Discuss and analyze example of integrated communication campaign (from the last 12months , where Advertising &public Relations are intrinsic elements of the campaign strategy) and critically reflect on the extend to which these have been effective (or ineffective ).

Discuss and analyze example of integrated communication campaign (from the last 12months , where Advertising &public Relations are intrinsic elements of the campaign strategy) and critically reflect on the extend to which these have been effective (or ineffective ). to what extend has the integration of advertising &PR presented strong brand values, attributes and personality ? Has continuity of tone &personality been established ? You may wish to focus on a specific branding issue (s) or sector . you must support (quality & justify )your critical analysis with appropriate theory

Individual project Structure (50%) module : Branding Discuss and analyses example of integrated communication campaign (from the last 12months, where Advertising &public Relations are intrinsic elements of the campaign strategy) and critically reflect on the extent to which these have been effective (or ineffective). To what extend has the integration of advertising &PR presented strong brand values, attributes and personality? Has continuity of tone &personality been established? You may wish to focus on a specific branding issue (s) or sector. You must support (quality & justify) your critical analysis with appropriate theory ( Criteria please see the attachment ) 1) Written document: 2000 words 2) Introduction -what brand and product /service you are working on? 3) Are there any brand issue? If yes, what are they? What have they done? e.g … 4) The brand launched a new campaign to boost brand awareness, so what has it done? 5) Describe the integrated communication campaign –TV, print , outdoor, social media , event …e.t.c 6) From your opinion, is this integrated communication campaign effective in achieving its objectives. 7) Does advertising PR or events have impact on the brand values, attribute and personality? What’s the role in branding? why and how ? 8) If you don’t Agree ,what will you propose? 9) Wrap up with your opinion on the whole campaign ________________________________________ Reminder: * this essay for Hong Kong student , The brand must lounge in Hong Kong (can be Hong Kong local brand or international brand) *my choice is Cathy Pacific airline (go ahead if you have better choice) *Must have to mention in the Essay -Executive summary -company overview, background, objective, product/service, current strategies -SWOT analysis -kapferer’s Brand Identity Prism (for band positioning ) -the role of the brands -Brand Terminology 1. Brand awareness 2. Brand positioning 3. Brand loyalty 4. Brand promise 5. Brand image 6. Brand equity – Reference: 8-10