Campaign Critique

· This assessment is designed for students to demonstrate a comprehensive understanding of Marketing Communications theories and concepts by reviewing a real campaign and, with expertise, recognise the strengths and weaknesses of the campaign.

· Students are also expected to develop sound recommendations, with appropriate rationale, as to how the selected company or brand should move forward with its future campaigns.

· Pick a company or product that has been advertised very heavily here in Perth or in your home country across a range of media.

· Provide a detailed background brief – what is the product or service, what is the customer need it fulfils, and a description of the customers it serves.

· Also include what you believe the communication objectives to be based on your assessment of the campaign.

· Summarise the media being used as part of the campaign. This will include a discussion of the strengths and weaknesses of the media, critically present the ads (youtube URLS, other URLs, screen shots, photos, verbatim descriptions of radio ads etc) and describe what these ads have achieved.

· Write a conclusion with recommendations on how to address the weaknesses or capitalise on the existing strength of the media.

· A penalty of 10% per day (to a maximum of 30% which is the total allocated for the assessment) will be applied for late submissions.

· Min 8 pages, max 15 pages (pages exclude contents page and reference list)

· Min 5 journals from Year 2008 to 2018 (must use academic journals provided as shown below [highlighted in green] other than journal articles found online)

· Advertisement used must provide URL or include the scanned advertisement to the assignment.

· Chicago referencing as per below example

Academic Journals

· Journal of the Academy of Marketing Science

· Journal of Advertising Research

· Journal of Business Research

· Journal of Consumer Research

· Journal of Marketing

· Journal of Marketing Communications

· Marketing Intelligence and Planning

· Psychology and Marketing

Submision date: 12th March 2019, urkund Submit everything except end reference for urkund Scan your ad as well Submit hard copy assignment, ad must be in colour (end ref list + marking guide+ad) Content page not required

Assignment format

Part 1 of the assignment - Introduction (point 2 -5)

Part 2 of the assignment - Point 6a and 6b (contents covered under session 5 and 6) - Strength of the advertisement must be supported by the journal articles theories (min 3 strengths) - 2 weakness (2 Recommendations, solutions and to overcome the weakness. Every recommendation must be supported by journal articles theory.)

Part 3 of the assignment - Point 7 (Media used), must read textbook chapter 7-10 - Point 7a, 7b, 8, 9 and 10 Example: strength and weakness of using newspaper advertising (point 7a and7b) Recommendations to overcome the weaknesses and why? (point 8)

Assignment details breakdown

1. Executive Summary (2 paragraphs) (1st paragraph summarise part 2 and 2nd paragraph summaries part 3) - To provide a concise summary of the key points

2. Introduction

3. Select a company/ product (need referencing from journal articles) 3a. Classification of the selected consumer product 3b. Brief description of the selected consumer product (When describing the product, must mention about brand positioning)

4. Identify the target market (Eg of TM: Gen Y, Gen X, Baby boomers) If age is mentioned in the assignment, age range must be indicated. Eg. 16-25yo, do not mention 16 and above. Eg. If baby powder advertisement is selected, key target market is mother and not father. 4a. Demographics (present in table as shown on the photos below)

Age: target market must be 16yo onwards

4b. Psychographics - to choose one Roy Morgan value segments theory from textbook (only one sentence) and reference it. - 1 paragraph in describing the target market behaviour in using the advertised product. - When describing the product, can mention about the positioning.

