Assessment 1: Campaign AnalysisProlog

Java Python Assessment 1: Campaign Analysis

Assessment Details:

Length/Duration: 3 pages Weight: 30%

Due date: 30 August 2024 – 2 pm

Description: This assessment involves the preparation of an ad campaign analysis.

Individually, you are to provide an analysis of the campaign elements for a chosen recent advertisement. You will be able to choose one of five pre-approved ad campaigns for your analysis. You cannot choose a different Ad. You must choose one of the Ads provided in the approved list.

You must submit a 3 x A4 page (maximum) report that provides an understanding of the product and audience factors underpinning the ad campaign, the strategic approach, and the creative strategy of the advertising campaign. Finally, you must provide recommendations for improving the advertising campaign. These recommendations should be both insightful and creative.

Your analysis should include:

1. Overview of the Ad

This section should include an identification of who is advertising (i.e., the brand or company) the  product, service, or idea being advertised in the ad, and a brief overview of the advertisement. No more than 200 words.

2. Target Audience Analysis and Consumer Insight

•    Who is the primary target audience? What is influencing the primary target audience’s decision-making in this product category?

•     Build a profile of the target audience using demographics, geographics, psychographics, Assessment 1: Campaign AnalysisProlog  and behavioural variables.

•    What is the key insight from your research that you think was most important to your campaign and why?

3. Analysis of Creative Strategy

•    What is the message strategy and the Big Idea? Do they tap into the consumer insight from your target audience analysis? Are they consistent with theory?

•    What type of appeal have they used? Was this approach appropriate and why (use theory and your consumer insight to justify your reasoning)?

•    What is the campaign's tone, and does it reflect the brand personality or the product positioning? What creative/execution techniques have they utilised and why?

Please note that you need to make sure that theories (see lecture 2) relevant to the campaign are discussed and correctly applied to provide an important understanding of the campaign’s effectiveness.

All research sources should be clearly identified using APA referencing. A reference list must be included at the end. Please use a separate page (not included in the page limit) for the reference list.

4. List of Approved Ads for analysis

AAMI

https://www.youtube.com/watch?v=vIdpBgdgYQ8&t=58s

Australian Eggs

https://youtu.be/dnZRfJHzjJw?si=hTjMVEBZZwr7QzgG

Red Rooster

https://youtu.be/0VHqmXPVSl8?si=te8R9lrrgrcH308-

The Cheesecake Shop

https://youtu.be/ngOLueK_HOk?si=MJ9aT72znMzR48m4

Muffin Break

https://youtu