Assignment Task: Production of a Creative Brief
Company: Aldi Corporation Product for presentation: Groceries products
Rationale:
Whether an Account Planner/Manager for an agency or a 'client' Advertising/Marketing Manager it is important to understand the importance of an effective creative brief.
In this assessment students, in groups of two, are required to submit visual aids and deliver an oral presentation. Students will apply skills and knowledge of the unit to develop a Creative Brief based on the unit's - or an academically sound alternative - template.
Each group of two students is to select a known Australian brand/product that is not the market leader. The brand must have significantly lower market share than the leading brand/s. Examples include IGA, TigerAir Australia and Virgin Mobile Australia. Your group's selection of brand/product must be uploaded to the Moodle Discussion Forum. Queries relating to the eligibility of your proposed brand/product should be directed to your Lecturer. Utilizing a foreign, unknown or market leading brand will result in failure of this assessment task.
Your task is to commence development of your Advertising Plan (Assessment 4) through formulation of a Creative Brief for an Advertising Campaign for your selected brand/product.
The Creative Brief is to be submitted in presentation format only (PowerPoint; Prezi; Movie Maker etc) to Moodle. The key focus centres on delivery of a CREATIVE BRIEF presented to the class, who are substituting for an Advertising Creative team.
You Should:
Problem 1: Develop an effective creative brief constructed from the unit's template (Session 3.1 and Exhibit 9.14 on page 191 of the text) or academic research. This will involve - if using the unit's template - determining:
a. What is the product? (Part Session 2.2 Situation Analysis - Historical context)
b. Who/What is the Competition? (Session 2.2 Situation Analysis - Competitor Analysis)
c. Who are we talking to? (Session 2.1 Segmentation and Session 2.2 Objectives)
d. What consumer need or problem requires addressing? (Session 2.2 - Market and Industry analysis also 2.1 Consumer Behaviour/STP)
e. What does the consumer currently think about us? (Requires research)
f. What one thing do we want them to believe? (part Session 3.1 Message Objectives and Strategies)
g. What can we tell them that will make them believe this? (part Session 3.1 Message Objectives and Strategies)
h. What is the tonality of the advertising? (Session 3.1 Creative Strategies)
i. Mandatory: what is compulsory? (e.g. logo, use of brand ambassador)
Problem 2: Construct and deliver an inspiring oral presentation to incite engagement by a creative team, represented by the student audience
(D & AD 2014, "Writing a Creative Brief That Inspires", YouTube, viewed 26 February 2018,
This assessment will demonstrate your ability to apply the important concepts, processes and models in this unit to develop an effective Creative Brief. This assessment also - in part - aids construction of the Situation Analysis and Objectives requirements of Assessment 4 - Advertising Plan.
The brand or company which forms the basis of this assessment should not have been utilized in any previous or current Marketing or Management assignments.
The visual aids of your presentation should be uploaded to Moodle with all student ID's detailed as the 'Submission Title'.
Visual aids are to be uploaded:
- By 11pm on the day of your Lecture 4.1
- If you experience difficulties uploading the assignment, to avoid a late penalty a screen print of the error message and your assignment should be emailed to Janne Palthe by 11pm of date of submission. Your assignment will still require uploading into Moodle for marking.
Content should display logic and cite examples and theories.
Your VISUAL AIDS must comprise:
- Research using at least 2 academic journal articles
- Carefully selected and appropriate theories and concepts relevant to your brand
- Construction of an in-depth and appropriate analytical brief
- Clear and logical format
- Citation of all references using the Harvard referencing system
Your ORAL PRESENTATION must:
A) Deliver a co-ordinated brief (5 minutes per student)
B) Include an overview of your recommended situation/props relating to the brief
C) Demonstrate creativity and innovation in presenting information.
D) Engage your colleagues - representing the creative team - with positive verbal and non-verbal cues.
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