The document provides guidance for an assignment on developing an advertising plan for a new online fashion retailer. Students must work in groups to create an advertising plan including the brand identity, segmentation strategy, and three advertising executions across two media types. They must present their plan and include meeting minutes documenting individual contributions. The summary should address the key elements of the assignment, focus on the required components of the plan and presentation, and note it is a group project.

1. 1
ESSAYS – Preparation for HS 305 Test 2
1. “Let’s Stop HIV Together” is a communication campaign
(from the readings, on CDC’s site). It is an anti-
stigma campaign featuring individuals with HIV who share their
personal stories along with friends and family.
It promotes a call to Americans to join the fight against HIV.
How would a health educator apply the concept of
segmentation from communications campaigns to an
intervention? Explain three specific examples of how
you think segmentation could be applied to this campaign to
ensure relevance of the message.
2. Your health office wants to develop a program like CDC’s
“One Test. Two Lives.” It is a communication
campaign (from the readings, on CDC’s site) to encourage
health care providers to test pregnant women for
HIV infection. You are not sure whether the CDC program is
applicable to your community. You decide to
conduct formative research to evaluate this. Explain three
specific examples of how you think formative
research could be applied to the development of a campaign to
ensure relevance of the message to your
community.
3. Answer ALL parts of this question: You have been
awarded a grant for a community’s anti-bullying
campaign, and you want to enlist the help of the local
elementary school. The school has a very diverse

2. population of students, faculty, staff, and administrators, and it
strongly supports equality and respect. In this
school, children are allowed to wear clothing and other symbols
of their respect for their religions, such as hijab
(head covering) for Muslim girls, and necklaces with a cross or
a Star of David. The school would like for you
to enlist the students at the school to assist with anti-bullying
education in the rest of the community. What is
one way that you might you help the students tailor their
messages without stigmatizing or stereotyping any
individuals at the school? Who will keep the project going after
the funding has ended? Why would they be
interested in doing so? What might be one specific barrier to
the program’s sustainability? How can you
apply a strategy based on theory to overcome that barrier? Be
specific. In your answer, include the theory and
the construct from the theory that you propose using.
4. Answer ALL parts of this question: You have been
awarded a grant to promote healthier eating behaviors
among NAU students. You want to enlist the help of selected
students whom you believe would promote the
campaign. The grant funders have asked that you enlist support
from diverse student groups. What is one
way that you might select students who represent NAU without
stigmatizing or stereotyping any individuals?
How can they help you tailor messages to reach the widest array
of the student population in a culturally
competent and respectful way? Who will keep the project going
at NAU after you have graduated? Why
would they be interested in doing so? What might be one
specific barrier to the program’s sustainability?
How can you apply a strategy based on theory to overcome that
barrier? Be specific. In your answer, include
the theory and the construct from the theory that you propose
using.

3. 5. Some students at NAU want to increase self-esteem among
other students. They begin a communications
campaign. The objective is as follows: By December 2017,
90% of all NAU students will report that their self-
esteem is “very good” or “excellent.” Is this a good objective?
WHY or WHY NOT? Be specific. Include
reasoning as discussed in your textbook.
6. You have an effective intervention to promote screening for
sexually transmitted infections (STI) at NAU.
The health department wants for you to adapt your intervention
for homeless teens living under bridges and on
the streets in Flagstaff. Explain one strategy that you used at
NAU, then explain how you would adapt that
strategy for people on the street. You will describe two
strategies total. In your explanation, include at least
one construct from a theory to support each strategy. You may
use the same theory and/or construct, as long
as you explain how it supports each strategy. Underline the
names of the constructs that you use.
7. One of the criticisms of communications campaigns is that
it is difficult to determine whether behavioral
changes are a result of the campaign or of something else in the
social or physical environment. Explain one
specific example when a campaign may look successful when it
is not. In your answer, include other factors
that may be influencing behavior change.
2
8. Use four constructs from the Social Cognitive Theory (two

4. individual, two environmental) to support an
intervention strategy to reduce the use of cell phone use while
driving.
9. Explain how your understanding of four network
characteristics from the Social Network Theory may be
used to support an intervention strategy to reduce alcohol use.
10. When is Social Network Theory better to use to support an
intervention strategy than Social Cognitive
Theory? Include two specific examples in your answer.
11. What are two critiques of Social Cognitive Theory? How
would you minimize the effect of these problems
in an application of the theory to an intervention strategy?
12. What are two critiques of Social Network Theory? How
would you minimize the effect of these problems
in an application of the theory to an intervention strategy?
13. Explain an intervention strategy that is based on reciprocal
determinism. You may use any example you
wish, but be specific.
14. Explain an intervention strategy that is based on vicarious
learning. You may use any example you wish,
but be specific.
15. Which communication channels would be most appropriate
to apply to an intervention to promote physical
activity in rural elderly populations? Explain at least two
specific examples.
16. Explain three activities that are part of the four-stage
planning approach to communication campaigns.

