Assessment - Major Project Parts B & C - Campaign Plan

The usp of the brand is this one: USP: Dark Beer - Bright moments

4.000 budget to use in advertising such as outdoors , digital media, men magazines and TV there is the main advertising channel to use.

Learning outcomes addressed

a) Explain the principles and practices involved in the creation of effective advertisements.

b) Discuss the laws and regulations applying to the advertising industry as well as major ethical issues relating to advertising in Australia.

c) Compare and contrast the advantages of the different types of advertising media.

d) Design an advertising campaign based on a client brief.

Assessment Brief:

Campaign - Major project Part B

Using the advertising brief prepared in Major Project Part A (Assessment 2) prepare a proposal for an Australian market advertising campaign for the featured brand. Using the submission templates provided on the portal to cover required detail for the following topics:

1. Background Summary (the brief) including the campaign objectives

2. Creative concept (what is your BIG IDEA? Identifying the Advertising Appeal and creative techniques to be used. Describe the journey from USP to execution of the creative idea)

3. Creative rationale (Why will your big idea work? And why the appeal & creative technique is appropriate to deliver the Big Idea)

4. Media strategies and schedule (what media mix you recommend and why. Reference should be made to the media consumption habits of your target audience. Identify legal or Ethical considerations in media placement.)

5. Creative Execution - attach samples reflecting your media mix

6. Implementation - Legal & Ethical considerations in creative production, production considerations such as creative production schedule, material deadlines and mandatory inclusions & campaign budget summary

Presentation: Major project Part C

Based on the Campaign proposal outlined above prepare a 10 minute presentation following the presentation template provided. Campus students: Oral presentation in class Week 12 Supported with approximately 12 PowerPoint slides plus any other presentation aids.

Online Students: Recorded presentation. Approximately 12 slide PowerPoint presentation with a recorded slide by slide narration/voice over.

Attachment:- Assignment Files.rar