Case Study Project
This assignment provides a comprehensive look at cultural, political, and economic factors affecting current issues in advertising.
Step One: Selection of Topic—Each student identifies a real-world public relations/integrated marketing communications campaign addressing diversity and human rights created individually or collaboratively by a multinational corporation, nongovernmental organization, nonprofit, government, or public figure in the U.S. or abroad.
Step Two: Research, Writing, and Editing of Report — Investigate what has been written and shared about this ad campaign by looking at the organization’s content on its website and social media, as well as other communication platforms used to spread awareness of the issue. Examine media coverage and social media commentary (e.g., what were the media saying about the campaign? Did it backlash as Kylie Jenner’s Pepsi ad?, were they pro or against the ad?, mention media impressions that are relevant such as WSJ, Forbes, AdWeek, AdAge, Insider, etc.).
Step Three: Interview some in advertising for more in-depth commentary about the campaing. You can introduce yourself as a PRAD student, and people will be happy to help. This is a great way to start networking.
Step Four: Finish Writing. You should describe factors affecting the situation (background – e.g., racism in America), as well as the campaign’s internal and external audiences, strategies, tactics, timetable and budget (if available), and a discussion of results (e.g., sales increases). Finish your report providing insight into lessons learned and address how you would have created and conducted the campaign differently.
The report must include the following parts: introduction (1 page), situation analysis (1 page), target audiences (1-2 paragraphs), campaign overview (2 paragraphs; include insights from interview), messages and communication tools (2 paragraphs), measurement and evaluation of results (1-2 paragraphs), conclusions with lessons learned (2 paragraphs), and references following APA style.
This paper is an analysis:
Formal
Remove your own voice except for the “lessons learned” section (no “I think”)
Critical
Should be supported with evidence from your classroom material (i.e., textbook chapters, articles, and so on).
Avoid using: “etc.” “stuff” “like”
This paper is NOT a reflection, thus, it should NOT be:
Informal
For you
Storytelling
Explaining yourself directly to the reader
Reflective (making sense of an event for your own personal reasons)
This paper must be written in APA format. In-text citations should follow APA – e.g. The Standford Hume Center for Writing and Speaking recommends students proofread their papers carefully before submitting (Stanford, 2018) . 12 pt. Times font. Double-spaced.
