[Intro to Ads] - WS week 4

According to the Marking rubrics, what are necessary components of ASM 1 essay?

• Brand + Campaign Overview

• Subject Knowledge

• Stakeholder Mapping

• IMC Analysis

• Recommendation

What are the elements needed in 'Subject Knowledge'?

• IMC: Used IMC tools

• Tactics included in each used IMC tool

• Definition of each used IMC tool (optional)

• Pros and Cons of used IMC tools (including Role of Advertising).

• Brand Performance: Definition, Measurements.

What are the elements needed in 'Analysis'?

• IMC tools: Why did the brand use them? How did the brand use them? Why did they work? Examples/Justification.

• IMC tools: What did the brand harness? Why did the brand use them? How did the brand use them? Why did they work? Why so successful? Examples/Justification.

• IMC tools: What did the brand harness? Why did the brand use them? How did the brand respond? Why did they work? Why so successful? Examples/Justification.

• IMC tools: What did the brand harness? Why did the brand use them? How did the brand use them? Why did they work? Examples/Justification.

Where could you search for the definition of 'brand performance'?

• Week 2 Lecture slide

• Google Scholar

• RMIT Database

• Week 2 require readings

• All of the above

How could 'brand equity' be measured, according to Week 3 lecture slide?

• Brand Equity = Brand Love, Brand Loyalty

• Brand Equity = Brand Awareness, Brand Identity, Brand Image

• Brand Equity = Brand Perception, Volume Sales, Brand Growth

• Brand Equity = Brand Identity, Brand Recognition