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
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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