BM4160 – Advertising

Task 2 – Group Assignment

Work in a group of not more than 5 members.

Identify a product/ service that got affected with the economic crisi
You are going to develop a creative advertising campaign for the chosen company/offering to bounce
back into the marketplace.

Be clear with your focus and think carefully what the scope of the campaign is going to be. In relation
to that, develop your plan and present your creative work accordingly.

Step I – Identify an issue

As the first step of the assignment, you need get organized and do some background research to
determine which business/brand your team would choose.

 Identify the key problem (s) the business/brand has faced due to the pandemic.
 Think what you can do in terms of an advertisement to address the same
Step II - Strategic planning
 Review your findings in the previous step and develop a set of SWOTs from which you
would choose the key communication problem to be solved with this campaign. (Remember,
do not choose multiple issues)
 Develop a set of objectives for this campaign and explain them.
 Identify the target audience for your campaign and explain your decision.

Step III - Creative strategy

 Develop a creative brief.
 Now put together a message strategy for this campaign. First review the Creative Brief then
outline a creative strategy to bring business/product back to life or create a stronger consumer
presence for the brand.
 Decide the strategic approach and explain why you believe that approach would work.
 Decide the appeal and/or selling strategy and explain why.
 Brainstorm for a Big Idea following the creative techniques.
 Explain the best of the ideas you developed and how you decided on one as your Big Idea.
Step IV - Copy writing

 The next step is to translate that strategy and Big Idea into copy.
 Develop a slogan to use with your campaign, one that delivers on your strategy, but at the
same time is attention getting and memorable—something that has the potential to move
 into popular culture.
 Write the copy to be used in printed media and broadcast media

Step V - Media Plan

 Decide the types of media you will use
 Decide how many different contact points can you identify for this brand (What are its
touch points, the critical experiential points of contact that really affect people’s
attitudes and feelings
 about the brand)
 Discuss what traditional media and nontraditional media will be used with an
appropriate justification

Step VI - Developing the content

As per the plan you have agreed above, develop the communication materials (Videos for television
advertisements, design artworks for print media promotions, social media materials etc)

Step VII – Evaluation Plan

Develop an evaluation proposal for your campaign which will address how you will be measuring the
effectiveness of your campaign ideas.
 Required:
 You need to erpresent all these at a presentation for 30 minutes. (Presentation will be held on
14th week)
 You need to submit the ppt and report to the link provided in courseweb. (Since the
courseweb submission size cannot exceed 20mb, the creative material should be uploaded to
the Google drive and link needs to be included at the end of the ppt and the report)
 The report should not exceed 10 pages in total excluding the appendix

EVALUATION CRITERIA
Note that the total marks allocated for this assignment 40. (This will also contribute to 40% of your
final grade)

The Marks contribution would be as follows,

Group Report (20 Marks)
Criteria Description 1 2 3 4 5

Structure Report format has been correctly

followed with a proper clarity of the
contents
Critical Show considerable critical thinking
perspective about information acquired. Able to
critically discuss and independently
evaluate information and to come to
own conclusions.
Content Introduction contains pertinent
background information. Given
requirements are thoroughly analyzed
and elaborated. Information is
consistently accurate.
Use of photos, Information is clearly presented. If
figures and taken from other sources, appropriate
tables reference is given.
References References to appropriate scientific
articles are properly cited in the text
 and listed in proper format.

Group Presentation (20 Marks)

Out of the total of 20 marks, 10 will be given for the group presentation skills

Criteria 1 2 3 4 5
Content
provided
address the
requirement
of the
assignment
Logical flow
of the
content
Use of
graphics and
other
illustrations
Time
Managemen
t
The remaining 10 marks will be given individually considering the individual presentation
skills
Excellent Good Fair Poor
 Direct  Eye contact  Little eye  No eye
eye  More contact contact
contact frequently  Reading  No
 Fluid looks at mostly movement
gestures notes from notes  Trouble
 Self-  Minor  Displays recovering
confident tension tension from
Name of the Student
. (Seldom evident.  Voice is mistakes
Student Number
looks at  Voice is low or &
notes) clear & interrupted obviously
 Clear understanda by nervous
voice ble. “uh”,”ah”,  Mumbles,
with etc. audience
correct is unable
pronuncia to hear.
tion.