Module 2 - Case study d OC PDF

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Module 2 – Case Study Documentary: Unlimited – Behind the scenes What were some of the challenged faced by Western Sydney Uni, and how did they overcome them? Western Sydney were faced with the perceptions by society about the university, mainly involved with those that do not try the hardest to succeed in life, thus found it as a safety net. It was not until later on that the university put the big W inside the red shield to signify that it is a proper university, that is to comply with the educational needs of students who will succeed. What is the difference between ‘strategy’ and ‘execution’? (Ch1) Strategy and execution: Advertising campaigns have two parts. -

The “What” is your strategy – the plan of attack, it is the big idea that is going to connect with the target audience and The “how” – is the execution of that strategy

And it comes in three parts – the images, the words, and the media – where are you going to place so the audience sees it, engages with it, and hopefully acts on it. Can you think of a campaign that was on air for some time where there were several instalments of a storyline? Consider the 6 common plot lines from ch7 – Which plot line was used in this campaign? 1.

2.

Amy Ad - Starring Rhonda and Ketut - Getting married and living a life in each different commercial Compare the market - Meerkats involved in a human activity - Having babies and having insurance

What’s a ‘human truth? (Ch 25) You do not miss something until you don’t have it – right? They found that people do not miss milk until they don’t have – and they have it with lots of different things – coffee, tear are obvious ones but cookies, cereal, sandwiches the kids, the cat, etc. Find the obvious things people like or know about your brand, product, product category. What was the human truth/insight discovered in the ‘Got milk’ campaign’? (Ch 25)...