Assessment 2: Contemporary Integrated Campaign Evaluation
Assessment Value: Worth 30% of final mark for the unit
Length/Parts: This assessment is in two parts
Part 1: In-class presentation of your Communication Brief (maximum 15mins)
Part 2: Written report supporting your presentation (maximum 1,500 words)
One component of the role of an advertiser is to be able to effectively evaluate the creative
and media recommendations presented by Advertising Agencies. This assignment is
designed to illustrate your capacity to analyse and evaluate integrated creative campaigns.
This is a group assignment, and you will need to work in a group of 4 or 5.
Part 1: Presentation (15%)
Your task is to choose a contemporary integrated campaign. Your campaign can be from
anywhere in the world, but the executions must be in English and include some forms of
advertising executions. Additionally your campaign must be current (i.e. released within
this year). Assignment 2 – IKEA case study.
You must structure your presentation into 10 sections:
1. Analysis of the marketing situation.
2. Identifying the target market/audience(s).
3. Determining positioning of the brand (with reference to competition).
4. Determining the main campaign strategy and outline some of the possible
communication objectives. Assignment 2 – IKEA case study.
5. Identify the central theme of the campaign and provide brief rationale behind the
key creative concepts.
6. Analysis of desired audience reactions.
7. Determining the effectiveness of appeals and creative execution.
8. Analysis of suitability of media. Assignment 2 – IKEA case study.
9. Analysis of the effectiveness of the overall campaign.
10. Recommended improvements to the campaign.
You will have 15mins to present on your allocated date within the allocated time.
Marks will be deducted for non-functioning equipment that should be tested well in advance
of your presentation date
Part 2: Written Report (15%)
You will also need to submit a written report based on your presentation. The report should
address the above evaluation points in adequate detail and consistent with your
presentation. It should also include an introduction and a conclusion reinforcing your
group’s opinion of the campaign’s effectiveness. Assignment 2 – IKEA case study.
References must be included
Assignment 2 – IKEA case study
The Positioning Strategy of IKEA
IKEA has emerged as one of the most successful multinational companies in the home and office furniture industry. The success of the company is largely attributed to its effective positioning strategy in relation to its competitors. Research has shown that, IKEA has adopted cost leadership strategy as reflected in the way its products are much cheaper than its competitors (Perrey & Spillecke, 2011). Specifically, the prices for various products at IKEA are 30% to 50% cheaper than those of its competitors (Zentes, Morschett & Schramm-Klein, 2016); and this has enabled the company to be in a position to deliver more value to its customers. In addition, IKEA has positioned itself as a unique brand whose furniture buying experience is unmatched. Essentially, the company offers services that are aligned to the customers’ lifestyles and this has enabled it to connect better with its customers. In addition, KIEA has emerged as one of the furniture retailers to deliver functional luxury in its functional and simple product designs. Assignment 2 – IKEA case study……
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