Midterm word doc
Course learning outcomes: Marks Task no
CLO1: Identify the process of building commercial campaign strategy 4 1
CLO3: Critique the use of visual and textual aesthetics in commercial campaigns 8 2
CLO7: Demonstrate responsibility for self-directed and self-learning skills 4 1 & 2
CLO9: Show understanding of ethical values in advertising industry 2 2
CLO10: Demonstrate professional communication skills in oral, visual, and written format to present projects to peers, colleagues, and clients 2 1 & 2
Assignment description:
You are required individually to provide 5 case study analysis of integrated advertising campaigns, that are communicated during 2023; locally, regionally, or internationally. Brands can be local or international, where you should diversify between promotional and communication campaigns (social media always on communication is not considered as campaign).
Tasks to be covered:
Task 1: Campaigns Overview
Collect samples of each campaign (offline, online, static, films, motion, activation)
Brand overview (image, position, voice, value etc)
Product identification and attributions (for promotional campaigns)
Clarify the goal of the campaign
Specify the targeted segment/s
Identify the campaign key message
Imagine an insight that might be used for the campaign
Identify campaign channels (media)
Task 2: Campaigns Analysis
Analyze the creative concept and evaluate its efficiency.
Analyze the TOV.
Clarify the creative technique and evaluate relevance.
Analyze the visual aesthetics and its employment and relevance.
Analyze the Copy’s appropriateness, originality, and persuasiveness.
Evaluate the campaign from ethical perspective.
