Create an ADS, a Creative Brief and 3 Overview Analysis for “Tackling Racism in football for the Union of European Football Associations (UEFA)”.
Description CHECK THE DOCUMENT “3_Assignment_Briefs_in_ONE.docx” before you ACCEPT this order!!! Detail as follow: 3 Assignments!!! Act as an advertising agency, 1. Do a “3 Overview Analysis” FIRST !! (Max. 1000 words) (It will be used as the appendix of the 2nd step – Creative Brief, but remember to CITE properly with a Bibliography)
2. Prepare a Creative Brief (one A4 page with 2.54 cm margins) & 3. Develop an Advertisement based on the brief. **The advertisement is a single page print advert** The topic for the advertisement is a social marketing issue as follow: Tackle Racism in football for the Union of European Football Associations (UEFA) We will evaluate the advertisement on Creativity, Format, Content, and Persuasiveness. Importance are: 1) How well the team integrates background research on both the social marketing issue and its target audience with the concepts from the lectures and reading into the development of the brief; and 2) How well this knowledge (particularly in the form of critical consumer insight(s)) is incorporated into the advertisement. 1. “3 Overview Analysis” You need to prepare the following documents, which will become major components of the completed assignment, before writing the creative brief / creating the advertisement. These documents are: 1. Client overview: Before developing the advertisement, you must understand the client who is hiring your team to create this advertisement. In the overview, you will briefly discuss who your client is, showing that you are familiar with the client, the marketing issue they want to address, and you know their (SMART) communications objective(s) with respect to this new advertisement. In summary, this is where you will provide a ‘snapshot’ of the situation your client is facing and why they want a new advertisement at this time. There are two major considerations when preparing this overview. A. First, what are the client’s communications objectives for the advertisement? B. Second, determine how this campaign fits with previous campaigns and past initiatives. What is new or different that they are trying to accomplish with this advertisement? Who is their target audience? In order to develop this section, please do some limited research on the client, including previous campaigns, if any, which were done by the client and/or its competitors, and their results. Don’t over talked on their pervious campaign!!! 2. Target Overview:
The target overview answers 3 basic questions: I. What does this group think about the product, generally, and the client’s product/service, specifically (perhaps vs competitor offerings)? II. What is the next stage in the target’s response sequence & III. How can this movement take place? Ultimately, you need to show you understand the target audience, I. What motivates them (the benefits they will receive)? & II. What inhibits them (the costs they must absorb)? It is helpful to identify their most motivating ‘hot-button’ as a key insight. In order to obtain the required knowledge of the target audience, we expect some primary research. To obtain the needed background, please do limited research about a. The current beliefs and behaviours among the target audience, & b. What may be enabling or inhibiting their acceptance of the message? The data needed may be gained informally through conversations with members of the target audience, using surveys, or observation of the target market. The better you understand the audience, the better this section will be, and the easier it will be to prepare the advertisement. 3. Message Overview: Based on the insights you developed about the client and the target audience, the message overview summarises the formatting of your advertisement and the justification of your creative decisions.