Faculty of Creative Industries and Business
Department of Management and Marketing
Bachelor of Business
Course Handbook
BSNS 5373
Advertising and Promotion
Lecturer:
Mary Lim
Office:
Oakridge House – 054-2012
Phone:
09 815 4321 Ex 7378
Email:
mlim@unitec.ac.nz
1.
Course Contacts
Mary gained her Master of Business degree from Unitec Institute of Technology, with a
marketing emphasis. Her research topic was an exploratory study on the nature of Not-forProfit Marketing from a Service-Dominant Logic perspective, based on 18 New Zealand Notfor-Profit organisations. A conference paper based on her research was accepted for the
ANZMAC 2011 Conference in Perth, before her Masters studies were completed. Mary’s
keen interest in marketing stemmed from her 22 years’ of involvement in the advertising
industry in Malaysia, starting off as a copywriter, and gaining experience in account
management, media planning, agency management, market research, and strategic
planning. Her brand experiences included brands such as Caltex, Siemens, L’Oreal, Nestle,
Canon, Ricoh, Mercedes Benz, DBS Bank of Singapore, KFC (Malaysia), and New Zealand
Milk. Now a naturalised New Zealander, her key strength is in qualitative research
approaches, although she enjoys number crunching and quantitative analysis.
Mary Lim
Office:
054-2012 (Level 2, Oakridge House [Building 54])
Phone: 815 4321 Extension 7378
Email:
mlim@unitec.ac.nz
For an appointment please email or phone at least 24 hours in advance and all efforts
will be made to accommodate any request for an appointment. Please be aware that should
you elect to “drop in” for an appointment, if the lecturer is busy with other duties, an
appointment may not be appropriate or possible. In these instances, no offence is intended.
You are encouraged to make an appointment by phone or email to avoid this possible
occurrence – all requests for an appointment will be confirmed prior to any appointment.
NB: All written communication must use formal business English and NOT text
language.
2.
Research Interests
1. Not-for-Profit Marketing.
2. Service-Dominant Logic.
3. The value of non-market work.
4. Branding, Brand Relationship.
5. Consumer Behaviour.
6. Services Marketing.
7. Social Marketing.
8. Marketing Research and Strategies.
9. Resources Marketing.
10. Relationship Marketing.
11. Contemporary Marketing Theory and Practice.
12. Knowledge Management.
13. Big data
Course Descriptor:
COURSE TITLE: ADVERTISING AND PROMOTION
Course number: BSNS 5373
Level: 5
Credits: 15
Main programme: Bachelor of Business
Pre-requisites:
None
Co-requisites:
None
Restrictions:
None
Compulsory/elective: BBus Marketing: Compulsory
GDipBus Marketing: Elective
GDipBus Sales Management: Elective
Learning time:
Lecturer contact hours
39
Non-contact hours
111
Total hours
150
Course aim:

To enable students to identify the foundational knowledge in the discipline of
Advertising and Promotions in a marketing environment
To enable students to acknowledge and define the role and relationship of advertising
in business and society, and the global effect that advertising has on business, industry
and national economies
To help students recognise advertising and promotion strategies as an integral part of
marketing strategy in business
To introduce students to the processes, roles, and operations in advertising agencies



Learning outcomes:
1.
To identify the relationships between advertising and promotion and society, from
an economic, business, social and cultural perspective.
2.
To identify the function of advertising and promotion as an integral part of the
marketing mix.
3.
To demonstrate the role of market information and its importance to advertising
and promotion strategies formulation in marketing communication.
4.
To demonstrate a clear knowledge of an advertising agency’s role, processes, and
operations.
5.
To develop the foundational knowledge to assess and evaluate an advertising
agency’s services and products, and engage with businesses for employment
opportunities in this service sector.
TOPICS/CONTENT OUTLINE:
Yr Wk/Week
Class Date
Topic
Learning
Outcome/
Assessment Event
21 July 2014
1. Course outline, housekeeping – academic
integrity
2. Advertising – history, evolution, from 1920
till today, types and forms of advertising,
scope: local and global
3. Assignment 1a – Your views
4. Assignment 1b – Ad&Promo as an integral
part of the marketing mix
LO 1
28 July 2014
1. Is advertising ethical? Advertising as a
marketing tool and its role in influencing
consumer behaviour – locally and globally;
social enterprise, socially responsible
advertising, creating WANTS instead of
VALUE.
2. Assignment 1a due
LO 1;
Assignment 1a due
on Friday, 1
August 2014,
11.59pm.
4 Aug 2014
1. Profiling the consumer: segmentation; and
the application of marketing mix.
2. Analysing advertisements to try and build a
consumer profile – team based activity.
Students to perform the activity, present
team’s rationale to the class, and then learn
the theoretical basis behind segmentation.
LO 1, 2
11 Aug 2014
1. Market Research
2. ‘The role and importance of market
information in marketing and advertising
planning.’ (Career opportunities in market
research and skills-set required.)
3. How to obtain market information.
4. Assignment b due
34/5
18 Aug 2014
1. Account Planning – possible guest lecture
from an Account Planner
2. Tools used, approaches and methodology
3. Assignment 2: Market Research: gathering
and synthesising market information for
marketing and advertising planning
35/6
25 Aug 2014
1. Engaging the consumer – relationship
building: using market information, and
segmentation strategies.
36/7
1 Sep 2014
30/1
31/2
32/3
33/4
1. Guest lecture – Promotional materials
2. Creative drivers – how are advertisements
created: From a Creative Director’s
LO 1, 2, 3, 5
Assignment 1b due
Friday, 15 August
2014, 11.59pm
LO 1, 2, 3, 4, 5
LO 1, 2, 3, 4
LO 1, 2, 3, 4, 5;
perspective. Guest speaker from the
industry?
1. In-class activity – applying the lessons from
Weeks 4-7 in a practical analysis of a range
of advertisements: controversy, ethics,
corporate social responsibility, not-for-profit,
institutional, FMCG, children, niche markets.
37/8
8 Sep 2014
38/9
1. Keeping abreast of technology and media: its
15 Sep 2014
impact on advertising – planning, creative,
strategy and budgets.
MidSemester
Break
LO 1, 2, 3, 4, 5
22 Sep 2014
29 Sep 2014
6 Oct 2014
1. Guest speaker – Media Agency. To wrap up
topic started in Week 9, including
perspectives on skill sets for career options
in media.
