| Category | Assignment | Subject | Graphic design |
|---|---|---|---|
| University | Middlesex University | Module Title | MKT1120 Assessment two Creative brief and infographic |
You are required to present a creative brief and a media plan infographic to the client for approval. The media plan infographic should be designed based on the creative brief.
Word Count of 2nd Assessment
The word count for the creative brief is a maximum of 1,000 words, but the word count for the media plan infographic, and references is excluded from this limit.
-> The creative brief serves as the blueprint or roadmap that connects the advertising strategy with the implementation of the ad campaign.
-> It must be approved by all key stakeholders (e.g., the account executive, client, and creative director) before the campaign can be developed and launched.
-> The brief guides the work of copywriters and other creatives, focusing their efforts on crafting a solution that aligns with the client's objectives.
Students take on the role of an agency, who can choose any product or service from a brand to construct a creative brief, which should answer the following questions:
-> What do we want to accomplish? (Campaign Objectives)
-> Who are we talking to? (Target Audience)
-> What do they think now? (Current Position)
-> What do we want them to think? (Reinforce Current Position or Reposition)
-> Why should they think this? (Features or Benefits)
-> What is our message? (What Is the One Thing?)
-> What is the ‘tone of voice’ used in the campaign? (The way the brand communicates its message)
-> What do we want to accomplish? (Campaign Objectives) The main objective will be to introduce Q-tips cotton swabs to the next generation of adults.
-> Who are we talking to? (Target Audience) Targeting the emerging Gen Z and Millennial crowds to sway their future buying.
-> What do they think now? (Current Position) Most of our new audience is indifferent to Q-tips cotton swabs.
-> What do we want them to think? (Reinforce Current Position or Reposition) We want them to pass over the generic products and choose Q-tips because Q-tips are a personal product as well as a practical one.
-> Why should they think this? (Features or Benefits) Because Q-tips will be presented in a very edgy and fun way, we will be able to connect to our audience. We want them to realize the importance of taking care of themselves with the highest quality of cotton swabs.
-> What is our message? (What Is the One Thing?) Q-tips cotton swabs are a personal item with practical applications.
-> What is the ‘tone of voice’ used in the campaign? (The way the brand communicates its message) Playful and engaging with a modern and upbeat feel.
-> An infographic is a visual representation of information, data, or knowledge intended to present complex information quickly and clearly.
-> It combines graphic elements like icons, illustrations, charts, and text to simplify concepts or data, making them more accessible and engaging.
Key Characteristics of an Infographic:
-> Visual Appeal: Uses design elements to make information attractive and easier to digest.
-> Simplification: Breaks down complex ideas or data into clear, understandable parts.
-> Data Representation: Often uses charts, graphs, and diagrams to convey data and statistics.
-> Storytelling: Tells a story or conveys a message in a logical and engaging flow.
-> Informative: Provides useful, focused content, often on topics like statistics, processes, or instructions.
Based on the creative brief, students are required to design a media plan infographic for a promotional campaign running from July 1, 2025, to June 30, 2026, with a maximum budget of £2,000,000. You are expected to (1) identify the selected media for promoting your product or service and (2) justify your choices using academic literature.
Justification of specific media (online and/or offline) may come from:
-> Suitability of media to reach your target audience
-> Growth/popularity of media
-> Suitability of media for type of product
-> Suitability of media to meet objectives (e.g. increase awareness)
Referencing Guidelines
-> You are expected to use a wide range of in-text academic citations following the Harvard referencing system.
-> Mintel reports, books, and academic journals will be very useful.
-> You must include at least SEVEN references from academic journals and industry reports.
-> You should include a reference list on a separate page using the Harvard referencing system.
-> Guidelines on the Harvard referencing system can be found via Referencing Support - Business: Core Resources - My Subject at Middlesex University Library and Student Support (mdx.ac.uk) and Cite Them Right - Home (mdx.ac.uk)
Content -60% (refer to Section 7.5.2 of the module handbook)
-> Extent to which relevant marketing theory/frameworks were used and appropriately applied to support discussion of the creative brief and media plan infographic
-> Extent to which reasonable arguments/suggestions were included with regards to the creative brief and media plan infographic
-> Extent to which strong justifications were provided to support arguments/suggestions with regards to the creative brief and media plan infographic
-> Depth of research & analysis undertaken to arrive at arguments/ suggestions with regards to the creative brief and media plan infographic
Presentation-40% (Refer to Section 7.5.2 of the module handbook)
-> Extent to which the creative brief and media plan infographic is well organised
-> Extent to which the infographic is aesthetically appealing with appropriate use of colors, graphics, and layout
-> Extent to which charts, graphs, and other visual aids were used that were relevant and supportive rather than confusing or superfluous
-> Extent to which there are virtually no errors in punctuation, spelling, and grammar
-> Extent to which focus, and clarity of argument has been maintained throughout
-> Extent to which references are relevant and are cited correctly
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