Assessment brief

You will be producing a proposal and a reflection.

The Proposal

This 2250 word piece will assess higher level skills of analysis, application, synthesis and evaluation. It offers you the opportunity to demonstrate media planning and creative skills in a practical context as well as demonstrating the ability to apply principles of persuasive communications.

Critical evaluation and Reflection

A 750 word reflection in which you critically evaluate and reflect upon two of the tools, principles and theories from this module and how you have applied them.

Briefing information: Project Re: Brief

In 2011, Google partnered with four global brands in an advertising experiment. The goal was simple – how can the ideas that defined the advertising industry in its infancy, inspire a whole new generation of creatives and marketers? They took some of the most loved ad campaigns from the ‘60s and ‘70s and brought them back to life for the digital age with the advertising practitioners that made them in the first place working alongside specialists and creative technologists. They created a series of communications designed to start conversations and fire up imaginations about what technology and new channels can make possible.

1: Hovis 1973 Boy on a bike

https://www.youtube.com/watch?v=6jpizSrYdJQ

2: Chewits – 1980s Muncher Menace

3: Shake n Vac 1980s Do the Shake n Vac

4: Ready Brek 1970s Glowing kid

5: Colman’s Mustard 1980s Long swim

Your task is to develop a proposal for a viable integrated marketing communications campaign. Using Project Re:brief as your inspiration, select from below one of the five pre-digital campaigns listed above. Re-imagine its deployment for a contemporary, connected audience.

Essential Sources:

(Please ensure that you watch the three videos below to give you a clear idea of the ‘re-brief’ concept and approach)

Google Official Blog

https://googleblog.blogspot.co.uk/2012/06/project-re-brief-documentary.html

Project Re: Brief – Introduction YouTube

Project Re: Brief Case Study

http://fantasy.co/legacy/google-rebrief/

This assessment is designed to assess higher level skills of analysis, application, synthesis and evaluation. It offers you the opportunity to demonstrate media planning and creative skills in a practical, real-life context as well as demonstrating the ability to apply principles of persuasive communications.  This assessment addresses learning outcomes 1 to 5 as listed in the module guide, i.e.

(i)            The Proposal

You are required to produce a proposal document for a viable integrated marketing communications campaign. This document will require you to produce a persuasive and compelling rationale for your communication strategy as well as a comprehensive description of your creative approaches and should include campaign evaluation methods.

Reading chapters 1-6 and 17-20 of the core text will help you to make a start with this task.

In researching your proposal you should consider:

1.     Case studies

2.     Emerging technologies

In developing your proposal you should include:

1. Identify your chosen campaign
2. Clarification of the target audience and their habits of media consumption (NB: target audience should not change from the original campaign);
3. A brief statement of your communications objectives;
4. Consideration of the original message. Identify the original campaign idea.
5. A critique and analysis of two existing integrated marketing communications campaigns – what works and why (use this to justify some of your channel choices);
6. Communication strategy – the channels through which the message should be communicated. Consider the full range of options (traditional and non-traditional) covering paid, owned, earned and justify your choices.

There should be at minimum of 5 non-traditional channels in the mix and a POE schematic (diagram)

9      Populate your channels with creative proposals (headlines, endlines message framing, storytelling etc). Chapter 17 of the 7^th edition of the course text will help with this section.

10    Briefly outline some viable methods for evaluating the on-going campaign.

Considerations & expected content

Who is the target? What is the original creative expression (‘organising idea’)? How can you creatively deploy that organising idea across new channels? Which channels can you deploy to reach the target audience? Critique strengths and weaknesses of various communication channels based on case studies you have been shown, or those you have researched (through WARC etc.).

Consider use of paid, owned and earned channels and how you propose you integrate them to create synergies. Include a POE (Paid, Owned, Earned) schematic to demonstrate this.

(ii)           Critical evaluation and reflection 750 words (25%)

Choose two concepts, principles or theories, which you have been taught in this module. If you are uncertain about your choice, please ask your tutor for advice.

i.        Critically evaluate the theories or principles, using academic sources to support your discussion;

ii.        Critically reflect on your application of the theories or principles in your proposal.

