Background

You are a Marketing Consultant hired by Talabat to prepare and produce an Advertising Creative Brief for their organisation detailing your proposed advertising campaign for a selected local Qatari restaurant.  The advertising activities and the actual creation of advertisements will be a key component in the assessment of this unit. 

The creative brief requires you to understand and apply key Digital Marketing and Communication strategies.  Once the creative brief has been completed you will be required to Pitch this creative brief to the client.  You must prepare a word document expanding on the adverts designed and submitted explaining the choices of the different Media Adverts (explain your choice of colours, Images, wording, sounds, effects, design etc.)

 

Target Restaurants

In line with the 2030 vision of his majesty, you must create uniquely designed advertisements of a Local Qatari Restaurant which you select (No two groups can have the same restaurant). The objective is to help increase the visibility of the restaurant among its current targeted market segment and target NEW market segments. 

 

Your advertisements should be eye catching and create a connection with the prospective target market and speak to them in their language.  Creativity is essential, but remember that clients want advertisements that stimulate curiosity, and create awareness and demand in the targeted consumers.

Requirements

 

PART (A)  3000 – 4000 Creative Brief document (70% of Total Project Mark) that includes the following:

 

(1)   3 different Customer Profile should be developed which reflect meaningful research into the traits of the targeted consumer groups, their consumption patterns, and behaviour, providing a summarized profile of the target market with significant insights.

 

(2)   Design and produce 5 different Video Advertisements.  These video adverts can be created via free easy to use online resources like PowToons.com, Canva, Vengage etc.  You can also borrow video cameras from the IT department, or use your own Mobile phone to record an advert.

 

 

 

(3)   Design and produce 5 different Print Advertisements that can be used across the different communication mediums i.e. magazines, newspapers, billboards, stands, webpage banner etc.  These adverts can be created via free, easy to use, online resources.  Take into consideration that the different communication channels available will require varying levels of design (the content, messaging, aesthetics, appeals, and tones).

 

(4)   Objective, message, content/copy, and supporting rationale of the advertisements must be fully explained and correctly justified in the Creative Brief document. 

Choice of imagery, colours, sounds, appeals etc., used must be in sync with the objective and message of the advertisement.  The message must highlight what you want to communicate and why.

You must justify the created advert choices you make in the content you create and include it in the brief. Explain the choices you made and why by linking it to the theory taken.  Media Adverts (explain your choice of colours, images, wording, sounds, effects, design etc.).

 

PART (B)  The Pitch/Presentation (30% of Total Project Mark) will include the following:

(1)   The pitch will take a maximum of 15 minutes (including time for questions). Prepare a 12 slide (maximum) PowerPoint (PPT) Presentation. Slides should contain just enough detail to keep attention, but not too much that the client gets bored.

(2)   In the pitch/presentation you are trying to ‘sell’ the client your created/developed content NOT just presenting.  Select the best of your created Video and Print adverts.

(3)   Link your Pitch/Presentation to the client’s objectives and requirements. ALWAYS show how you satisfy
the client’s needs and meet or exceed their expectations.

(4)   Pitch your work and DO NOT just read your work from the slides or the phone. Engage your client.

 

Notes

1)      For the assignment students are expected to refer to credible secondary data, however when there is a need for primary data collection, then students must do so in their own time.  Be specific; do not just say something like “I think or I feel or in my opinion”, unless it is supported by accurate research from a viable source.  Support your analysis statements with FACTS, not inference or feelings. 

 

2)      The report MUST be done in Word document format, font size 12, font style Calibri, text color black, colors can be used if needed, and submitted through D2L and checked by Turnitin.

3)      Total word count should not exceed 3000 – 4000 words (+/- 10%) excluding advertisements.  A penalty will be applied if you go above or below the word count.