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ADVT 7506 Strategic Advertising Management Assignment
Question 1:
➢ 500 words minimum recommended
➢ Worth 20 marks
In relation to the importance of conducting research as part of the Advertising Strategy process, reflect on your experience gained through conducting the Consumer Insight Analysis assessment for your chosen brand.
➢ Explain the steps you undertook to conduct research into your brand? For example,
did you conduct qual/quant research? If so, how many interviews/surveys etc? Did the process go well? Any recommendations for next time you undertake research?
➢ Justify why, as part of the planning process, conducting research is so critical to
developing advertising strategies?
➢ Reflect and comment on how conducting research assisted you in defining the key
consumer insight, on which your following campaign strategy was based?
NOTE: This is a reflective question which requires you to discuss your own experience, there is no need to undertake research or include any citations (connections to research) in this response and you can write in first person.
Question 2:
➢ 500 words minimum recommended
➢ Worth 20 marks
Imagine you are a Media Strategist working in an advertising agency and your client is selling a new line of cosmetic products to females aged between 18-21 years living in Queensland. You have been asked to provide some media channel recommendations to deliver your advertising message to this target audience. ADVT 7506 Strategic Advertising Management Assignment
Select two (2) above-the-line (ATL) and two (2) below-the-line (BTL) media channels which could be used to effectively reach this target audience.
➢ Explain why these channels should be included in the media plan to reach the
target consumer segment?
➢ Evaluate the pros (advantages/strengths) and cons (disadvantages/weakness) for
each channel (2x ATL and 2x BTL = 4 channels).
NOTE: There is no need to include any citations (connections to research) in this response and you can write in first person if you prefer.
Question 3:
➢ Approx. 1,000 words recommended
➢ Worth 30 marks
Imagine you are the advertising Account Strategist working on a campaign for a Health Insurance brand ‘HealthFirst’ who target Millennial consumers.
Before you can brief the creative team to design a new advertising campaign, you would need to undertake research to learn about and understand who the target consumer is.
Using the four (4) key points identified on the slide above (and detailed below for you), based on your knowledge gained over the semester (no need to undertake any ‘primary’ research), for a health insurance brand like ‘Healthfirst’ targeting Millennials – analyse and explain these points and write up your response which you would consider including in your brief to the creative team:
➢ What is important to them? …… why would they want/need this product/service in their
life?
➢ What media are they consuming? what media channels do you think they pay attention to
(will be exposed to) that could be used to reach them with an advertising message?
➢ When are they planning to buy? when and why do you think they start to consider
purchasing health insurance? What might move them from consideration to actual purchase?
➢ What are they thinking when they make purchasing decisions?…… you could choose
to discuss some of the stages of the consumer decision making process, as an example.
Some notes for consideration:
Consider linking to or using one of the advertising theories/models, such as models of the Response Process, Alternative Response Hierarchies, Maslows or FCB grid etc to help explain your response.
FYI – ‘Healthfirst’ is a fictious brand name, but think along the lines of health insurance companies like Medibank, MBF, NIB, HCF etc.
ADVT 7506 Strategic Advertising Management Assignment
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