This is an individual assignment through which you will create a clearly structured 2000 words (+/- 10% allowance) written analysis and evaluation of an advertising campaign by a brand (business or organisation). The chosen advertising campaign is the ‘ikea life collection’ by Ikea.
In your analysis you should make extensive and consistent use of branding and advertising theories, concepts and models to:
• Identify the brand communications objectives and whether these were met through the campaign;
• Evaluate the effectiveness of any positioning or repositioning objectives in the context of the brand campaign;
• Analyse the creative execution and brand elements used in the campaign;
• Consider the core messages and responses (“call to action”) and how appropriate and effective these are/were;
• Evaluate the campaign considering communications/channel integration.
You should clearly structure your analysis using sub-headings as appropriate and including fully referenced (Harvard format) advertising and branding theory, and models to support your written evaluation. You should avoid the use of first-person pronoun such as I or we and adopt an academic writing style.
You need to ensure that you include an introduction scoping out the campaign and with reference to any previous campaigns for context if appropriate to show how the brand positioning and message has developed across different campaigns.
The main body should address the key issues highlighted in the list above. You should provide a summary of the key issues you have highlighted and an evaluation of how effective the campaign has been in terms of achieving campaign objectives, creative execution and brand elements.
Overall, the outcomes of the campaign to achieve a call to action and the use of media channels should be summarised with any suggested changes you would recommend for future campaigns.
You have the opportunity within the main body text, or by use of appendices, to include any visual elements (examples of advertisements etc) you refer to within the assignment.