5. Communication objectives (4 marketing objectives)

Setting achievable advertising objectives Never use $50,000 above or more than $50, 0000, it must be precise and give exact number. Example: targeting to achieve $100,000. - Start off the communication objectives with “To achieve”

6. Critique of the advertisement (Must read chapter 6) 6a. Min 3 Strength w/ 3 sets of evidences (evidences cannot be repeated) and supported by 3 different theories/concept (theories/concept cannot be repeated) - Theories from journal articles and focus only on positive side of the theory

Eg. Brand image strategy Textbook pg 284, figure 9.1 (for newspaper advertising)

6b. 2 Weakness w/ 2 evidences (evidences cannot be repeated) and supported by 2 Theories/concepts (theories/concept cannot be repeated) (focus on the negative aspects) and 2 recommendations w/ 2 theory (theory for recommendation must be positive) to overcome the weakness - Explanation for weaknesses must always be negative - When writing weakness, use the following terms: “failure to” “lacked” “ineffective”

- Use “company name” and “target market” when writing point 6a and 6b

- Total 7 theories to be used for 6a and 6b – 3 for strength, 3 for weakness and 2 for recommendation

7. Media used (Must read textbook chapter 7 to10) 7a. Strengths (eg. Strength of using newspaper advertising) 7b. Weakness (eg. Weakness of using newspaper advertising) - Use “company name” and “target market” when writing point 7

a. Recommendations to the media used and why - frequency and reach theory in textbook - explanation from journals

8. Conclusion - Using selecting media categories and vehicles or Timing your advertisement theory (session 6 slides) - Can use continuous and discontinuous or media/vehicles

9. References

Additional info to take note:

1. Roy Morgan values segments theory for 4b - Real conservatism (eg. rolex) - Look at me (eg. fashion, technology products like smart phone, travel) - Conventional family life (eg. car, insurance, fnb, tooth paste) - Visible achievement (eg. Prada, Mont blanc) - Socially aware (eg. senior citizen, community club, hearing aid, how to leave graciously during the later age) - Something better (all industries – eg. comestics, clothing) - Young optimism (all industries – eg. Technologies like surround sound system, handphone, robot vacuum cleaner)

2. Behavioural targeting for point 4 Example: Only consume coca cola once a year or during Chinese new year social behaviour - Everyday who smoke a pack Heavy user - Only smoke once a year Social smoker - Every month smoke different brand Median smoker who do not exhibit brand loyalty

3. Brand positioning for point 4 Brand positioning – how do you want to communicate your product to consumers Example: Macdonald Burger KFC Best fried chicken Burger king Offers bigger size burger

Effective brand positioning statement Example: Prada reject ah lian consumers at shop (only targeting executive level) Positioning via brand benefits – example: whitening skincare

4. Marketing and research for point 5 - Brand recognition and recall test - The various instrument test for marketing research (need to research on it)

5. Practical budgeting methods for point 5 - Use The objective-and-task method

6. Setting achievable advertising objectives for point 5 (Include a precise statement of who, what and when – exact ddmmyy and a quantify number.)

7. Theories to be used for 6a and 6b 1. Functional orientation – product advertising, how the product can be used. Eg. Camera, mountain bike, smart phone 2. Symbolic/experiential orientation Eg. Aesthetic industry (yun nan), cosmetics industry (skin whitening and etc), fashion industry 3. Category-dominance orientation Eg. Chan brothers (travel industry), Car (lambo, mercedes)

When looking for journal articles for the advertisement chosen, advertisement must have 5 evidences from the theories below. (Theories can be found in textbook) 1. Brand image theory (transformational advertising) 2. Resonance strategy (reason for using Resonance strategy: to increase the level of credibility – eg. Slimming pills, Beijing 101) - In the event that advertisement does not have resonance strategy, can consider using Resonance strategy under recommendation. Otherwise resonance strategy can be use on point 6a.

3. Emotional strategy

4. Generic strategy

5. Pre-emptive strategy (eg. Cruise, getting celebrity as tour guide for tour group)

6. Endorsers in advertising strategy (can be use for your strength, weakness and recommendation if endorsers are used in the selected advertisement). Consists of below theories for endorsers advertising strategy a. Celebrity endorsers (TEARS model must be included if using celebrity endorsers) b. Typical person endorsers - Humour in advertising strategy (can be use for your strength, weakness and recommendation).

8. Selecting media categories and vehicles/ Timing your advertisement (for point 8)