Campaign Strategy Creative Strategy.Media Strategy 代写

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  • Assignment 2

    Due: By 9 am on Monday 30 September 2019.

    Submission is via the DropBox on CloudDeakin Only.

    Word limit: 2000 words (+/- 10%) or equivalent.

     Campaign Strategy Creative Strategy.Media Strategy 代写

    PART 1: The Campaign Strategy 
    Choose one of the suggested hypothetical products/services listed below and develop a campaign presentation. It should be aimed at the client in an effort to convince them to hire your agency to manage their advertising campaign. Give a name to your advertising agency!

    You can present this campaign pitch either

    as an audio-narrated PowerPoint. The PowerPoint must be less than 10 minutes in length.

    OR

    as a PowerPoint with additional text/script in the notes section below your slides – this would be what would be spoken in the presentation. The word length of this text/script should broadly match the recommended word totals as allocated below.

     

    Divide your analysis into the key elements of a campaign:

    1) Background Research and analysis based on issue/problem/desire. Be aware that you do not have to conduct this research, but you can creatively project what the research will find and how it informs the other elements of the campaign. It is the research focus that will determine many of the other elements of the campaign. (1 slide + <150 words)

    From this work – identify the parameters of your campaign in a simple sentence or phrase.

     

    2) The Target Audience. Identify a target audience for your campaign and use appropriate key words to map out this market effectively. Establish the profile of the market as you understand it. (1 slide + <100 words)

     

    3) Advertising Objective. As simply as possible identify your objective in your advertising. Develop key words, key emotions, key formations of desires and how this will produce the appropriate consumer response. Be creative how you present this (1 slide + <100 words)

     

    4) Creative Strategy. Present your creative material here. In a series of storyboard images, present your material. It is not expected that you make an advertisement here and even the most simple stick drawings will serve as a storyboard for your campaign. If you are comfortable in making more sophisticated images, this is the location for you to play with the different technologies of producing images for your PowerPoint. What must be included - beyond the images – are the following:

    (a) the basic slogan/catchphrase of the campaign

    (b) The basic image of the campaign

    (c) The potential transformation of the image as the campaign advances over time

    (d) Your explanation of how these elements fit the advertising objective/target audience of the previous slides

    No more than 3 slides + 150 word script/text

      Campaign Strategy Creative Strategy.Media Strategy 代写

    5) Media Strategy

    Outline the different media you would target and your timeframe for the rollout. Explain the targeting related to the audience of consumers and the media types that would find that target. All campaigns have to address the use or non-use in their explanations of:

    (a) Television, radio, print, online media, social media, outdoor advertising, viral marketing, promotional campaigns, sponsorships/endorsements

    (b) The ratio and emphasis of these various parts of the campaign and how the creative material is adapted to each of these environments has to be thought through in terms of their relative cost.

    No more than 3 slides + 150 words script/text

     

    6) Conclusion. Last slide - be creative as you sum up your pitch (1 slide + 50 words)
     

    1)基于问题/问题/愿望的背景研究与分析。
    请注意,您不必进行这项研究,但您可以创造性地规划研究将发现什么,以及它如何通知该活动的其他元素。
    研究重点将决定该运动的许多其他因素。
    (1张幻灯片+ <150字)
     
    从这项工作-确定参数,你的运动在一个简单的句子或短语。
     
     
     
    2)目标受众。
    为你的活动确定一个目标受众,并使用适当的关键词来有效地规划这个市场。
    建立你所了解的市场概况。
    (1张幻灯片+ <100字)
     
     
     
    3)广告目标。
    尽可能简单地在广告中确定你的目标。
    开发关键字,关键情感,关键欲望的形成,以及如何产生适当的消费者反应。
    创造性地表达你的想法(一张幻灯片+ <100个单词)
     
     
     
    4)创造性的策略。
    在这里展示你的创意材料。
    在一系列故事板图片中,展示你的素材。
    这是不期望你在这里做广告,甚至最简单的简笔画将作为一个故事板为您的活动。
    如果您喜欢制作更复杂的图像,这里是您使用不同技术为PowerPoint制作图像的地方。
    除了图片,还必须包括以下内容:
     
    (a)运动的基本口号/口号
     
    (b)宣传运动的基本形象
     
    (c)随着时间的推移,随着宣传运动的进展,形象可能发生改变
     
    (d)你对这些要素如何符合前几张幻灯片的广告目标/目标受众的解释
     
    不超过3张幻灯片+ 150字脚本/文本
     
     
     
    5)媒体策略
     
    概述您要针对的不同媒体和推出的时间框架。
    解释与消费者受众相关的目标,以及找到目标的媒体类型。
    所有宣传活动都必须说明在解释下列事项时使用或不使用:
     
    (a)电视、广播、印刷、在线媒体、社交媒体、户外广告、病毒式营销、促销活动、赞助/代言
     
    (b)必须考虑到宣传活动这些不同部分的比例和重点,以及创意材料如何适应每一种环境。
     
    不超过3张幻灯片+ 150字脚本/文本
     
     
     
    6)的结论。
    最后一张幻灯片——总结你的演讲时要有创意(一张幻灯片+ 50个单词)

     Campaign Strategy Creative Strategy.Media Strategy 代写