‘What are the lessons for advertising and marketing communication professionals that emerge from Casimir (2010) The Gruen Transfer, and how do they relate to your course of study at the University of Canberra?. ‘What are the lessons for advertising and marketing communication professionals that emerge from Casimir (2010) The Gruen Transfer, and how do they relate to your course of study at the University of Canberra?. Business and Advertising: Order a custom written report on below topic from us at affordable rates
‘What are the lessons for advertising and marketing communication professionals that emerge from Casimir (2010) The Gruen Transfer, and how do they relate to your course of study at the University of Canberra?
Structure
1.The story of the Gruen Transfer (introduction or overview)
Briefly introduce the story behind the publication of the book (that it is associated with a successful television program that looks at the advertising industry behind the scenes). What key lessons have you learnt from reading this book, and from your own work in developing a creative campaign for this Unit? You may wish to provide a summary of key themes covered in the book, though as this is your introduction it is recommended that this section does not exceed 150 words. NB: This section should not include biographical information on Victor Gruen or references to shopping centre design.
- Understanding the Target Audience and Developing Consumer Insight
What have you learned about the role of research and evaluation in advertising campaigns? What are the factors that influence the motivation of a target audience? - Cause Related Marketing – Social Marketing
Social marketing campaigns are often associated with health issues, such as binge drinking, obesity or smoking, where people need to be convinced to change their behaviour for the good of society. In your opinion, what are the key elements of a successful social marketing advertising campaign? - Advertising as Integrated Marketing Communications
Once upon a time an advertising campaign was about newspapers, radio, and television. Then came the Internet, and the rise and rise of social media. How do advertisers choose the best tools and channels for their target audience in today’s fast moving media landscape? You may wish to discuss the reasons behind the choice of IMC tools for the creative campaign developed for this Unit. - Creating the ‘creative’ in the business of advertising
What makes a great advertisement stand out from the crowd? How do creative people get their ideas, and how do the ‘suits’ (account managers) and ‘creatives’ (copywriters and designers) work together with clients to produce an integrated advertising campaign? What advice would you provide to someone looking to make great creative advertising? You may wish to refer to the creative approach taken for the campaign developed for this Unit.
These questions and sub-headings are provided as a suggestion only. You may like to answer only one or two of the questions, or develop your own topics and ideas, as long as the focus is kept on lessons learned from The Gruen Transfer and other course readings.
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‘What are the lessons for advertising and marketing communication professionals that emerge from Casimir (2010) The Gruen Transfer, and how do they relate to your course of study at the University of Canberra?
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