Section __________ Group # _____ Members: _____________________________________________

Agency/Product: ______________________________________

PART 1
Brand Review
Product description, key benefits 1 2
Brand image, Positioning, USP 1 2 3
Place in the industry 1 2
/7

Background/Overview
Core challenge facing the brand 1 2
Industry and key factors 1 2 3
Marketing objectives 1 2
/7

Target Market Profile

Consumer behaviour in the industry; segmentation

1 2 3
strategy

Buyer analysis/ customer profile 1 2 3 4

Media habits of core consumer 1 2 3
/10

Creative Strategy
Creative objectives - appropriate? SMART? 1 2 3
Appeal technique(s); tone and manner 1 2
Key message(s) - tied to objectives 1 2

Big idea/ core concept - well integrated; rationale 1 2 3

Graphic treatment: Concept board: creative design;

clean and clear; follows tone, manner and appeal 1 2 3 4
/14

PART 2
Creative Plan (Tactics)

Creative approach for TV/video, with executional

details (how does it work?) 1 2 3

Creative approach for Internet/ interactive, with

executional details 1 2 3
Creative approach for print + 2 others, with
executional details 1 2 3
/9
Media Plan

Media objectives - Who; Where - key markets 1 2

When - timing; How - reach/frequency 1 2 3

Strategic reco's for at least 5 types 1 2
Details about media choices 1 2 3
Rationale 1 2
/12
Bonus - creative/media considerations /3
: _____________________________________________

________
09/17/16

Campaign Scheduling & Blocking Chart

Clear, at-a-glance "snapshot" 1
Details re. media vehicles 12
Weighting, explanations 1 2
/5

Budget
Details, explanations 1 2
Rationale (logical?) 1 2
Chart(s) 1
/5

Graphic Treatment

Strategic application of creative concept;

appropriate to target and media types 1 2 3
Well integrated with main concept 1 2 3
Provided for at least 3 media types 1 2 3
/9

Bonus - "sizzling" graphic treatment /3

Format & Style

Title page, T.O.C. 1 2

Professionalism/ Consistency 1 2
1 2
Typos, Grammar
Conclusion 1 2
Appendix (ref'd in text) 1 2
References -cited in text 1
- biblography 1
/12

Quality of Work

Strategic, insightful, well-written, organized, /10

thorough treatment; concepts expertly applied

TurnItIn Y/N

MARKS, PART 1 /38

MARKS, PART 2 /40

OVERALL FORMAT, STYLE & QUALITY /22

TOTAL /100

COMMENTS