Sheet1No.Strengths (3)Weaknesses (2)Recommendations (2)Evidence (u.docx

Sheet1No.Strengths (3)Weaknesses (2)Recommendations
(2)Evidence (used once only)Theory1Functional orientation
- evidence
- tangible product adv (features, performances,
benefits)Inconsistent Messages
(say, do, confirm)It is recommended that supermarket A is to
include the term 'wsl' in adv so as to .. Result of implementing
consequences theory (journals on this theory)Strength
12Symbolic/experiential orientation
- cartoons, facial expressions, colours, pictures, animations
- emotional
- price ('8' - lucky/prosperity, '9' -
longevity)ConsequencesStrength 23Category-dominance
orientation (strengths only)
- brand name/logo of adv (evidence)
- e.g. FairPrice advertisement, Rolex, key
sponsorsTrustworthinessStrength
34TOMASymbolic/experiential
orientationSymbolic/experiential orientationWeakness
15Hierarchy EffectFunctional orientationFunctional
orientationWeakness 26CPMAttributes
- what attracts ann advertisement
- features, product image, design,
benefitsAttributesAttributesLaddering ProcessConsequences
- adv/benefits of using advertised products/services
- must believe/buy/agree your benefits &
advConsequencesConsequencesValues
- quality
- experience post-purchase
- warranties, (money-back) guarantees, 3rd party endorsement,
testimonial evidences, awards won, year of history,
reputationValues
- critical weakness is that it lacks of…. Deemed to be a
signofocant weakness… failed to apply Value Theory (journals)

- if the whole industry does not offer ____, do not take it as a
weakness
- no need for comparisonValuesUnique Selling Proposition
(USP)
- Superiority
- Unique
- Distinctive
*trademarks, patents, awards wonBrand Image
(Transformational Advertising)
- brand logo
- fashion, prestegious productsResonance
- reflect audience life experience
- testimonial evidences
- before & after imagesResonance
- celebrity not good, lacks worthinessResonance
- change endorser (Jack Neo/Tiger Woods)Emotional
- colours, pictures, images, font size, choice of words,
testimonial evidencesEmotional Pre-emptive
- message of superiority
- 'No. 1 top seller brand', 'Voted by many'
- country of originCelebrity Endorser
- TEARS model (credibility & attractiveness)
- trustworthiness, Expertise
- physical attractiveness, respect, similarity (to target audience)
- Brian WongCelebrity Endorser
- Jack NeoCelebrity Endorser
- It is recommended that XXX should engage XXX to endorse in
the brand to increase attraciveness, expertise… Celebrity
Endorser Theory (journal)Typical-person EndorserTypical-
person EndorserTypical-person Endorser
- in order to increase attractiveness, recommended that XXX
should engage a typical-person endorser (journal)Humour
- cartoons, facial expressions, vocabHumour
- cartoons, facial expressions, vocab*page 197 - theories
10

100PLUS ACTIVE
Student’s Name
Institutional Affiliation
Date

100PLUS ACTIVE
1. Executive Summary
Within marketing, there is a need to conduct promotions of
products through adverts. Purports that the success of a product
is in the well-coordinated marketing process with proper
pricing. Advertising is a paid kind of no personal
communication on a firm, service, idea, or product that a
sponsor identifies (Hudges, 2018). Advertising is under the
many promotional mix elements in business. Integrated
marketing communication, on the other hand, there should be
management on the image of the organization in the100PLUS
Active advert which is a model of the Fraser & Neave Limited
sold to replenish the sportspeople and rehydrate them. However,
other target population and those people who long to have an
active life and take part in any kind of exercise. The drink has
selling points such as the unique refreshing test, the target to
produce and sustain sporting, the ability to regenerate minerals
as well as enhance a new look in the sportsperson even after
they are worked out.
100PLUS Active targets everyone in the world, even though
previously it targeted the Singapore population and sports hubs
in schools. The generation targeted were generation Z and Y