2. Assignment 3a: How to write an agency brief
(Submission Week 14)
3. Assignment 3b: How to write a creative brief
(Submission Week 14
13 Oct 2014
1. Briefing the ad agency: Guest speaker?
Brand Manager or Director, to share
experiences on how to brief an ad agency;
and provide insights into skill sets required
for a brand management role
2. Class activity – using insights provided by
Guest speaker, to assess work done for
Assignment 3a (individual component)
LO 1, 2, 3, 4, 5
43/12
20 Oct 2014
1. Briefing the creative team: Guest speaker?
Ad agency from Account Management team,
to share knowledge on how to brief a
creative from team, and skill sets required
for an account management role in an ad
agency environment
2. Class activity – using insights provided by
Guest speaker, to assess work done for
Assignment 3b (group component)
LO 1, 2, 3, 4, 5
44/13
27 Oct 2014
41/10
42/11
LO 1, 2, 3, 4, 5
Assignments 2a &
2b due on
Monday, 6
October 2014
No Lectures – Labour Day Holiday
45/14
3 Nov 2014
(Study week)
1. Make-up class for Week 13 – Brainstorm for
Assignment 3b, final tweaking before
submission on Friday, 7 November 2014
45/15
10 Nov 2014
Exam Week 1
46/16
17 Nov 2014
Exam Week 2
Assignments 3a
and 3b
Faculty of Creative Industries and Business
School of Management & Marketing
Bachelor of Business
5373 Advertising and Promotion Assignment 1a
Semester:
Date issued:
Due date and time:
Delivery:
Total marks:
Weighting:
Instructions:
Student Name:
Student ID No:
Lecturer:
Student declaration:
Student’s signature:
Date of signature:
2 2014
21 July 2014
11.59pm, Friday 1 August, 2014
Submit your assignment using www.turnitin.com.
Class ID: 8234130; Password: 5373MLimS2
50 marks
10%
Complete this cover sheet and attach it to your
Assignment.
This is an individual assignment and must be your own
work. Collusion, copying or plagiarism may result in
disciplinary action.
We advise that you keep a copy of this assignment.
Mary Lim
Class time:
9.00am-12.00noon
I confirm that: This is an original assessment and is
entirely my own work. Where I have used ideas, tables,
diagrams etc of other writers, I have acknowledged the
source in every case. This assignment was not
submitted previously as assessed work for any other
academic course.
Assignment 1a: Your views (10%, 50 marks)
Aim:
The aim of this assessment event is to gauge your skills in writing, thinking and reflecting.
This assessment begins to lay the foundational and theoretical aspects of your learning
experience, and covers Learning Outcome1 – ‘To identify the relationships between
advertising and promotion and society, from an economic, business, social and cultural
perspective.’
The question:
There is a view that advertising is good for the economy – it creates jobs. Yet there is
another view that says it is unethical, enticing consumers to buy things they do not need.
What is your view?
To perform this task, you are required to:
1.
Write a five- paragraph essay based on your views in response to this question.
a.
Introduction – the key issue: Advertising is ethical/unethical/both
b.
Body Para 1, 2, and 3 – your views and reasons why
c.
Conclusion – re-stating your stand
2.
Since your answer is based on what you know and understand of advertising as a
consumer, there are no wrong answers; but they MUST be a reflection of YOUR
answers. It is about what you think and believe, not what your friends, family, study
buddies, or someone else’s online essay say.
3.
Submit your final work to Turnitin by Friday, I August 2014 for electronic marking by
11.59pm. No hard copies are required.
Assignment checklist – have you done all these?
1.
2.
3.
4.
5.
6.
Technical specifications: Font type – Arial; Font size: 12, Line spacing: 1.5; and page
margins: 2.5cm all round. Header: Assignment #1 and your name and student ID.
Footer: insert page number. Please do not format your essay with borders – give it a
plain finish, or a maximum of 5 marks will be DEDUCTED.
Assignment cover sheet correctly filled in, signed, scanned and attached to your soft
copy of the assignment before submission to Turnitin.
Proof read for grammatical and spelling accuracies.
ALL sources are accurately cited, and all references are correctly presented in APA 6th
format. For details, check the following links: http://libguides.unitec.ac.nz/studytoolbox
and http://libguides.unitec.ac.nz/apareferencing
You have submitted ORIGINAL work – that is, work done by you.
For further assistance, especially if this is your first time attempting a written
assignment, check out this helpful link: http://libguides.unitec.ac.nz/studytoolbox
Faculty of Creative Industries and Business
Department of Management & Marketing (DoMM)
BSNS 5373 Assignment 1a (10%) – Marking schedule (50 marks)
The question:
There is a view that advertising is good for the economy – it creates jobs. Yet there is
another view that says it is unethical, enticing consumers to buy things they do not need.
What is your view?
To perform this task, you are required to:
4.
Write a five- paragraph essay based on your views in response to this question.
a.
Introduction – the key issue: Advertising is ethical/unethical/both
b.
Body Para 1, 2, and 3 – your views and reasons why
c.
Conclusion – re-stating your stand
5.
Since your answer is based on what you know and understand of advertising as a
consumer, there are no wrong answers; but they MUST be a reflection of YOUR
answers. It is about what you think and believe, not what your friends, family, study
buddies, or someone else’s online essay say.
6.
Submit your final work to Turnitin by Friday, 1 August, 2014 for electronic marking by
11.59pm. No hard copies are required.
Item
Details
1
Paragraph 1: Opening and topic sentence states the
purpose/intention of the essay.
2
Paragraphs 2, 3 and 4: your views and reasons why
3
Paragraph 5 arrives at the conclusion, with a good
strong and seamless link to paragraphs 1, 2, 3, and 4
4
Mechanics –
 Five-paragraph essay submitted
 Grammar and spelling checked
 Technical specs met
 Assignment cover sheet
 submitted on time
TOTAL
Mark
5
30
10
5
50
Score
Grading Rubric for Assignment 1a
Excellent (89 +)
Very Good (75-89)
Good, has Potential (60-74)
Not There Yet (50-59)
Touch ‘n’ Go (49 and less)
1. Paragraph 1 (5)
Introduction
‘Thesis statement’ captures
the essence of the essay topic
succinctly.
‘Thesis statement’ captures
the essence of the essay
topic, with minor errors.
‘Thesis statement’ captures
the topic of the essay, but
requires clarification.
‘Thesis statement’ partially
captures the topic of the
essay.
‘Thesis statement’ is vague
and is unrelated to the essay
topic.
2. Paragraphs 2-4 (30)
Body (5 marks per
paragraph)
Author’s viewpoint is well
presented and supported with
evidence, examples and
experiences. It is convincing,
original, and refreshing.
Author’s viewpoint is well
presented and supported with
evidence, examples, and
experiences. It is convincing,
and original.
Author’s viewpoint is well
presented and supported with
some evidence, examples,
and experiences. It is
convincing.
Author’s viewpoint presented,
but lacks evidence, examples,
and experiences. It is vague
at best, and needs more
thinking through.
Author’s viewpoint presented,
but not at all supported by
evidence, examples or
experiences. Thinking shows
incoherence and lack of
originality. A copy and paste
job.
3. Paragraph 5 (5)
Conclusion
The concluding paragraph has
a good, strong and seamless
link to the preceding
paragraphs. The author’s
point of view is well
articulated, and leaves the
reader very convinced.
Meets all technical criteria
listed.
The concluding paragraph has
a good, strong and seamless
link to the preceding
paragraphs. The author’s
point of view is well
articulated, and leaves the
reader convinced.
Meets part of the technical
criteria listed.
The concluding paragraph has
a good to the preceding
paragraphs. The author’s
point of view is articulated, but
the reader may raise a
question or two.
