Posted: September 13th, 2017

PJ1 Advertising Campaign Project Report

PJ1 Advertising Campaign Project Report

Order Description

In 2014, the University engaged with an innovative form of advertising through the means of a full advertising livery on a black taxi. This was an extremely successful campaign, resulting in increased advertising communication across as well as generating positive PR stories and social media activity with internal and external audiences.

The University is now looking to extend its use of outdoor media advertising. Following on from your research into the taxi-wrap campaign, outdoor advertising and marketing communications theory, you have been asked by the Marketing Manager to write a report for the development of an advertising campaign plan in relation to the use of outdoor media advertising as part of an integrated advertising campaign. This should be considered in relation to the University’s brand guidelines, strategic aims and broader marketing communication objectives.

Your task is to produce a written report following academic convention that synthesises clearly theoretical perspectives in relation to advertising and brand communications.

Your report should:
• be of a suitable structure which follows Chris Fill’s marketing communications planning framework
• conduct a context analysis
• identity target audiences
• idenity key marketing communication objectives and how these will be achieved
• evaluate a range of traditional, digital and emerging media to reach your chosen target audience
• debate the creativity, content and appeals to be used within an outdoor advertising integrated communications campaign, with justifications for your creative choices
• idenitfy effective ways of measuring the success of your campaign
• include an outline of appropriate guidelines to balance budget spend across lead and support media
• be presented in report format, including title page, contents page and an executive summary
• include references to appropriate academic texts and use Harvard Referencing throughout.

To obtain higher grades in this assessment you should demonstrate a good understanding of the advertising theories and concepts we have studied on this module. You also need to demonstrate your ability to support your business decisions through your application of knowledge acquired through your additional reading.

Objectives
This assessment will be through a project which challenges student’s understanding of advertising, using Chris Fill’s marketing communications planning model as guidance, allowing them to be creative, where they need to justify their business decisions.

Knowledge and Understanding

b) Demonstrate competence in managing a range of contemporary advertising campaigns

Subject – specific Skills

e) Debate the creativity, content and appeals used within an advertising campaign

f) Evaluate a range of traditional, digital and emerging media to
reach the chosen target audience.

Key Skills

g) Concise dissemination of information relating to investigative actions

h) Produce a written report following academic convention that synthesises clearly
theoretical perspectives and which focuses on a practical application project

i) Summarise and confidently evaluate academic and practitioner commentaries on
advertising and brand communication