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ADVT7508: Fundamentals of Advertising

Fundamentals of Advertising

ASSESSMENT INFORMATION

Ad Critique

ASSESSMENT INFORMATION

Ad Critique

The  purpose  of  this  assessment   is  to determine the effectiveness of a selected advertisement based on criteria determined from course learning.

This assessment is d(Brisbane time) and is worth 40% of your total grade. The ad critique should be submitted through the Turnitin submission link on Ultra (Blackboard). The submission will be awarded a grade out of /100.

Requirements and guidance for ad selection:

•    For  this  assessment,   please  choose  a: TV   ad,   print ad, outdoor ad, digital ad, direct mail or social media ad. Please make sure it is truly an advertisement  you  are  analysing  and  not  communications  that  falls outside the definition of advertising. For example, a webpage, a corporate video, a news article or a public relations statement are not advertisements for  the   purpose   of   this   assessment.   For   TV   or   video   ads,   please ensure the ad content is no longer than 90 seconds in length. Failure to adhere to these guidelines will result in a grade of zero, as the assessment cannot be marked, if your critique content that is not deemed to bean ad.

•    The  format  also does not matter (e.g. still ad, video ad).  Please ensure that the ad is included in the appendix of your submission (image or URL link) so your grader can view/assess the ad prior to marking.

•    The selected advertisement MUST be from the last six months, in English language (not English subtitles), and targeted at an Australian audience. The critique of a non-English ad will receive a grade of zero.   Ads older than 6 months or those not targeting Australia will receive a 30% penalty.

• You may choose an international brand e.g. Nike, Starbucks, as long as the ad is clearly targeting an Australian audience e.g. Australian media placement.

Requirements and guidance for ad selection (continued):

•         If  you take your  ad  from YouTube  (or  other  social  media)  you  will need to distinguish whether it is an advertisement made for YouTube (other social media) or whether it is simply being reproduced (e.g. it is a TV ad that has been uploaded to social media). This is important to successfully critique the ad i.e. sections that relate to (media,. An incorrect assessment will result in reduced marks in sections relating to media analysis. Please see pages 7-8 for further guidance.

•         Ensure  you  are  analysing  one  media  placement  of  one  ad.  Some campaigns  have  multiple  executions,  and   most  ads  are   placed  in more than one media. You shouldn,t analyse them all.

•        The ad you choose can be an ad you  like or think is effective, or one you do not like, or think is ineffective.

•        The selected ad or  brand cannot  be Airbnb or an ad analysed in the lecture or tutorial.

ASSESSMENT INFORMATION

Ad Critique Requirements

Formatting: Maximum 4 A4 pages (NOTE: your grader will not read beyond 4

pages; AI Coversheet and title pages are not included in these 4 pages). Use 12pt font, in a consistent font style, 1.5 line spacing, 2.54cm margins (all).  Please use  the structure provided, including subheads to guide the reader, professional

format/layout and reference using APA 7th referencing style (in-text citations, not footnotes, and include reference list).

Section 1. Overview of the chosen ad (20 marks)

In this section you should:

a)  Identify the client i.e. who is advertising (the brand or the company) and the product/service that is being advertised in the ad.

b)  Provide a brief overview of the ad using the CLAMP framework.*

c)  Looking at the ad, identify its purpose? i.e. what is the advertiser’s goal?**

d) Explain why you think this is the purpose.**

e)  Briefly describe the media used, please also specify the medium and vehicle.

* This section should be able to explain the ad to someone who has not seen it.

** Does not require desktop research. This should come from the ad itself. The CLAMP framework must align with the learning content, otherwise “0” will be awarded to this section.

Section 2. Target audience (20 marks)

In this section you should:

a)  Looking at the ad, identify the key target audience of the ad i.e. who are the intended customers? (Description should include different

segmentation dimensions i.e. demographic, geographic, psychographic and behavioural.)*

b) Explain why you think this is the target audience.*

c)    Provide key consumer insights** relating to the identified audience, in particular consumer behaviour and media habits.

* Does not require desktop research. This should come from the ad itself.

**  Research will need to be done here. Ensure you reference your sources.

Section 3. Creative Strategy (20 marks)

In this section you should:

a)  Briefly discuss the message strategy. Include the message strategy statement for the ad, using the template discussed in the course.

b)  Identify the type of message strategy using one or more of the 8 types discussed in the course. Justify your selection.

c)  Identify the appeal used and execution techniques. Justify your selection.

Section 4. Effectiveness* (30 marks) In this section you should:

a)    Provide a clear statement of whether you think the ad strategy was effective or not i.e. (good’ or (not good’.

b) Justify your answer by discussing the following:

•   Does the ad achieve the purpose you identified in section 1?

•   Does the ad appropriately consider the target audience you described in section 2?

•   How appropriate was the creative strategy?

•   How appropriate was the media strategy?

c)     Discuss any changes you would make to improve the ad’s effectiveness.

Recommend at least one change and justify.

* Ensure you are applying course learning, theory and terminology in this section, rather than providing an opinion piece. For both sections b) and c), justification MUST come

from course theory. Effectiveness sections that do not apply theory will not receive a high grade.

Presentation, referencing and structure (10 marks)

•    The critique needs to follow presentation, structure (including provided sub-heads) and referencing standards.

•    The AI Coversheetand a title page should be included prior to the 4 pages of your critique.

•    You must include a screenshot of the ad in the appendix, including the

date for when you downloaded (or first watched) the ad. For videos,

provide a link and some screen grabs from the video (*Note: sometimes

video ads are pulled down from the internet, so save and insert some

screen grabs as a backup, so that your Grader can see the ad content if the link no longer works). No other appendices should be included. Video links can also be included on the title page of your report.

•    You must use APA 7th referencing style (in-text citations, not footnotes), and include the sources cited in your critique in the reference list. Ensure you have a good amount of references to show that you have researched your target market and theories with support the effectiveness section.

•    The AI Coversheet, title page, reference list and appendix are NOT included in the 4 page count.

•     For further guidance on the completion of the AI cover sheet please refer    to the “example cover sheet” section on the UQ AI Student hub web page   via this link. You should also review the checklistfor planning AI use in your assessments before submitting your assessment item.

Overall tips:

•   Do not provide definitions of concepts. The idea is to APPLY the concepts.

•   This assessment is worth 40% of your total grade.  Pick your ad early in the semester and complete each section as the content is covered.

•   The  Effectiveness section is worth the most marks - ensure you give it the right focus  in  terms  of time  spent  and  word  count.  Spend  time thinking about your ides for change.