Assessment Brief

Academic Year 2021-2022

BCO128 ADVERTISING, MEDAI AND BRANGING

MID-TERM ASSIGNMENT

For this Mid-Term Assignment, worth 40% of the final mark, the student must carry out the
following work:

Your mid-term project consists of a creation of a printed ad, and an essay (minimum 1500
words) analysing the concepts that underlie your creation.
The student must work individually.

The project must be developed following 3 different phases:

Part 01: research and project definition.

Part 02: preparation.
Part 03: final outcome: the creation of a printed ad and a written explanation of the concepts that
support your creation.

This structure is just a guideline for carrying out the work. Only the final result will be
evaluated.

Grading:
Only the final outcome will be graded.

It should include all the topics listed on ‘Part 2: preparation’.

Each topic will be graded 10 points, (5 points for the text document, 5 points for the visual
translation) for a total of 100 points.

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Part 01: research and project definition

You should start your project by doing an Internet search for ads that, with simple, reduced visual
elements, convey a clear message to the customer. Here are some examples:

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The ads above have several similarities: they were created with simple images, delivering clear
and consistent messages with strong creative content. However, if their constituent elements are
analysed, they differ diametrically: message, target audience, types of association, etc. are deeply
understood and articulated to enhance the desired effects on the consumer/ viewer. In other
words, the image is a direct and efficient translation of the concepts discussed in class.

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Part 02: preparation



Before the visual creation of your ad campaign, you should define a product and company name.

A.
The product may be something already on the market, but with new features that will make it
more attractive to the customer.

The company name should be entirely fictitious.

You are free to imagine the one you want, and you must not work with existing company names.
Your creation has to be completely new.

For example: a new USB stick with special functionalities from the company “Chicky-Micky”. You
must now exercise your creative abilities.

B.

After choosing product and name you must define the concepts listed in the image below one by
one. At this point, you should explain each concept (their definition), and critically analyse
how you plan to use them in your ad (their application).

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What is the definition of USP, and what is the USP of my product? What is a target group, and
what is my target group?
Which type of appeal best corresponds to my audience? etc.

C.

At that point you should start visual creation.

Each concept listed above must be translated visually.

That is: if my target audience is in the 65-75 age group, which images, colours, logo, appeal, are
best suited to this group? Should I use the same elements if my target audience is children aged 8
to 10?

IMPORTANT:
The concepts must be intrinsically articulated. The logo, name of the company, target groups,
appeals, etc, must result in a coherent set that effectively reaches the major goal of IMC, namely
affecting behaviour.

You don’t need to mimic the style of the ads shown as example. You are free to explore new
possibilities, using multiple images, combining them with graphics or drawings, colours, and so on.

SOME TIPS:

• you can use images found on the Internet, like image banks (Getty Images) or produce
your own photos, but you should not use images from other advertisements.
• You work should be original and creative. No copies are allowed.
• Recommended software: Powerpoint or Keynote, Photoshop, Adobe Illustrator, Canva.com
• All the concepts mentioned must be covered in depth. Use the means available to deepen
your

research. The most elaborate, creative and grounded work has the greatest chance of
success.

• Feel free to produce a video as an extra proposal, but keep in mind that the printed ad is

mandatory.

• For the creation of the logo you can use free templates found on canva.com.

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Assessment Brief Academic Year 2020-2021

Some links for your research, free images, tools, inspiration:

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Moodle: check the slides on Moodle!

freepik.com
http://flaticon.com
http://canva.com
http://behance.net
http://gettyimages.com
on Google: free logo creator https://fonts.google.com

Part 03: outcome

You should upload your ad and the written explanation of your concepts together in one pdf.
The ad should be a visual translation of the written document.

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REQUIREMENTS

This assignment should be exported on one single PDF document divided in two parts: the ad
campaign and its respective text explanation. (Minimum of 1.500 words)

Structure of the Assignment

1. Cover page: The first page must contain the full name of the student, the logo of the school
as well as the name of the course and the name of the professor.
2. Ad visuals.
3. Essay
4. Bibliography: You should use the Harvard Referencing System.
5. Appendix (if needed)

SUBMISSION INSTRUCTIONS

1. The work must be uploaded on the appropriate Turnitin folder created by the course
Lecturer on Moodle.

The title of the student's submitted file should contain the following information: – Name of
this course
– Name of the Lecturer
– Student's full Name

– Student ID number
– Title of this assignment (Midterm)

The time-frame for this assignment is:

Release Date: 20.02.2022 Submission Deadline: 06.03.2022

The assignment must be submitted (uploaded into Turnitin) to the link provided by the
course Faculty Member and indicated on the Moodle page of this course.

GRADING CRITERIA

(Grading matrix/rubric next page)

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Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Student Student Student understands Student understands

Understanding demonstrates demonstrates good the task and provides the task and attempts
(20%) excellent understanding of the minimum conceptual to answer the question
understanding of the task and mentions and theoretical but does not mention
task, the key some relevant support and uses key concepts or uses
concepts, applies concepts and only some of the minimum amount of
theory where useful demonstrates use of relevant vocabulary. relevant vocabulary.
or necessary, and the relevant
uses vocabulary in an vocabulary.
entirely appropriate
manner.

Application Student applies fully Student applies Student applies some Student applies little
(30%) relevant knowledge mostly relevant relevant knowledge relevant knowledge
from the topics knowledge from the from the topics from the topics
delivered in class. topics delivered in delivered in class. delivered in class.
class. Misunderstanding Misunderstanding is
may be evident. evident.

Critical Thinking Student critically Student critically Student provides Student shows little or
(30%) assesses in excellent assesses in good some insights but no critical thinking
ways, drawing ways, drawing stays on the surface insights, does not
insightful conclusions conclusions from of the topic. quote appropriate
based on readings relevant authors and References may not authors, and does not
from relevant references. Student be relevant. provide valid sources.
authors. Student also knows how to use
makes clear and the Harvard
correct citations and referencing method
uses the Harvard correctly.
referencing method
correctly.

Communication Student Student Student Student communicates

(20%) communicates their communicates their communicates their their ideas in a
ideas very well ideas in an organized ideas with some somewhat unclear and
organized and manner and clarity and concision. unconcise way. Does
extremely clearly and concisely, respecting It may be slightly not reach or does
concisely, respecting word count, over or under the exceed wordcount
word count, grammar grammar and wordcount limit. excessively and
and spellcheck. spellcheck Some misspelling misspelling errors are
errors may be evident.
evident.

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