MKT102A_Assessment_1
Task Summary
In order to help you develop your understanding of all aspects of an advertising strategy in a logical and
effective way, we have divided the assessment strategy for MKT102A into three parts. Firstly, in Part A (this
Assessment), you are asked to apply the knowledge you have acquired in Modules 1-3 to develop an
Advertising Brief using the template provided below. Part A is due in Week 5 and accounts for 30% of the
total mark.
After receiving feedback from your subject facilitator on Part A and reflecting further, you will then proceed
to complete Part B of the Assessment – where you will develop a detailed Advertising Campaign (including
visuals). This part is due in Week 10 and accounts for 50% of the total mark. See the Assessment Brief – Part
B for instructions.
The final Part of this Assessment, Part C, requires you to present your Advertising campaign in a presentation
format and is due in Week 11.
Please refer to the Task Instructions below for further details on how to complete the first part of your
project.
ASSESSMENT 1 BRIEF
Subject Code and Title MKT102A Understanding Advertising
Assessment Project Part A: Advertising Brief
Individual/Group Individual
Length Maximum 1500 words +/- 10%
Learning Outcomes The Subject Learning Outcomes demonstrated by successful
completion of the task below include:
a) Explore and reflect on the functions and evolution of
advertising.
b) Explain the principles and practices involved in the creation
of effective advertisements
d) Compare and contrast the advantages of the different types
of advertising media.
e) Design an advertising campaign based on a client brief
Submission Due by 11:55pm AEST Sunday end of Module 3.1 ( Week 5 )
Weighting 30%
Total Marks 100 marks
MKT102A_Assessment_1
Context
Before an Advertising Campaign is requested from an Advertising Agency, a clear Advertising Brief needs to
be written by the Marketing or Advertising manager of the client to outline the aim of the campaign. Is the
aim of the campaign brand advertising, or advertising for a particular sales event such as Mother’s Day or
new summer fashions or maybe it could be a Sale or for the launch of a new product.
This Assessment will give you the opportunity to apply the concepts learnt on the importance in selecting
the target audience, defining Advertising Objectives ( as different to the Marketing Objectives),
formulating Advertising Strategy that you want followed, consider media channels including the USP
(Unique Selling Point/ Proposition) and indicate the budget you have to spend and how it will be spent.
Task Instructions
To successfully complete Project Part A: Advertising Brief you are required to
1. Research and select a ‘consumer’ brand that will be the focus on your Advertising Brief. This needs
to be a single retail brand, for example ( but not limited to ) Boost Juice, Lorna Jane or Zara etc.
Please Note: The consumer Brand selected cannot be a multi-brand retail shop such as Coles or
Myer. It also cannot be B2B (Business to Business), Corporate, Political or Not for Profit.
You will need to get your Learning Facilitators approval of your selected brand before commencing
the Advertising Brief. It is advised that selection and approval is completed by the end of Module 1
(week 2)
2. Research your selected consumer brand and come up with an idea for a NEW potential Advertising
Campaign. This MUST NOT be a campaign that has been done already with existing visuals and
campaigns ads that can be found on the internet. It needs to be your own original campaign
concept that will be backed by your own creative visual ideas in Assessment 2.
3. You must use the Advertising Brief Template provided below in this Brief to complete this
assessment. Please ensure you complete all sections as related to your own selected consumer
brand and submit by 11:55pm AEST Sunday end of Module 3.1 ( Week 5 )
Referencing:
A minimum of three (3) credible references, such as peer-reviewed journals articles from reputable
publishers, should be used to support analyses and arguments. Instead of simply quoting or paraphrasing
from a source, you should interpret and/or evaluate the idea in question.
All sources used must be cited and a list of references provided at the end (not included in the word count)
following the APA style. This includes students’ own work that has previously been submitted to other
subjects or institutions. See “Academic Skills” on the Blackboard portal for more information on
referencing and plagiarism http://library.laureate.net.au/research_skills/referencing
Submission Instructions:
MKT102A_Assessment_1
Please submit your Project Part A: Advertising Brief in Assessment 1 submission link in the Assessment
section found in the main navigation menu of the subject Blackboard site. The Learning Facilitator will
provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
Marking Rubric:
Your report will be marked against the rubric, which is shown on the following pages. Please ensure that
your submission addresses all of the Assessment Attributes in the rubric.
MKT102A_Assessment_1
Advertising Brief Template
Client: Client name + product / service name
Background: General brand and market introduction (two paragraphs max)
Purpose of the brief: In simple terms outline the task – the problem the advertising has tosolve.
