Consumer Insight Analysis
Assessment 1 Guidelines
ADVT7506 Strategic Advertising Management
The client
Reminder: the SAME Client will be used for Assessment #2 the Group
Advertising Campaign Project
3All resources for Assessment 1 are located on Blackboard
Read client brief
Type: Individual Report
Due Date: Week 7 – Friday 08 September 2023 by 14:00 AEST
Weight: 30%
Word count: 1,500 words
Task Description:
• An effective advertising strategy requires an understanding of the motivating factors that
drive consumers’ behaviours. In order to gain consumer insights, advertising managers
frequently embark on a discovery process to understand the client’s brand, its competitors,
and the target audience.
• In this assessment, you are required to undertake your own research using secondary data,
on a specific product/service and develop the key consumer insight(s) and an advertising
strategy statement. This is an individual assessment and as such, students should not work
with/collaborate with other students in the cohort when working on this written report.
• The Consumer Insight Analysis report word count is 1,500 words. Reference list and
appendices are not included in the word.
• The insights gained from this assessment item will be used/built on, for inclusion in the final
group Advertising Campaign project.
• All submissions must be written in English.
Task instructions
1. Background/Brand Discovery: What’s happening in the market. Think in terms of the 3Cs:
Company (brand), Category (competitors) and Communication. You could also consider
consumers in general here.
2. Objectives: What are the communication objectives for the ad campaign? These need to be
crafted based on the client’s over-arching marketing objectives for the campaign.
3. Target Audience: Who is the target audience? Provide a brief profile, including their
demographics, geographics and psychographics etc. Include an example of a typical target
audience consumer.
4. Research Findings: Discussion of key research findings which emerged from your research
undertaken.
5. Key Consumer Insight/s: Identify and discuss the key consumer insight which emerged
from your research? Include support statements as to why the “key” insight is
important/significant.
6. Advertising Strategy Statement: Translate the Consumer Insight into the advertising
strategy statement and provide support/justification.
7. Reference list: List of all cited sources (e.g., academic journal articles, news articles, reliable
Internet sources, etc.) presented in APA 6/7th format.
8. Appendix: Include any support materials.
Recommended Report Structure
• The first part of the research report relates to the understanding of the client brand, its competitors
and category, and previous communication.
• In particular, the Brand Discovery is about answering the following questions regarding:
Brand Discovery
The Company / Brand The Category
(Competition)
The Communication
What is the company’s brand story? What decisions
have led the company to where it is today? How is it
positioned in the market? What makes it unique?
What is the essence of the brand? What is the brand
voice and personality? What is the product behind the
brand and who’s buying it? What is the company
behind the brand? What is the environment in which
the brand operates? What is the brand vision?
What is going on in the
category? What is the
competitive environment? Is
it growing or shrinking? How
do the competitors behave?
What innovations are
happening in this category?
What is everyone
saying? Are they
saying the same thing?
Do they portray some
personality? How
loudly are they saying
it?
Note: • These are sample questions to guide your report, you do not necessarily have to answer all these questions.
You are also free to add any other questions you may feel it is relevant.
• Refer to the recommended report structure and the marking criteria sheet.
• To successfully complete this first part of the report, it is expected that students base their research on
information from secondary sources such as company and (advertising) industry websites, industry reports
and publications, academic and scientific journals, as well as your own personal experiences and insights.
➢What are the communication objectives for the ad campaign?
➢These need to be crafted based on the client’s over-arching marketing
objectives for the campaign (detailed in the client brief).
➢Ensure you craft about 2-3 advertising specific objectives (objectives which
the ad campaign can achieve) and include a brief statement as to why these
objectives are important/connected to the marketing goals for the ad
campaign.
➢Use the SMARTT framework: Articulate clear, measurable objectives for the
campaign (think KPIs, think S.M.A.R.T.): Define 2-3 specific advertising
focused objectives that you would you set for this campaign? Remember to
consider how would you plan on proving these objectives worked (post-
campaign) (Forms of measurement, evaluation process etc, as you will need
to comment on this in your Ad Campaign Project).
➢Check the marking criteria for this section
Communication Objectives
➢The second part of the research report relates to the understanding of what
consumers think and feel about the brand, the product/service, the category, and its
competitors.
➢Students are to provide a detailed and well researched target audience analysis
including key insights into the psychology of consumers’ decision-making process.
➢Students should be able to answer questions such as the following:
• Who are the brand’s audience(s)?
• Which segment they form or belong to?
• What is their understanding of the brand?
• What their key decision drivers are?
• Where does the brand touch consumers?
• Which of these touch points are relevant to decision making?
• What media they engage with?
• What is their attitude toward the issue at hand?
Note: these are sample questions to guide your report. You do not necessarily have
to answer all of these questions. You are also free to add any other questions you
may feel it is relevant.
Target Audience
• This research will assist students in understanding why consumers purchase
the brand, their thoughts and feelings and possible barriers to purchase etc.
• Use secondary data
• Provide evidence to support your argument
Research Findings
• Identify and discuss the key consumer insight which emerged from your research?
• Explain how you arrived at this insight – what research findings led to the
identification of this insight.
• Why is this insight “the insight”?
• Discuss which research findings led to this insight.
• Remember – it is this key insight that you identify that will be used to design the
creative ideas for the ad campaign (group project).
Hint: Discover & define the Consumer Insight: the most important outcome from
your research undertaken and your definition of the target audience will be the
outline of the key consumer insight. Ask yourself:
- Is it an insight?
- Does it explain why people behave and think as they do, not just how?
- Is there an ‘a-ha’ when the significance of what you have discovered is realised?
- Does it tap into underlying consumer motivations and needs?
- Does it have clear implications?
Key Consumer Insight/s
➢ Translate the Consumer Insight into the advertising strategy statement and
provide a brief support/justification.
➢ The template is below and an example follows on the next page.
• Advertising will (verb)
• (Target Consumer) that (Product/Brand)
• is/will/provide
• (Statement of Feature/Benefit).
Note: Be sure your strategy statement relates to your objectives.
Advertising Strategy Statement template
➢ Advertising will (verb) (Target Consumer) that (Product/ Brand)
is/will/provide (Statement of Feature/ Benefit).
• Convince
• Persuade
• Communicate
• Remind
➢ Advertising will (verb) (Target Consumer) that (Product/ Brand)
is/will/provide (Statement of Feature/ Benefit).
• Describe the person
• Demographics
• Psychographics
• Product usage
• Give the person dimension
Advertising Strategy Statement template
(cont.)
❑ Title page (includes: title of report, student name and student number,
Teaching Facilitator’s name, assignment word count)
❑ Table of Contents Page
❑ Page number is included as a footer on each page
❑ Report style format (with subheads, e.g. “1.0 Background”) is used
❑ 1.5 spacing, with 2.5cm margins
❑ Consistent font throughout report, including headings
❑ Report is within 1,500 word limit (references & appendices are not included in
the word count)
❑ APA 6/7th referencing is followed consistently across all references (in-text
and in reference list)
❑ Report has been proof-read, checked for spelling and grammatical errors
❑ Understand marking rubric
❑ Report is submitted on time
❑ Similarity check (via Blackboard) has been reviewed
❑ Report is written in English
Report Submission Checklist
Final notes
➢This assignment may require a fair bit of time and effort.
➢The good news is that spending time on the research now, will save
you time with your group assessment and campaign development.
➢Please enjoy the project!