, with each stage requiring you to collect relevant artefacts which will contribute towards your folio.

You will commence building your folio from the beginning of the semester, with weekly tasks in the learning materials to help guide you. This assessment is an opportunity to exercise your creative and intellectual independence by applying your advanced discipline and professional practice knowledge to make sound judgements and recommendations.

Assessment details

Stage 1: Controversial advertising (400 words: 200 p/ad)

Collect TWO advertisements which are controversial. Additionally, collect a trade press article for each of these two advertisements which discusses the controversy. See below for examples of each:

Ford controversial ad

Ford apologies for tying women up trade press article discussing the controversy.

For each advertisement that you choose, provide a 200 word analytical critique using the following as guidance:

1. What were the objectives of the advertisement (from the brand’s perspective)?
2. Who was the intended audience?
3. Why did the brand choose a controversial approach?
4. Is the advertisement effective?
5. How would you improve the advertisement?
6. Based on the trade press article, what was the effect of the controversy and how could this impact the brand?

Stage 2: Award Winning (200 words)

Find an example of an award winning campaign and discuss the following:

1. Did the campaign affect consumer behaviour in a sustainable, ongoing way?
2. Name the key elements that make the campaign award

Stage 3: Ads by category (1600 words: 200 per ad & 200 per journal article)

There are four categories in this stage of the reflective folio:

1. Social media (eg. Deadpool)
2. B2B (business to business) (eg. Red)
3. Not-for-profit (eg. Racism)
4. Global (ad from another country) (eg. Heineken)

1. Collect ONE advertisement per category and ONE recent (2011-present) academic journal article per category (e.g. from the Journal of Advertising; use Google Scholar or the Library Database to source your journal articles).

The advertisements can be sourced from Google, magazines or even on your travels (e.g. taking a photo of a billboard or bus stop). They can be still (eg. Print: magazine, newspaper) or moving ads (e.g., TV commercials (TVCs)).

1. Taking into account what the category is and why the advertisement belongs in the category, produce a 200 word evaluative critique for each advertisement that considers the following:
   • What were the objectives of the advertisement (from the brand’s perspective)?
   • Who was the intended audience?
   • Is the advertisement effective? Why?
   • How would you improve the advertisement?

1. Produce a 200 word evaluative critique for each article by explaining the findings and giving insights into the latest academic research in the area and how this will inform future advertising in that category. (Note: Articles will relate to the category not the brand (e.g., social media advertising, not a Nike ad). Don’t simply cut and paste the article; analyse it and provide your understanding of their contribution to the advertising in that category).

Stage 4: Good versus bad (400 words: 200 p/ad)

Using your judgement, collect ONE ‘good’ advertisement and ONE ‘bad’ advertisement.

Justify your choice in terms of strategy, creativity and execution, linking theory and not just personal opinion. In your response, consider the following:

1. Is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to?
2. Is the creative approach appropriate for the target audience?
3. Does the creative approach communicate a clear and convincing message to the consumer?
4. Is the creative approach appropriate for the media environment in which it is likely to be seen?

Stage 5: Pitch a new ad (200 words)

1. Using the ‘bad’ advertisement from Stage 5, propose a new advertisement to make it effective (‘good’). You will not be judged on the quality or design of the advertisement itself

– the crucial elements are your idea and justification.

1. Clearly and succinctly explain how your advertisement is an improved version and why it would be

Presentation of the folio

You will be creating your folio in Word and submitting it to Turnitin as a PDF file. Please note that Blackboard accepts a maximum size of 10MB. Ensure each stage is clearly set out and straightforward to follow by using headings. Within each stage, use the questions as headings.

Note: the headings are not counted in the word count.

Ensure you use Harvard-style referencing throughout the folio, and include acknowledgment of sources, along with a full and complete reference list.

Employers these days will look more at your Linkedin profile and portfolio than a traditional CV. Therefore, this folio will not only allow you to build a new skillset but it will also allow you to promote yourself as a brand with expertise in IMC to potential employers.

Submission details

Once you have completed your folio, submit it as a PDF file via the Blackboard assignment dropbox.

Assessment criteria

1. Selection of appropriate

2. Succinct and articulate responses for each folio

3. Demonstration of analytical, evaluative and problem solving

4. Understanding and integration of relevant IMC theory and

5. Overall structure and presentation of the