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.
Task |
Marks |
Bullet points # 1, 2, and 3 in Step # 2 above |
10 |
Target Audience |
20 |
Persona |
20 |
Evidence of "big brand idea" or
"message" |
10 |
Your Analysis |
30 |
Grammar and general readability (layout) |
10 |
|
|
|
100 |
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