Advertising Management: Poster

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poster-official-16- completedFollowing on from the first assignment in this unit, the 30-second video advert for Met Munch, in relation to the Sport brief. The second task involved two parts. The first, was to evaluate the advert. This warranted for a piece of primary research to be conducted. Students from MMU were interviewed regarding the effectiveness of the advertisement in terms of target audience, creativity, audience reach, resonance to society/target audience, message and brand. I showcased my findings in a presentation. For task two, I created a poster that addressed the issues identified from the key research outcomes.

Key findings were:

  • Make ‘fun’ and ‘sustainable’ qualities more prevalent in the poster.
  • Include female characters in the poster.
  • More emphasise on humour from – fonts, colours & characters.
  • More emphasise on tone of voice to inspire students.
  • More food featured on the poster.

I created the poster using Adobe Photoshop. As I created the poster from scratch, I was to demonstrate my semiotic thinking behind the design of the poster. Semiotics was one of my favourite topics from first year, which meant I found engaging in this practice very enjoyable. Here is a brief overview, regarding making the quality of ‘fun’ stand out more, I brainstormed, when do we have the most fun eating food? Obviously, when we were all infants. The menus on the table diverge from the infant characters. The mortar boards relate to the target audience of students and contrast to the young boy’s hat on the far right. The tone of voice regarding ‘level up’ was to further engage with the target audience. The colour scheme reflected the ‘sustainable’ quality of Met Munch. The hashtag was to inspire all genders.

This assignment wrapped up one of my favourite units of second year. Conducting primary research for the video advert and then formulating a poster based on the findings was a highly practical and valuable task. It gave me an experience of what it may be like in the advertising industry. Engaging with one of my favourite concepts, semiotics, in creation of an original poster was extremely rewarding. I am very proud of this work and was grateful to receive a first in this assignment.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Advertising Management: Creating and Starring in a 30-Second Advert

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videoFor the first assignment of my 2nd year Advertising Management unit, as part of a team, I was tasked to create and star in a 30-second video advert. This was to raise awareness of MetMUnch, a student-led group that promotes eating SMART: Sustainable, Multi-cultural, Affordable, Realistic and Tasty. The ad was to be constructed in accord of one of five creative briefs. My group chose the Sport brief, it went as follows:

Brief Two – MMU Sport

  • Using natural connections between Sport and MetMUnch (nutrition, healthy eating) to devise cross-polination marketing opportunities between the two
  • Audience: All students (not necessarily those already interested or involved in sport), encouraging active, healthy lifestyle choices
  • Looking for content for social that can be shared and retweeted by @MMUSport and @MetMUnch, e.g. Twitter / Instagram friendly pics; punchy text images in style of below. Stuff that will make people stop scrolling through their feed and take notice!

The ad was uploaded to YouTube, it can be viewed here. For each of the five creative briefs, one winner was chosen. My group was privileged to be chosen winners for the Sport brief category.

This highly practical assignment was very enjoyable to take part in. Brainstorming ideas, making these ideas come to life and starring in the video, all in a team environment with a bunch of friends was a true highlight of the year. Winning the award put the icing on the cake.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

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Consumer Behaviour & Culture – The National Lottery Award

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This post marks the first piece of work from the second year of my Advertising and Brand Management honours degree. The focus moved away from generalised marketing theory to more specific advertising and branding perspectives during my second year. Additionally, rather than simply regurgitating theory, the tasks demanded more practical application of concepts.

This shift is ideally represented in the assignment I am showcasing today. In what was referred to as a ‘live’ brief, I was tasked to aid The National Lottery in its attempt to engage young adults (16-24 year olds) in order to encourage participation of the bi-weekly lotto.

Myself and a partner conducted primary research, consisting of both an online questionnaire and a focus group, drawing upon theories of brand personality and values to try and establish what The National Lottery could do differently to increase involvement of young adults. We revealed our results in a 15 minute presentation.

An added incentive for this assignment revolved around a partnership MMU has with The National Lottery, where representatives of the company were to generously come to the University to listen to the top 3 presentations.

My partner and I were gratefully awarded to be one of the 3. The experience to present our humble findings to industry professionals was exhilarating. Insights drawn from the executives were very beneficial. Overall, the opportunity offered me invaluable experience, which I am extremely proud and thankful to have gained so early into my career.

Below is a letter I received from Nick Bonney, Head of Insight at The National Lottery, confirming the award.

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Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.