Reaction Paper Assignment
During the semester, you will conduct an individual reaction paper. You will work on an advertising/IMC campaign. This is a case study assignment on a selected advertising campaign, but we will focus on the IMC aspects of the campaigns beyond advertising.
Find an IMC campaign and analyze its message and media strategy based on IMC principles you learned in class and your text. Try to address how each area of the campaign collaborates to make the brand stronger in an integrated manner. In the paper, you will introduce the campaign briefly in the beginning.
Procedure: For this assignment, you choose an IMC campaign of your interest (see the list of archives below. The campaign should be after 2019 (not before).
You will review the campaign and write a 3 page (no less than), single-spaced reflection. In this write-up, you will be graded on your insight on the strategy of the campaign, and your ability to link campaign features to IMC principles. Simply providing a summary or description of the campaign will not receive high scores.
Your reaction paper assignment will ask you to address specific areas (this is your choice of interest; choose what you want to focus).
You must list each area as a sub-head (separate section) in your write-up and each area should feature relevant principles from class discussions and your text. A reflection paper must be submitted through the course Brighspace shell as a Word document (no pdf).
IMC Archives:
CLIO https://clios.com/awards/winners
AdForum https://www.adforum.com/
Ads of the World https://www.adsoftheworld.com/
Advertising Age https://adage.com/
WARC https://www.warc.com/
Cannes Lions https://www.lovethework.com
Effie Awards https://www.effies.com.au/Winners-.aspx
AME Awards https://www.ameawards.com/ispot.tv. https://www.ispot.tv/browse