The concluding paragraph is a
copy and paste job of the
preceding paragraphs. There
is no conclusion, and leaves
the reader with more
questions than answers.
Meets half of the technical
criteria listed.
The concluding paragraph is a
repeat of the preceding
paragraphs. The author’s
point of view mentioned, but
leaves the reader
unconvinced, somewhat
doubtful.
Meets one of the four
technical criteria listed.
 Grammar and spelling
checked
 Minor grammar and
spelling errors
 Errors in grammar and
spelling
 Errors in grammar and
spelling
 Significant grammatical
and spelling errors
 Technical specifications
are met
 Technical specifications
are partially met
 Technical specifications
half-met
 Technical specifications
not followed
 Technical specifications
not followed
 Assignment cover sheet
 Assignment cover sheet
 Assignment cover sheet
 Assignment cover sheet
 Assignment cover sheet
 Submitted on time
 Submitted on time
 Submitted on time
 Submitted on time
 Late submission
4. Mechanics (5)
Meets one or none of the
technical criteria listed.
P a g e | 10
Faculty of Creative Industries and Business
School of Management & Marketing
Bachelor of Business
5373 Advertising and Promotion Assignment 1b
Semester:
Date issued:
Due date and time:
Delivery:
Total marks:
Weighting:
Instructions:
Student Name:
Student ID No:
Lecturer:
Student declaration:
2 2014
21 July 2014
11.59pm, Friday, 15 August 2014
Submit your assignment using www.turnitin.com.
Class ID: 8234130; Password: 5373MLimS2
100 marks
15%
Complete this cover sheet and attach it to your
Assignment.
This is an individual assignment and must be your own
work. Collusion, copying or plagiarism may result in
disciplinary action.
We advise that you keep a copy of this assignment.
Mary Lim
Class time:
9.00am-12.00noon
I confirm that: This is an original assessment and is
entirely my own work. Where I have used ideas, tables,
diagrams etc of other writers, I have acknowledged the
source in every case. This assignment was not
submitted previously as assessed work for any other
academic course.
Student’s signature:
Date of signature:
Assignment 1b: Ad & Promo as an integral part of the marketing mix (15%; 100 marks)
Aim:
The aim of this assessment event is to continue honing your skills in writing, thinking and reflecting.
This assessment continues with the laying of the foundational and theoretical aspects of your
learning experience, and covers Learning Outcome 1 – ‘To identify the relationships between
advertising and promotion and society, from an economic, business, social and cultural
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 11
perspective’ and Learning Outcome 2 – ‘To identify the function of advertising and promotion as
an integral part of the marketing mix’.
The question:
Advertising and promotions today has evolved from a primitive form of communication to a multimedia, multi-dimensional form. Its role in society includes: knowledge, service, and value
exchange, job creation, innovation, driving change in social behaviours… to name a few.
Based on your views in Assignment 1a and what you have learnt in Weeks 1-3, why are
advertising and promotions an integral part of the marketing mix? Please explain in a 1500-word
essay.
To perform this task, you are required to:
1.
Use what you have learnt from Weeks 1-3: history and evolution of advertising, ethical
advertising, influencing consumer behaviour, segmentation, and marketing use; and your
views in Assignment 1a, to answer this question.
2.
Submit your final work to Turnitin by Friday, 15 August, 2014 for electronic marking by
11.59pm. No hard copies are required.
Assignment checklist – have you done all these?
1.
2.
3.
4.
5.
6.
Your essay has the following structure:
a.
Introduction – one paragraph
b.
Body (more than one paragraph) – each new topic must be in a new paragraph
c.
Conclusion – one paragraph
Technical specifications: Font type – Arial; Font size: 12, Line spacing: 1.5; and page
margins: 2.5cm all round. Header: Assignment #1 and your name and student ID. Footer:
insert page number. Please do not format your essay with borders – give it a plain finish, or a
maximum of 5 marks will be DEDUCTED.
Assignment cover sheet correctly filled in, signed, scanned and attached to your soft copy of
the assignment before submission to Turnitin.
Proof read for grammatical and spelling accuracies.
ALL sources are accurately cited, and all references are correctly presented in APA 6th
format. For details, check the following links: http://libguides.unitec.ac.nz/studytoolbox and
http://libguides.unitec.ac.nz/apareferencing
You have submitted ORIGINAL work – that is, work done by you.
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 12
Faculty of Creative Industries and Business
Department of Management & Marketing (DoMM)
BSNS 5373 Assignment 1b (15%) – Marking schedule (100 marks)
The question:
Advertising and promotions today has evolved from a primitive form of communication to a multimedia, multi-dimensional form. Its role in society includes: knowledge, service, and value
exchange, job creation, innovation, driving change in social behaviours… to name a few.
Based on your views in Assignment 1a and what you have learnt in Weeks 1-3, why are
advertising and promotions an integral part of the marketing mix? Please explain in a 1500-word
essay.
To perform this task, you are required to:
1.
Use what you have learnt from Weeks 1-3: history and evolution of advertising, ethical
advertising, influencing consumer behaviour, segmentation, and marketing use; and your
views in Assignment 1a, to answer this question.
2.
Submit your final work to Turnitin by Friday, 15 August, 2014 for electronic marking by
11.59pm. No hard copies are required.
Item
1
2
3
4
Details
Introduction – states the purpose of the essay and
gives the reader a clear picture of what to expect.
Body – identifies the explanations clearly, based on
learning from:
 History and evolution of advertising (7.5 marks)
 Ethical advertising (7.5 marks)
 Influencing consumer behaviour (15 marks)
 Consumer segmentation (15 marks)
 Marketing mix (15 marks)
Conclusion – reinforces the ‘thesis statement’ of the
opening paragraph, links the viewpoints expressed in
the body paragraphs, and concludes the essay with a
memorable statement.
Mechanics –
 Grammar and spelling checked
 Technical specs met, including References
 Assignment cover sheet
 submitted on time
TOTAL
Mark
Score
15
60
15
10
100
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 13
Grading Rubric for Assignment 1b
Excellent (89 +)
States the purpose of the
essay succinctly, gives the
reader a clear picture of what
to expect. ‘Thesis statement’
captures the concept of A&P
as an integral part of the
marketing mix.
Very Good (75-89)
States the purpose of the
essay succinctly, gives the
reader a clear picture of what
to expect. ‘Thesis statement’
captures the concept of A&P
as an integral part of the
marketing mix, with minor
errors.
Good, has Potential (60-74)
States the purpose of the
essay gives the reader a clear
picture of what to expect.
‘Thesis statement’ captures
the concept of A&P as an
integral part of the marketing
mix, with errors and raises
queries.
Not There Yet (50-59)
States the purpose of the
essay gives the reader a
vague picture of what to
expect. ‘Thesis statement’
does not capture the concept
of A&P as an integral part of
the marketing mix, and raises
queries.
Touch ‘n’ Go (49 and less)
Does not state the purpose of
the essay and the reader gets
a vague picture of what to
expect. ‘Thesis statement’
does not capture the concept
of A&P as an integral part of
the marketing mix, and raises
queries. Opening paragraph
lacks cohesion.
