Professional Communication
INTRODUCTION TO ADVERTISING - A3
communication campaign presentation
Table of Contents
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DETAILED INSTRUCTION
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:
● Examine a variety of marketing communication alternatives, including advertising and other promotion forms;
● Analyze and apply appropriate creative approaches to developing persuasive messages; and
● Develop an advertising campaign and media strategy, as a member of a team.
2. Assignment details:
● Requirement: Prepare a campaign plan (slide deck + media plan) for class presentation
● Format: presentation slides (15 maximum)
● Objectives:
-The slide deck can only have 15 slides maximum.
-The presentation should not last longer than 15 minutes.
● Assignment structure:
-Opening slide
-Agenda: 1 slide
-Brand background, SWOT analysis, key issues: 2 slides
-Target audience: 2
-Insights/USP & key message: 1
-Goals & objectives: 1
-Creative concept:
+ Big idea, approach (soft-hard sell), tone of voice, color palette, etc.: 1
+ Mock-up/illustrations/moodboard: 1
-IMC tools/tactics: 2-3
-Media plan/timeline: 1
-Budget: 1
-Evaluation: 1 (can combine with budget in a single slide)
-Ending slide
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.
|
Term |
Definition |
|
IMC tools |
IMC, or Integrated Marketing Communications, is a strategic marketing approach that involves combining communication tools and channels to convey a key message to a target audience. Common tools include advertising, public relations, sales promotion, personal selling, direct marketing, social media marketing, events, and sponsorships. |
|
Big idea |
A "big idea" is a central concept that serves as the core of a creative project or marketing initiative. It is essentially the overarching direction that tools and tactics within a campaign must be able to deliver to an audience. |
|
Mock-up |
A mockup is a visual representation that outlines the design or layout of a project, commonly applied in graphic design, web development, and product design.
|
|
Moodboard |
A moodboard is a collage or visual arrangement that captures the key aesthetic and/or design direction for a project.
|
|
Customer persona |
A customer persona is a detailed and fictional representation of an ideal customer, created based on market research and real customer data. |
C. DETAILED OUTLINE:
In this step, we will discuss in detail each component and its requirements within the assignment.
1. BRAND BACKGROUND, SWOT ANALYSIS, KEY ISSUES:
For the background information of the brand, you should only mention 2-3 key aspects: company origin (parent company, year founded, industry, etc.), the product/service in question, and the current market that product is in. Each requires 1 bullet point.
Example: (Chinsu)
● One of the major brands in the Vietnamese spices and sauces market, Chin-Su was founded in 2002 by Masan Consumer (Chin-Su n.d.; Ngoc 2023).
● In 2023, Chin-Su introduced its brand new Wasabi chili sauce.
● Currently, the brand ranks 2nd in the top 10 most chosen packaged foods brands (Kantar Worldpanel Vietnam 2023).
Another idea for you (Vaseline):
● One of the leading brands in the Vietnamese skincare industry, VaselineVietnam market since
● In the 2000s, the H&B category was established with whitening local creams also known as “unidentified" mixed creams.
● 2019-2021: Lotions joined the game to introduce a safer way to take care of the body skin while brightening it. The leading players in the game are Vaseline and Nivea
● And finally in this game, Nivea has won over Vaseline in brand share
● Vaseline has launched a new product in the VN market: Vaseline Gluta Hya. Since it has been the top 1 body lotion in Thailand, and VN consumers are highly influenced by the trending products in Thai, it has become a promising product for Vaseline to win over its main competitor Nivea
(Euromonitor International 2023: Skincare in Vietnam)
Moving onto the SWOT analysis, a maximum of 3 bullet points is ideal for this section. The aesthetics of your tables should also be considered; consider using various light colors to make each segment in your table stand out and easy to see. The following ideas should give a headstart in completing this section:
● Strengths: the advantages that your brand/product has over competitors? Years of experience? Convenience? Low price?
● Weaknesses: possible drawbacks that might hinder your brand/product.
● Opportunities: what are the tools/aspects that you can explore/apply to make the brand/product more approachable/likable among your customers? Technologies, other target audiences, pain points?
● Threats: the foreseeable obstacles (legal, economical, technological, etc.), the industry’s performance, etc.
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