Course Title

:
Edexcel BTEC Level 3 90 Credit Diploma in
CREATIVE MEDIA PRODUCTION
Unit Number and Title: Unit 2: Communication Skills
Unit 3: Research Techniques
Unit 30: Advertisement production
Assignment Title: Research and pitch an idea for a TV advert
Lecturers: Issue Date: Draft submission: Final
Submission:
Nicola Dew
nicola.dew@wiltshire.ac.uk
Simon Weintroub
simon.weintroub@wiltshire.ac.uk
Kim McKay
kim.mckay@wiltshire.ac.uk
29.09.14
9am

20.10.14
4pm
03.11.14
4pm
What is it all about?



You are working as a team of two or three market researchers investigating the best way to
advertise one of your client’s products. This is the first part of a two stage project.

As a group, you will carry out comprehensive research into the product, its position in the market
place and its target audience using a range of primary and secondary techniques. This should
include desk research, a survey into your target audience and a focus group testing your advert
ideas. Having analysed your results, you will decide which is the most effective idea and carry out
production research to consider the practicalities. You will go on to produce these adverts after
half term so make sure you plan and develop something achievable.

Once you have carried out your production research and planning, you will also prepare a
Powerpoint or prezi presentation. You will pitch this to your lecturer (draft submission) and then
later to a small group of your peers who will act as the client. You will need to be well-prepared if
they are to believe in your idea!



What do I have to do?

Task 1 – Analyse existing adverts
Tick when
complete
Link to
Criteria
1
Deconstruct a number of TV adverts, comprehensively explaining their structure, styles and
techniques.
30.1
2
Investigate the way adverts are planned, regulated, tested and sold, referring to specific
examples.
30.1
3
Create a new web page on your weebly website and write up a comprehensive account of
your findings.
30.1
Task 2 – Gather secondary research


1 Choose a snack or drink product which you think is marketed to your age group (target
audience). Carry out comprehensive secondary research eg sales figures, unique selling
point, product range, rival products etc.
3.2
2 Analyse previous advertising campaigns for your product/rival products, noting the structures
and techniques used.
3.2
3 Present this research on your weebly website.
3.3
Task 3 – Gather primary research
1 Create a SURVEY MONKEY account - http://www.surveymonkey.com
Send out a detailed ‘survey’ via Facebook, asking people about their buying habits, their
attitude towards your chosen brand, rival brands etc.
3.2
2 Tally your results and discuss the findings with your peers; present on these on your web page.
3.3
Task 4 – Originate, develop and test your advert idea
1 Individually, come up with at least one idea for an advert for your product. Write a synopsis and
treatment and draw a storyboard. Upload to your web page.

30.2
2 Hold a focus group with people from your target audience; test out your advert ideas.
Take notes and update your webpage, evaluating the effectiveness of each idea.

3.2
3 Discuss the results of your focus group, including any suggestions made by your target
audience. Agree which advert you will take forward into production and lock down the idea.

30.2
4 Carry out production research for your idea, including budget, timescale, technical resources
require and legal and ethical issues. Bearing these constraints in mind, make any final
adjustments to the synopsis, treatment and storyboard.

30.2
5 Update your web page with your production research and finalised idea.
3.3
30.2
Task 5 – Pitch your idea
1 Create a prezi or Powerpoint presentation to pitch your idea.
As well as pitching the creative idea, you should include a summary of your primary, secondary
and production research and a conclusion which fully explains why your advert will be effective.

2.4
2.5

What do I need to submit?

On your webpage:
 Analysis of existing adverts and account of the way adverts are planned, regulated, tested and sold
 Secondary research notes/screen grabs and conclusion
 Primary research notes and results
 Draft synopsis, treatment and storyboard
 Focus group notes and conclusion
 Production research:
o Budget
o Schedule
o List of resources required
o Summary of legal and ethical considerations
o Final synopsis, treatment and storyboard (if your idea has been modified)
 Prezi/Powerpoint
How do I get Graded?

GRADING CRITERIA
Unit
UNIT 2 COMMUNICATION SKILLS
P4
deploy and manage appropriate technology to pitch a media production proposal
2
P5
employ appropriate forms of address in a media production pitch to communicate ideas
2
M4
deploy and manage technology to pitch a media production proposal effectively and with some imagination
2
M5
employ forms of address in a media production pitch to communicate ideas effectively
2
D4
deploy and manage technology to pitch a media production proposal with creativity and flair and to near-
professional standards
2
D5
employ forms of address in a media production pitch with flair to communicate ideas
with impact
2
UNIT 3 RESEARCH TECHNIQUES

P2
apply research methods and techniques with some assistance
3
P3
present results of research
3
M2
apply research methods and techniques competently with only occasional assistance
3
M3
present results of research competently
3
D2
apply research methods and techniques to near-professional standards working independently to
professional expectations
3
D3
present results of research to near-professional standards.
3

CONTINUED ON NEXT PAGE


UNIT 30 ADVERTISEMENT PRODUCTION

P1
describe structures and techniques of television advertisements with some appropriate use of subject
terminology
30
P2
originate and develop an idea for a television advertisement working within appropriate
conventions and with some assistance
30
M1
explain structures and techniques of television advertisements with reference to detailed
illustrative examples and with generally correct use of subject terminology
30
M2
originate and develop an idea for a television advertisement showing some imagination and with only
occasional assistance
30
D1
comprehensively explain structures and techniques of television advertisements
with elucidated examples and consistently using subject terminology correctly
30
D2
originate and develop an idea for a television advertisement showing creativity and flair and working
independently to professional expectations
30