CAMPAIGN CRITIQUEE

Do not use I, you, me etc.. use 3rd party

Never talk about competitors

Use journals where applicable especially point 6-9.

1. Executive Summary

· 2 paragraphs

· 1 paragraph talk about point 6a and 6b

· 2nd paragraph talk about point 7-9

2. Introduction

3. Select a company/product

a. Classification of selected company/product

· Use marketing terms like consumer goods, convenience goods, shopping goods, specialty goods etc. Only choose one. STRICTLY NO DEFINITION

b. Brief description of selected company/product

· Talk about product’s functions, benefits, brand positioning.

· Any unique selling point?

4. Identify target market (chapter 3)

a. Demographics

· Narrow down age range (Gen X? Gen Y?)

b. Psychographics (Roy Morgan)

· One paragraph describing behavior of target market

· Reference using textbook

5. Communication objectives (Chapter 4)

· Minimum 4, maximum 5

6. Critique of advertisement (Chapter 6)

a. Strengths + theories/concepts

· Minimum 3, each to be supported by at least one theory and evidence from adv

b. Weakness + theories/concepts, recommendations to overcome weakness

· Minimum 2, each to be supported by at least one theory (NOISE etc) and evidence from adv.

· Do not repeat theory

7. Media used (Chapter 7-10) – always link back to demographic and psychographic, Roy Morgan model

a. Strengths

b. Weaknesses

8. Recommendations to the media used and why – give reasons on how to improve

9. Conclusion

a. Ad can proceed despite weaknesses in media. Why? (Reach vs Frequency)

b. Recommend completely new media, Focus only on advantages of proposed media

10. References