ALR733 Assignment 2 Advertising practice: Review and Analysis

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    Subject Code: ALR733

    Subject Name: Advertising Theory and Practice

    ALR733 Assignment 2 Advertising practice: review and analysis

    Word count: 2500 words (+/- 10%)

    Weighting: 50%

    Referencing: Harvard with in-text citation and a reference list; or Oxford with footnotes and a reference list. Please note that in-text citations (Harvard) or footnotes (Oxford) are included in the word count but reference lists are not.

    Report topic: The impact of technology and sociocultural change on advertising practice and the implications for advertisers.

    The purpose of this report is to provide you with a vehicle to explore the way advertising practice is changing in response to technology and sociocultural factors. This is a very broad topic to allow you to choose an area of practice of professional or personal interest. You will need to refine your focus but there are some aspects and consideration you must include. Make sure you:

    • start with a clear definition of advertising as a distinct promotional tactic and how it relates to other elements in the promotional mix (e.g. public relations, direct marketing, sales promotion). In other words demonstrate you understand advertising’s strategic and tactical role in promotion as distinct from other tactics. Do not treat advertising as synonymous with direct marketing, public relations etc. You are not taking the consumer view; you are taking the advertiser view.
    • choose an area of advertising practice and clearly identify your focus in your introduction (and maintain that focus throughout your report). For example, you might choose to focus on creative strategy, or media buying or planning. If you are unsure that your focus is correct please check with your tutor for approval.
    • Do NOT ignore traditional media in your discussion of the media mix


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