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Critical’Analysis’ BMA349’Advertising’and’Promotion’ ‘

Critical’Analysis’
BMA349’Advertising’and’Promotion’

Assessment’Item’1’–’Critical’Analysis’
Task%Description:” Critical’analysis’of’a’current’marketing’communication’campaign’
You”are”to”assume”the”role”of”an”employee”in”a”marketing”agency”
charged”with”the”responsibility”of”assessing”the”current”marketing”
communication”campaign”of”a”prospective”client”(your”agency”wants”
to”win”them”over”from”a”rival”agency),”and”advising”on”the”future”
strategies”the”client”should”consider.””
Your”CEO”has”requested”that”you”provide”a”critical”analysis”of”the”
prospective”client’s”current”marketing”communication”strategies,”as”a”
preliminary”report,”before”the”agency”prepares”its”pitch”to”the”client”
(Assessment”Item”2).”
This”document”should”be”developed”from”an”analysis”of”the”
information”provided”on”your”chosen”brand”(from”the”5″available”on”
MyLO)”as”well”as”from”independent”research”on”the”organisation”itself”
and”from”your”reading”of”marketing”theory.”
The”following”information”should”be”included”in”the”analysis”under”the”
following”headings:”
1. Outline’of’current’target’market(s)”
Who”are”they,”and”what”are”their”characteristics?””
2. Overview’of’current’communication’tools”
What”tools”are”being”used”by”the”brand/product”at”present?”
What”level”of”integration”is”there?”
3. Outline’of’problems’and/or’issues””
Here”you”need”to”outline”of”basic”problems”and/or”issues”you”
see”in”the”current”campaign.”This”is”the”heart”of”the”
assignment”–”what”is”it”that”you”consider”is”‘wrong’”with”the”
client’s”current”strategies?”
4. Proposed’strategies”
Briefly”note”the”strategies”you”propose”that”the”client”should”
consider”for”their”new”(or”revised)”campaign,”including”which”
communications”tools”you”believe”will”be”the”most”
appropriate”in”conveying”the”client’s”message”to”the”target”
market(s),”and”any”changes”to”the”creative”strategy”or”
execution”techniques.”

The”specific”guidelines”for”this”item”are:”
• It”should”be”presented”in”the”form”of”a”business”report.”
• The”report”should”include”a”brief”introduction”and”a”conclusion.”
An”executive”summary”and”a”contents”page”are”not”required.”
• Given”the”strict”length”limitations,”you”do”not”need”to”include”
discussion”of”theoretical”issues.”
• The”word”count”includes”such”items”as”headings,”inVtext”
references”and”quotes.”It”does’not”include”any”reference”list”at”
the”end”of”the”assignment.”The’word’limit’is’final’–’over’length’
assignments’will’be’penalised’10%’of’the’available’marks.’Word’
count’checks’of’electronic’submissions’are’undertaken.”

Assessment%
Criteria:%
The”following”document”will”be”available”through”MyLO:’
Assessment/Assessment’Item’1:”
• Assessment”criteria”

Task%Length:’ Between”500″–”750″words”
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