Understand roles and responsibilities within the communications industry. Apply learnt processes in creating an advertising campaign. Utilize research results in locating advertising opportunities.
Assessed criteria:
Understand roles and responsibilities within the communications industry.
Apply learnt processes in creating an advertising campaign.
Utilize research results in locating advertising opportunities.
Assignment details:
Requirement: Choose one of the proposed organizations to conduct research on.
Format: research report on a specific client company
Objectives:
Research the brand, market, and customer
Locate prominent issues
Recommend future directions or strategies
A word count of 1,200 words
Suggested tools: Secondary research (netnography, Euromonitor database, etc.) + Digital analytics (Google Trends, Facebook Audience Insight, Consumer Barometer) => Proof/Evidence
Assignment structure (given in the assignment description):
Brand introduction and performance
Customer landscape
Marketplace (category, competitors, and other factors e.g. SWOT)
Recommendations for communication (problems, opportunities or gaps)
In this segment, we will take another look at the terminology associated with assignment that is discussed within the context of the course.
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Term |
Definition |
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Unique selling point/proposition (USP) |
This term refers to the special attribute(s) that a product or service has over others, most often in the same category. This kind of advantage can be manifold, ranging from reasonable pricing to durability. |
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Brand personality |
This ‘personality’ is the combination of human characteristics a brand possesses. Brands form these identities from marketing strategies to appeal to audiences as consumers tend to gravitate towards personalities similar to theirs. |
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Brand value proposition |
A brand value proposition is a concise statement outlining a brand's unique benefits and reasons to customers, with key attributes often emphasized to meet clients’ wants and needs. |
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PESTLE model |
A strategic framework utilized to analyze external factors that can affect the company’s performance. Its six capital letters stand for: political, economic, social, technological, legal, and environmental attributes. |
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SWOT model |
This analysis outlines a company’s internal resources and helps them plan out upcoming strategies. The four letters refer to strengths, weaknesses, opportunities and threats pertaining to that organization. |
BRAND INTRODUCTION:
Primary assets: The following model can be used.
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Features |
Attributes |
Benefits |
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Functional |
Emotional |
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Place the capsule at the rear of the drum, add your laundry, and experience excellent outcomes. |
Specially designed for effectively removing stubborn stains, providing enduring freshness, and ensuring gentle care. |
Create a pleasurable experience for customers with the sensation of freshly cleaned clothes. |
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Unique product attributes and substantiations:
Example: OMO Auto 3x Capsules’s attributes are reviewed on Home Tester Club and can be referenced.
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