Advertising Resit - London School of Science & Technology

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London School of Science & Technology
Advertising and Promotion in Business - Resit
Qualification
Unit number - title -level
BTEC Level 5 HND Diploma in Business
Unit 18: Advertising and Promotion in Business — Level 4
Student name
Assessor name
Berlin Asong
Date issued
Completion date
1st August 2014
5th September 2014 before 12.00 midday
Assignment title
Nike Inc.: Risk Everything Campaign
Learning
Outcome
Learning
Outcome
1.2
In this assessment you will have the
opportunity to present evidence that
shows you are able to:
Explain the communication process that
applies to advertising and promotion.
Explain the organisation of the advertising
and promotions industry.
1.3
Assess how promotion is regulated.
AC
1.1
LO1
Understand the
scope of
marketing
communications.
2.2
Examine current trends in advertising and
promotion, including the impact of ICT.
Explain the role of advertising in an
integrated promotional strategy for a
business or product.
Explain branding and how it is used to
strengthen a business or product.
2.3
Review the creative aspects of advertising.
1.4
2.1
LO2
Understand the
role and
importance of
advertising.
2.4
LO3
Understand
below-the-line
techniques and
how they are
used.
Submitted on
3.1
3.2
Examine ways of working with advertising
agencies.
Explain primary techniques of below-theline promotion and how they are used in
an integrated promotional strategy for a
business or product.
Evaluate other techniques used in belowthe-line promotion.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
Task
no.
Evidence
(Page no)
1
2
3
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4.1
LO4
Be able to plan
integrated
promotional
strategies.
4.2
4.3
4.4
Follow an appropriate process for the
formulation of a budget for an integrated
promotional strategy.
Carry out the development of a
promotional plan for a business or
product.
Plan the integration of promotional
techniques into the promotional strategy
for a business or product.
Use appropriate techniques for measuring
campaign effectiveness.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
4
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Instructions

An electronic copy of your assessment must be fully uploaded by the deadline date and time.

You must submit one single PDF or MS Office Word document. Any relevant images or screenshots
must be included within the same MS Office Word or PDF document.

The last version you upload will be the one that is marked. Your paper will be marked if you have
indicated this as your final submission.

Review the mitigating circumstances policy for information relating to extensions.

The file size must not exceed 20MB.

Answer the criteria in order, clearly indicating the pass criteria number.

Ensure that all work has been proof-read and checked prior to submission.

Ensure that the layout of your documents are in a professional format with font style Arial, font size 12
for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.

Use the Harvard referencing system; otherwise it will be considered as plagiarised work.

Ensure that you back-up your work regularly and apply version control to your documents.

Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it
will be treated as a non-submission.

You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.

