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DVT7509 Creative Advertising Development

Assessment #2 – Creative Strategy Portfolio

Task Description:

In this assessment, you will be required to build on your acquired strategy analysis skills and develop an

original and creative advertising strategy (message strategy and executions) in response to the client

brief (refer to the ‘Client Brief’ document, on Blackboard).

In response to the Client Brief, you will be required to undertake some secondary research into: who the

brand/product is and the market they are in (e.g., Brand Discovery/Situation Analysis); who is the

specific/most ideal target audience segment for the campaign (based on some direction provided in the

brief); and as a result of these findings and insights you will apply your ideation skills to develop a

Creative Strategy and Creative Executions for the campaign.

As part of your Creative Strategy you will conceptualise and explain the Big Idea behind the

campaign and from this, design the message strategy and the execution of the ad campaign

(including the design of at least 2x advertisements).

To justify and support your creative thinking, as part of the Creative Strategy section you will

include a Creative Rationale explaining the creative elements of your strategy and why they have

been used.

This is an individual assessment and as such, students should not work with/collaborate with other

students in the cohort when working on this Portfolio.

A recommended structure for your Creative Strategy Portfolio is included in the following section,

along with the marking criteria sheet for this assessment.

The Creative Strategy Portfolio report word count is equivalent to 2,500 words (10% over/under

allowable). Reference list and appendices are not included in the word count. All submissions and

creative examples must be written in English.

Get Creative

In this course, we value efforts to be creative, different - and want you to think ‘outside the box’, as they

say. So please consider pushing your creative thinking further than you may have in the past. Try not to

do something that looks and feels ordinary or seems like a cliché, instead be unique and original. Your

advertising message needs to cut through the clutter, get noticed and deliver a clear message with a

desired action, to a specific target audience. It’s way more fun and effective to develop original and

unique advertising strategies, as they will attract, gain the interest and engage the consumer with the key

message.

So, explore, experiment and don’t be afraid of making mistakes. Creativity is not an exact science. There

is no ‘right’ or ‘wrong’ answer. The great thing about creating and producing ideas is that there are many

right answers waiting to be found. Play with ideas, mess around, makes mistakes and see what

happens. Your Creative Rationale and importantly, Justification for your ideas, key messages and

designs is the focus of this assessment.

Type: Report (Individual)

Learning Objectives Assessed: 1, 2, 3, 4, 5

Due Date: 5pm Friday 4th October 2024

Weight: 35%

Word Count: 2,500 words (10% over/under allowable)

Submission: via Turnitin link on Blackboard

Portfolio structure:

1.0 Background / overview [Apply the 3 C’s]:

Think in terms of conducting a Mini-Situation Analysis. Address all/some (where relevant) of

the following points.

Company (Brand):

o Who is the client/brand, where are they now? What product/service are they selling?

o What’s the big picture? What’s going on in the market?

o What is the background on your product or service – when it was launched, unique features, competitive

advantage?

Competitors:

o Who are your main competitors and why?

o How does the client/brand differ in terms of USP to their competitors?

o Are there any changes or special considerations in the marketplace?

Consumer & Communication:

o Buyer analysis (e.g., who buys/uses the product, who influences the purchase decision, when they use the

product, etc. – brief discussion here, as the TA section will go into detail; are there any factors which affect

their interest / ability to purchase the product/brand?)

o Current/previous advertising – what messages are/have being/been used in previous or current ad

campaigns? Are they effective (if so, why/not)?

2.0 Campaign and Creative objectives:

Outline the specific objectives for the campaign as a whole, and also what the creative

executions need to achieve.

Write 1-2 top line IMC campaign objectives: what are the specific objectives the campaign as a

whole, needs to achieve? = IMC/Communications objectives

Write 1-2 objectives that the creative strategy (actual creative executions etc) need to achieve? =

Creative objectives

Ensure your craft IMC (Integrated Marketing Communication) objectives, i.e., what the “advertising”

needs to achieve, not marketing (sales/profit/marketshare) based objectives etc.

Ensure most/if not all objectives are SMARTT (Specific, Measurable, Achievable, Realistic, Timely

and Targeted). [*Note: this does NOT mean breaking down the acronym of SMART into 5x

objective statements]

3.0 Target Audience & Key Consumer Insight:

Based on the Target Audience outlined in the Client Brief, apply the STP (segmentation,

targeting, positioning) approach to identify the most suitable target audience. Undertake

research into the target audience to identify (and state clearly) the key consumer insight as

well as develop a consumer profile/persona for a typical target audience member. Further

detail for this section follows.

