Posted: April 14th, 2015

Marketing Communications

The individual course assignment requires you to write a ‘biography’ of a significant advertising campaign, either contemporary or historic. In this projects you will be both narrator and analyst; you will tell the history of that campaign, and you will dissect it. How did it work? What were the key elements? What was the strategy? In what way was the campaign innovative and what were the key creative ideas? What kind of impact did it have? You must subject the campaign to critical review and the illumination of theory. Where possible provide the operational details as well eg media mix, media scheduling and budgets. This will not always be possible.

Note that the campaign does not have to have been a success; we often learn as much from failure in fact. Nor does the campaign have to originate in this country- it can have run in a country more familiar to you. Examples of such campaigns: Benetton, Guinness, Calvin Klein, Nike, Burberry, Dasani, Johnnie Walker, Levi.

Note: the essay must use Two of the chapters (Eleven and Twelve) from J.O’Shaughnessy, Competitive and Strategic Marketing which I will upload as additional files. Pictures that are relevant to the selected ad campaign should be added in appendix.