5 min presentation; 500 word report

5 min presentation; 500 word report

Format: Powerpoint or similar for presentation. Word doc for report.

Use of Artificial Intel- ligence: Use of generative artificial intelligence (AI) is not permitted in this assessment task without appropriate acknowledgement. See advice on acknowledging the use of generative AI on the Library web page.Working with another person or technology in order to gain an unfair advantage in as- sessment or improperly obtaining answers from a third party including generative AI to questions in an examination or other form of assessment may lead to sanctions under the Student Misconduct Rule. Use of generative AI tools may be detected. More information is available on the Library web page.

Instructions:

Aims/Objectives

To understand the wide range of media options, pros and cons and their role within the media plan.

Assessment Description & Requirements

Each student is to prepare and present a 3min presentation on a case study of one media channel/touchpoint and upload a well-researched written document (500 words plus Reference List). Your tutor will allocate one media channel/touchpoint to each student. If a student decides to choose an alternative media channel, they will automatically receive 0 for both parts of the assessment. The media channel/touchpoint may be one of the following: (Product Placement)

PLEASE COVER:

Presentation - 15%

1) Pros and Cons - Key benefits of using this channel, and limitations/drawbacks. Consider potential threats to this channel (new technology? declining audience?)

2) An example (case study) of a media campaign where this channel/touchpoint is the predominant channel. Describe how it has been used creatively in this campaign. Obtain this case study from the WARC database (library e-resource) only. Enter the media channel you have been allocated into the search field on WARC. The case study may be from Australia, or overseas. Note - most campaigns use a combination of several media channels. Ensure you choose a case study in which the predominant media channel is the one youve been allocated.

NOTE:

Each student will have 3 minutes to present. A bell will ring at 2:30 mins, and again at 3 mins.

One mark will be deducted for presentations that run more than 30 secs over time.

Two marks will be deducted for reading of presentation. Palm cards are acceptable (provided the whole

presentation is not read directly from cards). Palm cards = paper or card held in palm of hand, not smartphone

or ipad etc. Also, reading includes reading batches of text from your slides.

Students are required to use slides to reinforce their topic. Minimal text on slides is preferred.

Two marks will be deducted for not using slides. You must upload your slides to vUWS by 9am on the morning

of your presentation (or as advised by your tutor).

Do not include video in your presentation - screenshots only.

Be engaging, inspiring and energetic! Engage your audience by asking a question, telling a personal story

(relevant to topic), and enjoy it.

Written Document - 15%

1) Description of the particular media channel/touchpoint, in relation to the local audience and Advertising industry. For example, this may include description of penetration (eg. 99% of homes in Australia have a television), usage, key features - in relation to advertising opportunities, typical examples (eg TVCs usually run between 6-30 secs), how it is commonly used with other channels (eg outdoor with digital), etc.

2) How do you measure the effectiveness of this channel/touchpoint? Consider which tools/software/analytics are typically used to measure whether or not this channel is effective.

3) What do you need to know, to prepare to buy this media? For example, think about how you would decide between different radio stations, or TV channels/programs, or comparison of celebrities for endorsement purposes. Depending on the media channel you have been allocated, this may include mention of audience size/demographics, rate cards, cost, leadtime, etc.

NOTE:

Maximum 500 words, plus Reference List (APA style). Ensure it is based on solid research, rather than opinion. You are required to upload the written document by 5pm on the day of your presentation. Late penalties apply.

References - use this list as a starting point.It is expected that you will reference some of these below in this assessment, plus more:

Media Federation of Australia Educational Guidelines (available to download on vUWS)

WARC Database - available through the library

Industry websites: eg www.oma.org.au (Outdoor Media Association); www.commercialradio.com.au (Radio);

www.iabaustralia.com.au (Digital), www.thinktv.com.au (TV) etc.

Industry online journals: bandt.com.au; adnews.com.au, mumbrella.com.au

Media Agency websites and Youtube channels, for example: Essence Mediacom, Zenith Media, OMD Australia,

Wavemaker, PHD Media Australia, Mindshare Australia, Carat, Starcom, UM Australia, Initiative, Media Hub, Resolution Agency, Havas Media, Publicis Media, Bohemia, The Media Store, Hearts & Science, This is Flow, Involved Media, Pearman, Spark Foundry, Razorfish, Cummins & Partners.

Marking Criteria:VERBAL PRESENTATION /15

CRITERIA Poor

Developing

Moderate

Proficient

Outstanding

Understands key pros and cons Failure to grasp key pros and cons Does not appear to have grasped key pros and cons Has grasped several key pros and cons Shows good understanding of key pros and cons Clear understanding of key pros and cons

Case study Not sourced from WARC and/or poor choice to showcase allocated channel/touchpoint Weak choice of case study to showcase allocated channel/touchpoint. Not well explained Reasonable choice of case study to showcase allocated channel/touchpoint. Basic explanation Good choice of case study to showcase allocated channel/touchpoint (creative, innovative use of this channel). Well explained Excellent choice to showcase allocated channel/touchpoint. Very innovative, effective, creative use of this channel. Very clearly explained

Presentation Poor presentation skills. Did not relate to audience. Lacking energy, enthusiasm Developing presentation skills. Minimal attempt to relate to audience. Basic presentation skills. Some attempt to relate to audience. Good presentation skills overall. Good attempt to relate to audience Convincing, confident presentation skills. Effectively related to audience. Great energy, enthusiasm

Presentation tool - Slides Minimal effort, text heavy, typos. Minimal use of images. Or, no slides used Mix of strong slides (good layout, minimal text, no errors, include relevant image) and weak slides (text heavy, no images, errors). Inconsistent Mostly strong slides Strong slides, effective in telling the story Excellent slides, well thought through, keeps audience focused on content. Well designed, minimal text, no errors

WRITTEN DOCUMENT /15

CRITERIA Poor

Developing

Moderate

Proficient

Outstanding

Evidence of research across range of sources Insufficient Research sourced weak in some areas, somewhat superficial Generally solid research sourced. Need to use more sources Good research sources. Variety of relevant sources utilised Strong, extensive research, variety of relevant sources

Content Weak Limited, some points not covered sufficiently Basic Thoughtful, comprehensive Strong, well thought through

Document Vague, incoherent. Poor spelling, punctuation, grammar, expression Writing style needs improvement. More care required in spelling, punctuation, grammar, and expression Writing style mostly acceptable Writing style good Writing style strong

Reference List Poor/no reference list. Does not use APA style Weak reference list. Does not use APA style correctly Basic reference list, 3-4 relevant sources. Mostly correct APA referencing Good reference list, minimum 4-6 relevant sources, all cited in body of document. Correct APA referencing Strong reference list, minimum 7+ relevant sources, all cited in body of document. Correct APA referencing