The length of the assessment is a 1500 words report. MED3020 Issues in Promotional Culture Your second and final assessment on MED3020 requires you to demonstrate your understanding of ‘issues in promotional culture’ by 1) critically analysing an advertising or PR campaign, with reference to one or more topics discussed on the module. . campaign guidline For this assessment you are asked to select a contemporary advertising or PR campaign that you can critically analyse and evaluate in relation to one or more of the ‘issues’ discussed during this module. You must make explicit use of core course readings as well as undertaking extensive primary and secondary research into the campaign. When drawing on web-based information about the campaign make sure you distinguish between an industry account of a campaign (many of which will draw on professional discourses and are often themselves forms of PR for a campaign, its producers and clients) and your own critical/analytical observations. Make sure that you discuss your choice of campaign with your tutor and agree its suitability. You might want to consider the following points when researching and writing up your campaign analysis (please note, both this and subsequent bullet points are not intended to be used as a ‘checklist’. It is up to you to consider these points and work out what structure and methodological approach works for you): • Context: the cultural, social, economic (including the wider economic situation as well as the specific market the campaign addresses) background to the campaign; • Strategic advertising and/or PR decisions: who was the target audience/public(s), what were the campaign objectives, what were the messages, what communications channels did they use? Relate the specific decisions made in the campaign to the more general theory and practice of advertising and PR drawing on core and independent reading; • Relationship to other forms of promotion: where does the advertising or PR campaign fit within a wider marketing mix for the brand / product / service being promoted? • Key issues: identify the key issue or issues raised by this campaign, these might include: • the use of gender or other social stereotypes; • the ethics of marketing to children; • the ethics of promoting irresponsible social behaviour; • the legal implications of presenting misleading information about a product, brand, service, organization or individual; • defamation of a brand, organization or individual; • issues concerning privacy and marketing applications of user-generated data content; • the ideological function or functions of promotional communications. The length of the assessment is a 1500 words report. MED3020 Issues in Promotional Culture Your second and final assessment on MED3020 requires you to demonstrate your understanding of ‘issues in promotional culture’ by 1) critically analysing an advertising or PR campaign, with reference to one or more topics discussed on the module. . campaign guidline For this assessment you are asked to select a contemporary advertising or PR campaign that you can critically analyse and evaluate in relation to one or more of the ‘issues’ discussed during this module. You must make explicit use of core course readings as well as undertaking extensive primary and secondary research into the campaign. When drawing on web-based information about the campaign make sure you distinguish between an industry account of a campaign (many of which will draw on professional discourses and are often themselves forms of PR for a campaign, its producers and clients) and your own critical/analytical observations. Make sure that you discuss your choice of campaign with your tutor and agree its suitability. You might want to consider the following points when researching and writing up your campaign analysis (please note, both this and subsequent bullet points are not intended to be used as a ‘checklist’. It is up to you to consider these points and work out what structure and methodological approach works for you): • Context: the cultural, social, economic (including the wider economic situation as well as the specific market the campaign addresses) background to the campaign; • Strategic advertising and/or PR decisions: who was the target audience/public(s), what were the campaign objectives, what were the messages, what communications channels did they use? Relate the specific decisions made in the campaign to the more general theory and practice of advertising and PR drawing on core and independent reading; • Relationship to other forms of promotion: where does the advertising or PR campaign fit within a wider marketing mix for the brand / product / service being promoted? • Key issues: identify the key issue or issues raised by this campaign, these might include: • the use of gender or other social stereotypes; • the ethics of marketing to children; • the ethics of promoting irresponsible social behaviour; • the legal implications of presenting misleading information about a product, brand, service, organization or individual; • defamation of a brand, organization or individual; • issues concerning privacy and marketing applications of user-generated data content; • the ideological function or functions of promotional communications.