who are interested in having an active life, replenished body,
nonexhausting gaming activity and are aware of the loss
experienced during exercise (100plus, n.d). Based on the
100PLUS Active advertisement, there are strengths that fall in
the theories of advertisement such as hidden message, mediation
of reality, and application of strengths. In the advertisement,
there is the usage of psychology and message to communicate
the value of the advert through popular sports. However,
weaknesses underlying the advert emerge in the imitative desire
theory and hidden meaning theories have exposed challenges in
the advert. For example, the psychology of the audience is
downplayed and the visionary element in the advert. Generally,
to advertise implies the place an announcement and persuasive
message in time or space bought in the mass media by a
business organization, government agency, non-profit
establishment, and individuals that seeks to members of a
specific ta convince or inform the target market or audience in
regard to their goods, services, firms, or ideas (Hudges, 2018).
Centralized marketing with a central theme and message
positioning is essential in creating the image of the
organization. The communication of products should be timely,
coordinated, measurable, and persuasive so as to attract
prospective clients and have the workforce, associates and other
external and integral audiences relating to the product more.
2. Introduction
While advertising, it is good to look at the relevancy it has to
both external and internal audience who view it. The message
and overall advertisement should be built in a manner that it
proves its permanent significance and rapid communication to
the customers and any other stakeholders through making
efforts to acquire, retain, and develop a strong relationship.
Coordinated promotion prevents duplication and maximizes
return on investment. Adaptation to the changing environment,
on the other hand, offers respect to the clients, media

consumption behavior and technology. Even though marketers
have been for a long time relying on mass media hence TV,
magazines, newspapers, and radio were enormously used.
Currently, the presence of cable networks has brought in a lot of
other forms of entertainment that all other media have to go
internet to make their advertisements palatable (Hudges, 2018).
The internet required a refined kind of advertising targeting the
interests of the clients and helping the audience acquire
information about the kind of products or services they are
being marketed for online. Google has dominated that world and
it targets clients who use Facebook, Twitter, LinkedIn,
YouTube, Google plus through AdWords. A lot of consumers
are now less responsive to conventional forms of advertising
because they are tired of bombarded messages. It has come to
the realization of many advertising companies that there is a
revolution in the marketing process.
In an advertisement, there should be brand building and
maintenances through which the brand received identity, hence
that is why a product that is being advertised should have a
company logo, name, symbols showing the focus of the
company, the price and patents. Besides, there should be
experience with the product, packaging and the outcome of
using it. The clients should be able to hear, see, read, and
interact with the product in the advertisement. Even though in
the past, the advertising was the consumer area, and companies
used it for making more sells, interrupting and persuading
people about their products or services, showing the brands they
have and using the challenges which are most conducive in
influencing people, things have changed (Hudges, 2018). It is
no longer a place to the pact on transactions or presents the
brand positively. On the other hand, current advertising must
have the objective of building sustainability in the relationships
so that as more sales are attained, there is increased trust.
Besides, there is a strategic plan of engaging people and starting
with why the brand exists in the first place. Moreover, the

media used now is the channels most conducive to engage
people and the content of the brand is presented in the most
authentic manner. The success measure then comes through
checking what outcome the advertisement has on both
transaction and trust.
3. Selection of a company/product
a. Classification of selected company/product
The selected product is a drink which is 100PLUS Active is a
number one isotonic speciality good that is meant for the
sportspeople. The drink was established as early as 1983 by
Fraser and Neave Limited so as to develop sports and give
active lifestyle in Singapore (100 Plus, N.d). The active life
included swimming, marathon, walking, badminton, and
cycling. Sports associations have been encouraged to offer
products to sports people. Thus, the product occupies the
Singapore Sports Hub. Currently, the drink has gone global.
b. A brief description of the selected company/product
100PLUS was introduced with an objective of endorsing active
lifestyles. Being an isotonic drink, it enables the body to realize
hydration and electrolyte balance. It is particularly formed to
help in restoring what the body loses in the course of the day’s
activities. As such, 100PLUS involves a unique mixture of
carbohydrates and electrolytes which help in transporting
nutrients efficiently into the body. Besides, it provides an
instant source of energy, thus enabling clients to achieve their
best in their day to day activities still. 100PLUS Active
contains B vitamins that include B3, B12, and B 6. It is also
non-carbonated meant to facilitate production of energy and
aiding the sports people to recover and it is manufactured in
four flavours which include Lemon Lime, Tangy tangerine,
Active, and Tangerines from the 100 Plus. The Plus product

