Campaign Analysis overview

 Existing campaign's key messages:

1. "Coppafeel" - raises / spreads awareness of breast cancer in women, through hashtags like "GetItOffYourChest"

2. "Movember" - raise / spread awareness of men's mental health, testicular and prostate cancer, and suicide. They do this through holding a "growing a moustache for November" event. A charity.

Top grading:

Merit: evaluate different cross media advertising campaigns for consistency of message, meaning that you will have to analyse 3-4 different campaigns using different media commenting on how they carry the same message throughout.

Do's Vs Don't's:

Do's:

• Use ad campaigns with varied purposes.
• use ad campaigns from other time periods.
• reference where your material came from.
• use specific terminology (e.g. connotes, denotes demographic).
• create a new post for each campaign analysed.

Don't's:

• focus all your research on one industry
• describe - ANALYSE
• be afraid to make value judgements about effectiveness of adverts.
• use adverts from the same brand but different campaigns.

Analysing 4-5 campaigns:

[pass criteria]

    1. Gather all adverts from the campaign (check dates, slogans, endorsements etc.)

    2. Define the target audience (age, gender, lifestyles - NRS, interests etc.)

    3. Define the key messages of the campaign.

    4. Analyse what methods are used to engage the audience.

    5. Analyse how groups / people / issues / stereotypes are used to enforce the campaign                     message.

    6. Discuss the logistics of the campaign (Timing, scheduling, events, how the target audience             can access the campaign message)

    7. Discuss the legal and ethical issues the campaign has had to consider before putting the             advertising campaign into the outsold world.

[merit criteria]

    8. Analyse the campaign's choice of media and comment on how each enforces the key                     message of the campaign.

Campaign options for me to analyse:

    1. "The Code" - DOVE

    2. "Smile" campaign

    3. Every mind matters - NHS

    4. "link buds never off" - Sony campaign