Individual Two Written Reports (Summative) April 19th and May 11th 2021
Compile two written individual reports of 1,250 words each.
NB: the written reports should provide a detailed account paying attention to the two key areas: Target audience insights leading to
informing creative campaign idea and the Media Plan. Make sure referencing and a compilation of a bibliography is included.
The report should take into consideration the feedback from the formative presentation.
The report should be submitted via Moodle. Coursework and submission guidelines can be found at
https://my.lsbu.ac.uk/page/exams-assessments-coursework-deadline.
The university has a strict policy on late and non-submission of coursework and on claiming for mitigating circumstances. Please see
https://my.lsbu.ac.uk/page/exams-assessments-coursework-deadline
for further details.

Summative (part 1)
Summative assessment – 1st submission Week 10: April 19th 2021
Individual Target Audience and Creative Campaign Idea – 50% of the overall score.
Word limit: 1,250 words
Students will produce:
– a clear understanding of the target audience with key insights to
– provide context for the campaign idea to meet the client brief.
To support the findings, students must use focus groups / questionnaires / google search analytics
or other support tools to provide a rationale as to why they have decided on a specific audience to
focus on. Must demonstrate why the campaign idea meets the client brief and how the
creative idea is relevant to the target audience perimeters.

Summative (part 2)
Summative assessment – 2nd submission Week 13: May 11th 2021
Individual Creative Media Plan – 50% of the overall score.
Word limit: 1,250 words.
Students will be required to:
– select and plan the appropriate media to answer the client brief,
– using the creative campaign ideas based on the target audience insights.
– This is to demonstrate the ability to turn the client brief objectives into marketing
objectives.
– Students will show how the results of the media plan will be captured using the content
channels they have decided to use.