From left: Chris, Wan Shin, Siti, Maggie , Pei
Every student knows this: after the classes comes the TEST! For the Keele University students, the study visit to CCAS Advertising Agency on 18th November 2011 too ended with a test – an assessment, to be precise!
You can read more about the study visit HERE!
From left; Cheryl, Omama, Jenny, Subashini, Sue Ling, Jade and Siew Kwan with their campaign proposal
The ‘job brief’ included the brand’s current situation, the competitive scenario, target market, marketing objectives and the allocated advertising budget amongst others. The students’ tasks were to develop an advertising campaign and a supporting media plan to help the client achieve their brand’s sales objectives. No mean tasks indeed for students who have never worked in the advertising industry! The advertising campaign included the creation of attention-grabbing advertisements for the newspaper, radio and the Internet.
Jacker Press Ad from Group 1- The Winners
The media plan tested the students’ ability to strategize, allocate and optimize the given budget to effectively reach the target customers. The flood of buying data provided by the advertising agency, i.e., the advertising rate cards from The Star, The New Straits Times, The Malay Mail and AMP Radio was intimidating to say the least. Which page, what size, black or white or full color, which day, what time segment, how many insertions of advertisements, how many spots of radio commercial, etc., were questions the students had to answer.
From left: Mathias, Daniel, Maumoona, Veronica, and E Jen, the second best group (Group 3)
The students were up to the challenge. Six groups presented their advertising campaign and media plan on 29th November , 2011, in class. Although the assignment made up only 10% of their total marks for the module, its value to the students was immeasurable.
A press ad developed by Group 3
They had a first hand experience of what it would be like to work on an actual client’s ‘job brief’ using their existing knowledge. The exercise represented a fore taste of what they can expect when they enter the business world.
If it had prepared them psychologically and skill-wise for that day then the module had achieved most of what it had set out to do.
Another press ad of the Winning group! (Group 1)
Source: Loh Teck Hua (Lecturer, School of Business and Law)
No comments:
Post a Comment