serves in hydration when sportspeople perspire during
exercising. During such a process, an individual has their body
cooling down in a natural process as energy is generated and
later is transformed into heat. Such a process is the body’s
coolant (100Plus n.d.). Nonetheless, the continuous perspiration
proceeds without replenishment of the lost liquid could cause
overheating. That makes hydration important for effective and
safe exercising. 100PLUS Active enhances hydration due to the
unique blend of carbohydrates and electrons that are contained
within it.
During a sporting activity or while exercising, one loses fluid
that is more than just water. The sweating process causes loss of
electrolytes also called minerals such as potassium and sodium.
The electrolytes are essential for the daily body functioning
with sodium helping the body to absorb and retain water
effectively (100Plus, n.d). Moreover, an individual who is
worked out has their energy burned up. The simple
carbohydrates, sucrose and glucose that are accessible in
100Plus afford one immediacy in the acquisition of energy for
an active lifestyle. 100PLUS Active contains vitamins B3, B6,
and B12 that help in reducing tiredness and fatigue.
Furthermore, Vitamin B3 assists in releasing energy from fats,
proteins, and carbohydrates, whereas vitamin B6 is essential for
the generation of energy. Both Vitamins B6 and B12 assist in
the formation of red blood cells that are essential for everyone.
The product’s functions, benefits, brand positioning
The carbonated isotonic drink is formulated by F & N company
to rehydrate and replenish fluid after one has engaged in some
active sports. In this case, the drink energizes customers to
achieve some high performance. In the brand positioning,
100PLUS Active is an embodiment of hope and ambition with
the celebration of success beyond the imagination of every
individual. Being a pioneer of the isotonic category, the

company drives force redefined in unique flavour and taste. The
company has a mission of scoring taste buds, winning hearts,
and establishing itself from a sports drink popular to marathon
runners through the ability to hydrate a million people every
day. The drain builds an inspiring sense of creativity and
determination through the vision: invigorating and empowering
lives in greater ways; that the best is yet to be, that nothing is
beyond our limits to enable everyone to outdo themselves (100
Plus, n.d). The positioning of the product to the target
consumers is strong with a powerful brand position in the mind
of the clients. Since it replenishes water or energy drink after an
intense exercise, the message is as close to the isotonic and
energy drink that serves such purpose.
Unique selling point
Therefore, through three key points such as hydrating the body,
soul and mind, inspiring the going further and achievement of
more as well as empowering one to fulfil their potential through
its unique formula, light, refreshing taste which promptly
quenches thirst and invigorated the body and spirit into moving
to the fullest of life, those are selling points (Hudges, 2018).
Besides, the targeting of an active lifestyle and refreshed look
are additional considerations in the discussion.
4. Target market
100PLUS Active as a soft drink which targets athletes,
international footballers, and anyone interested in a healthy
active lifestyle. Within the advertisement, they have people who
love exercising or associate with a particular sport because that
is their target market. At first, it began with The Singaporean
sportspeople who are in schools and other learning institutions.
Currently, it is targeted towards all the people more so
sportsman. However, the rebranding was done in 2013, to reach
other consumers who are not just sporting people. In the Outdo

Yourself tagline, the market segment was expanded to anyone
exercising and who needs the drink. Obviously, the product is
targeting those customers who prefer non-carbonated version of
isotonic drinks with great flavors.
Demographic Segment
100PLUS Active targets young population at the age of 19-20 in
an active lifestyle. In terms of gender, the product focuses on
both male and female customers. Such clients should be ready
to impress re-energization during active life, looking for a way
to replenish their energy and and are conscious about their style
of life while thinking about sporting and exercising in long-
term. Besides, they should also have high value for an active
life.
Psychographic Segment
In the 100PLUS Active advert, it targets majorly sportspeople
generation Z and Y who are known to seek body figure,
muscles, and have an active life. Since 100PLUS Active targets
sportspeople taking speed skating, soccer, martial arts, table
tennis, field hockey, rugby, hockey, and all other related sports,
their psychographics lies within these descriptions. The target
market is goal setters, with inner desire and drive to succeed,
natural leaders, have self-confidence, have a strong sense of
motivation, optimism, self-discipline, and a sense of belonging
(Rossum, 2006). Besides, these populations are persistent and
competitive. Most of them are young, energetic and prefer a
healthy lifestyle. In a clear description of the target market, it is
the self-driven willing to be active individuals. Optimistic of
the importance of active life and feeling, they will get a worth
deal from 100PLUS Active during exercising, while often
seeking re-energization and rehydration during a sporting
encounter. 100PLUS Active on the the self-aware individual
who worries about dehydration and is informed about the effects

