CAMPAIGN DECONSTRUCTION ASSIGNMENT
ADVERTISING (MKT2065) WINTER 2020
Assignment Description:
This analysis is part of a process called “deconstruction”. You have the final version of a campaign – one that took a considerable amount of work and a lot of decisions – and you get to try and figure out what the decisions were and why they were made.
You can choose between two cases which will be shared with you in class.
- Do NOT simply describe the communications. You need to do the analysis – always ask “WHY”?
- Do NOT tell me you like or dislike the ad – it’s irrelevant since you are not the target market.
Assignment Value: 15% of your final grade.
This is an INDIVIDUAL assignment.
Due Date: Week 7 @ start of class (submit to dropbox)
Submissions more than 5 minutes late will be penalized 20% per day. Late projects will not be accepted after 2 days late. A grade of zero will be given to projects without proper use of APA endnotes and references.
What skills will you develop?
You will develop skills in research, communication, presentation critical thinking and information management. This assignment relates to Course Outcomes 1 – 5.
Report Format
Marks will be awarded for using a professional (and creative) report format.
- Create a report in MS Word (or equivalent): 8 pages max, 1.25 spaced, 11 pt. font (Arial, Helvetica, Calibri, or similar font), business professional design using images, graphics, etc. to illustrate your ideas.
- Professional title page, contents, references, etc. required. Appendices can be used (no limit) and must be labeled, referenced and discussed in the body/text of the report.
- APA STYLE endnotes AND bibliography should be used to source your references. Information can be found here: https://apa.conestogac.on.ca/
Failure to reference and source your work will result in an overall project grade of zero.
CAMPAIGN DECONSTRUCTION ASSIGNMENT
ADVERTISING (MKT2065) FALL 2019
Report Contents
What is the brand’s position?
- Why did they create the campaign? (brand decline, brand growth, brand history, etc.)
- What are their core brand values? (Conduct research beyond the case)
- What are the advertising objectives? (Use the information from the case and make them SMART)
- What is their positioning strategy?
- What could their positioning statement be?
Describe the brand personality.
- What characteristics would you use to describe the brand/product? (Min. 5 – support with research)
- How are these reflected in the campaign? (Be specific)
Describe the target market.
- Who is the target market for the campaign?
- Is the campaign related to a specific consumer trend? (do some research)
- Why is the campaign appropriate for the target market?
Describe the Creative Strategy & Execution
- What is the key message for the campaign? Why is this message appropriate?
- What is the tagline? What makes this a good/bad tagline?
- Who is in the advertisement? Why is this source a good choice?
- What appeal is being used? (Ex. sex appeal, fear, emotional, etc.)
- What kind of creative execution are they using? (Demonstration, endorsement, etc.)
- Why is this creative execution appropriate for the target audience?
- What IMC tools are being used? Be specific. Why are these appropriate?
Conclude your analysis with a summary of the campaign results. Include your ideas about why this was successful and how they could extend the campaign into the next year.
Example of level of detail to include in your analysis:
| Good | Bad |
| The song “Rock Me Amadeus” by Austrian pop musician Falcon is an upbeat, catchy song which despite being sung by an Austrian gives the commercial a German vibe. The song is enjoyable and helps create the entertaining contrast of normally serious German engineers head banging to a pop song from the 80s. | The song being used is “Rock Me Amadeus” It is catchy |
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