2. History (7.5)
There is a cohesive link
between the history and
evolution of advertising and
A&P’s role in the marketing
mix. Examples given to
support the explanation.
There is a cohesive link
between the history and
evolution of advertising and
A&P’s role in the marketing
mix. Some examples given to
support the explanation. Minor
errors detected.
There is a link between the
history and evolution of
advertising and A&P’s role in
the marketing mix. Some
examples given to support the
explanation, but are not fully
relevant.
There is a weak link between
the history and evolution of
advertising and A&P’s role in
the marketing mix. Some
examples given to support the
explanation, but they lack
relevance.
There is no link between the
history and evolution of
advertising and A&P’s role in
the marketing mix. No
examples are given to support
the explanation. Thinking
shows incoherence and lacks
originality. Copy and paste.
3. Ethics (7.5)
There is a cohesive link
between ethcis and A&P’s
role in the marketing mix.
Examples given to support the
explanation.
There is a cohesive link
between ethics and A&P’s
role in the marketing mix.
Some examples given to
support the explanation. Minor
errors detected.
There is a link between ethics
and A&P’s role in the
marketing mix. Some
examples given to support the
explanation, but are not fully
relevant.
There is a weak link between
ethics and A&P’s role in the
marketing mix. Some
examples given to support the
explanation, but they lack
relevance.
There is no link between
ethics and A&P’s role in the
marketing mix. No examples
are given to support the
explanation. Thinking shows
incoherence and lacks
originality. Copy and paste.
4. Consumer
behaviour (15)
There is a cohesive link
between consumer behaviour
and A&P’s role in the
marketing mix. Examples
given to support the
explanation.
There is a cohesive link
between consumer behaviour
and A&P’s role in the
marketing mix. Some
examples given to support the
explanation. Minor errors
detected.
There is a link between
consumer behaviour and
A&P’s role in the marketing
mix. Some examples given to
support the explanation, but
are not fully relevant.
There is a weak link between
consumer behaviour and
A&P’s role in the marketing
mix. Some examples given to
support the explanation, but
they lack relevance.
There is no link between
consumer behaviour and
A&P’s role in the marketing
mix. No examples are given to
support the explanation.
Thinking shows incoherence
and lacks originality. Copy
and paste.
5. Segmentation (15)
There is a cohesive link
between segmentation and
A&P’s role in the marketing
There is a cohesive link
between segmentation and
A&P’s role in the marketing
There is a link between
segmentation and A&P’s role
in the marketing mix. Some
There is a weak link between
segmentation and A&P’s role
in the marketing mix. Some
There is no link between the
segmentation and A&P’s role
in the marketing mix. No
1. Introduction (15)
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 14
mix. Examples given to
support the explanation.
mix. Some examples given to
support the explanation. Minor
errors detected.
examples given to support the
explanation, but are not fully
relevant.
examples given to support the
explanation, but they lack
relevance.
6. Marketing mix (15)
There is a clear explanation of
marketing mix and A&P’s role
in the marketing mix.
Examples given to support the
explanation.
There is a clear explanation of
marketing mix and A&P’s role
in the marketing mix. Some
examples given to support the
explanation. Minor errors
detected.
There is an explanation of
marketing mix and A&P’s role
in the marketing mix. Some
examples given to support the
explanation, but are not fully
relevant.
There is a vague explanation
of marketing mix and A&P’s
role in the marketing mix.
Some examples given to
support the explanation, but
they lack relevance.
7. Conclusion (15)
The concluding paragraph has
a good, strong and seamless
link to the preceding
paragraphs. The author’s
point of view is well
articulated, and leaves the
reader very convinced.
The concluding paragraph has
a good, strong and seamless
link to the preceding
paragraphs. The author’s
point of view is well
articulated, and leaves the
reader convinced.
The concluding paragraph has
a good to the preceding
paragraphs. The author’s
point of view is articulated, but
the reader may raise a
question or two.
The concluding paragraph is a
repeat of the preceding
paragraphs. The author’s
point of view mentioned, but
leaves the reader
unconvinced, somewhat
doubtful.
8. Mechanics (3)
Meets all technical criteria
listed.
 Grammar and spelling
checked
 Technical specifications are
met
 Assignment cover sheet
 Submitted on time
Meets all technical criteria
listed.
 Grammar and spelling
checked
 Technical specifications are
met
 Assignment cover sheet
 Submitted on time
Meets half of the technical
criteria listed.
 Grammar and spelling
checked
 Technical specifications are
met
 Assignment cover sheet
 Submitted on time
Meets one of the four
technical criteria listed.
 Grammar and spelling
checked
 Technical specifications are
met
 Assignment cover sheet
 Submitted on time
examples given to support the
explanation. Thinking shows
incoherence and lack of
originality. Copy and paste.
There is no explanation of
marketing mix. A&P’s role in
the marketing mix is not
established. No examples are
given to support the
explanation. Thinking shows
incoherence and lack of
originality. Copy and paste.
The concluding paragraph is a
copy and paste job of the
preceding paragraphs. There
is no conclusion, and leaves
the reader with more
questions than answers.
Meets one or none of the
technical criteria listed.
 Grammar and spelling
checked
 Technical specifications are
met
 Assignment cover sheet
 Late submission
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 15
Faculty of Creative Industries and Business
School of Management & Marketing
Bachelor of Business
5373 Advertising and Promotion Assignment 2a
Semester:
Date issued:
Due date and time:
Delivery:
Total marks:
Weighting:
Instructions:
Students’ Names, IDs and
signatures:
Lecturer:
Student declaration:
2 2014
21 July 2014
11.59pm, Monday, 6 October 2014
Submit your assignment to mlim@unitec.ac.nz
50 marks
15%
Complete this cover sheet and attach it to your
Assignment.
This is an individual assignment and must be your own
work. Collusion, copying or plagiarism may result in
disciplinary action.
We advise that you keep a copy of this assignment.
1.
2.
3.
4.
5.
Mary Lim
Class time:
9.00am-12.00noon
I confirm that: This is an original assessment and is
entirely my own work. Where I have used ideas, tables,
diagrams etc of other writers, I have acknowledged the
source in every case. This assignment was not
submitted previously as assessed work for any other
academic course.
Date of signature:
Assignment 2a: Market Research: Seeking market information (15%, Group task, 50 marks)
Aim:
The aim of this assessment event is to apply market research skills in a real business environment.
This assessment will require you to understand your product/service, in order to ask the important
questions and seek the answers from your target market. This exercise is a start to build your
information gathering and interviewing skills. It is also an assessment that will help you to analyse,
interpret, and draw insights from your data, that are crucial to (marketing and) advertising and
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 16
promotion planning; and synthesising the information into a research report. It achieves Learning
Outcome 3 – ‘To demonstrate the role of market information and its importance to advertising and
promotion strategies formulation in marketing communication.’
The Group task (50 marks): Seeking market information
“The most important thing that I have learnt from the course is the importance of market
information. Without information on the target segments, the advertising plans and strategies for
my brand will be ineffective.”
