Campaign Critique

Academic journals must be correct***

Times news Roman font size 12, single line spacing*****

· 8 – 15 pages excluding contents page and reference list

· Minimm 5 journals ( year 2008 – 2018)

· Include the advertisement in the assignment

Students are expected to comply to the following requirements

1) Executive summary

2) Introduction

3) Select a company/product

3a) Classification of the selected company/product

3b) Brief description of the seleted company/project

4) Identify the target market

4a) demographics

4b) psychographics (ROY MORGAN)

5) Communication objectives

6) Critique of the advertisement (MUST READ CHAPTER 6, will upload for u )

6a) strengths + theories/concepts

6b) weaknesses + theories/concept, recommendations to overcome weaknesses

7) Media used ( MUST READ CHAPTER 7 TO 10)

7a) strengths

7b) weaknesses

8) Recommendatons to the media used an WHY

9) Conclusion

10) References

Executive summary - Only 2 paragraph 1st paragraph is to summaries part 2 (6) , 6a , 6b 2nd paragraph summaries part 3 (7) , 7a , 7b , 8 , 9 All need journals(THE CORRECT JOURNALS)

PART 1 refer to chapter 3 & 4

3) Select a company/product

3a) Classification of the selected company/product

3b) Brief description of the seleted company/project

-3a (classification of the product) Using marketing terms like consumer goods ,convenience goods, shopping goods, speciality goods. Convenience shopping and speciality can only choose one, strictly no definition.

Purpose is to help construct this sentences - 3b brief description of the product Functions of the product ,benefits ,brand positioning , any Usp (unique selling proposition)

4)Identify the target market

4a) demographics

4b) psychographics (ROY MORGAN)

4) identify target market (market segmentation) refer to chapter 3 Demographics ,narrow age range Generation Y. Are tech savvy (gender income level occupation ) 4b) psychographics choose only 1 segment There are 10 segment(Roy Morgan) but only Choose one and must reference using text book 1 paragraph 3-5 lines describing the behaviour of the target market Value / lifestyle Behavioural targeting I only drink red wine during wedding (social drinker) It’s not safe to drink water so I have to stock up distilled water, HEAVY consumer do distilled water Ethical principles

4b) Brand positioning - a clear positioning statement is essential to developing marketing communications strategies - positioning strategies provide for: Who the target market is What marketing should say about the brand What media should be used to reach target market -LV advertise in high end magazine Roles advertise in straits time or business time or go for sponsorship like Golf cause it’s a expensive game -how to communicate brand position, advertisement and media - Mango Brand positioning was so successful , today it’s over. Because of brand positioning they killed the mark, they should have stick to threat own design and refuse to adopt sales promotion. When they have a separate design and use sales promotion it went down. Because they sold as cheap as $7 Effective positioning statement : Nike just do it, kit kat have a break Represent how the brand wants to be seen The thoughts and feelings of the consumer.

5) Communication objectives

MIN 4 MAX 5 Refer to chapter 4 (session 2) Volume = trial (free samples)(sell Low price valid for a few days) + repeat

Elasticity : - applies strictly to advertising - the moment the brand is very establish don’t need to advertise : neither price elastic Nor advertising - elastic - more advertising elastic : spend more on advertising - both price and advertising elastic :increase advertising and discount prices during special official - more price elastic : price discounting suitable when brand switching is high Marketing communication function and process Informing : product is at the introduction stage of PLC product life cycle Persuading : can happen at any stage at PLC most prominent at growth and majority stage Reminding : majority stage of PLC

Adding value : sales promotion etc , explain about the functioning benefits Assisting other company efforts : sales and marketing team, when we want to market a product our potential customer has heard about us so it become much easier for them to pitch the sales EG: Singapore airlines advertisement , is it informing persuading reminding or adding value? Answer : reminding , the theory is PRODUCT LIFE CYCLE ,at the majority stage . Strength is reminding , theory to explain is PLC And find journals of PLC , focus on majority stage ( can use this as strength) Setting marketing communication objectives : top down management has to agree Given a sum of money execute

- accountability : provide standards against which results can be measured Hierarchy of effects model : Bottom - TOP -Unawareness (expose to advertisement ) Become -Awareness Form -expectation ( make meaning of the advertisement -Trial (buy to try) become the consumer Measuring against the expectation And forms beliefs and attitude - Belief reinforce the and attitude reinforce the leads to brand loyalty Brand loyalty Become price insensitive , ppl say it’s okay Competitors offer Better price , rejected Act as the brand ambassador !!!Setting achievable advertising objectives Min 4 max 5 - include a precise statement (only one line) To achieve x% of market share by month year . - be quantitative achievable , never use words like MORE THAN, and above in marketing objectives - specify the amount of change (50%) - be realistic - be internally consistent 4 Budget methods - objective and task method (most practical) Should I be talking about competitors? NO Do not use I YOU ME USE THIRD PARTY Australian English “Colour” Do not start a new sentence with and and because (American English) : only need 1 reference in part 1 (text book) psychographic *****

PART 2

6)Critique of the advertisement (MUST READ CHAPTER 6, will upload for u )

6a) strengths + theories/concepts

6b) weaknesses + theories/concept, recommendations to overcome weaknesses

6a and 6b

Strength : min 3 strength

-every strength to be supported by at least 1 theory and evidences from the advertisement (image) Weaknesses : min 2 each

supported by 1 theory ,provide evidences from the advertisement

TIPS: too many words,cluttered ,evidence . Theory : NOISE

READ ABOUT NOISE**** Distraction Due to limited time , selective attention

PART 3

7)Media used ( MUST READ CHAPTER 7 TO 10)

7a) strengths

7b) weaknesses

8)Recommendatons to the media used an WHY

9)Conclusion

10)References

7) media used ,strength and weakness Must read chapter 7-10 strength Weaknesses(link back to demographic and psychographic Roy Morgan) prefer to part 1 8) recommendation How do u aim to overcome the weaknesses 1: despite the weakness I can choose to continue to use the media , read up (reach vs frequency) to explain this. Need referencing 9) conclusion -) Because of this weakness it is therefore recommended ... this should use this media. Or -)Recommend a complete new media and focus only the advantages of the proposed media

Integrated Marketing Communications

Unit Information and Learning Guide

Resources for this unit

To undertake study in this unit, students will need:

Online resources

The final mark is an aggregate of all the assignments. Therefore, students need to achieve a satisfactory performance overall, which is (≥ 50%) in all the assessable components to pass this unit.

Assessment Marking Guides

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Campaign Critique (30%)**************

4

Murdoch University

3

Murdoch University