Analyze the Copy’s appropriateness, originality, and persuasiveness.

Midterm word doc

Course learning outcomes: Marks Task no

CLO1: Identify the process of building commercial campaign strategy 4 1

CLO3: Critique the use of visual and textual aesthetics in commercial campaigns 8 2

CLO7: Demonstrate responsibility for self-directed and self-learning skills 4 1 & 2

CLO9: Show understanding of ethical values in advertising industry 2 2

CLO10: Demonstrate professional communication skills in oral, visual, and written format to present projects to peers, colleagues, and clients 2 1 & 2

Assignment description:

You are required individually to provide 5 case study analysis of integrated advertising campaigns, that are communicated during 2023; locally, regionally, or internationally. Brands can be local or international, where you should diversify between promotional and communication campaigns (social media always on communication is not considered as campaign).

Tasks to be covered:

Task 1: Campaigns Overview

– Collect samples of each campaign (offline, online, static, films, motion, activation)

– Brand overview (image, position, voice, value etc)

– Product identification and attributions (for promotional campaigns)

– Clarify the goal of the campaign

– Specify the targeted segment/s

– Identify the campaign key message

– Imagine an insight that might be used for the campaign

– Identify campaign channels (media)

Task 2: Campaigns Analysis

– Analyze the creative concept and evaluate its efficiency.

– Analyze the TOV.

– Clarify the creative technique and evaluate relevance.

– Analyze the visual aesthetics and its employment and relevance.

– Analyze the Copy’s appropriateness, originality, and persuasiveness.

– Evaluate the campaign from ethical perspective.


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