To perform this task, you are required to:
1. Form a team of five and select a product/service that is unpopular (gathering dust on the
supermarket shelves).
2. As a team, agree on the primary target segment for your brand – visiting the
brand’s/product’s/services’ website would be a good place to start (in-class activity).
3. Proceed to conduct a primary research on your selected target segment by following these
steps:
a.
With your team, list out a set of questions that you believe will give you answers that
will identify the problems that your target segment has with it. Discuss the list with
your lecturer and finalise the questions.
b.
Construct a questionnaire and test it out on two members of the class belonging to
another team.
c.
Make a note of any doubtful/ambiguous questions and make final corrections.
d.
Each member of the team is to conduct 5 interviews on campus – make sure you
have a good mix of ethnicities that represent the Auckland demographic profile.
4. Once the interviews are completed, compile your data into an Excel spreadsheet.
5. Submit to mlim@unitec.ac.nz the following by 11.59pm, Monday, 6 October 2014:

Completed Excel spreadsheet

GROUP Assignment cover sheet

Copy of questionnaire used for the market research
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 17
Faculty of Creative Industries and Business
Department of Management & Marketing (DoMM)
BSNS 5373 Assignment 2a, Group (15%) – Marking schedule (50 marks)
The task:
The Group task (50 marks): Seeking market information
“The most important thing that I have learnt from the course is the importance of market
information. Without information on the target segments, the advertising plans and strategies for
my brand will be ineffective.”
To perform this task, you are required to:
1.
2.
3.
4.
5.
Item
1
2
3
Form a team of five and select a product/service that is unpopular (gathering dust on the
supermarket shelves).
As a team, agree on the primary target segment for your brand – visiting the
brand’s/product’s/services’ website would be a good place to start (in-class activity).
Proceed to conduct a primary research on your selected target segment by following these
steps:
a. With your team, list out a set of questions that you believe will give you answers that will
identify the problems that your target segment has with it. Discuss the list with your
lecturer and finalise the questions.
b. Construct a questionnaire and test it out on two members of the class belonging to another
team.
c. Make a note of any doubtful/ambiguous questions and make final corrections.
d. Each member of the team is to conduct 5 interviews on campus – make sure you have a
good mix of ethnicities that represent the Auckland demographic profile.
Once the interviews are completed, compile your data into an Excel spreadsheet.
Submit to mlim@unitec.ac.nz the following:
 Completed Excel spreadsheet
 GROUP Assignment cover sheet
 Copy of questionnaire used for the market research
Details
Target segment identified (10 marks)
Questionnaire constructed (15 marks)
Questionnaire tested and finalised (10 marks)
Interviews completed by the group: minimum of 5x
No. of group members.
Excel spreadsheet containing all data from the
interviews are entered
TOTAL
Mark
Score
35
10
5
50
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 18
Faculty of Creative Industries and Business
School of Management & Marketing
Bachelor of Business
5373 Advertising and Promotion Assignment 2b
Semester:
Date issued:
Due date and time:
Delivery:
Total marks:
Weighting:
Instructions:
Student Name:
Student ID No:
Lecturer:
Student declaration:
2 2014
21 July 2014
11.59pm, Monday, 6 October 2014
Submit your assignment using www.turnitin.com.
Class ID: 8234130; Password: 5373MLimS2
100 marks
30%
Complete this cover sheet and attach it to your
Assignment.
This is an individual assignment and must be your own
work. Collusion, copying or plagiarism may result in
disciplinary action.
We advise that you keep a copy of this assignment.
Mary Lim
Class time:
9.00am-12.00noon
I confirm that: This is an original assessment and is
entirely my own work. Where I have used ideas, tables,
diagrams etc of other writers, I have acknowledged the
source in every case. This assignment was not
submitted previously as assessed work for any other
academic course.
Student’s signature:
Date of signature:
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 19
Assignment 2b: Analysis and synthesis (30%, Individual, 100 marks)
Aim:
The aim of this assessment event is to apply market research skills in a real business environment.
This assessment will require you to understand your product/service, in order to ask the important
questions and seek the answers from your target market. This exercise is a start to build your
information gathering and interviewing skills. It is also an assessment that will help you to analyse,
interpret, and draw insights from your data, that are crucial to (marketing and) advertising and
promotion planning; and synthesising the information into a research report. It achieves Learning
Outcome 3 – ‘To demonstrate the role of market information and its importance to advertising and
promotion strategies formulation in marketing communication.’
The Individual task (100 marks):
Using the completed spreadsheet from 2a, you are to conduct your own analysis of the data and
present your findings in a market research report.
The market research report should contain the following parts with relevant sub-heads:
1. Introduction
2. Research method
3. Analysis – analyse the findings of each question, where necessary, use graphs and charts
to show your findings and describe the findings of each question
4. Discussion – What are the problems that the target segment is having with the
brand/product/service, and the insights that you have gained from the research to for the
following:
a. Brand
b. Competition
c. Target segment – demographics (including geographic)
d. Target segment – psychographics
e. Target segment – behavioural
f. Target segment – media habits
g. Target segment – digital trends/behavior
5. Conclusion
6. Recommendations for a A&P strategy to increase the brand/product/service’s awareness
Assignment checklist:
1.
2.
3.
4.
Proof read for grammatical and spelling accuracies.
ALL sources are accurately cited, and all references are correctly presented in APA 6th
format. For details, check the following links: http://libguides.unitec.ac.nz/studytoolbox and
http://libguides.unitec.ac.nz/apareferencing
You have submitted ORIGINAL work – that is, work done by you.
Submit your individual assignment via Turnitin by 11.59pm, Monday, 6 October 2014.
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 20
Faculty of Creative Industries and Business
Department of Management & Marketing (DoMM)
BSNS 5373 Assignment 2b: Individual (30%) – Marking schedule (100 marks)
The Individual task (100 marks):
Using the completed spreadsheet from 2a, you are to conduct your own analysis of the data and present
your findings in a market research report.
The market research report should contain the following parts with relevant sub-heads:
1. Introduction
2. Research method
3. Analysis – analyse the findings of each question, where necessary, use graphs and charts to show
your findings and describe the findings of each question
4. Discussion – What are the problems that the target segment is having with the brand/product/service
and the insights that you have gained from the research for the following:
a. Brand
b. Competition
c. Target segment – demographics (including geographic)
d. Target segment – psychographics
e. Target segment – behavioural
f. Target segment – media habits
g. Target segment – digital trends/behavior
5. Conclusion
6. Recommendations for a A&P strategy to increase the brand/product/service’s awareness
Item
Details
Mark
1
Research is presented in report format (See 4, 5, 6)
5
2
Introduction & Research Method – Introduces the topic and
gives a description of the research method.
