Assessment brief(if appropriate, please refer to module assessment briefing document)
Assignment 1 This assessment will demonstrate your practical communication and key digital & creative skills. The assessment will be based on an organisation of your choice. You are required to create: 2-minute video ad using appropriate style and visual aids to promote a brand, product or servicePresentation with speaker notes (Using Canva, Prezi, Visme or Microsoft PowerPoint) Part 1: Video Advert: 30% Weighting Plan and produce a Video advert (max 2 minutes long) using the appropriate style and visual aids to promote the chosen business. You can film using your phone or video camera, or you can create an animated video advert. Factors to consider: Who is the advert aimed at and how can it affect them?What type of approach and appeal will you undertake?Consider the USP you will promote within the advert?How will you use AIDA or ATR theory to present the brand? How will you assess the success of the advert?Free music sites (Make sure to reference the websites at the end of your video) You will be able to discuss your creative ideas with your seminar tutor. You will also be able to discuss your ideas for the approach you want to take. Part 2: Presentation: 30% Weighting Prepare a presentation using the theories you have learned on the module.Factors to include:The presentation must include 11 slides on the following: Welcome slide with name & student numberBrief background to the organisationWhat were the key objectives of the advertMood board / StoryboardExamine semiotics of the advert i.e. music, colours, environment etc.Who is the target audience and what is the advert USP?What type of appeal did you use?Which theoretical models have you applied? E.g. AIDA, ATR, Kelman’sHow you would assess whether the final advert persuaded your target audiences?How you would measure the success of your advert? What future recommendations would you suggest for the business? Reference list Make sure to in-text reference any models or market research sources.Compulsory Reading: Glanfield, K. (2018) Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy. Abingdon, Oxon: Routledge.Verma, H. (2010) Branding Demystified: Plans to Payoffs. Sage Publications. Recommended Texts: Belch, G.E., And Belch, M.A. (2014) Advertising And Promotion: An Integrated Marketing Communications Perspective. Mcgraw HillFill, C. And Turnbull, S. (2016) Marketing Communications: Discovery, Creation and Conversations. Pearson Fiske, J. (2010) Introduction to Communication Studies. Routledge.Lindstrom, M (2012) Brand Sense. Kogan Page.Windahl, S., Signitzer, B., And Olson, J. (2012) Using Communication Theory: An Introduction to Planned Communication. Sage.
Assessment Criteria(The actual assessment components for this assignment)
Weighting (If applicable)
Understanding and application of the basic marketing communication principles; Quality of the description and justification of the campaign;Appropriateness of the suggested advertisement for the audience identified;Creativeness of the ad;Execution of the appeal;Quality of the unique selling proposition;
60%
Pass mark
Undergraduate 40%
Performance descriptors in use;University of Wolverhampton
Return of assessments(Instructions for return / collection of assessments)
Available on Canvas within 4 weeks of the submission date
This assessment is testing Module Learning outcomes
Tick if tested here
LO1
Demonstrate an understanding of key brand communication theories, including models of communication, semiotics, and persuasion theory.
Ö
LO2
Create persuasive brand communications through the application of appropriate communication theory to the production of a video advertisement.
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