Students are required to make an original presentation for a fictious confectionary brand aimed at
vegetarians, aged 50. design of advertising print poster.
Strategic and creative content must draw on the techniques and models discussed in class, as well as
independent student research.
Account should be taken of market conditions, cultural sensitivities, brand positioning, product features
and benefits, creative approach, media selection and understanding of paid, vs organic digital
marketing approaches.
Word count aprox equivalent for a single sided A4 tv commercial script,digital advertising, radio commercial.
IN TEXT CITES QUOTES NEEDED
POSTER INSERTED IN ON OF THE SLIDES AS IN EXAMPLE ATTACHED
PLEASE READ THE ATTACHED FILES
Learning outcomes
L01
Understand role of advertising in an integrated marketing
communications plan.
L02
Explain different types of media – paid, owned, interactive
and earned.
LO3
Analyse benefits and challenges of media channels in relation to selected target audiences.
LO4
Understand techniques to improve advertising campaigns for different types of organisations.
Criteria – what is considered
Marks
• Substantiated research covering targeting and segmentation
Reliable and credible sources must be used.
• Creative work, including copywriting and creative brief.
Message strategy design
Promotional mix design
• Media mix design
• Design of an advertising print poster.
• Understanding of media,
• including rationale and scheduling for placements
Implementation of marketing mix, including substantiation of relevant ‘Ps’ of marketing appertaining to presentation example.