Advertising Campaign Project
Assessment 2 Guidelines
ADVT7506 Strategic Advertising Management
The client
Reminder: the SAME Client will be
used for Assessment #1 the Group
Advertising Campaign Project.
Note: Groups or Students who decide to use a
different Client will receive an automatic zero.
All resources for Assessment 2 are located on Blackboard
Read client brief
Presentation and Document Submission
The Pitch presentation:
• Restricted to 15 minutes for presentation + 5 minutes for Q&A.
• Presentations need to be of a professional standard as if you were presenting your solution
to the Client.
• All members of the group must speak in the presentation, but not necessarily for the same
amount of time.
What do you need to submit to Blackboard?
The Pitch Document = A document of your pitch presentation slides must be
delivered/submitted in English. Pitch presentation slides should be uploaded to Blackboard
at the start of your tutorial.
Your set of presentation slides is the only document you will need to submit.
Are there any other requirements?
Yes. You will need to complete a peer evaluation on the day of your presentation, after
everyone’s contribution can be fairly evaluated.
• All presentations will be held in tutorials of Week 12 and 13.
• Your presentation will be held in the same room as your normal tutorial class.
• All presentations must be recorded for marking and remarking purposes. This is a UQ
policy.
• Order of presentations will be announced during tutorials in week 11.
• All students are expected to attend both final tutorials and watch other groups’
presentations.
Presentations – when and where?
1. Background/Overview
2. Advertising problem statement (or Opportunity)
3. Campaign objectives
4. Target audience & consumer insight
5. Creative strategy (including creative examples)
6. Media strategy
7. Budget
8. Measurement & evaluation
9. Reference list
Recommended Presentation Structure
➢ This section should be a brief overview of content you reported in your
Consumer Insight Analysis.
➢ Review your feedback, polish your work, strengthen your arguments.
➢ Consider the following:
❑Who is the brand? Where are they now? (Mini Situation Analysis)
❑What is the background on your product or service - when it was
launched, history, achievement, philosophy, previous advertising?
❑What was going on in your category? Provide information on the 3 Cs:
company, competitive environment, and consumer market
(communication).
❑ Does the product have any unique features or competitive advantage?
❑ Are there any changes or special considerations in the marketplace?
❑ Ensure you have connections to research (citations for support)
1. Background
➢ This is a new section which was not addressed in your Consumer Insight
Analysis.
➢What is the specific advertising problem – or opportunity?
➢ Consider the following:
❑What is the real reason for the advertising campaign?
❑ Define the advertising problem or opportunity (this is referred to as the
‘Communications Challenge’.)
❑ Look for the problem, not the symptoms.
❑ Use your Assessment #1 secondary research you conducted to explain
the need for this advertising campaign?
2. Advertising Problem Statement
➢ This section needs to be a clear and well articulated overview of the key advertising focused
objectives for this campaign.
➢ Review your feedback from your Consumer Insight Analysis stated objectives, polish your
work, strengthen your arguments.
➢ For this project, as a Team, you also need to develop 2-3 specific objectives for the Creative
and the Media strategies as well (these can be included within each respective section), as
well as objectives for the ad campaign as a whole, to answer the Client’s brief.
➢ Consider the following:
❑ Overall – what are the specific objectives which the campaign as a whole needs to
achieve? = Communications objectives
❑What is the goal of the creative executions and the key message within the big idea
behind the campaign? = Creative objectives
❑What are the key goals that the media strategy (selection & combination of the set media
channels going to achieve)? Are they all about a desired action (e.g. click-throughs) or
reach or frequency? = Media objectives
❑ Ensure these objectives are SMARTT (Specific, Measurable, Achievable, Realistic, Timely
and Targeted).
3. Campaign Objectives
➢ This section needs to outline who is your key target audience for this specific
advertising campaign (to address the set advertising problem in the Client Brief).
➢ This may change from who you identified and discussed in your Consumer
Insight Analysis report – and this is fine, as you have completed your research
individually and now are you working in a TEAM and you will have a set
advertising problem to address.
➢ Review your report feedback, share and collaborate with your team and craft and
polish your target audience discussions, with justifications.
➢ Consider the following:
❑ Have you provided a detailed and well researched target audience analysis?
❑ Have you included a full consumer profile reporting on the demographic,
geographic & psychographics of the target audience (including an example of
a typical target audience member/s).
❑ Have you identified and explained (supported) the key consumer insight, that is
clear and compelling and has emerged from your team’s research?
4. Target Audience & Consumer Insight
➢ This is a new section that builds on your findings and the consumer insight
as discovered in the Consumer Insight Analysis assessment.
➢ Based on your Team’s agreed advertising problem, objectives, target
audience, and key consumer insight – what do you need to tell your target
audience and how will the message be packaged? = This is the Creative
Strategy
➢ A clear creative strategy should communicate your campaign’s Big Idea.
➢ Links to advertising theory in relation to the use of appeals, execution styles,
motivations, and theoretical models/frameworks should also be considered
for support here.
5. Creative Strategy
CREATIVE EXAMPLES – Team submissions need to include a minimum of
three (3) examples of advertising executions in different media (e.g. print ad,
in-situ AdShel, bus side, social media posts, website design, advergame
example, video sample or storyboard or scripts etc)
➢ This is a new section which is based on your analysis of who the target audience for the campaign
is.
➢ Which selection of media channels (and when = media schedule) will be most effective in delivering
your creative message to your audience?
➢ Your media selection needs to be well justified, suitable for the positioning of the product and
customer market/s, including supporting your channel selections with research
(advantages/challenges of specific media channels etc).
➢ Include an activity plan/media schedule to show media channels and when (timing) the campaign
will be online in the market (with justification).
➢ Consider the following:
❑What media channels have been used in the past? (were they effective or not?)
❑Which media channels have your team selected for this ad campaign? And why?
❑ Does the campaign need to be visual so you can show the product, for example? Or do you need
to reach people on the run?
❑ Think outside of just traditional media.
❑ How can you use media to support your advertising strategy?
❑ Use industry or academic sources to highlight the advantages and disadvantages of the media
channels to be used.
6. Media Strategy
➢ Clearly identified budget and campaign duration wherein you can outline the
specific media channels and scheduling strategy you have chosen
(continuous, flighting, pulsing etc).
➢ Present how the budget is broken down across your recommended media
channels?
➢ How is the budget allocated across the time period covered (e.g. by
season/month/week/time of day etc)? Explain why.
➢ Do either the budget or timing introduce any special concerns?
➢ Reminder – only media channel costs need to be addressed in the budget
(no agency, research or production costs need to be allowed for).
7. Budget
➢ Based on the SMART objectives – how do you plan to measure (and prove)
campaign effectiveness?
➢Which suitable measurement indices/methods and when?
➢ Campaign measurement does not need to be included in the set campaign
$budget (this would be additional – does not need to be accounted for $
here).
8. Measurement & Evaluation
❑ Title page (includes: title of presentation, student names and student
numbers, Tutor’s name).
❑ APA 6/7th referencing is followed consistently across all references (in-text
and in reference list).
❑ Document has been proof-read, checked for spelling and grammatical errors.
❑ Understand marking rubric.
❑ Document is submitted on time.
❑ Document is written in English.
Submission Checklist for Pitch Document