Marketing Objectives: Only list desired marketing outcomes e.g. sales, volume, market share,
distribution etc. Must be SMART.
Notes: “How to write SMART objectives”
Marketing Strategies:
Marketing Mix:
Product= describe the product (range) in terms of sizes, colors, packaging or
key differentiating feature
Price= List the prices for each of the products listed above to give the users of
this brief the idea of price range and price positioning. With variable pricing e.g.
a vehicle model you can use ‘from $xxx’
Place= Identify the types of distribution outlets from which the consumer can
trial or buy the product/service
Promotion= List the non-advertising promotional activities which haverecently
occurred or will occur concurrently with this planned advertisingcampaign
Target Audience:
Primary
Provide a target audience profile description in the standard industry format in
terms of:
 demographic,
 geographic,
 psychographic,
 Behavioral
o usage,
o benefits sought
MKT102A_Assessment_1
Consumer insights
Insight into the consumer that relates to the purpose of the campaign thatwill
provide deeper understanding of the consumer to help in achieving the desired
outcome. Support this with researched and referenced data.
Advertising Objectives: Only include those specifics (in this SMART Objective) that advertising can
achieve. It is a statement of WHAT the advertising campaign is setting out to
achieve not HOW it will achieve them (how is a strategy not anobjective).
Advertising Strategy:
List the advertising strategies to be used to achieve the advertisingobjectives.
Strategy will include an outline of:
 Direction– Simple statement of the overall approach.
Refer to the supplied notes for a range of strategies that would be
suitable. The level of involvement and either rational or emotive (FCB
Grid) could be the foundation for yourstrategy.
 Campaign scope
 Suggested Media (Note: top line not detail – detail comes in the
proposal
 Timing & duration
See Notes: “Objectives, strategies and Rationales” & “How to write
strategies with CLARITY” for examples and formats.
Brand dimensions: Outline a brief Brand positioning statement and list:
 Brand Values
 Brand Personality
 Brand tone of voice
List all known branding issues, properties and associations (E.g. use of
Cadbury purple in advertisement / commercial Red Bull associationwith
extreme sports)
USP (Proposition): Identify the ONE competitive advantage about this product or service that canbe
claimed as unique. Express the USP as an advertising proposition
MKT102A_Assessment_1
Media considerations:
List any issues that will assist the ‘Media Planner’ develop their plan e.g. timing,
situational influences, geographic weighting, any know ‘aperture’.
Mandatory inclusions:
Cover any legal and or ethical issues, conditions or restraints for this advertising
campaign, especially advertising code compliance. For example –
health/pharmaceutical claim disclaimers, ‘Enjoy alcohol responsible’ disclaimer,
Product Disclosure Statement (PDS) or Terms and Conditions brochure (for
regulated financial products).
Must be based on researched and referenced laws, regulations, advertising codes
etc.
Budget: Provide an actual budget with a list of budget allocations for:
 Campaign Development (assume 5% of budget)
 Production (assume 15% of budget)
 Media (assume 50% of budget)
 Monitoring/research (assume 10% of budget)
 Agency fees (assume 20% of budget)
Timing: Key deadlines
 Proposal due date (Start with the final assessment (The Campaign
Proposal) submission date – to keep all development and campaign dates
in the future)
 Proposal approval date
 Final creative approval
 Creative production – Material deadlines
 Campaign launch & Campaign finish
MKT102A_Assessment_1 Page 7 of 10
Assessment Rubric: Project Part A: Advertising Brief
Assessment
Attributes
Fail
(Yet to achieve
minimum standard)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75-84%
High Distinction
(Exceptional)
85-100%
Target Audience
Description &
Consumer Insights
25 %
Limited synthesis and
analysis.
Limited
application/recommendat
ions based upon analysis.
Demonstrated analysis and
synthesis of Target Audience
with application of Consumer
Insights.
Shows the ability to interpret
relevant information and
literature.
Well-developed analysis of
Primary Target Audience
and synthesis with
application of Consumer
Insights recommendations
linked to analysis/synthesis.
Thoroughly developed and
creative analysis of Primary
Target Audience and
synthesis with application
of pretested models and /
or independently
developed models for
Consumer Insights and
justified recommendations
linked to analysis/synthesis.
Highly sophisticated and
creative analysis of Primary
Target Audience and
possibility Tertiary,
synthesis of new with
existing knowledge.
Strong application by way
of pretested models and /
or independently
developed models for
Consumer Insights.
Recommendations are
clearly justified based on
the analysis/synthesis.
Applying knowledge to new
situations/other cases.
