This document provides instructions for a student to develop an advertising campaign proposal and evaluation. The proposal must include at least one print ad and one TV or cinema ad with a consistent theme. It outlines criteria for developing the campaign, including researching the target audience, exploring regulation considerations, scheduling placement options, and providing drafts of two print ad concepts. The work will be assessed against GCSE exam criteria for creativity, fit with conventions, audience insight, research, and presentation skills. Higher marks will be awarded for independently researched and planned campaigns that demonstrate flair and effective use of forms and conventions to engage the target audience.

1. Advertising Coursework 2:
Advert Proposal And Evaluation Form
Name:………………………………………………………………………….
Here you should write down the proposal for your advertising campaign. On the
other sheet you are asked to write a brief evaluation of your project and ideas.
Your adverts will contain a consistent theme and your campaign must contain the
minimum of 1 print advert and 1 TV / Cinema Ad!!
Your work will be marked an assessed against GCSE exam criteria ! good luck !
Product Name:
Slogan:
(and Logo)
Overall Narrative & Theme of the ads:
Institutional Concerns:

2. TARGET AUDIENCE PROFILE
1. What is the Target Audience for your advert?
(Give reasons for your answers, try and explain why you think this type of
audience will be watching your advert)
Age :
Gender:
Social Group:
Income:
Type of Job:
Likes and Dislikes ? Celebrity Comparisons / overall description:
Maslow’s Audience type + why? :

3. 2. How Does your advert appeal to this group? What are the main appeals and
techniques used in your advert?
3. How will they work in attracting this audience?:

4. RESEARCH:
Can you think of similar adverts that already exist that you
might use as inspiration or are similar to yours ?
(give lots of details and description here + maybe include
pics / logos ?)
In your opinion did they work in attracting their TARGET AUDIENCE?
How will your Adverts improve on the ideas of these similar adverts ?

5. REGULATION : (http://www.asa.org.uk/)
What kinds of things have adverts been banned for in the past ?
What is the ASA and what does it do ?
Which ASA regulations could your advert have problems with ? Why ?
How can you ensure that you advert is ok to be shown to the public ?

6. Scheduling + Placement:
When and where would you like you adverts to be shown
and why ? (think about the type of audience for your
product)
List here all the potential places you would like your adverts to be shown

7. Flat Plans: Here you should draw and annotate 2 ideas for your print adverts

9. Grade Criteria : Basically for an A- A* your proposals need to be :
CREATIVE !!! FIT THE CONVENTIONS OF THAT GENRE
SKILFULLY PRESENTED DETAILED AUDIENCE STUDY
convincing +engaging : (its got to sound like it could work!!)
SHOW EXCELLENT RESEARCH INTO THAT ‘GENRE’ OF AD OR SIMILAR ADS USING
THOSE TECHNIQUES
Ok no excuses then go, be creative and create some brilliant adverts
Level 6 9–10 marks
Candidates research and plan independently and effectively. They demonstrate flair and creativity
through their pre-production work which is convincing and engaged and uses appropriate forms
and conventions. The two planned pieces clearly complement each other. Material is presented
skilfully.
Level 5 7–8 marks
Candidates research and plan successfully. There is evidence of imagination in the pre-production
work which is clearly fit for purpose and uses many appropriate forms and conventions. The two
planned pieces complement each other. Material is presented effectively.
Level 4 5–6 marks
Candidates have researched and planned their pre-production work appropriately. ideas are apt and
mostly use appropriate conventions. There is a recognisable relationship between the two planned
pieces. Material is well presented.
Level 3 3–4 marks
Candidates show evidence of research and planning. Their ideas show some understanding and
involvement with the task and use some appropriate forms and conventions. Two planned pieces
have been offered and a connection between them is evident. There is a basic attempt to present
the work in a straightforward way.
Level 2 1–2 marks
Candidates use minimal research and planning to inform their pre-production work. They have some
ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may
be employed. Where two pieces of work have been planned a connection between them may be
evident although this may be implicit. Presentation of the material is limited.
Level 1 0 marks
No work worth the award of a mark.

10. Grade Criteria : Basically for an A- A* your proposals need to be :
CREATIVE !!! FIT THE CONVENTIONS OF THAT GENRE
SKILFULLY PRESENTED DETAILED AUDIENCE STUDY
convincing +engaging : (its got to sound like it could work!!)
SHOW EXCELLENT RESEARCH INTO THAT ‘GENRE’ OF AD OR SIMILAR ADS USING
THOSE TECHNIQUES
Ok no excuses then go, be creative and create some brilliant adverts
Level 6 9–10 marks
Candidates research and plan independently and effectively. They demonstrate flair and creativity
through their pre-production work which is convincing and engaged and uses appropriate forms
and conventions. The two planned pieces clearly complement each other. Material is presented
skilfully.
Level 5 7–8 marks
Candidates research and plan successfully. There is evidence of imagination in the pre-production
work which is clearly fit for purpose and uses many appropriate forms and conventions. The two
planned pieces complement each other. Material is presented effectively.
Level 4 5–6 marks
Candidates have researched and planned their pre-production work appropriately. ideas are apt and
mostly use appropriate conventions. There is a recognisable relationship between the two planned
pieces. Material is well presented.
Level 3 3–4 marks
Candidates show evidence of research and planning. Their ideas show some understanding and
involvement with the task and use some appropriate forms and conventions. Two planned pieces
have been offered and a connection between them is evident. There is a basic attempt to present
the work in a straightforward way.
Level 2 1–2 marks
Candidates use minimal research and planning to inform their pre-production work. They have some
ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may
be employed. Where two pieces of work have been planned a connection between them may be
evident although this may be implicit. Presentation of the material is limited.
Level 1 0 marks
No work worth the award of a mark.