Assignment #1—Campaign Assessment SNAPSHOT: Choose a recent national campaign that includes integrated strategies—PR, advertising, social media, and digital. Summarize the campaign and critique it in terms of its approach, style, and effectiveness. Be an objective analyst—don’t be a cheerleader. Pretend you’re writing as a critic for the New York Times or a major trade publication in PR or advertising. CHOOSING A CAMPAIGN: Don’t pick anything overly large. For example, don’t pick the Nike’s “Just Do It,” or Dove’s “Real Beauty,” or any multi-year, long-lasting campaign that everyone knows about. I’ll reject submissions like that. Pick something that is national, recent (within the last one to two years), and of limited duration. AN OUTLINE FOR THIS ASSIGNMENT: Divide your paper into five parts: Background: This centers on the situation faced by the brand or the organization running the campaign, and the special problems they needed to solve. The Central Idea: What was the main idea—or the “brand idea”—behind the campaign? Should be short, concise, and to the point. If the central idea was weak, say so. Campaign execution: Describe—objectively—what was done to implement the campaign. Where and when did it appear? What did consumes hear and see? What were the calls to action? In short, give a solid description of the campaign so someone with little or no knowledge of it could understand it. Assessment and critique: Was the messaging clear? Was it interesting? Did it pull people in and make it easy for them to act? Effectiveness: Based on what you can learn, report on what the campaign accomplished and if it achieved its goals. REFERENCES AND CITATIONS: You must use at least five references that do NOT include our text, Wikipedia, or communications developed by or on behalf of the brand itself (such as websites). It’s acceptable to draw on brand websites, but not as your main source of critical analysis and insight. As a Webster student, you have access to a vast array of electronic databases, news sources, and academic resources. Citations should be made using MLA style
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