of exercising and workout in the field.
5. Communication objectives
From the advertisements, the objectives include the expansion
of the market to more population, to maintain loyalty of former
clients, to increase the demand for the product, to increase sales
of the product in the company, as well as have high
development of sports as the previous objective that made the
company came up with the brand. Still, the company targets to
understand the lifestyle of its customers so as to improve it
using the new product with some natural ingredients. While
initiating a strong awareness in regard to the launch of this
drink, it intends to promote a clear message that the drink is
healthy for the sporty and the young people. Furthermore, the
company’s management will be in a position to determine the
tastes and preferences of its customers so as to decide on how to
improve its flavor.
6. Critique of advertisement
a. Strengths
With the rise of social media use, effective advertising demand
that a company goes beyond one commercial and uses
multilingual global websites. When communicating to the
clients the organization should work to have them understand
what is promoting, the value it has in an innovative manner. The
nature of communication is quite imperative, hence that who
prepares an advertisement should consider the transmission,
reception, and information processing through constructing the
message in a creative way (Chitty, Luck & Barker, 2018).
During the formation of either the verbal or nonverbal cues,
encoded on the social media page, twitter account and other
possible channels. The message has to be clear to those who
receive it for it to be quality in the marketing communication

process.
During integrated marketing communication, there is
coordination and integration for every marketing
communication avenue, tool, source in the program that is
aimed at maximization of the impact on clients and other
stakeholders. The program covers the business-to-business,
internally directed, customer-focused, and market channel
communication. Among the aims of marketing are creating a
new competitive position, increasing market share, affording
decides actions for the customers, as well as having high sales.
In the advertisement shown, the key target market seems to be
sportspeople, hence that is why there are a soccer player and a
hockey player to whom 100PLUS Active is being advertised.
The marketing objective is to have increased purchase and use
of 100PLUS Active product among these populations. The
marketing strategies applied include showing the brand, having
a picture of the brand and predicting the significance of the
product, its uniqueness and the position the product has in the
marketplace.
In the theory of mediation of reality, advertisements are more
effective when they are stirred with other media and in a setting
within which they are embedded. An advertisement becomes
persuasive when they utilize a media to acquire the world of
fictions and the deeds in an integrated form and not just the
content. The media should describe the excitement and
addiction through extension and heightening of the neural
responses. Even though some people have used 100PLUS Active
in Singapore, Malaysia and other places, the advertisement is
put in print media as a thing to repetitively excite them to do it
themselves. Use the drink to replenish their energy, boost their
mineral levels and enhance performance while in sports.
The second theory that is applicable to the strengths of the
brand is shifting loyalties in which advertising firms must be

aware of how to play upon and reproduce the conflicting
loyalties which keep transforming. Principally, the advertisers
often attempt to build a sturdy sense of loyalty of a
personalized brand, yet they too have a process of making
consumers be persuaded to change their loyalties and make an
effort of rather a novel thing and basically renounce the ancient
loyalty for a moderately new brand in the marketplace.
In 100PLUS Active, the advertising firm has indeed hit the
loyalties by placing images of various sportspeople whom the
target audience can associate with and wish to remain in the
marketplace. Advertisements are effectual in the making the
clients shift loyalty to a specific brand given that they can use
messages made in a manner which is psychologically
implicating such a product to negativity. Even though the
product does not implicate another product negatively, it seems
to insinuate that without the product, one would lose what
benefits they would have with such a brand.
The final and third theory is the hidden message where the
advertisements are utilized in order to manipulate and
unconsciously mislead the public. According to the views of
psychologists, an advert is traitorous for it makes use of
psychology to come up with the hidden messages which are
emotionally loaded. The resultant outcome is that due to the
hidden message, the audience have a reduced and deluded
critical resistance. In the advert, it provided the message on the
value of the drink is hidden in the players and the information
manipulated to the audience so that they trust the value they can
receive from the drink. The audience gains the notion that they
will be happy and healthy as the sportspeople in the advert.
b. Weakness
The value on the message that communicates with the target
audience just as the process works on stimulating the demand

