The Task

 

• Choose an advertising campaign that you currently see in the Australian market. Preferably this campaign will still be running. Please do not pick an old campaign (e.g., >2yrs).
  
   
• Using evidence and conceptual frameworks, the task is to evaluate, analyse and critique the following elements of the campaign:
  
   
• Provide an overview of the company and campaign.
• What messages is the campaign conveying to consumers eg. Is it building brand awareness? A direct call to action to purchase? Using System 1 or 2?
• Is the campaign in the See, Think, Do or Care Phase? Provide evidence and justification.
• What imagery and other creative elements is it using and why?
• Who is the target audience? Is there more than one?
• What channels is it using and why? How effective are they to reach the audience? Would you recommend others? Why? (Note, look at all channels - Print, Radio, TV, Social Media, YouTube.)
• What brand image is the campaign conveying?
• How do you know the campaign is effective? Do you have any metrics? Note, access to specific metrics will be limited, but look at social media engagement, for example.)
• Evaluate the effectiveness of the campaign. Is it successful? Why or why not. Use Evidence.

 

Supporting documents:

 

• Provide complete set of references used (sources, URLs, etc.). Make sure and correctly cite material in text.
• Provide examples of the campaign in the Appendix. Eg. take photos of bus shelter ads, screen shots of social media ads, links to YouTube etc.

800 words required