5. Media Consumption of target audience and selection of 2 media
types
Clearly describe how your target audience’s media consumption
will affect your media choice. It about 700 maximum for my
part
Media choice i prefer to chose TV and ins
Faculty of Business and Law
Assignment Brief
Module Title:
Applied Advertising
Assignment Number
CW2
Module Code:
206MKT
Assignment Title
“The Advertising Plan”
Assignment Weighting
40% (20% for the written report and 20% for the presentation)

6. Release Date:
22nd February 2017
Module Leader
Jayne Pyatt/Ellie Hickman
Submission Date/Time:
Group Presentations Week 27th March.
Report hand in 31st March.
Submission
Time and Place:
Submission through Turnitin ONLY
Assessment Information
This assignment is designed to assess learning outcomes:
2 develop an advertising plan.
3 Develop a range of creative ideas to meet a specific
advertising brief
4 Present and justify a communications idea according to
audience, message and media criteria.
This assignment is a group assignment. In self-selected groups
of 5 – 6 people.

7. This assignment requires you to:
Produce an advertising plan, including 3 executions of the
advert and using at least 2 media formats for your new online
fashion retailer.
Your plan and presentation needs to include the following:
•Your brand name
•Your brand image
•Your brand USP
•Your Segmentation, Targeting and Positioning strategy
• Clearly identify your target audience using at least 3
clearly identifiable consumer characteristics at least one of
which must be psychographic in nature
•Clearly describe how your target audience’s media
consumption will affect your media choice
• You must be able to describe how your advertising
executions will attract the target market making reference to
both content and scheduling
You MUST identify which students have undertaken which parts
of the report and include all meeting minutes.
Criteria for Assessment
Structure 10%
Content is organised and appropriate; coherent; flow of
information, arguments, and concepts
Knowledge and Understanding 20%
Identifies, explains, draws on appropriate theories, models,

8. literature to demonstrate depth and breadth of reading to
address the question
Application 30%
Application of theory or practical examples given appropriate to
context
Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of
ideas/concepts, appropriate conclusions, justified
recommendations
Presentation 10%
Spelling, punctuation, grammar, layout, accurate CU Harvard
Referencing style, writing style academic/professional
Word Count
The word count is 4000 words and your presentation must be no
longer than 10 minutes.
There will be a penalty of a deduction of 10% of the mark (after
internal moderation) for work exceeding the word limit by 10%
or more.
The word limit includes quotations, but excludes the
bibliography.
How to submit your assessment
The assessment must be submitted by 23.55:00 on 31/03/2017.
No paper copies are required. You can access the submission
link through the module web.
· Your coursework will be given a zero mark if you do not
submit a copy through Turnitin. Please take care to ensure that
you have fully submitted your work.

9. · All work submitted after the submission deadline without a
valid and approved reason (see below) will be given a mark of
zero.
· Extensions of up to two calendar weeks can only be given for
genuine "force majeure" and medical reasons, not for bad
planning of your time. Please note that theft, loss, or failure to
keep a back-up file, are not valid reasons. The extension must
be applied for on or before the submission date. You can apply
for an extension by submitting an Examination/ Coursework
Deferral/Extension Application Form. Application Forms along
with the supporting evidence should go to the relevant Student
Support Office. For a longer delay in submission a student may
apply for a deferral.
· Students MUST keep a copy and/or an electronic file of their
assignment.
· Checks will be made on your work using anti-plagiarism
software and approved plagiarism checking websites.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out
research and using this when writing up your coursework. It is
important that you correctly acknowledge someone else’s
writing, thoughts or ideas and that you do not attempt to pass
this off as your own work. Doing so is known as plagiarism. It
is not acceptable to copy from another source without
acknowledging that it is someone else’s writing or
thinking. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the
works of others. The Centre for Academic Writing provides
documents to help you get this right. If you are unsure, please
visit www.coventry.ac.uk/caw. You can also check your
understanding of academic conduct by completing the Good
Academic Practice quiz available on Moodle.

10. Moodle includes a plagiarism detection system and assessors are
experienced enough to recognise plagiarism when it occurs.
Copying another student’s work, using previous work of your
own or copying large sections from a book or the internet are
examples of plagiarism and carry serious consequences. Please
familiarise yourself with the CU Harvard Reference Style (on
Moodle) and use it correctly to avoid a case of plagiarism or
cheating being brought. Again, if you are unsure, please
contact the Centre for Academic Writing, your Academic
Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you 15
working days from the submission deadline date. If for any
reason there is a delay you will be kept informed. Marks and
feedback will be provided online. As always, marks will have
been internally moderated only, and will therefore be
provisional; your mark will be formally agreed later in the year
once the external examiner has completed his / her review.
Assignment Brief Template
Page 2 of 3
206MKT Coursework 2 Check List
Element of Coursework - Report
Comments
Brand name, logo, slogan, colours etc.
USP

11. Segmentation, Targeting and Positioning strategy
Consumer Characteristics
Media Consumption of target audience and selection of 2 media
types
Advert 1
Advert 2
Advert 3
Scheduling of adverts

12. 206MKT Coursework 2 Check List
Element of Coursework - Presentation
Comments
Brand name, logo, slogan, colours etc.
USP
Segmentation, Targeting and Positioning strategy
Advert 1
Advert 2

13. Advert 3
Scheduling of adverts
Professionalism
Visual aids used
Communication skills