Assignment Task:
Task:
The assignment: Overview An effective advertising strategy requires an understanding of the motivating factors that drive consumers’ behaviours. In order to gain consumer insights, advertising managers frequently embark on a discovery process to understand the client’s brand, its competitors, and the target audience. In this assignment, students will conduct a thorough discovery process by using secondary data as well as primary data to uncover key insights.
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Get Help Now!The research report is divided into three parts:
A) Discovery: the first part of the research report relates to the understanding of the client brand, its competitors and category, and previous communication. In particular, brand discovery is about answering the following questions regarding the brand (What is the company’s brand story? What decisions have led the company to where it is today? How is it positioned in the market? What makes it unique? What is the essence of the brand? What is the brand voice and personality? What is the product behind the brand and who’s buying it? What is the company behind the brand? What is the environment in which the brand operates? What is the brand vision?), the category (What is going on in the category? Is it growing or shrinking? How do the competitors behave? What innovations are happening in this category?), and the nature of communication within the category (What is everyone saying? Are they saying the same thing? Do they portray some personality? How loudly are they saying it?). Note that these are sample questions to guide your report. You do not have to answer all of these questions. You are also free to add any other questions you may feel it is relevant. To successfully complete this first part of the report, it is expected that students base their research on information from secondary sources such as company and (ad) industry websites, industry reports and publications, academic and scientific journals, conversations with the client (Client Brief and Q&A sessions), as well as your own personal experiences and insights. 2
B) Target Audience: the second part of the report relates to the understanding of what consumers think and feel about the brand, the product/service, the category, and its competitors. Students are to provide a detailed and well researched target audience analysis including the psychology of consumers’ decision making process. Students should be able to answer questions such as the following: Who are the brand’s audience(s)? Which segment they form or belong to? What is their understanding of the brand? What their key decision drivers are? Where does the brand touch consumers? Which of these touch points are relevant to decision making? What media they engage with? What is their attitude toward the issue at hand? Note that these are sample questions to guide your report. You do not have to answer all of these questions. You are also free to add any other questions you may feel it is relevant. Ideally, students would create consumer personas as a summary of part two. To successfully complete the second part of the research report, students are expected to use academic and/or scientific publications or other types of secondary data.
C) Key Insight: the final part of the research report is the identification of informed and original key insight that is clearly structured and supported by primary data. In particular, students must design and undertake in-depth interviews, collecting, analysing and interpreting qualitative data. Each student is to conduct several semi-structured interviews (about 30-45 minutes) with participants selected from the target audience identified in part two of this report. Participants should fit the description of the persona identified in part two. In this section, students should be able to articulate a key insight that will drive campaign ideas for the industry (group) project.
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