10
3
Results of data analysis – graphs, charts are used, and a
short description of findings for EACH question is included
20
4
Discussion – problems identified and insights gained from
the research for
1. Brand (10 marks)
2. Competition (10 marks)
3. Target segment – demographics (including geographic) (4)
4. Target segment – psychographics (4 marks)
5. Target segment – behavioural (4 marks)
6. Target segment – media habits (4 marks)
7. Target segment – digital trends/behaviour (4 marks)
40
5
Conclusion
10
6
Recommendations for an A&P strategy to increase
brand/product/service’s awareness
15
TOTAL
Score
100
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 21
Grading Rubric for Assignment 2 – Individual Data Analysis Report
Excellent (89 +)
Research presented in a
report format, with relevant
sub-heads containing:
 Introduction
 Research Method
 Analysis – with charts,
graphs and description of
findings
 Discussion: Brand,
Competition, Target
segment (x5)
 Conclusion
 Recommendations
Very Good (75-89)
Research presented in a
report format, with relevant
sub-heads containing:
 Introduction
 Research Method
 Analysis – with charts,
graphs and some
description of findings
 Brief discussion: Brand,
Competition, Target
segment (x5)
 Conclusion
 Recommendations
Good, has Potential (60-74)
Research presented in a
report format, with relevant
sub-heads containing:
 Introduction
 Research Method
 Analysis – with charts,
graphs and brief
description of findings
 Brief discussion: Brand,
Competition, Target
segment (4 out of 5)
 Conclusion
 Recommendations
Not There Yet (50-59)
Research presented in a
report format, no sub-heads
and incomplete sections:
 Introduction - vague
 Research Method - vague
 Analysis – with some
charts, graphs and no
description of findings
 Very brief discussion:
Brand, Competition,
Target segment (3/ 5)
 Conclusion – weak/nil
 Recommendations - nil
2. Intro & RM (10)
A clear introduction of the
topic, and identifies
brand/product/service.
The research method is
specific and described – form,
numbers interviewed, where,
when, data collation and
analysis
3. Data analysis (20)
Graphs, charts used, and has
short description of findings
for EACH question.
Visuals are clear and relevant
and the descriptions are
accurate.
A clear introduction of the
topic, and identifies
brand/product/service.
The research method is
specific and described – form,
numbers interviewed, where,
when, data collation and
analysis. Minor errors.
Graphs, charts used, and has
short description of findings
for EACH question.
Visuals are clear and relevant
and the descriptions are
accurate. Minor errors
A good introduction of the
topic, and identifies
brand/product/service.
The research method
mentioned – form, numbers
interviewed, where, when, and
mentions data collation and
analysis. Noticeable errors.
Graphs, charts used, and has
short description of findings
for EACH question.
Some visuals lack relevance
and the descriptions are
inaccurate.
A brief introduction of the
topic, brand/product/service is
not identified.
The research method
mentioned in general, is
vague in parts, lack
coherence with the rest of the
work.
Some graphs, charts used,
and/or descriptions of findings
for some questions are
missing.
Some visuals are unclear and
irrelevant and the descriptions
are inaccurate.
4. Discussion (60)
Discussion – problems
identified and insights gained
from the research for
Discussion –problems
identified and insights gained
from the research for
Discussion –problems gained
and insights gained from the
research for
Discussion –problems
identified and insights gained
from the research for
1. Format (5)
Touch ‘n’ Go (49 and less)
Research not presented in a
report format, missing subheads and some of the
following:
 Introduction – vague/none
 Research Method –
vague/none
 Analysis –no charts,
graphs and brief
description of findings
 Very brief discussion:
Brand, Competition,
Target segment (2/5)
 Conclusion – weak/nil
 Recommendations - nil
A brief introduction of the
topic, brand/product/service is
not identified.
There is mention of the
research method and no other
details provided. Section is
vague and lack coherence
with overall work submitted.
Graphs, charts hardly used,
and descriptions of findings
for most of the questions are
lacking.
Visuals and descriptions (if
any) are inaccurate. There is
a glaring lack coherence and
relevance overall.
Discussion – problems
identified and insights gained
from the research for
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 22
1. Brand (10 marks)
2. Competition (10 marks)
3. Target segment –
demographics (including
geographic) (4)
4. Target segment –
psychographics (4 marks)
5. Target segment –
behavioural (4 marks)
6. Target segment – media
habits (4 marks)
7. Target segment – digital
trends/behaviour (4 marks)
Discussion is comprehensive,
insightful, and has depth. The
problems identified
1. Brand (10 marks)
2. Competition (10 marks)
3. Target segment –
demographics (including
geographic) (4)
4. Target segment –
psychographics (4 marks)
5. Target segment –
behavioural (4 marks)
6. Target segment – media
habits (4 marks)
7. Target segment – digital
trends/behaviour (4 marks)
Discussion is comprehensive,
insightful, and has depth. The
problems identified. Minor
errors detected.
1. Brand (10 marks)
2. Competition (10 marks)
3. Target segment –
demographics (including
geographic) (4)
4. Target segment –
psychographics (4 marks)
5. Target segment –
behavioural (4 marks)
6. Target segment – media
habits (4 marks)
7. Target segment – digital
trends/behaviour (4 marks)
Discussion is comprehensive,
insightful, and has noticeable
errors. Problems partially
identified.
1. Brand (10 marks)
2. Competition (10 marks)
3. Target segment –
demographics (including
geographic) (4)
4. Target segment –
psychographics (4 marks)
5. Target segment –
behavioural (4 marks)
6. Target segment – media
habits (4 marks)
7. Target segment – digital
trends/behaviour (4 marks)
Discussion lacks insights,
vague at times, and skims the
surface. Problems vaguely
identified.
1.Brand (10 marks)
2. Competition (10 marks)
3. Target segment –
demographics (including
geographic) (4)
4. Target segment –
psychographics (4 marks)
5. Target segment –
behavioural (4 marks)
6. Target segment – media
habits (4 marks)
7. Target segment – digital
trends/behaviour (4 marks)
Discussion is vague, has no
relevance to research data
and barely touches on the 7
categories listed. Clueless
about the problems faced.
5. Conclusion (10)
Conclusion is relevant, links
well to the sub-sections of the
report, and is convincing.
Conclusion is relevant, links
well to the sub-sections of the
report, and is convincing.
Minor errors detected.
Conclusion is relevant, has
links to the sub-sections of the
report, and is convincing,
although lacking in depth at
times.
6. Recommendations
(15)
Recommendations are
original, well-grounded in the
research findings and
discussions, and has a high
probability of being effective in
lifting the
brand/product/service from
obscurity to prominence.
Recommendations are wellgrounded in the research
findings and discussions,
original, and has a high
probability of being effective in
lifting the
brand/product/service from
obscurity to prominence.
Minor errors detected.
Recommendations are
relevant to the research
findings and discussions,
original, with a high probability
of being effective in lifting the
brand/product/service from
obscurity to prominence.
Noticeable errors detected.
Conclusion is superficial at
best, has minimal links to the
sub-sections of the report, is
vague most of the time and
lacks relevance to the
research topic.
Recommendations have a
weak relevance to the
research findings and
discussions. They lack
originality, are unlikely to lift
the brand/product/service
from obscurity to prominence.
Errors are prominent.
Conclusion is irrelevant,
without any links to the subsections. It is vague and lacks
cohesion, and at best a copy
and paste effort of some the
sub-sections.
Recommendations are
unrelated to the research
findings and discussions.
