2. Integrated Media Mike Berry CAM Examiner Assignment brief December 2013 / March 2014

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4. Objectives of this document To help you to get better marks for your assignment… … by helping you to understand: What the brief is asking for. What examiners will be looking for. How to tackle the assignment. What a great assignment submission looks like.

5. Presentation title Overview The CIM “Magic Formula”. The assignment tasks analysed. Key command words and how to handle them. From the examiner’s point-of-view.

6. Presentation title The CIM Magic Formula: Evaluation 20% Presentation Application 30% Concept 40% 10%

7. Presentation title Introduction Four Tasks: each is compulsory: Task One: Media Planning 25% Task Two: Media Buying 25% Task Three: Media Measurement 25% Task Four: Media Management 25%

8. Presentation title Important to: Choose an appropriate organisation which you know well. Don’t contact the organisation for ‘insider info’. You don’t need to use any confidential information. Read all of the Assignment Brief thoroughly. …including the Guidance Notes and the Mark Scheme; they contain important instructions and information. OVERALL: UNDERSTAND each of the tasks and THINK about each one before starting your answer. Include only relevant content; make sure you are ANSWERING the task. THINK about linkages between the tasks; there should be a logical flow.

9. Presentation title Overall: Top tips N.B. Candidates are advised that a different brand should be used for each task; these brands may be owned by a single organisation or by different organisations. DO NOT use the same brand for more than one task. Read the assessment criteria and use the weightings to guide the amount of effort to spend on each task. READ the Guidance Notes. Study the Mark Scheme thoroughly prior to approaching the assignment so that the structure of each task can be correctly determined. Be aware that different sections carry different weightings of marks, identify these and assign word count and effort accordingly. Work on knowledge and understanding of key concepts so that they can be understood in a variety of contexts and markets. By following the above tips, you will ensure you are answering the tasks appropriately and applying your knowledge effectively. (continued)

10. Presentation title Overall: Top tips Work to develop evaluative skills. Identifying strengths and weaknesses, or benefits and limitations, using appropriate frameworks is an important skill. Explore ways to improve on both application and evaluation, where required in each task, through an improved understanding of the command words. If a concept, model or theory is not asked for, then do not include it. There are clear instructions in the brief, the assessment criteria and the guidance notes. Ensure that title pages, appendices, referencing and bibliographies are in accordance with CIM standards. Reference all theory and concepts throughout the assignment.

11. Presentation title A PowerPoint slide about PowerPoint slides Once all of this slide has appeared, just stand back for a moment and take a look at the full effect. It is intended to be an example of a poorly-designed slide. It is absolutely full of text. In fact the only way it has been possible to get all this text onto a single slide has been to take the font size right down. But at what cost? The author clearly has no self control whatsoever and also no sense of design and, more importantly, of legibility. This slide probably can’t be read by the person in the front row of the audience, never mind the person at the back of the room. There is very little impact as the audience will be overwhelmed by the amount of text and consequently they are unlikely to be able to absorb any of it. The obvious conclusion (whether or not the audience is conscious of it) would be that the person who has prepared the presentation has not effectively identified and summarized the key points that they want to make; rather they have just shoved all their rambling thoughts onto the slide, as a stream of consciousness which might be appropriate in some media but absolutely not in the case of a PowerPoint presentation designed to communicate and motivate. Worse still, the author apparently has an unhealthy obsession with PowerPoint gimmicks such as animations and transitions which should be used sparingly, if at all; don’t use effects toabsolutely not in the case of a PowerPoint presentation designed to communicate and motivate. Worse still, the author apparently has an unhealthy obsession with PowerPoint gimmicks such as animations and transitions which should be used sparingly, if at all; don’t use effects to show off; they will just distract your audience from your content which should always be the focus of your presentation. As for the colours, the author is either colour-blind or is attempting the create the illusion of an LSD trip which is unlikely to assist the transmission of the content of the presentation.show off; they will just distract your audience from your content which should always be the focus of your presentation. As for the colours, the author is either colour-blind or is attempting the create the illusion of an LSD trip which is unlikely to assist the transmission of the content of the presentation. Lastly the author has found a cheesy piece of Clipart and slapped it on. This adds nothing of value; it doesn’t communicate anything useful. This might indeed engage the audience's attention but only to:Lastly the author has found a cheesy piece of Clipart and slapped it on. This adds nothing of value; it doesn’t communicate anything useful. This might indeed engage the audience's attention but only to: make them sneer with derision. Another fail. Use good-quality photographic images instead. (Credit the source where you can identify it). &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& &&&&&&&&&&&&&&&&&&&&&&&&&&& Good use of speaker notes can help ensure that slides to not need to be this cluttered and can effectively communicate key points to which the speaker can then add value. Keep the design clean and professional. Use images to enhance the message; one per slide is a good rule. This Assignment Brief does not require candidates to actually deliver the presentation. (Although presenting is a key business skill and it is important as a presenter to ensure that you communicate effectively to your audience). Good speaker notes can be an invaluable help in many ways. As an example, they should enable the presenter to focus on the audience, rather than than spending all their time reading from the slides.

