A. ASSIGNMENT SUMMARY:

In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.

1. Assessed criteria:

●      Discuss the theory, and emerging global trends, in media planning and buying.

●      Identify and evaluate links between effective media planning and buying and overall communication of a marketing objective.

●      Discuss the major participants in the media industry and the roles they play in media planning and buying agencies, advertising agencies and client organizations.

2. Assignment details:

●      Requirement: Develop a digital and social media strategy for the brand in assignment 1’s brief, providing insights into your selection of communication channels and why you’re using them for your campaign.

●      Format: 5-minute presentation video

●      Objectives:

-        Must be under 5 minutes.

-        This analysis must be presented as an online video using YouTube. Make sure the privacy settings are set to “Unlisted” so you can share the URL, but your video cannot be found in search. You must submit a URL (weblink) to the link on Canvas.

-        The presentation should have slides or other visual elements to accompany your oral presentation. It is advised to use props (if possible).

●      Suggested tools: Laptop camera or phone can be used for recording. You can then edit your video by Canva, Adobe Premiere Pro or any tool suitable to you.

●      Assignment structure:

-        The brand problem you are solving, including the relevant insights

-        The Media Channels to solve it (Please make sure you explain Why the channels have been selected)

-        Recommendation for the Digital and Social Media Strategy (with the master campaign timeline)

B. KEY TERM DEFINITION:

In this segment, we will take another look at the terminology associated with assignment that is discussed within the context of the course.

C. DETAILED OUTLINE:

In this step, we will discuss in detail each component and its requirements within the assignment.

For this assignment, Kiehl - an apothecary brand from the U.S that features quality skincare products is chosen as an example.

1. INTRODUCTION:

For your introduction to the presentation, you’ll need to address the following points.

●      Background of the brand and brand problem:

Your client has already provided background information in their brief, so you only need to remind them of the key facts: product’s USP, state of the market (competitors/competitiveness), and general history if applicable.

Example: Having been in the Vietnamese skincare market for 5 years, Kiehl is looking to expand its business operations to e-commerce and social commerce. With the competitive landscape of luxury skincare products (Murad, Laneige and Innisfree are some competitors), Kiehl’s pure retinol hopes to showcase its capacity for creating skin firmness and discoloration to female generation Z-ers from 20 to 24 years old.