They are boring at best, and
are unlikely to create any
difference to the
brand/product/service
obscurity.
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 23
Faculty of Creative Industries and Business
Department of Management & Marketing
Bachelor of Business
5373 Advertising and Promotion Assignment 3a
Semester:
Date issued:
Due date and time:
Delivery:
Total marks:
Weighting:
Instructions:
Student Name:
Student ID No:
Lecturer:
Student declaration:
2014
21 July 2014
11.59pm,Friday, 7 November 2014, 11.50pm
Submit your assignment using www.turnitin.com.
Class ID: 8234130; Password: 5373MLimS2
90 marks
20%
Complete this cover sheet and attach it to your
Assignment.
This is an individual assignment and must be your own
work. Collusion, copying or plagiarism may result in
disciplinary action.
Poor referencing may result in a reduction of 10% of
marks.
We advise that you keep a copy of this assignment.
Mary Lim
Class time:
9.00am-12.00noon
I confirm that: This is an original assessment and is
entirely my own work. Where I have used ideas, tables,
diagrams etc of other writers, I have acknowledged the
source in every case. This assignment was not
submitted previously as assessed work for any other
academic course.
Student’s signature:
Date of signature:
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 24
Assignment 3a: Writing the Agency Brief (25%, Individual – 90 marks) & Reflection (10
marks)
Aim:
The Agency brief, aka the MarComms (Marketing Communications) or Advertising brief in
advertising circles is a written brief that the CLIENT issues to the advertising agency. The
Agency brief is a key document that provides critical information that is necessary for the
advertising agency to complete their tasks.
The aim of this assessment is to help develop your skills and competences in making use of
market research information, to write an agency brief, from the perspective of a brand
manager. In addition, you start to hone your writing skills in communicating critical
information, articulating problems, and directing the ad agency teams to find solutions to
your brand ‘problems’. This assessment answers Learning Outcome 4 – ‘To demonstrate a
clear knowledge of an advertising agency’s role, processes and operations.’
The setting:
1.
2.
3.
4.
Your brand/product/service is unpopular. The market research that you and your team
have conducted has identified the problems that the target segment has with it.
Your task now, as brand manager, is to work with the advertising agency to devise an
advertising and promotions campaign to lift the brand from obscurity to prominence.
The Account Manager servicing your brand requires a written brief from you, so that a
creative brief can be prepared for the creative team to start work.
You have at your disposal, information from the following sources:
a.
The market research results spread sheet.
b.
Each team member’s individual market research report submitted for Assignment
2a, including your own.
The task:
Part 1 (90 marks):
Your brand is fading in popularity with the target segment. You need to save it from
disappearing into obscurity. Your market research has identified the various problems that
are linked to its unpopularity. You need to work with your advertising agency to increase the
brand’s popularity. The ad agency needs an agency brief from you to start work. Use the
Agency Brief template provided on pages 20-22 of this document. You are required to use
the resources listed in Item 3 above.
To help you achieve a meaningful outcome for this assignment, additional information to
help you gain a better understanding of the two key roles mentioned- Brand Manager and
Account Manager is supplied (see page 28). In knowing what these two roles involve, you
will be in a better position to complete this individual component of Assignments 3a and 3b.
Part 2 (10 marks):
In addition to the Agency brief, please submit a One-page essay of your reflections on this
assignment. It is a confidential piece of information, and must include the following:
1.
What have you learnt from this course?
2.
How do you rate your team members’ respective contributions to the group work for
Assignments 2a and 3b? Did their contribution add value to your results and analysis,
or were they of poor quality and therefore did not have much value?
3.
How do you rate your own contribution?
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 25
4.
In a real world scenario on teamwork, what good processes would you keep, and what
would you want to discard or improve? Why?
Submission date:
Soft copy only, submitted latest by 11.59pm, Friday, 7 November 2014, on Turnitin.
Assignment 3a - Writing the Agency brief (90/100)
The principles of effective briefing (IPA, 2013)
1.
Be clear about what is needed
2.
Provide the critical information necessary to complete the task
3.
Inspire or motivate people to do their best
Therefore, provide information that is succinct and memorable. You need to provide
information that is critical and relevant to the task.
Where are we now? (15 marks)
Reason for the brief (outlines the purpose and objectives of the agency brief).
Background (covers the business and the marketing context, and why the task is
important).
5 marks
Brand (may include brand identity/brand capsule/brand vision/brand status/brand
values/brand personality)
8 marks
Previous learning (if you have any previous experiences/knowledge of the brand marketing
history that should either be highlighted or avoided)
2 marks
Where do we want to be?/What are we doing to get there? (65 marks)
Communication objectives (may be expressed as communications
imperatives/challenges/barriers)
10 marks
Marketing/Sales objectives (may include business case for the activity)
10 marks
Consumer insights (sometimes, it is specifically linked to the objectives)
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 26
10 marks
Key message/Proposition (The single-minded proposition/the ONE thing we want to say)
8 marks
Strategic benefit (can be part of the key proposition, and includes emotional and functional
benefits)
8 marks
Consumer takeout (consumer takeaway, or what the consumers will think or do)
8 marks
Tone of voice (Authoritative, compassionate, warm, loving, appealing, humourous….)
6 marks
Who do we need to talk to?
Target audience (demographics and specifically, prompts for attitudes and other motivators)
5 marks
Implementation and Process (10 marks)
Timings/key dates (project timelines, response dates)
3 marks
Budget (cost – may include production costs and media costs)
4 marks
Mandatories or guidelines (include executional considerations such as corporate colour
guide/key, logo size and positioning, logo type, tagline, media positioning
3 marks
Prepared by:
Approved by:
References
IPA . (2013). Briefing an agency best practice guide. Retrieved from:
http://www.ipa.co.uk/document/briefing-an-agency-best-practice-guide
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 27
Faculty of Creative Industries and Business
Department of Management & Marketing (DoMM)
BSNS 5373 Assignment 3a/2: Individual Reflection (10 marks)
The task:
Part 2 (10 marks):
In addition to the Agency brief, please submit a One-page essay of your reflections on this
assignment. It is a confidential piece of information, and must include the following:
1.
What have you learnt from this course?
2.
How do you rate your team members’ respective contributions to the group work for
Assignments 2a and 3b? Did their contribution add value to your results and analysis,
or were they of poor quality and therefore did not have much value?
3.
How do you rate your own contribution?
4.
In a real world scenario on teamwork, what good processes would you keep, and what
would you want to discard or improve? Why?
Item
Details
Mark
1
What have I learnt from this course?
3
2
How would I rate my team member’s respective contributions
to the group work for assignments 2a and 3b? Did their
contribution add value to my results and analysis, or were
they of poor quality and therefore did not have much value.
2
3
4
How do I rate my own contribution?
In a real-world scenario on teamwork, what good processes
would I keep, and what would I want to discard or improve?
Why?
