THE BUSINESS SCHOOL
BA/BSC: BSC
YEAR 1/2/3
Year 2
(Delete as appropriate)
Student Name: Phillip Shannon
Module: Advertising Strategy
Tutor’s Name: Dr. Andrew Jackson
Student No: SHA12071099
Assessment No 1
Submission Date: 12th December 2013
Word Count: ………………………4305……………………… (excluding abstracts, appendices,
direct quotes, bibliography, diagrams and illustrations)
Students must sign here …………p.shannon………………………… to show that they have read and adhered to the
University plagiarism regulations as stated in the student handbook.
, GEEK 2014
PRESENTED BY
Rory Collins
Diliyan Ivanov
Andrei Matosci
Phillip Shannon
1
, Contents
Section Page Number
Client brief 3-4
Overview 5
Positioning
Category
Objectives 6
Single minded 6
proposition
Brand essence 6
Brand research 7-10
Competitor research 11
Target Audience 12-17
Example demographic: 18-19
‘Who am I?’
Media Plan 20-22
Creative brief 23
Creative execution 24-26
Executive summary 27
2
BA/BSC: BSC
YEAR 1/2/3
Year 2
(Delete as appropriate)
Student Name: Phillip Shannon
Module: Advertising Strategy
Tutor’s Name: Dr. Andrew Jackson
Student No: SHA12071099
Assessment No 1
Submission Date: 12th December 2013
Word Count: ………………………4305……………………… (excluding abstracts, appendices,
direct quotes, bibliography, diagrams and illustrations)
Students must sign here …………p.shannon………………………… to show that they have read and adhered to the
University plagiarism regulations as stated in the student handbook.
, GEEK 2014
PRESENTED BY
Rory Collins
Diliyan Ivanov
Andrei Matosci
Phillip Shannon
1
, Contents
Section Page Number
Client brief 3-4
Overview 5
Positioning
Category
Objectives 6
Single minded 6
proposition
Brand essence 6
Brand research 7-10
Competitor research 11
Target Audience 12-17
Example demographic: 18-19
‘Who am I?’
Media Plan 20-22
Creative brief 23
Creative execution 24-26
Executive summary 27
2
