ADVERTISING COURSEWORK
 
ASSIGNMENT1: GROUP - Advertising Agency Assessment (30% of Module Marks)

The following assignment is worth 30% of your overall module marks. You are to make an advertising agency presentation based on extensive research, reading and group discussion for the task below. Imagine you work for an advertising agency and you are making an introductory presentation to a multi national company that successfully sells consumer goods. This company needs to understand how your agency is structured, what companies you have produced advertising for, how creative your agency is and the effectiveness of the campaigns you have produced.  You are expected to research global advertising agencies to choose the one you will present on behalf of, examine its advertising campaigns and choose a selection (one or more) to use as examples of your creativity and effectiveness. You should also read the relevant chapters in the recommended text on Advertising and supplement this reading with reference to other texts and journals.

The Task:
Work in your group to choose an advertising agency and create a ten minute presentation that explains the agency’s strengths as a multi national agency a英语论文网 【http://www.51lunwen.org】nd gives examples of effective advertising produced by that agency.
Awarding of grades:
Your work will be marked as a group and everyone in each group will be given the same mark. Marking will be based on the Business School post graduate marking scheme.
ASSIGNMENT 2: INDIVIDUAL - Advertising Strategy">Advertising Strategy Analysis (70% of Module Marks)

The following assignment is worth 70% of your overall module marks. You are to write an essay of 2000 words that explains and analyses the strategy behind an advertising campaign of your choice. The campaign you choose should be current or very recent (within the last 6 months), consumer (not business to business) and use at least some mainstream media (ie TV, press, posters or radio). In examining the strategy behind the campaign you should discuss the competitive marketplace, the advertising objectives, the target audience, the proposition, the creative idea, the media choice and your view as to its effectiveness. You should demonstrate how you deconstruct your chosen campaign with reference to the advertising theories you think apply. Your essay should be based on extensive research, reading and analysis. You should also read the relevant chapters in the recommended text on Advertising and supplement this reading with reference to other texts and journals.

The task:

Submit an essay of  2000 words, excluding references and appendices. Harvard referencing should be used. Examples of the chosen campaign shoul 本文来自：英语论文网 【http://www.51lunwen.org】