Description

Your Things To Do:

Step # 1:

Collect ads for one brand, product, or service that are part of a wider integrated marketing communications campaign. Choose one!

You are looking for ads that run in at least 5 communications mediums for one type of product or service or brand. I want a minimum of 5 ad samples.’

NOTE: the 5 ad samples must be for the same brand, product, or service!

This means that the ads have to run in media such as television, newspapers, TV, internet, direct mail, sales promotions, radio, magazines, social media, paid search, emails blasts, out-of-home, promotional products, event marketing, and any other sources where you find communications media.  If you include radio and TV ads you should write out the script and describe the visuals. 

In the COVID-19 period, I suggest getting your media from the following sources:

1-      Anything digital! You can practically get all of your media from digital, but please don’t overuse digital.

a.       Note: Paid search is one type. Social media is another type. Email is another. Ergo, in digital marketing, the different types of digital marketing can each be counted as different types of media.

2-      Your mailbox (direct mail)

3-      TV

4-      Radio

5-      Magazines

NOTE: DO NOT venture to crowded places to get your media. You will be penalized if you do this.

NOTE: You get a better mark if you use at least 2 ad samples of traditional media types (non-digital).

Step # 2:

For each of the 5 ad samples, do the following:

1-       Take a picture or screenshot of each of the ad samples and INCLUDE it in your final exam!

o   If the ad sample is a TV ad or radio spot, you should write out the script and describe the visuals briefly (a few sentences)

2-       Tell me the medium type (TV, social, paid search, radio, etc.) and date where you found it (magazine name; TV channel, program and time)

3-       Who the advertiser is (the company) and the product or service or brand name?

4-       Target audience (generalized) – describe it, and comment on how appropriate the media choice is for the target and whether it is different for different media

5-       Create a persona (very specific) of a good example of the target audience

6-       Evidence of a “big brand idea” or “big brand messaging”

7-       Your analysis and evaluation of the integrated marketing communications campaign

o   Is it effective in targeting the audience?

o   Other analysis such as creative nuances used (do they use the right words? Right colours? Right ad-text-copy? Right pictures? Etc.)

o   Does it POP out and feel unique?

Guidelines:

8-       Word document or PDF format is okay

9-       Remember to include your full name and student #.

10-   For step # 2, for each of the 5 ad samples, the maximum length should be 1 page, double spaced

o   So, total maximum should be 5 pages, double spaced.

11-   It can be in bullet point format.

12-   If using information from external sources, please remember to cite in APA format (and include a references page

13-   Read the instructions in steps # 1 and # 2 carefully.

14-   Upload the finished text on Blackboard (Do not email me unless there is an issue with uploading)

15-   If there is an issue with uploading, you can email me the test, but it is not considered received unless I reply to your email confirming it.

Marking Scheme/Rubric:

You will be marked on the quality of your work and if the tasks are generally correct in how you interpret the 5 ad samples. I would like you to use as many learnings from the class as possible. For example, shotgun-based targeting, niche targeting, etc.