AMN423 Strategies For Creative Advertising
Assessment 1: Consumer Insight Report
Length: 1,200 words ( /-10%)
Due: Week 5, 11.59 PM (AEST), 29 August
Based on the following instruction, you are to use primary and secondary research to develop and justify consumer insight.
[Note: Assessment 1 and 2 are both linked to your chosen brand but with different purposes. The purpose of Assessment 1 is to generate consumer insight, and the purpose of Assessment 2 is to generate the big idea based on your findings in Assessment 1. Please do not mix them.]
To start with, please choose a brand with the following restrictions:
1) You must choose a brand from the ‘sportwear’ category (excluding Nike) as a focus of your Assessment 1 and 2.
2) The brand must have English campaigns targeting Australians.
3) The case in Assessment 3 is about Nike. You may use Nike examples to support your arguments in Assessment 1 or 2, but Nike should not be the focus in these two assignments.
The key questions you need to answer in this report are:
1) Where are we now?
2) Why are we there?
The key deliverables are:
1) Research based situation analysis
2) Consumer insight
There is no restriction on the structure of your report.
Suggestions for the evaluation criteria (not for the structure).
[Note: please see detailed CRA on Blackboard – Assessment/ Assessment 1]
1.0 Secondary Research (5 marks)
This primary research should add more insights to your current focal advertising challenges than the secondary research. The primary research should be qualitative research with someone you know and are willing to help (e.g., your classmates, friends, or family). Please explain your research method in the report and use the findings to support your arguments. Research methods you may use include:
· Academic journal articles
· Industry publications like AdNews or B
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