Advertising Management: Poster – 74%

Standard

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

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

Advertisements

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

Standard

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

Facebook: Yehudah Cummings

Click to view my CV.

Consumer Behaviour & Culture – The National Lottery Award

Standard

cbc

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.

img_20161028_1525497441-edit


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

Marketing Communications Theory and Practice

Standard

picture1For this unit, an open-book exam comprised 50% of the overall unit grade. An approach I welcomed, as the eradication of guesswork allowed for a much more focused learning experience.

The first question involved a semiotic analysis of a poster by Whiskas cat food (image above.)

I was to consider all elements in order to extract and interpret what messages the advertisers were trying to convey to their audience.

Charles Sanders Peirce’s theory of semiotics provided the framework by which I could highlight the key symbolism, while justifying these points in relation to Whiskas’ brand, product and market development.

The open-book nature enabled myself to essentially write up the piece prior to the exam. Click on the image above or follow this link to view a sample from my answer. I received a first in this exam.

From a creative perspective, I greatly enjoyed the subject of semiotics. As Alastair Crompton impressed upon me in his book ‘The Craft of Copywriting’, the question why? is of paramount importance in marketing.

I believe the level of analysis applied in this task, along with arduous attention to detail have granted me invaluable skills toward my professional development.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

Digital Media and Marketing Platforms: “The Digital Agency Project”

Standard

captureThe first assignment in this unit involved an interactive venture which gave me my first taste of what it would be like working at a marketing agency.

This assignment was a group task which made the project all the more engaging. Each team member was to choose their own specifically-defined role in the agency. If you’ve explored the rest of my blog you wont be surprised that I wasted no time in choosing the role of creative director for myself. The group decided upon the name Zenith Advertising for our agency.

The team was to produce two appraisals relating to the wide variety of services available on an array of digital platforms.

My partner and I focused upon mobile marketing strategies, highlighting opportunities (and some pitfalls) with technologies such as near field communication, proximity marketing using wireless, app development and QR codes. (Click on the image above to be taken to the blog post.)

Along with the more formal appraisals, the team utilised the blog in a typical fashion by showcasing external creations, commenting on current events and posting other pieces of research.

Overall, working in a flexible collaborative manner enabled a much more enjoyable creative approach to something which at first glance sounded quite dry – writing an appraisal. The freedom to brainstorm, design and create a blog website while researching the unit’s topics offered a dynamic and multi-faceted learning experience.

You can view the group’s work at https://zenithadz.wordpress.com/


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

The Responsible Marketer – Ethics & Professional Development: A Reflective Essay

Standard

BusinessEthics003In the Responsible Marketer unit of my university degree, I gained my first experience of ethics from a business perspective.

My first task was to compose a reflective essay, this involved considerable self-analysis and discovery. I delved into my own personal ethical values, relating them to figurehead philosophers such as Immanuel Kant and the archaic Aristotle.

In addition, twice a year, for an entire week my university hosts a variety of interactive workshops designed to broaden one’s skills and attributes in a scheme it calls professional development week. This week was the secondary focus of my essay.

Reflecting on what you have already learnt, what you are good at and what you still need to learn in order to become well-rounded professional was a humbling but greatly beneficial experience.

I especially enjoyed writing in an essay format, in contrast to the more regimented report structure, it was a welcome freedom to produce a more personal creation.

Finally, this assignment marks my first time applying reflective thinking as an academic practice. As I have repeated this style of analysis and writing in subsequent tasks, I have become to increasingly realise how valuable the process is for mindfulness, introspection and overall growth as a human being. Ultimately, this appreciation influenced the start of my blog.

I received a first in this assignment.

Click on the link to view an excerpt from my essay: Ethics & Professional Development


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

 

Principles of Marketing: An Evaluation of Adidas

Standard

front cover editMy first assignment for the unit entitled Principles of Marketing involved analysing and evaluating a product, service or organisation. I was granted the freedom to choose my preferred brand. I decided upon Adidas as the brand I was going to analyse.

My choice was influenced by my passion towards football. Consideration regarding how much relevant data and information was available to me from various external sources was also a significant factor when choosing my brand.

There was two key elements to my report. The first involved using consumer behaviour theory, in order to describe how Adidas attracts and retains consumers. Additionally, I conducted an extensive analysis of Adidas’ marketing mix, using theory to delve into the usual suspects of product, price, place and promotion.

My report was backed up with evidence structured using Harvard’s reference system.

I received 80% for this piece of work, a grade I was extremely proud to achieve during my first year at university.

I have attached a sample from the report, click on the link to view: Principles of Marketing – Adidas



Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings