MKT20021-Integrated Marketing Communications

Assessment overview

In this assessment task, you will be required to address real world integrated marketing communications (IMC) issues and problems across five (5) defined stages, with each stage requiring you to collect relevant artefacts which will contribute towards your folio. You will commence building your folio from the beginning of the semester, with weekly tasks in the learning materials to help guide you. This assessment is an opportunity to exercise your creative and intellectual independence by applying your advanced discipline and professional practice knowledge to make sound judgements and recommendations.  

Assessment details

Stage 1: Controversial advertising TWO advertisements which are controversial. Additionally, collect a trade press article for each of these two advertisements which discusses the controversy. See below for examples of each:

Ford controversial 

Ford apologies for tying women up trade press article discussing the controversy.

For each advertisement that you choose, provide a 200 word analytical critique using the following as guidance:

a) What were the objectives of the advertisement (from the brand’s perspective)?

b) Who was the intended audience?

c) Why did the brand choose a controversial approach?

d) Is the advertisement effective?

e) How would you improve the advertisement?

Stage 2: Award Winning Find an example of an award winning campaign and discuss the following:

a) Did the campaign affect consumer behaviour in a sustainable, ongoing way?

b) Name the key elements that make the campaign award winning.

Stage 3: Ads by category (1600 words: 200 per ad & 200 per journal article) There are four categories in this stage of the reflective folio:

1. Social media (eg. Deadpool)

2. B2B (business to business) (eg. Red)

3. Not-for-profit (eg. Racism)

4. Global (ad from another country) (eg. Heineken)

a) Collect ONE advertisement per category and ONE recent (2011-present) academic journal article per category (e.g. from the Journal of Advertising; use Google Scholar or the Library Database to source your journal articles). The advertisements can be sourced from Google, magazines or even on your travels (e.g. taking a photo of a billboard or bus stop). They can be still (eg. Print: magazine, newspaper) or moving ads (e.g., TV commercials (TVCs)).

b) Taking into account what the category is and why the advertisement belongs in the category, produce a 200 word evaluative critique for each advertisement that considers the following:

What were the objectives of the advertisement (from the brand’s perspective)?

Who was the intended audience?

Is the advertisement effective? Why?

How would you improve the advertisement?

c) Produce a 200 word evaluative critique for each article by explaining the findings and giving insights into the latest academic research in the area and how this will inform future advertising in that category. (Note: Articles will relate to the category not the brand (e.g., social media advertising, not a Nike ad). Don’t simply cut and paste the article; analyse it and provide your understanding of their contribution to the advertising in that category).

Stage 4: Good versus bad

Using your judgement, collect ONE ‘good’ advertisement and ONE ‘bad’ advertisement. Justify your choice in terms of strategy, creativity and execution. You MUST use Theory (including in text referencing) to support your arguments of why the adverts are Good or Bad. In your response, consider the following:

a. Is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to?

b. Is the creative approach appropriate for the target audience?

c. Does the creative approach communicate a clear and convincing message to the consumer? d. Is the creative approach appropriate for the media environment in which it is likely to be seen?

Stage 5: Pitch a new ad

a) Using the ‘bad’ advertisement from Stage 5, propose a new advertisement to make it effective (‘good’).  You will not be judged on the quality or design of the advertisement itself – the crucial elements are your idea and justification.

b) Clearly and succinctly explain how your advertisement is an improved version and why it would be effective