ADVT7509 S2 2024 Assessment #1 Brief 1
ADVT7509 Creative Advertising Development
Assessment #1 – Creative Strategy Analysis
Task Description:
Creativity is the soul of advertising. Without creative execution – no one will pay attention to the
message and clients will not successfully sell their products or services. A creative strategy defines
the important strategic choices required to develop and effectively deliver a targeted message to
the desired consumer segment.
The creative strategy defines what you will say about your product or service and addresses how
you want consumers to think about your brand. Developing an effective advertising campaign
involves design of a strong message strategy, with impactful advertising appeals and execution
style.
In this assessment, you are required to select an existing advertising campaign* for a
product/service and critically dissect the elements of the campaign, including the message
strategy and execution style.
You will assess the goal, content and effectiveness of the ad/campaign and make
recommendations as to how the design, elements, message strategy and execution could
have been improved for ad/campaign effectiveness.
A recommended structure for your creative strategy analysis is included in the following section,
along with the marking criteria sheet for this assessment.
*Note: content in the advertisement must all be in English and the product/brand needs to be
familiar to the teaching staff. In addition, the campaign needs to have been in the market from
present time to past 3-4 years only (for example: Feb 2021-July 2024). It is recommended to
select a TVC, multimedia or print ad to dissect and analyse. Ensure the ‘ad’ is a paid
advertisement and not just a promo video etc on a brand website.
Your critical analysis of the advertising campaign should be supported by insights gained from
secondary research and connections to creative strategy theory. In your analysis you are required
to address whether you felt the campaign was effective/not (and why) in achieving advertising
campaign objectives and present recommendations as to how the creative strategy and execution
could have been improved for greater effectiveness.
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 skills acquired from this creative
strategy analysis will be built on in the following two assessment items.
The Creative Strategy Analysis report word count is 1,500 words (10% over/under allowable).
Reference list and appendices are not included in the word count. All submissions must be written
in English.
 Type: Report (Individual)
 Learning Objectives Assessed: 1, 2, 3
 Due Date: 5pm Friday 30th August 2024 [end of Week 6]
 Weight: 25%
 Word Count: 1,500 words (10% over/under allowable)
 Submission: via Turnitin link on Blackboard
ADVT7509 S2 2024 Assessment #1 Brief 2
Recommended Report structure:
1. Background / overview (10%): Who is the brand? What market are they in?
Who is the client/brand, where are they now?
What’s the big picture? What’s going on in the market?
What is the background on the product or service – when it was launched, unique features,
competitive advantage? Who are your main competitors and why?
o Buyer analysis (e.g., who buys/uses the product, who influences the purchase decision,
when they use the product, etc.)
o Current/previous advertising.
o Are there any changes or special considerations in the marketplace?
2. Campaign objectives (5%): What is an objective of the campaign / purpose of the
ad/campaign?
Outline (at least) one advertising objective for the ad campaign?
Where do you think the client/brand wants to be as a result of this ad campaign?
What does the advertising need to achieve?
o Separate marketing-based objectives from advertising/communication-based objectives (make
them SMART).
o Do you think they want to create an image, change a perception, communicate information,
launch a new product to market?
o Your outline of the key objective/s for the campaign should be concrete, measurable and give
a specific time period. Example: To increase brand awareness (e.g., up to XX% of the target in
a year)
3. Target Audience Analysis & Insight (20%): Who is the intended target audience? Why do
you think this? What is the key consumer insight?
Is there a particular segment of consumers that this ad is targeting? Who are they (and why
do you think this?) Go beyond age and gender to include demographics and
psychographics of the intended target audience. Consider explaining how you think the
target audience may currently think/feel about the product/brand. As well as how they
currently behave. Include a profile of a typical target audience consumer.
What is the key consumer insight? (from secondary research) There may be many
potential consumer insights. However, focus on the insight that can be applied to your ad
campaign. What is it that connects the consumer to the product/service/brand? The more
precise and detailed the better.
The insight is the result of strategic and critical thinking that results in a key consumer
insight that uncovers the reason why a consumer cares about a brand message. It is the
basis for creativity.
4. Creative Strategy (35%): Analyse the message strategy, big idea and execution techniques
used in the ad/campaign.
4a. What is the message strategy? The message strategy is the “what to say”, the major selling
point. What story is this ad telling (messages)? How do you know? (Text, images, etc.)
4b. What is the Big Idea? Do they tap into a consumer insight from the target audience analysis?
The big idea is that which brings the strategy to life.
4a. What creative execution techniques have been used in the ad/campaign? [This is the ‘how to
say it’.] What type of appeal/s have been used? Was this approach appropriate and why (use
theory and your consumer insight to justify your reasoning)? What is the tone of the campaign
and does it reflect the brand personality or the product positioning?
5. Campaign effectiveness (20%): Do you think the ad was effective? If so, why / why not?
What recommendations would you make to improve the effectiveness of this campaign?
+ Presentation (10%) - Report professionalism, structure, and quality
ADVT7509 S2 2024 Assessment #1 Brief 3
When writing your advertisement analysis (critique), consider the below tips:
 Select an ad you understand. This is advantageous since selecting something you
understand makes it simpler when you are critiquing.
 Ensure you are familiar with the product being advertised.
 Describe the ad in terms of a broad overview/context.
 Intently look at the ad and note everything that captivates you and captures your attention.
 Develop an argument which you will later explain in your essay.
 Compose an outline which will be your essay’s prototype.
Discussion Board: if you have any questions in relation to this assessment item, please post
these questions on the Assessment #1 Discussion Board and we will respond.
