ADVT7508: Fundamentals of Advertising

1

ADVT7508 Semester 2, 2024:

Ad Critique

Guidelines

ADVT7508: Fundamentals of Advertising

2

ASSESSMENT INFORMATION

Ad Critique

The purpose of this assessment is to determine the effectiveness of a

selected ad based on criteria determined from course learning.

This assessment is due on Friday 13th of September by 3pm (Brisbane time)

and is worth 40% of your total grade. The ad critique should be submitted

through the Turnitin submission link on Ultra (Blackboard).

Requirements and guidance for ad selection:

• For this assessment, please choose a: TV ad, print ad, outdoor ad,

digital ad, direct mail or social media ad. Please make sure it is truly an

advertisement you are analysing and not communications that falls

outside the definition of advertising. For example, a webpage, a corporate

video, a news article or a public relations statement are not advertise- ments. This will result in a grade of zero, as the assessment cannot be

marked, if it is something other than an ad that is being critiqued.

• The format also does not matter (e.g. still ad, video ad). Please ensure

that the ad is included in the appendix of your submission (image or URL

link) so your grader can view/assess the ad prior to marking.

• Ad MUST be from the last six months, in English language (not English

subtitles), and targeted at an Australian audience.

The critique of a non- English ad will receive a grade of zero.

Ads older than 6 months or those

not targeting Australia will receive a 30% penalty.

• You may choose an international brand e.g. Nike, Starbucks, as long as

the ad is clearly targeting an Australian audience e.g. Australian media

placement.

ADVT7508: Fundamentals of Advertising

3

Requirements and guidance for ad selection (continued):

• If you take your ad from YouTube (or other social media) you will

need to distinguish whether it is an advertisement made for YouTube

(other social media) or whether it is simply being reproduced (e.g. it

is a TV ad that has been uploaded to social media). This is important

to successfully critique the ad i.e. sections that relate to ‘media’. An

incorrect assessment will result in reduced marks in sections relating

to media analysis. Please see pages 7-8 for further guidance.

• Ensure you are analysing one media placement of one ad. Some cam- paigns have multiple executions, and most ads are placed in more

than one media. You shouldn’t analyse them all.

• The ad you choose can be an ad you like or think is effective, or one

you do not like, or think is ineffective.

• The selected ad or brand cannot be Airbnb or an ad analysed in the

lecture or tutorial.

ADVT7508: Fundamentals of Advertising

4

ASSESSMENT INFORMATION

Ad Critique Requirements

Formatting:

Maximum 4 A4 pages (NOTE: your grader will not read beyond 4

pages).

12pt font, 1.5 line spacing, 2.54cm margins.

Please use the structure

provided, including subheads to guide the reader.

Section 1. Overview of the chosen ad (8 marks)

In this section you should:

a) Identify the client i.e. who is advertising (the brand or the company) and

the product/service that is being advertised in the ad.

b) Provide a brief overview of the ad using the CLAMP framework.*

c) Looking at the ad, identify its purpose? i.e. what is the advertiser’s goal?**

d) Explain why you think this is the purpose.**

e) Briefly describe the media used, please also specify the medium and

vehicle.

* This section should be able to explain the ad to someone who has not seen it.

** Does not require desktop research. This should come from the ad itself.

Section 2. Target audience (8 marks)

In this section you should:

a) Looking at the ad, identify the key target audience of the ad i.e. who are

the intended customers? (Description should include different

segmentation dimensions i.e. demographic, geographic, psychographic

and behavioural.)*

b) Explain why you think this is the target audience.*

c) Provide key consumer insights** relating to the identified audience, in

particular consumer behaviour and media habits.

* Does not require desktop research. This should come from the ad itself.

**

Research will need to be done here. Ensure you reference your sources.

ADVT7508: Fundamentals of Advertising

5

ASSESSMENT INFORMATION

Ad Critique Requirements [Continued]

Section 3. Creative Strategy (8 marks)

In this section you should:

a) Briefly discuss the message strategy. You may choose to apply the

message strategy statement discussed in the course.

b) Identify the type of message strategy using one or more of the 8 types

discussed in the course. Justify your selection.

c) Identify the appeal used and execution techniques. Justify your selection.

Section 4. Effectiveness* (12 marks)

In this section you should:

a) Provide a clear statement of whether you think the ad strategy was

effective or not i.e. ‘good’ or ‘not good’.

b) Justify your answer by discussing the following:

• Does the ad achieve the purpose you identified in section 1?

• Does the ad appropriately consider the target audience you described

in section 2?

• How appropriate was the creative strategy?

• How appropriate was the media strategy?

c) Discuss any changes you would make to improve the ad’s effectiveness.

Recommend at least one change and justify.

* Ensure you are applying course learning, theory and terminology in this section, rather

than providing an opinion piece. For both sections b) and c), justification MUST come

from course theory. Effectiveness sections that do not apply theory will not receive a

high grade.

ADVT7508: Fundamentals of Advertising

6

ASSESSMENT INFORMATION

Ad Critique Requirements [Continued]

Presentation, referencing and structure (4 marks)

• The critique needs to follow presentation, structure and

referencing standards. Subheadings are recommended, please use the

structure provided.

• You must include a screenshot of the ad in the appendix.

For videos, provide a link.

No other appendices should be included.

• Select your preferred academic style for referencing (APA, Harvard

etc.), ensuring consistency of application throughout.

Ensure you have

a good amount of references to show that you have researched your

target market and theories with support the effectiveness

section.

• A title/cover page is recommended.

• The reference list, appendix and title page are NOT included in the 4– page count.

Overall tips:

• Do not provide definitions of concepts. The idea is to APPLY the concepts.

• This assessment is worth 40% of your total grade. Pick your ad early in the

semester and complete each section as the content is covered.

• The Effectiveness section is worth the most marks - ensure you give it the

right focus in terms of time spent and word count. Spend time thinking

about your ides for change.

ADVT7508: Fundamentals of Advertising

7

Video-format ads – extra guidance

The below information provides some guidance in choosing a video- format ad. Whilst a video-format ad is a popular choice, you can choose

an ad of any format to analyse e.g., a still ad such as a newspaper ad.

Please note that more general FAQs relating to this assessment task is

available on Ultra/Blackboard.

Scenario 1: “I want to use an ad I found on YouTube”

This indicates that the ad was uploaded by a party who is not the brand

(Ads Addict). Therefore, if you would like to use this ad from McDonald’s

you would need to find the original media placement. i.e., details about

TV placement. Otherwise, we suggest that you don’t choose this ad, as

the media is unknown.

ADVT7508: Fundamentals of Advertising

8

This indicates that the ad was uploaded by McDonald’s Australia – there- fore, the media for this ad can be identified as YouTube. It is also likely

that the ad was shown on TV given it is a 30 second ad (ads made for

YouTube tend to be longer). So, it is likely this media placement is part of

an Integrated Marketing Communication (IMC) i.e., placements over

multiple types of media. Nevertheless, it is acceptable to simply analyse

the YouTube media placement in this case as it was uploaded by the

brand itself. Remember, you need ensure it meets the other criteria set

out for this task e.g., it is an ad from the last 6 months etc.

Scenario 2: “I want to use an ad I found while watching TV”

Finding an ad while watching TV is great, as the placement is obvious e.g.

program, time of day etc. However, you will need to provide a link to the

ad in the appendix so that your marker can view the ad. Therefore, you

will need to do desktop research to see if the ad was uploaded onto

YouTube or the brand’s website in order to provide this link. Make sure

you clearly state clearly state that the link is purely to provide a copy of

the ad for grading purposes, rather than the media that informed your

analysis.

51作业君版权所有