Remember to remain within the maximum of 10 pages, not including appendices and references.

See the Assignment 3: Project format template to gain clear details about how to present this advertising campaign

For this assignment, your eLA will assign you into teams of three to four in Week 5, and once allocated, you will be able to collaborate via your Team discussion board for Assignment 3. Read 6.4 Activity: Team charter and work through the Team charter template (DOC 57 KB) 

Download Team charter template (DOC 57 KB) with your team members. In your team charter, you will establish the ground rules and expectations for working productively as a member of a team. The completed team charter document should be included in the assignment appendix. While this is a team submission and you will be assessed as a team, each team member is required to also submit an individual copy of their team's assignment.