TOTAL
Score
2
3
10
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 28
Faculty of Creative Industries and Business
School of Management & Marketing
Bachelor of Business
5373 Advertising and Promotion Assignment 3b
Semester:
Date issued:
Due date and time:
Delivery:
Total marks:
Weighting:
Instructions:
Students’ Names, IDs and
signatures:
Lecturer:
Student declaration:
2 2014
21 July 2014
11.59pm, Friday , 7 November 2014
Submit your assignment to mlim@unitec.ac.nz
100 marks
10%
Complete this cover sheet and attach it to your
Assignment.
This is a group assignment and must be your own work.
Collusion, copying or plagiarism may result in
disciplinary action.
We advise that you keep a copy of this assignment.
1.
2.
3.
4.
5.
Mary Lim
Class time:
9.00am-12.00noon
I confirm that: This is an original assessment and is
entirely my own work. Where I have used ideas, tables,
diagrams etc of other writers, I have acknowledged the
source in every case. This assignment was not
submitted previously as assessed work for any other
academic course.
Date of signature:
UNITEC Institute of Technology | Department of Management and Marketing
P a g e | 29
Assignment 3b: Writing the Creative Brief (10%, Group – 100 marks)
Aim:
The Creative brief is a written brief that the Account Management (Account
Director/Manager/Executive) of an advertising agency issues to the Creative Team at the Ad
Agency. The Creative brief is a “document created through initial meetings, interviews,
readings and discussions between a client and designer before any work begins… inform
and guide the work” (Biederbeck, 2011, para 2). The creative brief outlines the work that the
agency’s Creative Team must do, the direction that both the Client and the advertising
agency has agreed to follow for the designated job (“In advertising what is a creative brief,”
n.d.)
The aim of this assessment is to help develop your skills and competences in making use of
an agency brief generated by the client, to complete a creative brief from the perspective of
an account manager. In addition, you will also learn how to extract key information that will
specifically help the creative team to come up with creative solutions to answer the client’s
problems. This assessment answers Learning Outcome 4 – ‘To demonstrate a clear
knowledge of an advertising agency’s role, processes and operations’; and Learning
Outcome 5 – ‘To develop the foundation knowledge to assess and evaluate an advertising
agency’s services and products, and engage with businesses for employment opportunities
in this sector.”
The setting:
1.
2.
3.
4.
You are the advertising agency’s Account Manager.
You client’s brand is faced with a problem of declining popularity from its target
segment.
The Creative Team requires a written brief from you, so that they can commence with
the advertising and promotion campaign.
You have at your disposal the following:
a.
The market research results spread sheet.
b.
Each team member’s individual market research report submitted for Assignment
2, including your own.
c.
Your individual Advertising (Marcomms) Brief written for Assignment 3a.
d.
The Advertising (Marcomms) Brief written by the other members of your team.
The task:
Assuming the position of the Account Manager, you are to complete a Creative Brief. The
objective of the Creative Brief is to direct the creative team to develop an advertising and
promotion campaign to lift the brand’s popularity from obscurity. Use the template provided
on pages 26-27 of this document, as well as the resources listed in Item 4 above.
To understand the role of the Account Manager, a job description on page 28 of this
document is included for your information.
Submission date:
Soft copy only, to be submitted latest by Friday, 13 June 2014,11.59pm on Turnitin.
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Additional information:
To help you gain a better understanding to write a good Creative Brief, check out this link to
Advertising Age: http://adage.com/article/small-agency-diary/creative-briefs-simple/136711/
Assignment 3b – Writing the Creative brief (100/100)
Client
Contact Information
Project
Prepared by
(Names of team members responsible for writing the brief)
Background/Overview(10 marks)
What is the ‘Big Picture’? – what is happening in the market, what is happening that both the
client service and creative teams should know about, opportunities and/or problems…
What is the PURPOSE or objective of the campaign? (15 marks)
What do you want the ad/campaign to achieve, to meet the marketing/sales objectives?
Target audience (10 marks)
Who are we talking to?
What is the single most important thing to say? (10 marks)
What is the single most persuasive or compelling statement that we can make to achieve the
objective?
What are the supporting rational and emotional ‘reasons to believe and buy’? (15 marks)
Explain why the consumer should believe what is said, and buy our brand/product.
What else will assist creative development? (15 marks)
Include consumer insights here.
What are the media considerations (15 marks)
This is key information – traditional media requirements vary from digital media
requirements. The preferred media defines the creative message and output
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What do we need from the creative team, and when? (10 marks)
Make a list of the outputs, for example:
Print ads – include size, colour and media choices
TV commercials – include budget, TV channels, length, languages…
Digital requirements
Posters
Bus-backs
Billboards
Promotion strategy
Prepared by:
Approved by:
References
Adcracker. (2013). Sample creative brief 2013 for advertising and design projects. Retrieved
from http://www.adcracker.com/brief/Creative_Brief.htm
To help you achieve a meaningful outcome of this assignment, the following information is to
help you gain a better understanding of the two key roles mentioned – Brand Manager and
Account Manager. In knowing what these two roles involve, you will be in a better position
to complete this individual component of Assignment 3.
Useful information to know:
1. Brand Manager: Working as a brand manager (The Client)
A Brand Manager is responsible for adapting a brand strategy for a company's target
market.
As the 'brand guardian', they maintain brand integrity across all company marketing
initiatives and communications and may manage a portfolio of products. One of the key
tasks of a brand manager includes managing the budget for advertising and promotional
items. (Retrieved from:
http://www.robertwalters.co.nz/sales-marketing/career-advice/working-as-a-brandmanager.html )
Account Manager (The Advertising Agency)(an actual job description):
Tasks and responsibilities include:
1.
Deeply understands brand insights, customer segmentation, and target needs
2.
Steers actionable creative briefs
3.
Collaborates with agency partners to drive integrated creative strategies
4.
Manages multi-channel marketing programs (targeted communications, site
development, digital marketing, platform/partnerships)
5.
Delivers effective oral presentations (over the phone and in person) with poise and
confidence
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6.
7.
8.
9.
10.
11.
12.
13.
Creates dependable, organized, and clear communications at all levels and across all
departments
Demonstrates agility in constructing insightful, meaningful real-time dialogue with
clients
Frames key issues facing the client and develops recommended approaches
Serves as a visible and influential presence with client’s senior management
Orchestrates partnerships with internal teams to manage priorities, schedules, and
deliverables
Views the larger financial picture and understands impacts on contribution margins
and revenue targets
Provides opportunities for junior-level participation in scope of work development
Develop team members by coaching, training and identifying areas for growth
(Retrieved from: https://careers-digitas.icims.com/jobs/10991/account-manager/job?src=JB11000)
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References
Biederbeck, T. (2011). The creative brief: 10 things it MUST include. Retrieved from
http://www.mohawkconnects.com/feltandwire/2011/02/08/the-creative-brief-10-thingsit-must-include/
Margulies, H. (2009). What are you packing into your (creative) briefs? Advertising Age.
Retrieved from http://adage.com/article/small-agency-diary/creative-briefssimple/136711/
“In advertising what is a creative brief.” (n.d.) Retrieved from http://www.wisegeek.org/inadvertising-what-is-a-creative-brief.htm
UNITEC Institute of Technology | Department of Management and Marketing