Assignment 2 [3-4 Pages APA] [Word]
This is a 2-part assignment, and the principal goal of Assignment 2 is for students to “Examine a live advertisement campaign and analyze the intent, execution, and perceived success of the campaign.” The primary intent behind this is so students can identify, research, examine and explore a real life ad campaign. The students can choose their own campaign, and it can be as simple as a single television ad, or as complex as an entire campaign including multiple media efforts for the more sophisticated student.
PART 1: Research & Analysis – Students are expected to conduct an extensive search of multiple ads (TV, Billboard, Newspaper, Online, Magazine, etc.) and select one. Students will scrutinize the campaign and comment on the following topics: Objectives, Intended Audience, Likely Actual Audience, Perceived Effectiveness, The use of image, product differentiation, and branding, Unique Selling Proposition, Basis for Appeal, Creative Philosophy, Slogan, Tone, Mood, Motivational Appeal and Executional Style. There is not a deliverable for Part 1.
PART 2: Document – Students will transition out of the research and analysis phase and actually start drafting the document. The document format will be determined by the student (as that is part of the assignment), however, should address the aforementioned issues, and be thought of as an analytical debrief to “Examine a live advertisement campaign and analyze the intent, execution, and perceived success of the campaign.”