for a product of another type. The process as well as in the
competing within a commercial process and professional
markets so as to have current and potential clients (Belch and
Belch, 2014). For instance, business-to-business marketers
made use of adverts to perform essential duties within a
company and such aims include, the building of awareness of a
firm and its products, the generation of leads for the sales force,
the reassurance of clients about the buying they have
accomplished, and the creation of favorable company image. In
the advertising process, there are categories of advertising
which include national advertising through which large
organizations with well-known brands aim at informing or
reminding the clients of the firm or brands or the
characteristics, worth, merits, or uses and create or reinforce the
image of the company so that the clients will be interested in
purchasing it.
The second advertising is retained also known as local
advertising by local consumers of retailers who aim to inspire
the clients to purchase from a particular store, make use of local
amenities, or patronize a given firm. There is more stress on the
particular patronage motive like operation hour, atmosphere,
merchandise type, price, service, or image. Retailers have to
take care of the building of store traffic, hence they have direct-
kind of advertising aimed at producing immediate store traffic
and sales.
The third kind of advertising is the primary V selective and it is
aimed at inspiring demand for the general product category or
the whole industry. The intention is to create demand for a
particular brand in the organization through stimulation of
selective demand and stressing on why one should buy a given
brand. Advertising serves to boost the corporate image of a
firm. During designing an advertisement, the objective, the
strategy, the message, media approach and tactics (Belch and
Belch 2014).

Nonetheless, the fact that particular sports have been mentioned
instead of just using a universal sports picture than any other
sportsperson can associate with. In terms of balancing the
pictures and the message, as well as the product, there is some
disproportionality because the pictures are big and placed on a
linear line as it was sports which are being advertised. On the
other hand, the word informing about the product and the
picture of the product is placed below the adverts, on the
extreme corner with small writings that make it almost
invisible. Looking at the ad there has been a synthesis effort in
the divergence with the creatorwanting to integrate unrelated
objects such as sportspeople, and the brain, however, the
communication never came out quite clearly.
The magic of meaning theory communicates that advertisements
serve in integrating the meaning of the brands to the users and
to selling. As such, advertisements have an impact on the values
and other imperative beliefs that the consumers hold. It is quite
important in showing the way in which the reasons as to why
advertisements have gone beyond the process of just selling
goods and services and are by then taking part in the shaping of
social and individual values. Now 100 Plus advertisement has a
weakness of going beyond sports people are the reason why they
are selling the product (Casero-Ripollés 2012). They hardly
show the values through the advertisement. Moreover, the
advertisement should be perceived as a kind of organized magic
which hides the actual nature of consumerism thus having an
impact on the social objectives and the outlooks of the public.
Such is shown in the capacity of the advertisement to keep away
the public from discontented questions. In the 100 Plus
advertisement, there are many unanswered questions about the
brand, the images of sportspeople placed there are the message
“DO it Yourself”.
In the imitative desire theory, advertisements tend to play upon

the tendency of the clients to want what other individuals also
wish. Human nature to the desire of being what other
individuals ware particularly when the other individual is so
powerful, good-looking, or famous. However, the reality of the
matter is that it might be quite impossible to become the other
and it is a castle that people build in the air. Similarly, there is
a need to understand how advertisements work in a
collaboratively ritualistic way. They give the vision of the
society and ideologies the general world holds. Now looking at
100PLUS Active advertisement there is little emphasis on the
universal ideology of active life and the people placed in the
advertisement are not as popular to everyone on the world.
7. Media used
a) Strengths
The media used was a newspaper. The newspaper always allows
a large reading by people of diverse ages. Given that the
company is now receiving its target population the media would
be alright because it would attract even the old people into
checking information. Besides, newspapers normally have
sports news, hence placing it is a newspaper is suitable for it
places the advert where the target population will obviously
meet the advert.
b) Weaknesses
Even though the company preferred newspaper, based on the
demographics and the times, newspapers are one of the least
read media. Some of the newspapers provided online demand
with the subscription before reading. Since there is free online
information such demands make it difficult for people to pursue
reading newspapers even if they exist online (Casero-Ripollés
2012). Even if the newspapers were free, the presence of too
much information and availability of other media such as radio,

