CAMPAIGN CRITIQUEE

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2.TIPS.docx

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· UK english

· Colour not color; etc

· Do not start sentences with And/Because

· Use 3rd party terms throughout report

· Point 1 – precise and straight to point

· Point 3a/3b – talk about product.

1. Is it consumer product etc? define term with journal

2. Choose one (convenience product, shopping product, specialty product)

· Convenience product. Why?

· Point 4a – no need ref

· Demographics include

· Age range (Gen Z)

· Nationalities (Singaporeans, Permanent Residents)

· Occupation (Secondary school and polytechnic students)

· Educational level (at least O levels)

· Races (Chinese, Malay, Filipinos)

· Point 4b – Identify from Roy Morgan model (reference textbook), no need explain. Just one sentence is enough

· Point 5 (4 objectives, be precise with sales goals, $50000 and not by percentage)

· Start with “To achieve…. By DDMMYYYY”

· Point 6a – 9

· Always use the term “The Target Market”

· Don’t use consumer/customer

· Always use name of company - 100Plus

· Don’t use ‘firm’, ‘company’, ‘organisation’

· Point 6a

· 3 strengths

· 3 evidence

· 3 theories

· Positive explanation from journals (2008 – current)

· Point 6b

· 2 weakness, 2 NEW evidence, 2 NEW theory

· Negative explanation

· Use terms like ‘lacked’

· Point 7a/7b

· Pick keywords from image above

· More strengths than weaknesses

· Explanation from journals

· Point 8 (2 theories)

· Talk about reach and frequency

· Explain positively (journal referencing)

· Theory 1: Efficiency index

· Vehicles – bus stop advertisements near schools

· Schedules – flighting (theory)

· Only advertise during schooling periods

· No advertisements during school holidays (March, June, September, December)

· Theory 2: Recency Planning (TV commercials)

· Buying first advertisement slot right after shows go into commercial breaks

· Use of local celebrity faces (Ah Boys to Men cast like Tosh Zhang, Wang Wei Liang)

· Celebrities’ face to be shown at the very first second of advertisement to capture attention to prevent switching of channels

CHICAGO REFERENCING

Intext referencing

(Cross and Smith 2005, 873).

· Full stop after close bracket.

· Family name only

· Comma after year, not before

· “et al” for more than 4 authors

· If there’re multiple pages, use only the number of first page)

End references

· No hyperlink. Black and no underline

· Full stop after link

· To include spacing between 38 and (4) (see first link in pic)

· Capitalize all words except for connecting words (ex: Journal of Marketing)

· Full stop before close inverted commas for reference name.

· “Japan, the U.S and the ………………………… Culture.”

· Journal name in italics (ex. Journal of Marketing)