Your work must be original with the appropriate referencing.
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student signature:
Date:
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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London School of Science & Technology
Assignment Brief - Resit
Unit number – title – level
Unit 18: Advertising and Promotion in Business — Level 4
Qualification
BTEC Level 5 HND Diploma in Business
Start date
1st August 2014
Deadline/hand-in
5th September 2014 before 12.00 midday
Assessor
Berlin Asong
Assignment title
Nike Inc.: Risk Everything Campaign
Purpose of this assignment
This assignment enables you to develop expertise in advertising and promotion. You will develop the
intellectual capacity including the skills-set to preparing a credible promotional plan for Nike Inc.
Scenario
During the 2014 FIFA World Cup tournament in Brazil, Nike’s Risk Everything campaign was the most
viewed commercial on the internet, surpassing Samsung’s Galaxy 11: The Training and Carlsberg Fan Squad
campaigns (Russell, 2014).
The campaign, which has been viewed over 397 million times, is split into three commercials; “Risk
Everything”, “Winner Stays” and “The Last Game” (Nike Inc., 2014). Over twenty-three million people
have liked, retweeted or commented on The Last Game, making it one of Facebook's most shared posts
ever (Nike Inc., 2014).
Advertising agency Wieden+Kennedy created the Risk Everything campaign for Nike, the client. The
campaign features football stars like Neymar, Wayne Rooney, Cristiano Ronaldo, Ronaldo Fenomeno,
Zlatan Ibrahimović, Andrés Iniesta, Franck Ribery, David Luiz and Tim Howard.
You are one of the creative directors who worked on the Risk Everything campaign. The success of the
campaign has led you to mentor a group of interns tasked to address a set of questions below.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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Sources:
Nike Inc. (2014), “Nike Football Summer 2014”. [Online] Available from http://nikeinc.com/nike-footballsoccer/news/mario-gotze-and-magista-boots-seal-successful-summer-of-football-for-nike, [accessed 20 July 2014]
Russell, M. A. (2014), “It’s Official: 2014 World Cup Is the Biggest Video Event of All Time”. [Online] Available from
www.visiblemeasures.com/2014/07/14/its-official-2014-world-cup-is-the-biggest-video-event-of-all-time, [accessed 20
July 2014]
Web link to the “Risk Everything” and “The Last Game” commercials: http://nikeinc.com/news/nike-footballlaunches-the-last-game and www.youtube.com/watch?v=Iy1rumvo9xc
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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Task 1
This task offers you an opportunity to achieve LO 1: 1.1, 1.2, 1.3 and 1.4
Question 1.1
List the steps in the communication process. Describe each step in relation to either the
“Risk Everything,” “Winner Stays” or “The Last Game” commercial aired or displayed
during the FIFA 2014 World Cup in Brazil.
Guidelines
Watch the adverts before answering the question and ensure that you describe each step in the
communication process.
Explain the role of clients (e.g. Nike Inc.), advertising agencies, media companies, public
relations agencies and creative designers in the marketing communications industry.
Question 1.2
Guidelines
You are expected to outlines the roles that each of these types of organisations plays in the
marketing communications industry. Please use examples to support your answer.
Investigate how the UK Advertising Standards Agency (ASA) and Committees of
Advertising Practice (CPA) ensure companies adhere to standards of advertising or
promotion practices.
Question 1.3
Guidelines
You could describe the role of ASA and CPA. State an example of advertising/promotion
malpractice. Discuss how the ASA or CPA dealt with the malpractice. Consider visiting the
websites of ASA or CPA to support and provide a more developed answer.
Analyse how mobile devices (e.g. smartphones and tablets) and social media (e.g.
Facebook and YouTube) are changing the face of advertising and promotion.
Question 1.4
Guidelines
You should assess the impact and changes that mobile devices and social media has had on
marketing communications. Outline the benefits and challenges that are presented when using
these tools in marketing communications.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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Task 2
This task offers you an opportunity to achieve LO 2: 2.1, 2.2, 2.3 and 2.4
Identify the objectives of The Last Game commercial and explain the role that this
commercial could play in helping Nike achieve its overall promotional strategy. Revolve
your answer around;
Question 2.1
• Sponsorship (e.g. sponsor of England national football team kit)
• Direct marketing (e.g. launching Nike football app for mobile devices for football fans)
Guidelines
You must watch “The Last Game” advert before answering the question. Attempt to determine
what the advert was trying to achieve.
List the qualities of the Nike brand. Explain how those brand qualities have contributed to
