Advertising Media Experiential Report

This assignment is divided into two parts. Full Report = (1) 2000 words + (2) spreadsheet of 200 advertising instances Task: produce a 2,000 word report based on creating a media journal that contains at least 200 advertising experiences. The media journal: see attached draft format- we will discus this further in class How to create the content: identify media over the course of one week, a full 7 days, over journeys to and from UTS, when out with friends, at work etc. On buses, trains, waiting in food outlets, news, music stations, SM, or web browsing etc. Past students have analysed MY Kitchen rules and identified ads across 4 weeks to see if differences occurred. They also noted product placements in the show. Another researched wedding magazines for placement on brands, products service, size of ad, and where placed and any PR relationships etc; Another concentrated on Jans and sneaker ads only another collected travel and pricing here was interesting. So heaps of ways of doing this. Ideally, consider both online and offline content. The readings identify a basis on which to analyse this data, for example:
• Do you notice any patterns that certain advertisers use e.g specific media, times to advertise, type of offers and calls to action, use of visuals or copy • Have you searched an online retailer site for instance for a specific holiday? Or a pair of sneakers? Then seen how often you are targeted across the various media channels? From the ads collected, select 15 – then: • Using conceptual frameworks taught in class- evaluate each on creative content and media placement • how would judge their effectiveness • What is ‘successful advertising’?
• Are these good examples? • If not, why not? If so, why? • What references would you use to support these conclusions • Would you use ROI/Other, to rank them and Vaughn’s matrix of involvement to position these ads? Would you consider Shannon Bowen in terms of ethical digital communication, or use other models to evaluate. You could code the 200 ads under ROI, and Vaughn too. then count the scores on ROI, out of 5 or identify on Vaughn (see below). For example Vaughn has 4 segments. High and Low involvement, and rational and emotional variables. So to score the Apple ad you could see High involvement, High emotional, if you take the chart and number the square 3 and 4 in the top, left to right, 1 and 2 bottom, left to right. Apple ad would score 4. Then you could see how it works with ROI, scores 15? Surely so 15 and 4. You can now compare with all other ads on same basis. • So you need to look for patterns in the data, given the situational analysis of your data too. Select the 3 best and the 3 worst examples of successful ads and discuss: • Why did you allocate them this way • What you discovered learn through the course of collecting these • How successfully do they communicate to YOU, as opposed to who they were developed/targeted at Identify (at least) three things you learned/ insight developed during this assessment that should be applied to create successful advertising
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