Before tackling the assessment, please make sure you are clear on what the terms ‘critical evaluation’ and ‘critical reflection’ require you to do.

All sources must be correctly referenced using the UWE Harvard referencing style.

The final assignment consists of 2 parts:

(i)            The proposal  (75% – 2250 words)

(ii)           Critical evaluation and personal reflection  (25% – 750 words)

Proposal marking criteria (75% of the assignment mark)

The following criteria will be used in evaluating the proposal:

You will be assessed on your ability to:

1: Define and understand the target audience and develop appropriate objectives: (10% weighting)

• Clearly identify the target audience and consider habits of media consumption.
• Propose simple and clear communication objectives.

2: Critically evaluate current multi-channel campaigns: (10% weighting)

• Identify one or two current campaigns and critically evaluate the channels deployed. Use this evaluation to inform some of your own channel choices.

3: Propose and justify appropriate marketing communications tools, channels and media, incorporating creative elements: (60% weighting)

• Clearly and precisely identify the original campaign idea.
• Make appropriate media decisions, selected from the full range of media (traditional, digital and social) ensuring that they are well justified (minimum 5 non-traditional channels).
• Overall consistency and clear linkages across all communication channels (POE schematic as taught).
• Populate all of your chosen channels with coherent and compelling creative solutions aligned to the original campaign idea.

4: Suggest methods for the on-going evaluation of the campaign: (10% weighting)

• Suggest suitable approaches with clear links back to the objectives. Evaluation methods should be related to the channels employed.

5: Standards of writing & Presentation: (10% weighting)

• Logical structure to proposal, with sub-headings to guide the reader (e.g. use the numbered list in the section above on ‘Developing Your Proposal’ )
• Strong linkages between each section of the proposal.
• Correct use of referencing for all sources.
• Good writing style with correct use of English grammar and well- formed sentences without spelling errors.

Please note the weightings for each section – this should be reflected in your word count for each section. This criteria is used as the basis for the marking grid for the assignment (shown at the end of the brief).

Formative feedback

Formative feedback provides opportunities to reflect on your ongoing work and preparation for your assignment. Feedback on this module is not limited to the written comments you will receive on individual written assessment submissions.

Feedback on sections of the assignment will be provided in two workshop sessions as well as final drop-in sessions at the end of the module.

Once all assignments have been marked, a document with some general feedback on the performance of the entire student cohort will be posted on Blackboard. This will be communicated by the module leader.

Further information about this assessment is available on the Blackboard site for this module and includes: Proposal structure guidance, module handbook, reading list sections FAQs.

Formatting

Please use the following file format: Word. We cannot ensure that other formats are compatible with markers’ software.

All work should be word processed in 12-point font Times New Roman or Arial and single spaced.

The first page of your coursework must include:

• Your student number
• The module name and number
• Your word count
• The chosen campaign title

The maximum word limit for this coursework is 3000 words.

• This word count includes everything in the main body of the text (including headings, tables, citations, quotes, lists, etc.).
• The references, bibliography and appendices are NOT included in this word count.
• There is no direct penalty for exceeding the word count, but the marker WILL stop reading once the maximum word limit has been reached and nothing further will be taken into account in the allocation of marks.

You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies

Please adhere to the principles of good academic practice and ensure you reference all sources used when developing your assessment, using the UWE Harvard system. Failure to properly reference your work to original source material can be grounds for the assessment offence of plagiarism and may result in failure of the assessment or have more serious implications.

For further guidance on correct referencing go to:

http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx

Details of what constitutes plagiarism and how to avoid it can be found here:

http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/plagiarism.aspx

For general guidance on how to avoid assessment offences see:

http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx

You must submit your assignment before the stated deadline by electronic submission through Blackboard. Notification that the electronic submission portal is open for your assignment is displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard course.

Please allow sufficient time to upload your assignment, noting that the system becomes busier and slower as the deadline approaches. Only your final upload will be counted. Ensure all your information is submitted at one attempt to avoid ‘overwriting’ your intended submission. Always check and retain your receipts.

Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped at 40%. Submissions after 24 hours will not be accepted. For full guidance on online submission through Blackboard, see:

http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp

Submissions of coursework by any other method (including a paper copy, on disk or by email) are NOT permissible for this module unless specifically agreed in advance of the submission date.

Before submitting your work, please ensure that:

• You have proof read you work thoroughly to ensure your work is presented appropriately
• You have addressed all the required elements of the assessment
• You have referenced in accordance with the guidance provided
• You have addressed each of the marking criterion
• The submission is in the correct format

Students will normally receive marks and feedback on their submission within 20 working days of the submission deadline (not including any public holidays or university closure days). Any delay in returning students’ work will be communicated by the module leader via Blackboard.

Feedback on this module is not limited to the written comments you will receive on individual written assessment submissions.

Feedback and marks for this module will be available by (update with date of 20-day deadline for marking).

For further guidance on feedback, please refer to the module handbook.

General guidance on study skills: is available at:  http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx

Specific study skills pages relating to this module include:

Writing skills:

https://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/writing.aspx

Support from the FBL Academic Success Centre:

http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx

Guidance on UWE assessment regulations and terminology: http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx

Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx

If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example illness, accident, bereavement), you should seek advice from a Student Support Adviser at the earliest opportunity.

Please note the module leader cannot grant personal circumstances or extensions.

Appointments with a student adviser can be made via an Information Point or online at:

http://www1.uwe.ac.uk/students/academicadvice/studentadvisers.aspx

The Student Support Adviser will advise as to whether you should submit an application for ‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the application.

Further details on ECs can be found here:

http://www1.uwe.ac.uk/students/academicadvice/assessments/personalcircumstances.aspx

Mark:

Total Assignment Mark: 

Outstanding

no irrelevant material. Evidence of independent, insightful, innovative thought.

Clearly defined target market aligned to an outstanding understanding of contemporary patterns of media consumption. Excellent logical flow.

Outstanding and effective creative solutions aligned to the original campaign Idea.

Outstanding level of reading, evidenced by referencing (in-text and in references section) that conforms precisely to UWE Harvard requirements.

Exceptional

Well-defined target market aligned to exceptional understanding of media consumption.

Excellent logical flow throughout.

Exceptional creative solutions aligned to the original campaign idea.

Exceptional level of reading, evidenced by referencing (in-text and in references section) that conforms precisely to UWE Harvard requirements.

Excellent

Clearly defined target market aligned to an excellent understanding of contemporary patterns of media consumption.

A coherent and fully integrated approach demonstrating linkage and synergy across all tools and communication channels (employing POE schematic).

Highly compelling, excellent creative solutions aligned to the original campaign Idea.

Highly appropriate and well considered points at which activity should be assessed and evaluated.

Excellent level of reading, evidenced by referencing (in-text and in references section) that conforms precisely to UWE Harvard requirements.

65-69%:

Very good

60-64%:

Good

Defined target market aligned to good/very good understanding of media consumption.

A coherent, integrated approach demonstrating good linkage across tools and communication channels (employing POE schematic).

Use of effective/very effective creative solutions aligned to the original campaign Idea.

Good/very good consideration of when activities should be assessed and evaluated.

.

Good / very good level of reading, evidenced by referencing (in-text and in references section) that largely conforms to UWE Harvard requirements.

55-59% Competent

50-54% Adequate

A coherent and integrated approach adequately/competently demonstrating some linkage and synergy across some tools and channels (employing POE schematic).

Creative solutions are adequate/competent.

Adequate / competent level of reading, evidenced by referencing (in-text and in references section) that largely conforms to UWE Harvard requirements.

Weak

Creative solutions are weak and unengaging.

.

Limited evidence of reading; referencing (in-text and in references section) largely conforms to UWE Harvard requirements.

Poor

Minimal or poor creative work.

Little / no evidence of reading; source attribution does not conform to UWE Harvard requirements.

Very poor

Little / no evidence of reading; source attribution does not conform to UWE Harvard requirements.

Extremely poor

Channels. No evidence of integration. Omission of POE schematic. Very poor creative work. May be regarded as a partial submission.

References and source attribution largely absent.

Inadequate

References and source attribution absent.