Faculty of Business and Law
|Module Code||Level||Credit Value||Module Leader|
Workshop Tutor: Matthew Holtz
|PJ1 Advertising Campaign Plan|
Feedback and Grades due:
|Please see NILE|
Please read this assessment brief in its entirety before starting work on it.
The Assessment Task
“There is increasing evidence and consensus that using emotion in advertising builds a brand and its business, especially in the long term. Emotion is also proven to drive advertising attention and memorability.”
Advertising appeals based on emotion and feelings can be a powerful way for organisations to connect with consumers by using emotion-based messages in a creative way to achieve an organisation’s marketing communication objectives (DRIP).
Following on from your research into the use of emotional appeals within advertising, advertising media and marketing communications theory, you have been asked by the Marketing Manager of a brand or organisation of your choice to write a report for the development of a creative advertising campaign plan (For the UK market/or your specific home country) in relation to the use of emotional appeals as part of an integrated advertising campaign.
You may wish to choose from one of the following emotional appeals:
- Personal appeals:
fear, love, humour, joy, happiness, pleasure, safety, pride, self-esteem, ambition, nostalgia
- Social appeals:
recognition, respect, involvement, rejection, acceptance, status, approval
The appeal you choose should be considered in relation to your chosen company’s brand guidelines, strategic aims and broader marketing communication objectives as well as the organisation’s overall position.
Your final report should:
- be of a suitable structure which follows Chris Fill’s marketing communications planning framework: (See template document on Nile)
- conduct a context analysis
- identity target audiences
- idenity key marketing communication objectives and how these will be achieved
- evaluate a range of traditional, digital and emerging media to reach your chosen target audience
- debate the creativity, content and appeals to be used within an advertising integrated communications campaign, with justifications for your creative choices
- idenitfy effective ways of measuring the success of your campaign
- include an outline of appropriate guidelines to balance budget spend across lead and support media
- be presented in report format, including title page, contents page and an executive summary
- include references to appropriate academic texts and use Harvard Referencing throughout. Do not rely on internet searches; widen your reading to include key marketing textbooks and articles from a range of academic journals.
To obtain higher grades in this assessment you should demonstrate a good understanding of the advertising theories and concepts we have studied on this module. You also need to demonstrate your ability to support your business decisions through your application of knowledge acquired through your additional reading.
The learning outcomes that are being assessed in this assessment are:
- c) Critique and apply key advertising theories, concepts and frameworks informed by academic research and professional advertising practice.
- d) Create and justify links between information, data and appropriate literature to inform the planning and management of an advertising campaign.
- e) Proactively manage independent research, critiquing appropriate academic and practitioner resources to ensure deliverables and enhance outcomes.
- f) Develop creative and innovative ways to evaluate alternatives and maximise outcomes.
Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assessment. Please see the grading rubric at the end of this assessment brief for further details of the criteria against which you will be assessed.
Word Limits (where appropriate)
The maximum word limit for this assessment is 2,400 words
In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.
In line with section 4.41 of the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.
Support provided within workshop time.
Work on this project will begin in Term 2, with dedicated sessions outlining each stage of Chris Fill’s planning framework. You should use each of these sessions to help you plan out your project, with continueous work on your campaign development throughout Term 2.
Your task is to produce a written report following academic convention that synthesises clearly theoretical perspectives in relation to advertising and brand communications.
Generic Grading Criteria
You will find the generic grading criteria for achievement at University Grading Criteria. Also explained here are the meanings of the various G grades at the bottom of the grading scale.
To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.
When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission.
If your assessment is not submitted to TURNITIN rather than a receipt you will see a green banner at the top of the screen that denotes successful submission.
N.B Work emailed directly to your tutor will not be marked. The only exception to this is when you are instructed to do so because TURNITIN is down.
For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:
- Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
- More than one week from original deadline – maximum grade achievable LG (L indicating late).
The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.
For full details please refer to the Extensions Policy. The module leader can, where appropriate, authorise a short extension of up to two weeks from the original submission date for first sits only.
For guidance on Mitigating circumstances please go to Mitigating Circumstances where you will find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.
Plagiarism and Academic Integrity
Unless this is a group assessment, the work you produce must be your own with work taken from any other source properly referenced and attributed. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.
If you are in any doubt about what constitutes plagiarism or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy. For help with understanding academic integrity go to UNPAC and follow the Top Tips for Good Academic Practice on the student hub.
Please note that the penalties for copying work from another source without proper referencing are severe and can include failing the assessment, failing the module and expulsion from the university.
