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WLC College India

Advanced Diploma in Advertising and Graphic Design (ADAGD) Level FCL11,Batch 2010-2013

Assignment Brief
Year 1 Semester 2 Tutor Assessors

Assignment A Formative - Advertising Research Unit 11


Issued date 15TH Feb 2011 Aims of the Assignment To make the student understand functions of an advertising agencies , advertising objectives ,campaign planning Deadline 4 March 2011

Outcomes to be assessed and Units to which grades will be allocated. Unit 11: Advertising Campaigns 11.1 Analyse the functions of advertising agencies 11.2 Independently develop advertising objectives and strategies 11.3 Analyse and understand advertising campaigns Assessment Criteria: To achieve each outcome a student must demonstrate the ability to: Unit 11: Advertising Campaigns Unit 11.1 11.1.1 analyse and demonstrate an understanding of different types of advertising agencies 11.1.2 demonstrate an understanding of the functions of departments in advertising agencies and the roles of people working in advertising agencies Unit 11.2 11.2.1 analyse the meaning and nature of a wide range of marketing and advertising objectives and strategies 1

Unit 11.3 11.3.1 analyse the function of campaign planning and advertising campaigns 11.3.2 demonstrate an understanding of the function of campaign planning and advertising campaigns Content: 11.1 Advertising agencies Types of agencies: eg international, local, full service, general, direct, creative consultancy Functions of departments in agencies: eg research, account planning and management, media planning, creative, traffic and production Roles of people in agencies: eg researcher, account executive, group head, media planner, media buyer, creative director, art director, copywriter Agency jargon and terminology: billings, blue chip accounts, account managing Content: 11.2 Advertising objectives and strategies Marketing objectives: marketing strategy, marketing mix, sales targets, brand share Advertising objectives: customer awareness, customer attitudes, customer perceptions, customer action Products: properties, benefits, advantages Markets: research information, trends, customer perceptions, responses to alternative strategies Terms and definitions: eg Unique Selling Point (USP), brand image, brand personality, brand positioning, brand status, promise, creative strategy summary Advertising briefs: components, structure, style Content: 11.3 Advertising campaigns Planning of campaigns: eg budgets, deadlines, media strategy Components of campaigns: eg campaign thoughts, concepts, straplines, headlines, pictures Creative strategies: eg information, persuasion, comparison, humour, shock, emotive, testimonials, demonstrations Brief This project is a self driven exercise to be completed during the self devised time scheduled in the session .it is mandatory for all a students to complete the research on advertising It is a prerequisite to your assignment Deliverables Unit 11.1 1. Write up that demonstrate an understanding of different types of advertising agencies 2. Functions of the departments in an advertising agencies 3. The roles of people working in an advertising agencies 4. 2 case studies of agencies and their organizational structure

Unit 11.2 1. A brief write up on marketing and advertising objectives study FMCG /CG Brands 2. 2 case studies based on Advertising Objectives 3. 2 case studies based on Advertising creative Strategies Unit 11.3 1. What do you understand by the term Campaign planning? 2. Analyze the functions of campaign planning. 3. Reflect your learning by giving an examples of a case studies 4. Define SEC( Socio Economic Category) Demographic, Psychographic, Generation Y, Generation Z, Baby Boomers 5. Define the term Consumer insight and Tone of voice .reflect your understanding by giving an example (Case Study) For any further clarifications you can always go to your faculty for guidance A high level of involvement and personal interest is expected on this assignment. Note The write ups are to be brief. The case studies to be submitted with images The deliverables are to be printed on the A4 format. Submit a CD and add separate folders for each of the units. Be methodical while answering the questions .Write the questions before you write the answers.

Grade descriptors
Pass grade A pass grade is achieved by meeting all the requirements defined in the assessment criteria for pass for each unit. Merit grade Merit descriptors In order to achieve a merit the learner must: Identify and apply strategies to find appropriate solutions Select/design and apply appropriate methods/ techniques Indicative characteristics The learners evidence shows: Effective judgements have been made Complex problems with more than one variable have been explored An effective approach to study and research has been applied Relevant theories and techniques have been applied A range of methods and techniques have been applied A range of sources of information has been used 3

Present and communicate appropriate findings

Selection of methods and techniques/sources has been justified The design of methods/techniques has been justified Complex information/data has been synthesised and processed Appropriate learning methods/techniques have been applied The appropriate structure and approach has been used Coherent, logical development of principles/concepts for the intended audience A range of methods of presentation have been used and technical language has been accurately used Communication has taken place in familiar and unfamiliar contexts The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used

Distinction grade Distinction descriptors In order to achieve a distinction the learner must: Use critical reflection to evaluate own work and justify valid conclusions Indicative characteristics The learners evidence shows: Conclusions have been arrived at through synthesis of ideas and have been justified The validity of results has been evaluated using defined criteria Self-criticism of approach has taken place Improvements have been proposed against defined characteristics for success Autonomy/independence has been demonstrated Substantial activities, projects or investigations have been planned, managed and organised Activities have been managed The unforeseen has been accommodated The importance of interdependence has been recognised and achieved Ideas have been generated and decisions taken Self-evaluation has taken place Convergent and lateral thinking have been applied Problems have been solved Innovation and creative thought have been applied Receptiveness to new ideas is evident Effective thinking has taken place in unfamiliar contexts

Take responsibility for managing and organising activities

Demonstrate convergent/lateral/ creative thinking

Reference Books: Broadbent, S Best Practice Guide in Campaign Evaluation (IPA, 1995) East, R Consumer Behavior (FT Prentice Hall, 1997) Evans, R B Production and Creativity in Advertising (Pitman, London, 1988) Farbey, A D How to Produce Successful Advertising (Kogan Page, 2002) Hart, N The Practice of Advertising (Butterworth-Heinemann, 1993) Kochan, N The Worlds Greatest Brands (Macmillan, 1996) Maitland, I Running a Successful Advertising Campaign (Kogan Page, 1988) White, R Advertising What It Is and How to Do It (McGraw-Hill, 1993) Journals British Design and Art Direction (1982 to present) Campaign (current and past issues)