Report Submission Checklist:
 Title page (includes title of report, student name and student number, Tutor’s name,
assignment word count, Web Link to the advertisement. If you are working with a
Static Ad, add a copy of the Ad Image to the Appendix)
 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 recommended
 Use Times New Roman, 12pt font size
 Consistent style and formatting throughout report, including headings
 Report is 1,500 words (+/-10%, references & appendices are not included in the word
count)
 Referencing formats: either use APA 7th or Harvard styles, BUT ensure that you apply the
format consistently throughout your report (in-text citations and in the reference list)
 Report has been proof-read, checked for spelling and grammatical errors
 Report is submitted on time (* or apply for an extension through the Business School: click
here for extension request link, teaching staff cannot grant extensions)
 Similarity check (via Blackboard) has been reviewed
 Report is written in English
4
ADVT7509 Creative Advertising Development – Assessment #1
Creative Strategy Analysis Grading Rubric
Criterion Requires Major
Improvement
[49 and lower]
Fail
Requires
Improvement
[50-64]
Pass (Grade 4)
Satisfactory
Standard [65-74]
Credit (Grade 5)
Good
Standard [75-84]
Distinction (Grade 6)
Excellent
Standard [85-100]
High Distinction (Grade 7)
Score
0-5 5-6.5 6.6-7.5 7.6-8.5 8.6 -10
Background /
Overview
10%
Little or no background with
insufficient discussion of the
ad and a lack of clarity about
the direction for the review.
A basic and broadly written
background of the ad or the
direction for the review, but which
needs more specific insight and
lacks engagement.
A broadly written background of
the ad and direction for the review
lacking in impact.
A succinctly written background
and direction for the review with
impact.
A succinct yet comprehensively written
background for the ad and direction for
the review, engaging the reader from the
outset.
/10
0-2.45 2.5-3.2 3.25-3.7 3.75-4.2 4.25-5

Campaign
Objectives
5%
Your campaign objective/s are
vague or missing.
Your campaign objective/s are
present, but unclear and do not
meet all SMART criteria.
Your campaign objective/s are
stated and appear to align with
specific advertising campaign
goals. The objectives mostly/all
meet SMART criteria.
Your campaign objective/s are
clearly stated and align well with
specific advertising campaign
goals. The objectives all meet
SMART criteria.
Your campaign objective/s are very
clearly stated and align strongly with
specific advertising campaign goals. The
objectives all meet SMART criteria.
/5
0 – 9.8 10 – 12.8 13 – 14.8 15 – 16.8 17 – 20
Target Audience
Analysis & Insight
20%
You fail to adequately describe
the intended target audience
for the ad and/or only a partial
consumer profile is provided.
You appear to have a poor
understanding of the potential
target audience.
You describe a possible intended
target audience in some detail.
You illustrate some understanding
of the market.
You describe a relevant target
audience in sufficient detail,
however further analysis and
discussion would have added
more value, or there is a lack of
connection to an identified
consumer insight.
You describe a relevant target
audience in detail, including an
example/ partial example of a
typical consumer profile
(demographic, geographic &
psychographics etc). There is
good connection to an identified
consumer insight.
You provide a very detailed and well
researched target audience analysis and
you have provided a full consumer
profile (demographic, geographic &
psychographics etc) including an
example of a typical target audience
member. There is a strong connection to
the identified consumer insight.
/20
0 – 17.15 17.5 – 22.4 22.75 – 25.9 26.25 – 29.4 29.75 – 35
Creative Strategy
35%
Key messages not identified or
wrongly identified; or
explained. No discussion or
irrelevant discussion of key
messages.
Key messages and appeal
strategies vaguely explained with
some discussion, but lacking in
clarity, alignment, and focus.
Key messages and appeal
strategies plausible and sufficiently
explained, as well as, appropriate
for audience and product/brand.
Key messages and appeal
strategies insightful, fully
explained with sound justification
and supporting theoretical
evidence. Aligned with audience
and product/brand.
Key messages and appeal strategies,
novel, insightful, fully explained with
excellent justification and supporting
theoretical evidence. Clearly aligned with
audience and product/brand.
/35
5
0 – 9.8 10 – 12.8 13 – 14.8 15 – 16.8 17 – 20
Campaign
Effectiveness -
Ad Improvement
Suggestions
20%
Areas for improvement in ad
not identified or wrongly
identified. Suggestions for
improvement not made or non-
sensical.
Areas for improvement in ad
vaguely identified and suggestions
for improvement made either
absent or vague.
Areas for improvement in ad
identified. Suggestions for
improvement were realistic and
sound.
Areas for improvement in ad
were well and thoroughly
identified. Suggestions for
improvement were clear,
creative, and aligned to the
Brand positioning, objectives,
target audience and key
messages.
Areas for improvement were very
well and thoroughly identified and
explained.
Suggestions for improvement made
were excellent, very creative and very
well aligned to the Brand positioning,
objectives, target audience and key
messages.
/20
0-5 5-6.5 6.6-7.5 7.6-8.5 8.6 -10
Presentation -
Report
professionalism,
structure, and quality
10%
You present content in an
incoherent way and make
frequent technical errors
throughout the report.
You organise content in a manner
that be difficult for the reader to
follow at times. A number of
technical and grammatical errors
have been noted throughout.
You organise content clearly and
make some/few technical,
referencing, format, grammatical
and/or spelling errors.
You organise content clearly.
Quality of writing is high. Few
technical errors. Generally,
appropriate referencing. Mostly
follow the suggested format.
Mostly free of grammar and
spelling errors.
You organise content clearly, make no
technical errors. Quality of writing is
exceptional. Appropriate referencing.
Follow the suggested format precisely.
Free of grammar and spelling errors.
/10
FINAL RESULT: /100
FINAL GRADE: /25%