14 May MEDIA HAS NOW BEEN REDEFINED AS PAID, OWNED OR EARNED (OR SHARED). CONSIDER HOW MEDIA IS PLANNED AND EVALUATE THE CHALLENGES THAT NOW FACE MEDIA PLANNING & BUYING WITHIN THIS CONTEXT.
Media has now been redefined as paid, owned or Earned (or shared). Consider how media is planned and evaluate the challenges that now face media planning & buying within this context.
Order Description
Assessment one:
A case study of 1,500 to 2000 words answering one question from the list below and completed advertising campaign produced in response to the creative brief.
Please choose one of the following question:
1. Prepare a study case on two of your favourite adverting campaign. You will need to highlight why you believe the work was successful/ effective, what was the core idea, discuss the strategic approach adopted, who it was aimed at and the appropriate use of media. You may consider the following as a guide. Who? How? Why? Where? When?
2. Consider theoretical approaches to how advertising works. How powerful do you think advertising is? Is it a strong force completing the passive consumer to act or is it a weak force simply facilitating choice for consumer?
3. Media has now been redefined as paid, owned or Earned (or shared). Consider how media is planned and evaluate the challenges that now face media planning & buying within this context.
You must demonstrate your understanding of fundamentals of advertising in both theory and practice, so you will need to considerable research around your chosen question and then explain the theory by putting it into a real-life context.
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