MKT6017 : You are an Account Manager for a Leading Advertising Agency. Following Your Analysis of Their Current: Contemporary Advertising Assignment, UoB, Singapore

Learning Outcomes:

Learning outcomes and assessment criteria specific to this assignment:

1. Critically evaluate the strategies used by organizations in advertising campaigns and create artifacts for a variety of media platforms in response to creative advertising
2. Prepare and deliver an effective contemporary advertising pitch presentation to a professional industry audience

Assessment One:

For a multinational organization, of your choice, carry out an analysis of their current advertising campaigns with proposals and insights for your new campaign.

Your report should include:

• The context in which your chosen organization works
• Campaign objectives
• An understanding of customers, including motivation, message strategy, and core message themes

You should attempt to use academic theory, frameworks, and models to support your thoughts where possible. Your analysis should be the foundation for you to draft your new campaign brief and will help you to prepare for your pitch for Assignment Two.

Assessment Two:

You are an Account Manager for a leading advertising agency. Following your analysis of their current advertising campaign, the multinational organization you chose to study for Assignment One has now invited you to pitch for their advertising account. Your pitch needs to cover:

All stakeholders

• How you would implement the campaign
• Creative platform
• Examples of creative approaches
• Examples of creative contemporary advertising formats and appeals
• A media plan (with scheduling)
• Budgeting for planning, creative, casting, shooting, location, and media placement
• Appropriate evaluation and control techniques