Tv, circular, window/circular display, and social media
provisions like YouTube, LinkedIn, Websites, and more attracts
a greater audience who them might hardly read newspapers.
c) Recommendations
There are areas that require improvement which can make the
advertisement more popular. It could be good that in synthesis
there is a way the athletes are holding the drink to their mouths
after a tiring sports events and then below the image is an
energetic individual who has used the drink and rejuvenated.
That way, the combination of objects could be relevant or rather
symbolic, instead of having varied faces on the advert, it is
recommendable to pick a popular sportsperson either in
gymnastics, soccer, hockey, volleyball, or rugby so that he
communicates a powerful message in the advert to the audience.
It is recommendable that there is more creativity in
advertisements. Besides, there should be a picture of one
popular sportsperson who could help to create the impression
and build the advertising strategy and objective. The creativity
of an advertisement should be in divergence so that the target
clients interact with it.
Also, there should be an artistic value in an advertisement or
products. For instance, the 100PLUS Active drink should
emerge in a virtual bottle that flashes with attractive colors for
the clients. Instead of having black for background a primary
color like yellow or white could be chosen, then blue in the
brand, and there is red as well as other tertiary colors to attract
the eye. The virtual element could also make the advert more of
an ad-to-consumer relevance, particularly to the baby boomers
who are trapped in IT and find excitement in that (Smith, Chen,
& Yang, 2008). They would easily be motivated to watch an
advert that has such elements that the one shown above. In
making the 100PLUS Active a brand-to-consumer relevant
brand, it could be recommendable to have just a popular figure

in drama and music and combine in some beats and universal
needs so that it does appear that the drink can only be taken by
the sportspeople.
d) Conclusion
Recommendation of a completely new media
The media I consider suitable for this advertisement is social
media through all platforms that could allow infusion of music
and other pops. Given that the primary target market is the
young Generation Z and Y, IT-oriented media could be more
significant. The advertisement is to elaborate for it lacks
unexpected details hence that makes it less complicated and
intricate for the target audience. Nonetheless, there is a need for
specific message talking more about the product and what it can
do for the users than just saying Out Do Yourself as if the target
is service. The advertisement could be improved by showing the
value of the product like “Take it, swallow it, boost your
muscles”. That could directly engage the target audience into
buying it.
Bibliography
100Plus. n.d. "100PLUS Active." https://100plus.com.sg/brand-
mission/.
Belch, G. & Belch., M. (2007), Advertising and Promotion
(Seventh Edition). New York, NY: Irwin/McGraw-hill.
Belch, George, E and Belch, Michael, A. 2014. Advertising and

promotion : an Intergrated marketing Communications
perspective. San Diego: McGraw Hill Education .
Casero-Ripollés. 2012. "Beyond Newspapers: News
Consumption among Young People in the Digital Era." Journal
of Communicatiom 20 (39): 151-58. doi:10.3916/C39-2012-03-
05.
Clow, K.E. & Baack, D.(2012) Advertising, promotion, and
marketing communications (Fifth Edition). Pearson Education
Limited
Chitty, W., Luck, E., Barker, N., Sassenberg, A.M., Shimp,
T.E., Andrews, J.C., 2018, Integrated marketing
communications, 5th Asia-Pacific edition, Cengage Learning
Australia Pty Ltd.
Hughes, A. 2018. market driven political advertising: social,
digital and mobile marketing. Canberra: Palgrave Macmillan.
Rossum, J.H.A. 2006. "Psychological Characteristics of Elite
Athletes According to Top Level Coaches." 15-23.
doi:https://doi.org/10.1080/0937445960070103.
Smith, R.E., Chen, J., & Yang, X. 2008. "Creativity in
advertising has become a major research topic after." Journal of
Advertising 37 (4): 47-61. doi:10.2753/JOA0091-3367370404.
· UK english
· Colour not color; etc
· Do not start sentences with And/Because
· Use 3rd party terms throughout report
· Point 1 – precise and straight to point
· Point 3a/3b – talk about product.

