advertising strategy development

STC200 – Advertising Strategy Development

Fall Semester 2018

Professor: Jasper Nelissen

Individual Assignment #3 – the OIIC

Objective

Write a coherent OIIC for the individual brand as chosen by each student.

Description

This assignment consists of four elements, as described below. The four elements combined will form the OIIC, a short-hand strategy combining business and consumer analysis.

All questions need to be completed with a focus on the individual brand that the student has chosen at the start of term.

1. Objective – a real, transformational and measurable business objective. The objective will have to be based on the business analysis that was done on the individual brand that the student has chosen, and has to be a relevant objective given the situation and context the client brand is in. The objective has to contain a metric that connects with what the client brand wants to accomplish. The actual value of the metric (ie- 15% or 20% growth) is of lesser importance.

2. Issue – the one thing currently preventing us from reaching the objective. Any client brand will likely face multiple issues in their current situation, originating from many angles, such as competition, organization, consumer attitudes, product, etc. The goal here is to find the one issue that stand most in the way of reaching the objective as described under element 1. Defining this issue requires thorough root-cause analysis.

3. Insight – the simple truth we know about people that will help us overcome the issue. The insight will originate from the target consumer the student chose and defined under question 2 of the 2nd Individual Assignment. An insight is a revelation, and aha moment about this consumer. Finding an insight requires the student to do research into the target consumer.

The insight does not necessarily have to be connected to the individual brand or product – it has to be a truth about the lives, preferences and/or circumstances of the target consumer. Insights are not facts or universal truths.

4. Challenge – what we need to do to meet the objective.

The challenge describes a change in perception or behavior from the consumer about the chosen client brand. A helpful construct is the From… To… method. The challenge does not describe a factual action, such as “make a TV spot”, or “tell the consumer that…”, or “launch a viral campaign”.

The OIIC has to be written in such a way that there is connection and consistency between the four elements, as described above, with a natural flow from Objective through to Challenge.

It is required to define all four elements as described above, and to include a short reasoning or rationale for each of the four elements.

Grading

Individual Assignment #3 counts towards 15% of the overall grade for the course, and is graded as follows:

 Each of the four elements has a maximum total of 20 points

 There are an additional maximum total of 20 points awarded for the overall exercise depending on the coherency of the combined answers to the four elements as listed under “description”

 Grand total maximum points for IA#2: 100

Format

Format is free, as long as the assignment is typed (not handwritten), legible (avoid very small fonts and line spacing), does not exceed 2 sides of a page (or equivalent amount of text on slides), and is printed out for handing in.

Due date

The assignment is due at the start of class on Tuesday October 30, 2018. If the student can not be present on that date to hand in the assignment, please notify the professor before the due date to seek an alternative solution.

Late penalties

Ten points will be deducted out of the maximum of 100 for the assignment for each class period that your assignment is late. For example, if the assignment is due on a Tuesday, and is handed in on the following Thursday, 10 points will be deducted from the assignment grade. If the assignment is due on Tuesday and is not handed in until Tuesday the week after, 20 points will be deducted, and so on.