Assessment two: Promotional Plan Part B overview

Due: Monday 1 October 2018, 11.59pm Word count: 3,000 (Part B sections only) Weighting: 60%

Your task

Part B of the promotional plan is a continuation of the groundwork you put in place for Part A. As presented in the table below, Part B requires you to insert Part A into your final submission. The combined submission forms a full promotional plan and will allow your marker to refer back to your situation analysis, target audience and objectives. Table 1 (below) takes account of the need to bring Parts A and B together. New sections specific to Promotional Plan Part B (plus sections that will need updating) are shaded in yellow.

Feedback provided for Part A should be addressed to improve the standard of your overall Promotional Plan (also remember you may wish to use this assessment as a folio piece to show to future employers), however Part A sections will not be re-assessed, i.e. your mark for the first assessment remains final and can not be altered.

Part B sections must combine to be 3,000 words in length.

All assessments are to be submitted the appropriate folder of the ‘Assessment’ section of CloudDeakin in either Word or PDF format. The turnitin software embedded in CloudDeakin identifies cases of plagiarism or collusion.

The reference list with all references from parts A and B should be combined, placed in alphabetical order and conform to the Harvard style of referencing. This is an academic submission so it is important to attribute all source material, i.e. reference information that has been quoted or paraphrased from a published document (this includes websites). While a promotional plan prepared for a client may not include academic justification (as required for this academic assessment), they too would still expect that if you sourced an idea from elsewhere, you would provide proper acknowledgement.

Promotional plan components

Table 1: Promotional Plan Part B with new sections highlighted

Section Subsection Description Readings
Title Page
Executive summary Maximum one page Writing guide
Table of contents Professional formatted with numbered headings and page numbers. Use the Table of Contents function in Word
Situation analysis Marketing mix analysis
Internal factors  
External factors  
SWOT analysis
Target marketing Market segmentation
Target market(s)
Target audience(s)
Positioning statement
Objectives Marketing objective
Communication objectives
Sales objectives
Budget Briefly identify the budget approach and method in this section and refer to the budget you have presented as a table and place this in the Appendices The budget should be realistic in relation to the organisation you are representing A budget must have adequate detail so that users can quickly and easily see where expenditure has been allocated and when Study guide / seminar week 5 Belch et al. chapter 10
Message Strategy Key messages Identify the key messages that will be communicated Study guide / seminar week 6 Belch et al. chapter 11
Source Who or what will be the communication source in the advertisements
Advertising objectives Include the communication objectives that the advertising tactics will help to achieve
Target audience State the target audiences that the advertisements are intended for
Product description Identify product and service attributes that will be communicated or focused on in the advertisements
Major selling idea The main theme or idea that will be communicated (also know as the USP)
Advertising appeal Provide a rationale for your intended advertising appeal or appeals
Advertising execution Provide a rationale for the execution format or style that has been applied in your draft advertisements
Supportive information Important information that must be included in advertisements
Advertising creative You are required to draft two advertisements. These may include: • A script (suitable for radio/podcast or similar) • An outdoor advertising concept  • A storyboard (suitable for TV, cinema, internet or similar)  This instruction is non-negotiable for assessment purposes You must present your draft advertisements professionally  Please note: The draft advertisements are not included in the word count. You are not being assessed on your drawing or artistic skills, however, you must still present your layouts in a professional manner using the software of your choice (layouts should be embedded in your Word or PDF assessment submission). You may hand draw visuals (but do not hand write text) or use stock imagery libraries (e.g. iStockphoto or Getty Images) for the visuals
Media plan Medium Provide a rationale for the general categories of communication channels that have been selected for both advertising and promotion Study guide / seminar weeks 7, 8 & 9 Belch et al. chapters 3, 4, 12, 15, 16, 17
Media mix and vehicles Describe the mix of vehicles selected for advertising and promotional activities
Coverage Describe the geographical coverage of the plan
Reach and frequency Provide a description of how the target audience will be exposed to messaging across all vehicles
Scheduling Identify appropriate scheduling methods for each advertising and promotional vehicle
Evaluation In reality you would need to provide an in-depth evaluation plan but because of the word limit you may choose one of two options:

Option 1. Develop a plan for pretesting and post-testing the advertising element of the promotion or

Option 2. Develop a plan to evaluate overall effectiveness of the promotional plan

Study guide / seminar week 10 Belch et al. chapter 13
Conclusion Summarise key points and indicate what happens next
Appendices • The skeleton budget  • The schedule  • Plus any other relevant information you feel needs to be included (ensure you have guided the reader in the main body of the text)
Reference list Update your references from Part A to include any additional sources incorporated into Part B

Please note: Your title page, any appendices and reference list are not included in the word count. Text in tables is included in the word count. A table of contents is required for this assessment. You are also required to include relevant sections from your first assessment, these are not included in the word count for Promotional Plan Part B.

Formatting and Referencing Instructions

• Present in report format with numbers for each of the above sections and subsections • Include your name, student number and the unit code in the footer of each page • Use 2.5cm for right and left side margins • Every page, except the title page, should be numbered • Line spacing within paragraphs should be set at 1.5 • Remain consistent throughout your document with your Harvard referencing style

Marking criteria

• Development of industry-standard budget, creative, communication, media (planning and strategy) and evaluation components • Development of two creative draft advertisements that reflect strategic imperatives • Application of formatting (incl. executive summary, table of contents and conclusion), referencing and writing (spelling, grammar and punctuation) skills