Strategic Communications & Advertising Planning: Part 2 – Poster Pitch – 78%

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Following on from the situation analysis undertaken in Part 1, my team and I were then tasked to brainstorm a campaign in order to attain one of the suggested marketing communication objectives. We showcased our ideas in a 10-minute pitch, facilitated by an A0 poster, designed collaboratively using Adobe Photoshop.

We focussed on the Golf GTE, hybrid/electric car and utilised the car-purchasing-journey, adapted from Mintel, as a framework for our pull/profile strategy. SEO and a TV ad were strategically applied for the ‘initial search’ stage. We dreamt up a promotional event, VW Volt, intended to engage with the public and inform of VW’s commitment to sustainability. To aid potential customers’ ‘choice evaluation’ a partnership with Zipcar was tactically proposed, allowing the public to test-drive VW cars, encourage purchasing and ultimately, achieve return-on-investment. We divulged a budget and schedule for the campaign by way of a Gantt chart.

It was empowering to have the freedom to innovate my own extensive campaign on this assignment. Working as group of five, bouncing ideas off each other, while using the car-purchasing-journey as a guideline, made producing this comprehensive campaign seamless, fun, and creatively satisfying. The tricky part was keeping our presentation down to just 10 minutes long. However, practice helped achieved this and my previous experience with pitching helped the delivery to be confident and precise.

My team and I received 78% for the second part of this assignment, giving myself an overall average unit grade of 84%.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

Marketing Communications Theory and Practice

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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.