ADV10001 Principles of Advertising Version: February 17 Major Assignment Task: Develop the strategy for an advertising campaign in response to a client brief. Final submission will comprise both a written report and in-class presentation. Contribution: In Groups (3-4 students) Marks 100 (Weighting: Report 40%; Presentation 10%) Deadline: Written report due: Friday 19 May 2017 by 12 midnight Oral Presentations due: Monday 22 May 2017 by 12 midnight Word count: 3500 words +/- 10% Purpose: To provide an opportunity to apply advertising planning and strategy knowledge to a realistic scenario. To gain practice in interpreting client briefs for the purpose of developing effective advertising appropriate to the product, client and target audience. To undertake appropriate research with the purpose of using your findings to effectively support what you are recommending to the client. To gain skill in developing effective slide presentations for the purpose of conveying key information contained in the report. Task Description: The client brief is commonly used in advertising agencies as the basis for developing a campaign. You must read through the brief, conduct both primary and secondary research to fully investigate the market and use this information to recommend the strategy for an advertising campaign. The client wants communication objectives; suggested strategies for creative and media, recommended budget allocation and how the campaign will be evaluated You will need to support all your recommendations – creative, media, budget allocation, evaluation with research findings and concepts and models relevant to advertising. As a team, you are required to design and develop an advertising campaign to address the specific needs of the client. Through the advertising campaign plan, you will need to demonstrate that you have an understanding of the company, market and intended audience. You must also demonstrate that you can consider and implement principles of effective and efficient advertising within your creative ideas, and can plan budgets and timelines; and that you can justify your recommendations. Presenting recommendations to a client usually involves a presentation and a written report therefore this assignment includes both. Use an overall budget of $2m - $2.5 m Report presentation: Suggested format is as follows: ADV10001 Principles of Advertising Version: February 17  Situation Analysis: include client information, product description, industry analysis including competitors, identify any trends and detail recent promotional activity.  Target Audience Profile  Communication objectives  Core Strategic approaches including o Creative strategy o Media strategy  Budget allocation  Evaluative criteria  References  Appendices as required. You may wish to include examples demonstrating your market research (e.g. articles or statistics/figures) and additional examples of advertising or additional sketches/samples of work to support your client brief and demonstrate your process – please include these as part of the appendices. Reference the specific appendix number within the report where relevant. Ensure that any appendices are clear and targeted - not just an attachment of all your notes or articles/websites you have used in research. Oral Presentation: can be either a slide presentation or a video Slide presentation must comprise up to 10 slides with notes (1 -2 paragraphs per slide indicating what points would be covered whilst the slide is displayed). Save your slides and any relevant notes preferably as a PDF and submit online. OR A 3 minute video in which ALL group members present to camera. See technical hints below for more information. Upload the video to YouTube as private (i.e. not published). Submit a link to the video online. Please ensure that audio and video are clear. Submission: Submission links are in the ajor Assignment folder for both the report and the oral presentation. As this is a group assignment only one submission per group is needed Correct spelling and grammar are paramount and marks will be deducted for any errors. Technical Hints You can record individual pieces to camera (PTC) on most devices – laptop, computer, tablet - and can edit the individual sections together using online editing software.