Target Audience: Based on the client brief and outline of the possible target market, is there a

particular segment you would like to target (consider demographics and psychographics here)? Who

is your most viable segment? Or most neglected segment? Go beyond just age and gender to

include demographics and psychographics. Be sure to explain how the audience currently thinks or

feels about the product category, the client's brand, or the specific service. As well as how they

currently behave.

Key consumer insight? (this comes from your secondary research) What is the key consumer

insight? There may be many potential consumer insights. However, focus on the insight that can be

applied to your ad campaign. The more precise and detailed the better. The insight is the result of

strategic and critical thinking that results in a key consumer insight that uncovers the reason why a

consumer cares about a brand message. What is the insight that will truly bond the consumer to

your brand? It is the basis for creativity.

Typical target audience profile / persona: include an example of a typical target audience

member/s, covering their demographics, geographics & psychographics. Be creative and visual

here.

4.0 Creative Strategy & Rationale [separate grades for creative executions, below]:

Based on the identified Key Consumer Insight (in the prior section), develop the SMP, Big Idea

and Creative Strategy, including the development (design) of 2x creative executions

(advertisements) and write the Creative Rationale to justify your design and message

strategies to answer the client brief. Further detail for this section follows.

Your Creative Rationale explains and justifies your Creative Strategy for the campaign,

supporting all of the decisions you have made.

Firstly, start with a brief, succinct statement as to what is the SMP [Single Minded Proposition -

What is the single most important thing we want to say in the ad, to the key consumer? And why

this is so?]

o What’s the most persuasive or most important thing we can say to the target audience to achieve the

objective/s? This should be a simple sentence. Avoid generalities because they result in ambiguous

communications. What’s the most important idea, feeling or memory you want our advertising to leave

with the consumer? Think: what is the one key benefit that will persuade them to react to this

communication?

Secondly, outline what the Big Idea behind the campaign is and why? Tell the story and ensure

there is strong connections back to who the target audience is, to support your Big Idea.

Thirdly, based on the SMP and the Big Idea - what creative appeals and execution styles have

been used to bring your Big Idea to life? Why?

Remember to justify your Big Idea and design decisions, to explain why this Creative Strategy will

be the most effective to reach and persuade the desired target audience.

Some links to advertising theory in relation to most effective appeals, execution styles and design

elements and learning content covered this semester should also be included to support your

arguments.

4.1 Creative executions:

To illustrate the effectiveness and strengths of your Creative Strategies, you will need to develop

a minimum of 2x creative executions.

This includes designing the ad, or writing the script and storyboard, or producing a mocked up rough

video to show and sell in your creative ideas. (#For any rough video concepts please ensure you save the

video to YouTube (/other site) and provide the link and password in your written report for the Grader to access and

watch the video.)

You will need to select one (1) traditional media channel (i.e., TV, out of home (OOH), radio or

print) and another media channel that you feel would be most appropriate to reach to target

audience segment*:

Television

Print (magazine or newspaper ad)

Radio

Out of Home (OOH) – outdoor posters, supersites, AdShels, transit advertising

Social Media (include specific vehicle)

Digital – below the line, website advertising, YouTube etc

* If there is another specific media channel/vehicle you would like to use which is not included on this list,

please discuss with your Tutor or post a question on the Assessment #2 Discussion Board. Note: you

cannot design 2x ads for the same media channel.

+ Presentation - Report professionalism, structure, and quality: Have you organised your written

content clearly; made no technical errors; is the quality of your writing of high standard/exceptional; has

appropriate and correct referencing been used (recommend APA or Harvard style); have you followed

the suggested structure correctly; is your submission free of grammar and spelling errors.

Discussion Board: if you have any questions in relation to this assessment item, please post these

questions on the Assessment #2 Discussion Board and we will respond.

Report Submission Checklist:

? Title page (includes title of report, student name and student number, Tutor’s name, assignment word

count

Table of Contents Page

Page number is included as a footer on each page

Report style format (with subheads, e.g. “1.0 Background / Overview”) is used

1.5 spacing, with 2.5cm margins recommended

Use Times New Roman, 12pt font size

Consistent font/style/formatting throughout report, including headings

Report is 2,500 words (+/-10%, reference list & appendices are not included in the word count)

Referencing formats: either use APA 7th or Harvard styles, BUT apply it consistently

throughout the document (in-text citations and in reference list)

Report has been proof-read, checked for spelling and grammatical errors

Report is submitted on time

Similarity check (via Blackboard) has been reviewed

Report and creative executions must be written in English

ADVT7509 Creative Advertising Development –

Assessment #2

Creative Strategy Portfolio Grading Rubric