the success the company has achieved in recent years.
Question 2.2
Guidelines
You must list and explain the qualities of the Nike Brand. In doing so, you should also explain
what a brand is and how a brand contributes to an organisation such as Nike’s success.
Assess the use of animation, anime characters, emotional appeal, humour, sound and
visual effects in The Last Game commercial.
Question 2.3
Question 2.4
Guidelines
You are to assess whether the creative elements (e.g. animation, anime characters, etc.) made
the advertising unique, memorable, impactful or relevant to the Nike brand, target audience and
promotion objectives.
Definition: anime is a style of animation that was created in Japan and that uses colourful
images, strong characters, and stories that have a lot of action.
Advertising agency, Wieden+Kennedy, created the Risk Everything campaign for Nike. List
and examine the reasons that could have led to a good working relationship between
Nike and Wieden+Kennedy.
Guidelines
Examine the ways agencies and clients work together, using the Nike and Wieden+Kennedy case
to support your answer.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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London School of Science & Technology
Task 3
This task offers you an opportunity to achieve LO 3: 3.1 and 3.2
Besides advertising, Nike uses the following programmes and platforms to engage with
customers:
• Cause marketing (e.g. Nike Foundation to empower girls in developing countries)
• Sponsorship (e.g. Nike sponsoring England national football team kit)
• Direct marketing (e.g. launching Nike football applications for mobile devices for football
fans).
Question 3.1
Describe the objectives of cause marketing, sponsorship and direct marketing. Explain
how the Nike foundation, sponsorship of England national football team kit and Nike
football application jointly convey Nike as an innovative and caring brand.
Guidelines
Explain the role of below the line techniques and show how they are used to support an
integrated promotional strategy.
Visit the following websites and others:
 http://nikeinc.com/pages/the-nike-foundation,
 http://nikeinc.com/news/nike-launches-new-football-app
Evaluate the purpose of Nike having YouTube and Facebook accounts, and an “about us”
webpage.
Question 3.2
Guidelines
Access the web-link to Nike’s “about us” webpage: http://nikeinc.com/pages/about-nike-inc to
help you answer this question on other below the line techniques and its purpose and use in a
promotional campaign.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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Task 4
This task offers you an opportunity to achieve LO 4: 4.1, 4.2, 4.3 and 4.4
Prepare an integrated promotional plan targeting college and university students in the
UK for an existing product owned by Nike Inc (e.g. Nike trainers, Women’s sport bra,
Nike+ Fuel Band) or other product or service of your choosing.
The promotional objectives are:
 to position your chosen product as a cutting-edge brand,
 to generate buzz for the product and persuade the target audience to like and buy
the product.
Use the layout below to produce the promotional plan.
Executive Summary
{This section summarises the content of your promotional plan. Complete this section
after you have fully developed the plan.} (4.2)
Product Description
{Describe the product for which you are developing this promotional plan. What
‘problem’ does the product solve for the customer?} (4.2)
Question 4.14.4
Target Audience
{Who are they? What media (e.g. TV, radio, mobile, magazine, newspaper, etc.) do they
tend to spend more time on?}(4.2)
Promotion Objectives
{What’s the promotion objective(s) for your chosen product?} (4.2)
Integrated Promotion Strategy
{What is your message strategy (i.e. what do you want to say, how and where do you
want to say it)? Propose a combination of promotional approaches (e.g. advertising, sales
promotion, cause marketing, direct marketing, etc.) and communication channels (TV,
displays, internet, radio, print, mobile, social media, spokesperson, etc.) relevant to your
promotion objectives, message strategy and target audience.}(4.3)
Promotion Budget
{Propose and justify a method for setting the promotion budget to cater for the activities
in your promotion strategy.} (4.1)
Evaluation
{Propose relevant metrics that would be used to determine whether or not the
promotional objectives are being achieved.}(4.4)
Guidelines
You are free to use an alternative layout provided you cover 4.1 to 4.4 within it.
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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Answer Sheet
Task 1 (LO 1: 1.1, 1.2, 1.3 and 1.4)
Please type your answer here
Task 2(LO 2: 2.1, 2.2, 2.3 and 2.4)
Please type your answer here
Task 3 (LO 3: 3.1 and 3.2)
Please type your answer here
Task 4 (LO 4: 4.1, 4.2, 4.3 and 4.4)
Please type your answer here
IMPORTANT
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG
DO NOT LEAVE THINGS TO THE LAST MINUTE
BTEC Level 4 HND in Business Unit 18: Advertising and Promotion in Business Resit Summer 2014
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