Assessment 2:Linked Advertising Concepts
Weight: 40%
students will determine their UnqiueConsumer Proposition (USP) from their chosen target market and the key insight discovery. Individually, students will use the theories taught in the subject, and from their interpretations of the primary consumer motivations, and based on their key insight and Consumer Proposition students will produce THREE different campaign ideas. Each must clearly demonstrate the relationship between their key insight and the BIG IDEA. These with appropriate headline and logo (and other mandatories where required) will be rendered in rough layout form in
A4 format, appropriate to the print medium. Student’s one ‘best’ idea, (adapted from one of the three different rough layouts) then needs to be creatively executed in semi-comprehensive layout form, i.e. for two different visual channels 1) print, or outdoor/transit, and 2) social media. The two layouts presented in A4 document format should be accompanied with an introduction and 250 word creative and media rationale. Criteria:
Relevance of theory and principles to (BIG) idea generation Originality or strength of idea
Suitability to the brand/product
Generativeness/adaptability/unity of the idea across multi-channels Quality of documentation and advertising presentation

Introduction/what’s this submission is all about and the goal.

Creative Brief (use the format from our text p.250, or Wells et al. 2011). Note: Consumer (single minded) proposition (no more than 7/10 words)

relates strongly to the Big Idea
Then new page, a 250/300 word Creative rationale (use Vaughn to help here; and why is this the best idea of the 3/use ROI measure?)

including how it satisfies the consumer propostion/USP/WIIFM?

Take advangage of your CONSUMER insight and make the target consumer go WOW! A measure of your colleagues- I wish I’d come up with that idea!)

3 x BIG Ideas/ presented as a combination of visual & text/copy content in an A4 Format rough, as decribed in lecture Week 7

From these select your best BIG idea and render that formally with copy clearly readable/some students attach a script.

Do 2 x finished executions of that best idea (1. Print (or outdoor), then 2.Social extension).To an A4 format.

Media Outline – no detail, just topline direction that meets the brief.

(some students have asked for extra words to describe their app or social media idea, so that’s cool too)

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