1. PERSUASION
Group Project
Summative assessment
Presentation: Presentations held on the 9th January 2014 on Floor 7 (9.00 am start)
Group Assignment: Hard-copy/URL to the Hand-In Office D104 by 9th January by 8.30 pm.

2. The summative assessment
Assignment criteria / format:
Planning Project solution:
Utilize elements from the strategy and planning toolkit, including data analysis and data
visualisation gained from your planning lectures, plus behavioral research based on your
identified audience, produce a team evaluative research consumer persuasion
project/document/campaign outline proposal for behavioral change in answer to the problem
identified. ‘Brand Aid’. As a team create a topline 5-minute ‘Brand Aid’ presentation of your
document. This presentation will show the problem, outline the rationale and specify the insight
that would lead to a creative campaign. We do NOT want the creative campaign. We want the
creative and strategic thinking that would lead to a creative solution. This is all about the INSIGHT.
Please note, as this is only a 5-minute presentation, your group can only give an overview relating
to your study, target audience and the consumer and persuasion theories you have chosen.
The 5-minute ‘Brand Aid’ presentation is of a media or medium of your choice but it must be
suitable and compatible for the equipment provided by the UAL.

3. Research Analysis Toolkit Presentation (5 MINUTES)
Data analysis and
data visualisation
gained from your
planning lectures,
plus behavioral
research based on
your identified
audience.
Produce a team
evaluative research
consumer
persuasion
project/document/
campaign outline
proposal for
behavioral change
in answer to the
problem identified.
Using the lectures
delivered. Use the
research and its
findings coupled
with techniques
and approaches
discussed to
evidence your
understanding of a
‘Planners’ approach
to immersing and
briefing a creative
team.
Use visual and
ephemeral/sensory
understanding of
audience and
brand.
A 5 minute briefing – culminating in insight and a brief
The situation is a briefing meeting and YOU the planner
must brief a creative team.
For example:
What is the brand/product/service?
What is the problem?
Who are they?
What are they?
Why are they?
Where do they want to go?
How will they get there?
What will success look like?
What means will we use?
Who is the audience?
What is the proposition?
What is the insight?
What is the best media and way to communicate?
Do’s and Don’t’s?
Persuasion Project Plan.

4. Please note, as this is only a 5-minute presentation, your
group can only give an overview relating to your study.
Group Assignment: Hard-copy/URL to the Hand-In Office
D104 by 9th January by 8.30 pm.
Please note: Ensure ALL names from each team should be
clear on the hand-in, plus the project title, course title, date
and tutor name.
Submission requirements