1. Is it consumer product etc? define term with journal
2. Choose one (convenience product, shopping product,
specialty product)
· Convenience product. Why?
· Point 4a – no need ref
· Demographics include
· Age range (Gen Z)
· Nationalities (Singaporeans, Permanent Residents)
· Occupation (Secondary school and polytechnic students)
· Educational level (at least O levels)
· Races (Chinese, Malay, Filipinos)
· Point 4b – Identify from Roy Morgan model (reference
textbook), no need explain. Just one sentence is enough
· Point 5 (4 objectives, be precise with sales goals, $50000 and
not by percentage)
· Start with “To achieve…. By DDMMYYYY”
· Point 6a – 9
· Always use the term “The Target Market”
· Don’t use consumer/customer
· Always use name of company - 100Plus
· Don’t use ‘firm’, ‘company’, ‘organisation’
· Point 6a
· 3 strengths
· 3 evidence
· 3 theories
· Positive explanation from journals (2008 – current)
· Point 6b
· 2 weakness, 2 NEW evidence, 2 NEW theory
· Negative explanation
· Use terms like ‘lacked’
· Point 7a/7b
·
· Pick keywords from image above
· More strengths than weaknesses
· Explanation from journals

· Point 8 (2 theories)
· Talk about reach and frequency
· Explain positively (journal referencing)
· Theory 1: Efficiency index
· Vehicles – bus stop advertisements near schools
· Schedules – flighting (theory)
· Only advertise during schooling periods
· No advertisements during school holidays (March, June,
September, December)
· Theory 2: Recency Planning (TV commercials)
· Buying first advertisement slot right after shows go into
commercial breaks
· Use of local celebrity faces (Ah Boys to Men cast like Tosh
Zhang, Wang Wei Liang)
· Celebrities’ face to be shown at the very first second of
advertisement to capture attention to prevent switching of
channels
CHICAGO REFERENCING
Intext referencing
(Cross and Smith 2005, 873).
· Full stop after close bracket.
· Family name only
· Comma after year, not before
· “et al” for more than 4 authors
· If there’re multiple pages, use only the number of first page)
End references
· No hyperlink. Black and no underline
· Full stop after link
· To include spacing between 38 and (4) (see first link in pic)
· Capitalize all words except for connecting words (ex: Journal
of Marketing)
· Full stop before close inverted commas for reference name.
· “Japan, the U.S and the ………………………… Culture.”
· Journal name in italics (ex. Journal of Marketing)

Do not use I, you, me etc.. use 3rd party
Never talk about competitors
Use journals where applicable especially point 6-9.
1. Executive Summary
· 2 paragraphs
· 1 paragraph talk about point 6a and 6b
· 2nd paragraph talk about point 7-9
2. Introduction
3. Select a company/product
a. Classification of selected company/product
· Use marketing terms like consumer goods, convenience goods,
shopping goods, specialty goods etc. Only choose one.
STRICTLY NO DEFINITION
b. Brief description of selected company/product
· Talk about product’s functions, benefits, brand positioning.
· Any unique selling point?
4. Identify target market (chapter 3)
a. Demographics
· Narrow down age range (Gen X? Gen Y?)
b. Psychographics (Roy Morgan)
· One paragraph describing behavior of target market
· Reference using textbook
5. Communication objectives (Chapter 4)
· Minimum 4, maximum 5
6. Critique of advertisement (Chapter 6)
a. Strengths + theories/concepts
· Minimum 3, each to be supported by at least one theory and
evidence from adv
b. Weakness + theories/concepts, recommendations to overcome
weakness
· Minimum 2, each to be supported by at least one theory
(NOISE etc) and evidence from adv.
· Do not repeat theory
7. Media used (Chapter 7-10) – always link back to

demographic and psychographic, Roy Morgan model
a. Strengths
b. Weaknesses
8. Recommendations to the media used and why – give reasons
on how to improve
9. Conclusion
a. Ad can proceed despite weaknesses in media. Why? (Reach
vs Frequency)
b. Recommend completely new media, Focus only on
advantages of proposed media
10. References

Sheet1No.Strengths (3)Weaknesses (2)Recommendations (2)Evidence (u.docx

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