You are required to prepare a 2,000 word report in which you will develop a strategic advertising plan for a brand of your choice using Percy and Rosenbaum-Elliot (2012) strategic advertising plan under the headings of:

 

Identification and justification of the objective for this strategic advertising plan

15 marks

Step 1: Selecting the target audience

 

10 marks

Step 2: Understanding the target market audience decision making

 

10 marks

Step 3: Determining the best positioning

 

25 marks

Step 4: Developing a communication strategy

 

25 marks

Step 5: Setting a media strategy

 

10 marks

Correct use of the Harvard referencing system and at least 10 academic references Systematic, logical approach to writing

5 Marks

 

Please note: A more detailed indication of topics to be included in your assignment will be given within the assignment briefing in the assessment lecture

 

Assignment Criteria:

 

This is a 2,000 word report (+ or – 10%), assignments that go over the word count WILL have marks deducted.

 

Plagiarism will be heavily penalised

 

A minimum of 10 academic references must used within this assignment

 

You must acknowledge ALL your source(s) and all work should be correctly referenced using the Harvard system, with a complete reference list at the end of the paper. There is a guide on Moodle so there are no excuses.

 

When choosing a brand there are no restrictions as to which brand you can choose. But before you decide on your chosen brand undertake some research to make sure that there is enough information available to you.

The brand can be from anywhere around the world. But, the brand you pick must be a REAL brand and in business.

 

You should illustrate your answer with real life examples as this highlights your understanding of academic theory and your ability to apply practice to theory and theory to practice.

 

If you only research using just the recommended text from the reading list and/or base your essays on the lecture material alone you will not gain high marks.

 

If you wish to gain higher marks you will need to engage in further reading using not just textbooks and but also articles, and you should read around the topics.

 

Your work should not contain any appendices and any inclusion of appendices will not be marked.

 

If you wish to include any images of the brands you are discussing and/or relevant theoretical models to assist you in your explanation then do so. Please note that inclusion of any branded products or models will NOT be attributed any marks.

 

Learning outcomes:

This assignment assesses the following module learning outcomes:

·        
Critically evaluate strategic advertising campaigns and their importance in relation to brand positioning

·        
Interpret, appraise and evaluate the role of advertising in brand communications

·        
Analyse the importance of brand building in relation to creating a sustainable market share and competitive advantage through strategic brand communications

 

Marking Criteria

 

Identification and justification of the objective for this strategic advertising plan

15 marks

Step 1: Selecting the target audience

 

10 marks

Step 2: Understanding the target market audience decision making

 

10 marks

Step 3: Determining the best positioning

 

25 marks

Step 4: Developing a communication strategy

 

25 marks

Step 5: Setting a media strategy

 

10 marks

Correct use of the Harvard referencing system and at least 10 academic references Systematic, logical approach to writing

5 Marks

 

N.B. Just because marks have not been attributed to the introduction and conclusion it does not reduce the importance of these components and should not be ignored

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