Feedback and Grades
These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be provided by a rubric with summary comments.
Grading rubric here
|Criteria||No Submission / No evidence||Fail||Pass||Commended||Merit||Distinction|
|c) Critique and apply key advertising theories, concepts and frameworks
informed by academic research and professional advertising practice.
|Work submitted is of no academic value / nothing submitted||You have failed to apply the key advertising theories, concepts and frameworks to your advertising campaign plan.||Satisfactory quality, demonstrating evidence of applying the key advertising theories, concepts and frameworks to your advertising campaign plan.||Sound quality, demonstrating evidence which is sufficient and appropriate. Applying the key advertising theories, concepts and frameworks to your advertising campaign plan.||High quality, demonstrating evidence which is rigorous and convincing, appropriate. Applying the key advertising theories, concepts and frameworks to your advertising campaign plan.||Very high quality, demonstrating evidence which is strong, robust and consistent, appropriate. Applying the key advertising theories, concepts and frameworks to your advertising campaign plan.|
|d) Create and justify links between information, data and appropriate
literature to inform the planning and management of an advertising
|Work submitted is of no academic value / nothing submitted||You have not made any links between the research you conducted in the situational analysis and the planning and management of your advertising campaign.||You have made some links between the research you conducted in the situational analysis and the planning and management between the research you conducted in the situational analysis and the planning and management of your advertising campaign and management of your advertising campaign. To gain higher marks, you needed to justify these links to demonstrate the appropriateness of your research and analysis to your advertising campaign and your chosen target audience.||You have created and justified links between the research you conducted in the situational analysis and the planning and management of your advertising campaign well. To gain higher marks, you needed to consider the impact of your research to each stage of the planning framework, including within the evaluation and control section.||You have made a very good attempt to create and justify links between the research you conducted in the situational analysis and the planning and management of your advertising campaign. To gain distinguished marks, you needed to show more creativity in terms of using your research to develop an engaging and innovative advertising campaign.||You have created excellent links between the research you conducted in the situational analysis and your advertising campaign. You have also shown creativity in the way that you have justified how your research informs the planning and management of an engaging advertising campaign.|
|e) Proactively manage independent research, critiquing appropriate
academic and practitioner resources to ensure deliverables and enhance
|Work submitted is of no academic value / nothing submitted||There is no reference to academic or practitioner theoretical perspectives.||A lack of engagement was shown with academic and practitioner theoretical perspectives throughout the development of your advertising campaign in this project.||You have demonstrated some use of academic and practitioner theoretical perspectives to debate your creative choices. To gain higher marks, you needed to critique your sources in more depth throughout this project.||You have made very good use of academic and practitioner theoretical perspectives to debate creative choices throughout this project. To gain distinguished you needed to widen your research further to demonstrate a higher level of engagement throughout this project.||You have shown excellent engagement with academic and practitioner theoretical throughout this project, consistently demonstrating strong research and critical analysis skills.|
|f) Develop creative and innovative ways to evaluate alternatives and
|Work submitted is of no academic value / nothing submitted||You have not shown any creativity or innovation in the creation of your advertising campaign.||You have shown little creativity in your campaign. You needed to evaluate alternatives to delivering your key messages in order to justify your creative approach.||You have shown some creativity and innovation in your approach. However, you needed to provide more justification for your approach by evaluating more alternatives to delivering the key messages of your campaign.||You have shown good creativity and innovation in your approach, with strong justification. To gain distinguished marks, you needed to||This is an excellent, creative and innovative campaign. You have justified your approach extremely well and have provided an insightful campaign plan that clearly maximises potential to engage your target audience with the key advertising messages.|
|Professional / academic quality||Work submitted is of no academic value / nothing submitted||Poor command of academic / professional conventions appropriate to the discipline. This includes poor or no attempt to use Harvard Referencing, with few sources referenced.||Satisfactory command of academic / professional conventions appropriate to the discipline. This includes satisfactory use of Harvard Referencing, with some errors. Report would benefit from greater use of academic sources.||Sound command of academic / professional conventions sufficient and appropriate to the discipline. This includes a good attempt to use Harvard Referencing, with few errors and some academic sources referenced.||Rigorous command of academic / professional conventions appropriate to the discipline. This includes correct use of Harvard Referencing, with a range of academic sources referenced.||Authoritative command of academic / professional conventions appropriate to the discipline. This includes correct use of Harvard Referencing, with a wide range of academic sources referenced.|