Developing And Delivering A Fully Integrated Campaign In Advertising

Note to Mentors

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Unit Purpose and Aims

The purpose of this unit is to;

The aim of this unit is to ask the learner to create and deliver a fully integrated campaign for a real brand that brings in and exhibits all the things learned across the pathway that results in the creationm of said campaign to a professional standard. This unit will form the basis of inetrview portfolios for jobs.

Learning Outcomes

Learners will;

1. Understand integrated campaigns

Learners can; (merit or distinction)

1.1 Explain the key features of an integrated campaign

1.2 Explain the key features of an integrated campaign in depth in a  professional quality report.

1.3 Analyse an existing integrated campaign pointing out all the key features mentioned in 1.1

1.4 Analyse to a very high level an existing integrated campaign pointing out all the key features mentioned in 1.1

2. From a given brief, generate an idea for an integrated campaign.

2.1 Organise a brainstorm finding the necessary team members with the correct balance of skills to successfully respond to the given brief.

2.2 Manage the brainstorm in a professional and prepared manner and collate outputs.

2.3 Demonstrate pitch and response techniques to communicate concepts  to mentors

2.4 Demonstrate to a very high level, pitch and response techniques to communicate concepts  to mentors

3. Be able to create and produce an integrated campaign

3.1 Create a project team that has the correct blend of skills necessary for the campaign

3.2 Use planning and research to identify accurate audience and consumer insights necessary to target the campaign.

3.3 Use planning and research to identify accurate audience and consumer insights necessary to target the campaign. Use professional research tools to produce very high levels of detailed analysis.

3.4 Develop an integrated campaign idea and strategy from the results of the brainstorm and the planning and research.

3.5 Develop to a very high level an integrated campaign idea and strategy from the results of the brainstorm and the planning and research.

3.6 Produce scamps/mock-ups for the campaign.

3.7 Produce scamps/mock-ups for the campaign to a professional standard.

3.8 Test your creative ideas against audience panels.

3.9 Test your creative ideas against audience panels and show how the results have affected your thinking a and planning.

3.10 Test feasibility of ideas.

3.11 Test feasibility of ideas using professional feasibility testing processes.

3.12 Create project budget, schedule and production plan.

3.13 Create project budget, schedule and production plan, identifying all necessary resources fully costed.

3.14 Develop artwork and production of artefacts for production

3.15 Develop artwork and production of artefacts to a professional standard.

3.16 Present campaign to an audience of mentors and peers

3.17 Present campaign to an audience of mentors and peers showing a)a very high level of evidence of all of the above, b) professional presentation standards.

4.1 Clearly show in their presentations and work, advanced analytical and creative synthesis in development of their creative ideas.

4.2 Work to professional level presentation skills

4.3 Show very high level advanced understanding of the creative and cultural contexts in which their campaign sits.

5. Understand client relationships in integrated campaigns

5.1 Develop a client relationship in a professional manner.

5.2 Critically review planning, methods, actions and results to a very high level

Experience and communication – Its not online or offline – it is Blended Reality

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;

Mentors  please add your ideas, examples, case studies, links to articles, videos, etc. here.

Experience and communication – Its not online or offline – it is Blended Reality

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By Alan Moore