Advertising Objectives
& Advertising Strategy
25 %
Limited synthesis and
analysis of Advertising
Objectives ( not SMART)
Demonstrated analysis and
synthesis of SMART
Advertising Objectives as
with application.
Well-developed analysis
and synthesis SMART
Advertising Objectives with
clear differentiation to
Marketing Objectives.
Thoroughly developed and
creative analysis and
synthesis of SMART
Advertising Objectives with
clear differentiation to
Marketing Objectives.
Highly sophisticated and
creative analysis, synthesis
of SMART Advertising
Objectives with clear
differentiation to
Marketing Objectives.
MKT102A_Assessment_1 Page 8 of 10
Limited
application/recommendat
ions of Advertising
Strategy
Shows the ability to interpret
relevant information and
literature to formulate
Advertising Strategy
Shows the ability to
interpret relevant
information and literature
to formulate Advertising
Strategy
.
Shows the ability to
interpret relevant
information and literature
to formulate Advertising
Strategy with
independently developed
models and justified
recommendations linked to
analysis/synthesis.
Shows the ability to
interpret relevant
information and literature
to formulate Advertising
Strategy with strong
application by way of
pretested models and / or
independently developed
models.
Recommendations are
clearly justified based on
the analysis/synthesis.
Applying knowledge to new
situations/other cases.
Media/ Production/
Brand Considerations
& Budget
30%
Limited synthesis and
analysis.
Limited
application/recommendat
ions based upon analysis.
Demonstrated analysis and
synthesis of Media/
Production/ Brand
Considerations.
Budget provided.
Well-developed analysis
and synthesis of Media/
Production/ Brand
Considerations.
Recommendations are
justified for Budget.
Thoroughly developed and
creative analysis and
synthesis of Media/
Production/ Brand
Considerations.
Justified recommendations
linked to analysis/synthesis
for realistic Budget.
Highly sophisticated and
creative analysis, synthesis
of Media/ Production/
Brand Considerations.
Recommendations are
clearly justified based on
the analysis/synthesis for
realistic Budget.
MKT102A_Assessment_1 Page 9 of 10
Effective
Communication
(Written)
10 %
Presents information.
Specialised language and
terminology is rarely or
inaccurately employed.
Meaning is repeatedly
obscured by errors in the
communication of ideas,
including errors in
structure, sequence,
spelling, grammar,
punctuation and/or the
acknowledgment of
sources.
Communicates in a readable
manner that largely adheres
to the given format.
Generally employs specialised
language and terminology
with accuracy.
Meaning is sometimes
difficult to follow.
Information, arguments and
evidence are structured and
sequenced in a way that is
not always clear and logical.
Some errors are evident in
spelling, grammar and/or
punctuation.
Communicates in a
coherent and readable
manner that adheres to the
given format.
Accurately employs
specialised language and
terminology.
Meaning is easy to follow.
Information, arguments and
evidence are structured and
sequenced in a way that is
clear and logical.
Occasional minor errors
present in spelling,
grammar and/or
punctuation.
Communicates coherently
and concisely in a manner
that adheres to the given
format.
Accurately employs a wide
range of specialised
language and terminology.
Engages audience interest.
Information, arguments and
evidence are structured and
sequenced in a way that is,
clear and persuasive.
Spelling, grammar and
punctuation are free from
errors.
Communicates eloquently.
Expresses meaning
coherently, concisely and
creatively within the given
format.
Discerningly selects and
precisely employs a wide
range of specialised
language and terminology.
Engages and sustains
audience’s interest.
Information, arguments
and evidence are insightful,
persuasive and expertly
presented.
Spelling, grammar and
punctuation are free from
errors.
MKT102A_Assessment_1 Page 10 of 10
Correct citation of key
resources and evidence
10 %
Demonstrates
inconsistent use of good
quality, credible and
relevant resources to
support and develop
ideas.
Referencing is omitted or
does not resemble APA.
Demonstrates use of credible
and relevant resources to
support and develop ideas,
but these are not always
explicit or well developed.
Referencing resembles APA,
with frequent or repeated
errors.
Demonstrates use of
credible resources to
support and develop ideas.
Referencing resembles APA,
with occasional errors.
Demonstrates use of 3 good
quality, credible and
relevant resources to
support and develop
arguments and statements.
Show evidence of wide
scope within the
organisation for sourcing
evidence.
APA referencing is free
from errors.
Demonstrates use of 3
high-quality, credible and
relevant resources to
support and develop
arguments and position
statements.
Show evidence of wide
scope within and without
the organisation for
sourcing evidence.
APA referencing is free
from errors.