Assessment Description. The purpose of this creative brief is to develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to use your creativity and practice the delivery of your business solutions within a safe learning environment. This creative brief will be based on the product you selected in assessment 1. Your task is to create and redesign an advertisement that fulfils the company’s communication objective/s in relation to brand recovery and consumer confidence..
Assessment needs to follow the same ideas/product ( Audi Q7) of the Assessment Oth190814993 (Attachment – ASSESSMENT 1.docx).I need three media types.Lets do an Instagram ad, a magazine ad and a billboard ad.Cheers
Assessment Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Creative Brief
Length: Four pages
Weighting: 30%
Total Marks: 30
Submission: Online via Turnitin
Due Date: Week 9
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Assessment Description.
The purpose of this creative brief is to develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to use your creativity and practice the delivery of your business solutions within a safe learning
environment. This creative brief will be based on the product you selected in assessment
1. Your task is to create and redesign an advertisement that fulfils the company’s communication objective/s in relation to brand recovery and consumer confidence.
Your creative brief MUST include the following:
Three – page long summary containing:
o The background of the task
o Strategy Statement
o Your product’s Brand Positioning (You must create a perceptual
map) o Objective/s of the message o Target Audience o What does the target audience currently feel the chosen product? o What do we want the target audience to think and feel?
o What do we want the target audience to do?
You must reference credible sources used to write this summary.
One – page long portfolio including at least three examples of the redesigned message through
various delivery media types (E.G. Facebook, Corporate Website, TV commercial).
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
In preparing your summary, you will need to reference at least 8 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
Please note that Wikipedia is not to be used.
.Assignment Submission
Students must submit their individual portfolio via Turnitin
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.
You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business
School “late assignment submission penalties” policy.
.
.
Number of days Penalty
1* – 9 days
5% per day for each calendar day late deducted from the total marks available
10 – 14 days
50% deducted from the total marks available.
After 14 days
Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s).
Note
Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will be considered as one day late and therefore subject to the associated penalty
For more information please read the full policy via https://www.kbs.edu.au/wpcontent/uploads/2019/07/KBS_Assessment-Policy_June-2019_Final.pdf
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Assessment Marking Rubric – Creative Brief 30%
Criteria NN (Fail) P (Pass) 50%- CR (Credit) 65%- DN (Distinction) HD (High Distinction) 85%-
0%-49%
64%
74%
75%-84%
100%
Critical Your analysis lacks depth, and You briefly analyse some of You sufficiently analyse most of the You thoroughly analyse and You critically analyse and interpret
Analysis your interpretation is not relevant the issues and your issues and your interpretation is interpret the issues articulately the issues articulately and
interpretation is not always relevant
well structured
convincingly
Critical Your evaluation lacks depth, and You briefly evaluate some of You sufficiently evaluate most of You thoroughly evaluate and You critically evaluate and
Evaluation your interpretation is not relevant the IMC information and your the IMC information and your interpret the IMC information interpret the IMC information
interpretation is not always relevant
interpretation is well structured
articulately
articulately and convincingly
Creativity There is limited to no creativity There is little evidence of There are some signs of creativity The brief is evidently creative Immense thought and creativity
in this brief and, further, it is creativity in this brief but at in this brief but quite a bit of further and, with some minor editing, has been invested in the brief,
unclear how its content relates least it clearly conveys the work is required to raise it to a would be fit for presentation resulting in a work that is of a
to the assessment’s objectives.
messages required in this assessment.
professional standard.
to a professional audience.
professional standard.
Creative Brief o Spelling and/or grammar is o Even though grammar o Mostly correct grammar and o Errors in grammar and o Correct grammar and
Format consistently incorrect, and spelling are an spelling are very good but with spelling are rare spelling throughout the
impacting on the flow and issue, they do not detract occasional errors o There is a logical analysis with no obvious
readability of your analysis very much from the o Ideas/themes have been connection between your errors
o Ideas/themes have not been readability of your developed, but connections are statements, adding to the o There is an obvious and
developed analysis not always obvious. o readability and credibility logical connection between
o The format chosen for your brief lacks thought and o Ideas/themes have been developed, but your The format chosen for your brief is appropriate but some of your analysis
o Your brief is professionally your statements, enhancing the structure, synthesis,
consideration for the composition lacks improvements would enhance presented and has been credibility, and readability of
intended audience
o In-text referencing and/or connections and integration. its presentation o Mostly correct in-text submitted in the appropriate format your analysis o Your brief is professionally
reference list is mostly incorrect or non-existent
o The format chosen for
your brief is appropriate, but major improvements referencing and reference list with minor errors throughout and the occasional major error o In-text referencing and the resultant reference list are correct, with only the presented and exceeds expectations in what is evidently suitable for a
would enhance its occasional minor error highgrade commercial
presentation environment
o An earnest attempt at o In-text referencing and the
intext referencing is resultant reference list are
obvious but there are major errors
correct, with no errors
