Creative Strategy Statement Form - DOC

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Creative Strategy Statement Form - DOC Powered By Docstoc
					                   Project Guidelines
            MKT4726 Advertising and Creative Strategy
Each group will act as a professional advertising agency, who propose advertising
campaign plan to an assigned client. Since you are studying advertising and
creative strategy, you will learn how you can create an impressive advertising
campaign from doing this project. The project mark is 25% of the total semester

The lecturer will act as a coach for each group. Each group will be provided the
‘Meeting Form’ for the group project workshops. There are altogether five group
project meetings throughout the semester. Each ‘Meeting Form’ will be used for the
group project discussion. Those forms are the guidelines for you to have
brainstorming. The purpose of brainstorming session is to produce the creative ideas
among your team members. However, for the semester project, you have to
complete your project in more details. The followings are the guidelines of you

1. Title Page: Client brand name, campaign theme, member names, I.D. number,
   course name, section, lecturer name.

2. Acknowledgement: Express your sincere thanks to other people who help you
   to complete the project, e.g. respondents, company, your team.

3. Table of Content: The list of the content plus the list of pages.

4. Situation Analysis:

      Market Analysis – The brief analysis of the industry in which your product
       competes, size, growth and current trends. A brief history of the company,
       the firm’s present status, product lines, sales history, target markets, current
       marketing mix.
      Product Analysis - The analysis of the product or service that is the focus
       of your campaign plan. Emphasis should be on the product's sales history,
       market share, strengths, weaknesses, key benefits, brand image, and other
       factors important for an understanding of the product's or service's
       performance and place among its category competitors.
      Competitive Analysis – The overall assessment of strengths and
       weaknesses of both direct and indirect competitors. The key benefits,
       positioning, promotional program, key message and media strategies of
       competitors should be identified.       The collections of the competitors’
       advertisements could help you to identify the key message and the appeal
       that they used. You should emphasize on this analysis, since competitive
       analysis can help you to create the different advertising campaign from other
      Consumer Insights - The details of the findings from primary research about
       consumers’ attitude towards the brand and competitive brands. This could
       help the creative team to identify the key selling idea of the product and the
       big idea of the advertising campaign. (You can also mention about a brief of
       the research methodology, e.g. focus group, sample size, when and where
       you have conducted the research)
      Summarize your situation analysis with the SWOT analysis

5. Target Audiences Analysis: Identify the target audience characteristics in
   details. Demographics, psychographics and other consumer’s characteristic can
   be described here. You can develop the collage to show how your target
   audiences look like and show some associations between target audience and
   the brand.

6. Advertising Campaign Objectives : Identify advertising objectives of your
   campaign. You can review the objectives from the client’s brief. Please make
   sure that you understand the different of advertising objectives and marketing
   objectives, review more in the text.

7. Advertising Strategies: As mentioned earlier that the main purpose of the
   course is to guide you how to develop the advertising campaign and use your
   own creativity to develop the impressive ad campaign. Therefore, your report
   has to emphasize on ‘advertising strategy’ rather than other promotional tools.
   However, you might propose other promotional tools such as sales promotions or
   direct marketing in your campaign, if those promotional tools are related with your
   advertising campaign.

   To identify the advertising strategy, creative brief is the good guide for you to
   develop the message strategy or the campaign theme. Creative strategy
   statement (creative brief) is a one-page statement of the copy platform, including
   objectives, targeting, key benefits, support, claims and promises, and tone of the
   advertisement. You may add the big idea in the creative strategy statement. See
   the example of the creative strategy statement in meeting form provided. You
   can also create the title of the campaign and slogan in the creative brief.

8. Media Mix and Budget Allocation : Identify the rational in selecting the mix of
   media for your advertising campaign, including the tentative percentage
   allocation of the budget. For the budget allocation, you can use the objectives
   and tasks method. You have to show the calculation of the budget in details and
   show the tentative time schedule for the media launching in the table form.

9. Advertising Tactics: Elaborate your strategy into details. For examples, if you
   want to propose the TVC, print ad and billboard for your campaign, you have to
   develop the storyboard, comprehensive layout of the print ad and the billboard.
   All materials must be created, designed, and executed exclusively by members of
   the agency team. The radio spots should have both scripts and produced spots.
   There are alternatives for the executions of your TVC, you can create only
   storyboard / photo board or you can even produce the films. You can also
   describe the detail for each ad to make the reader understand more about the ad.
   Put all ads executions in the project content, not in the appendix.

   Important Remark: Since you are developing the advertising campaign, not a
   single ad, therefore the executions of the ads should be presented in a series.
   The recommendation is at least three related versions of the ads should be
   executed. All versions of the ads should be consistent with the same theme
   mentioned in your creative brief. For examples, your can develop three versions
   of TVC, three versions of print ads, three versions of billboard. Do not forget that
   the project mark is depended on how you put your effort.

10. Appendix : Questionnaire (survey); question guide (focus group); details of
                  primary research findings; the collection of competitive ads,

Project Submission and Presentation:
Project Submission: You have to submit the project only in the soft file. Record the
content of the project and all materials on the CD-Rom (no need to submit the hard
copy). The content of the report has to be converted into PDF file before recording.
Record the PowerPoint presentation on the same CD-Rom. The complete project is
the combination of the first phase and the second phase of the project. The
completed project will be submitted in the second phase of the presentation.

Presentation: The presentation will be divided into two phases. The first phase is
the presentation before mid-term examination and mainly focus on consumer insight,
situation analysis, collage presentation and target audience analysis. The second
phase of the project presentation will be held two weeks before final examination and
mainly focus on creative brief, media plan and all ad executions.

The first phase of presentation will take approximately 20 minutes for each group.
The second phase of presentation will take approximately 20 minutes in length (not
including, 5 minutes for the preparation and 5 minutes for the questions). The team’s
basic mission is to convince the client t o accept the campaign proposal. The
presentation marks is equal to 20% of the overall project marks.

PowerPoint Slide: The PowerPoint slides have to be well prepared. All pages
should be under the same background. The logo of the client’s company and the
slogan should be on every slide. Remember, the attractive slide can gain a lot of
audiences’ attention.

Rehearse, rehearse and rehearse!!!: Rehearse the presentation and do not read
any script while you make the presentation. The decoration of the stage/room and
presenters’ costumes are also counted for the presentation marks.

Peer’s Evaluation: After the final presentation, each group member will be
distributed the ‘Peer’s Performance Evaluation Form’. The purpose of this evaluation
is based on the rule of equality of allocating the task and effort in doing the group
project. If any member in the group got low score from your friends’ evaluation, that
member could not get the same project mark as other members in the team. The
criteria of peer’s evaluation are meeting attendance, willingness to work and
dedication, responsibility, quality of work, and preparation for the presentation.

Good luck and enjoy creating the great campaign!

Further details and questions, please contact:


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