12. Presentation title BEFORE you start writing your assignment: Think about content, linkages between parts of the task and use of command words. Understand what is required to answer the task thoroughly. <Question: so where are these* all explained on the Learning Zone? http://www.cimlearningzone.co.uk/assessment/hints-and-tips-about-taking- assessments-by-assignmenthttp://www.cimlearningzone.co.uk/assessment/hints-and-tips-about-taking- assessments-by-assignment >

13. Presentation title Watch those Command Words! Analyse- Examine a topic together with thoughts and judgements about it. Appraise- Evaluate, judge or assess. Argue- Provide reasoned arguments for or against and arrive at an appropriate conclusion. Assess- Evaluate or judge the importance of something, referring to appropriate schools of thought. Compare and contrast- Look for similarities and differences leading to an informed conclusion. Define- Write the precise meaning of a word or phrase. Quote a source if possible. Describe- Give a detailed account of. Demonstrate- Explain, using examples. Discuss- Investigate or examine by argument and debate, giving reasons for and against.

14. Presentation title Watch those Command Words! Evaluate- Make an appraisal of the value (or not) of something, its validity, reliability, applicability. Explain- Make plain, interpret and account for, enlighten, give reasons for. Illustrate- Give examples to make clear and explicit, to demonstrate. Justify- Support recommendations, explanations or arguments, with valid reasons for and against. Outline- Give main features or general principles, ignoring minor details. Recommend- Put forward proposals, supported with a clear rationale. State- Present in a clear brief form. Summarise- Give a concise account of the key points; omit details and examples.

15. Presentation title Task One: Media Planning Scenario: you are a Marketing Assistant; prepare a report for your Manager relating to marketing communications and media planning for your chosen brand. Discuss the role that media planning and buying play in creating the marketing communications plan. Explain how digital media (including online display and paid search - PPC) contribute to the overall mix. For a recent integrated campaign (any brand): Describe the target audience. Explain the marketing objectives and strategy. Describe measurement of the campaign’s success. Evaluate reinforcement between off-line and online (digital) media. Format: report. Appendices: backgrounds to organisation and brand.

16. Presentation title Task Two: Media Buying This task focuses on buying media Choose an organisation and a brand. Scenario: you have been asked to produce a ‘Media Buying Checklist’ which: Describes the objectives which media can realistically achieve. Discusses the strengths of broadcast, non-broadcast and digital media channels. You should choose three different channels and evaluate their suitability for meeting the marketing communications objectives of the organisation. Identify the media owner in each case; how should the media buyer best deal with them? What is the role of the media buyer? Include liaison with media planners and owners (offline and digital) and buying the agreed media schedule cost-effectively. Format: Checklist. Appendices: backgrounds to organisation and brand.

17. Presentation title Task Three: Media Measurement Scenario: You are a Marketing Assistant. This Task is all about Measurement. Identify an integrated business-to-consumer campaign for a brand of your choice. You are asked to produce a report which outlines how media objectives are set, explaining differences between broadcast, non-broadcast and digital media. Explain why the strengths and costs of media should be considered when making planning decisions. Describe the campaign (including current media schedule). Identify the objectives. Discuss various measurement methods. Evaluate its success (including reach and frequency). Recommend how the campaign might be improved for the future (include scheduling alternatives – continuity, flight, pulse, etc.) Format: report. Appendices: backgrounds to organisation and brand.

18. Presentation title Task Four: Media Management Scenario: Your Marketing Director, (CMO) is reviewing the media planning and buying for your organisation's biggest brand (or the biggest brand of a suitable organisation of your choice). Agencies will be invited to pitch to be the media partner for the next three years. You are a Marketing Assistant; your task is to: Produce a presentation which, for this chosen brand: Describes the current media schedule. Discusses the brand's advertising objectives (refer to hierarchies of effect). Explains the value of working with a single, integrated media agency. Recommends FIVE criteria for making the agency selection decision. Format: Presentation (e.g. PowerPoint). Appendices: backgrounds to organisation and brand.

19. Presentation title Pitfalls to avoid Students commonly lose marks for: Not reading the questions/brief thoroughly. Answering a question which wasn't actually asked. Jumping to conclusions about the task without THINKING. Not managing the word count: use the mark scheme to allocate your words between the various elements of the tasks. Failure to quote RELEVANT theory; show evidence of your reading. Failure to APPLY theory in the context of the chosen organisation (“theory dump”). Poor structure, presentation and lack of full Harvard Referencing. Make it easy for the examiner: s/he wants to give you the marks!

20. Presentation title Some final thoughts Take the time to read all of the Assignment Brief. Always apply theory to make it relevant to the ‘real-world’ organisation context. Use the Mark Scheme to plan your answer: understand how marks will be awarded. Assignments containing significantly less than the wordcount are unlikely to contain sufficient detail. Show your reading around the subject (online and offline) via your Bibliography. “The examiner wants to give you the marks”; it’s your job to demonstrate your knowledge and understanding. No ‘trick questions’; just adopt a systematic, logical approach. Professional formatting and presentation help everyone. Take the time to read all of the Assignment Brief!

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