Sign In
Not register? Register Now!
Essay Available:
Pages:
10 pages/≈2750 words
Sources:
Check Instructions
Style:
Harvard
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 51.84
Topic:

Conducting an Effective Advertising Campaign

Research Paper Instructions:

 

This question paper consists of 5 printed pages, each is identified by the Code Number

LUBS5407

© UNIVERSITY OF LEEDS 

(Semester 2, 2020/2021) Assessed Coursework LUBS 5407 Advertising 

100% Assignment 

 Individual Coursework:

 This brief is provided by

 

POWERADE – WOMEN IN SPORT

 INTRODUCTION

 

Powerade is a sports drink manufactured by the Coca-Cola company. Founded in 1988 the brand has a presence across the globe, especially in Europe and the UK. Powerade has bolstered its position in the market with keynote sponsorship of a number of sports associations and tournaments worldwide including the FIFA World Cup, the England, Ireland and Australian Rugby Union teams, the Cricket World Cup, the US Women’s National Team and the English Football League.

Having cemented its brand with men, Powerade is now looking to attract a female audience. There are more women than ever participating in sport and fitness from gyms or solo fitness e.g. running, to traditionally male sports e.g. football and rugby. Powerade are keen to tap into this growing market by increasing awareness and recall amongst health-conscious female fitness audiences and converting those who have become sceptical of sugary “energy drinks” by showing the performance benefits of the product.

Powerade have created a new drink “P-XX” formulated specifically for the athletic needs of women by replacing the minerals women lose when working out. Due to hormonal changes, women have an altered energy metabolism during exercise, which means they have a smaller recovery window and a predisposition to become over-trained with too much intensity during

certain parts of their menstrual cycle. The “P-XX” drink has been created to help women reach their full athletic potential1.

 

Female fitness and sport participation is increasing amongst 18-30 year olds. Lockdown has propelled exercise to the top of the agenda with record numbers adapting their lifestyle to account for more fitness participation. Teamed with a growing cross- cultural focus on diversity and inclusivity, the definition of strength and success in sport is changing. There is a greater focus on enjoyment, having fun and the mental health benefits that participation in sport and fitness provides.

 

REFERENCE POINTS 

LUBS 5407 Advertising 

 

Powerade is keen to get their product into the hands of more women. The brand has signed up a list of female talent (Steph Houghton2, Rose Lavelle3, Emily Scarratt4 and Maggi Alphonsi5) and has enlisted your help to communicate the launch of a “P-XX” campaign to reach female athletes.

 

Your challenge: 

 

Devise an advert for the launch of Powerade’s new “P-XX” drink to active female audiences using ambassadors to communicate its performance benefits.

 

Assignment format: Your assignment is to be written in a report format and should address the following sections, including academic theory and models, where appropriate:

 

  • Background Analysis and Consumer Insight 
  • Advertising Objectives and rationale
  • Completion of a Creative Brief (use any A4 creative brief format)
  • Creative Concepts (with supporting justification for ideas)
  • Creative Execution in the form of a print ad. You may find it helpful to articulate your creative work in writing.
  • Evaluation: An outline of how the campaign will be evaluated
  • Ethical considerations

 

You will need to select, apply and integrate relevant academic models and frameworks into the above sections of your report. Further guidance will be provided in lectures.
 
   
1 https://www.triathlete.com/training/sports-drinks-for-women/

2 Steph Houghton MBE is an English footballer who plays for and captains Manchester City and the England national team

3 Rose Lavelle is an American soccer player who plays as a midfielder for Manchester City and the United States national team

4 Emily Scarratt is an English rugby union player who currently plays centre and fullback for Loughborough Lightning and for England

5 Maggi Alphonsi MBE is an English former rugby union player who played for England before retiring in 2014

 

IMPORTANT:

 

  • You will be judged on the transference of relevant, persuasive ideas and good articulation of your concepts NOT on the standard of drawing or photoshop skills. Your print ad may be rough, hand drawn images or a collage of images.

 

  • You may include a series of adverts to reflect the different ambassadors involved with the launch.

 

  • If you choose to support your print ad with a radio ad, a script would be required. Similarly, if you include a TV ad, a storyboard would be required.

 

  • If you wish to include online e.g social content and influencer, or OOH (out of home) then these would be supplementary information for the appendices.

 

  • Please note that you are not permitted to contact any external organisations, suppliers, nor the media without the company’s permission. Any rumours whatever their validity may impact the company in question so please exercise caution.

 

  • Due to COVID-19, you are encouraged to use secondary data as much as possible. If you wish to conduct any primary research, online interviews or telephone interviews are permitted. Face to face interviews are not permitted.

 

  • Students may share their primary data collection as long as they undertake their own interpretations of the data. Please ensure that any shared raw data is placed in the Appendices. Students who use the same interpretation of data in the main body of the report may breach plagiarism rules.

 Assignments should be a maximum of 3,000 words in length.

 All coursework assignments that contribute to the assessment of a module are subject to a word limit, as specified in the online module handbook in the relevant module area of the MINERVA. The word limit is an extremely important aspect of good academic practice, and must be adhered to.

Unless stated specifically otherwise in the relevant module handbook, the word count includes EVERYTHING (i.e. all text in the main body of the assignment including summaries, subtitles, contents pages, tables, supportive material whether in footnotes or in-text references) except the main title, reference list and/or bibliography and any appendices. It is not acceptable to present matters of substance, which should be included in the main body of the text, in the appendices (“appendix abuse”). It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly necessary should be included in graphs and diagrams.

You are required to adhere to the word limit specified and state an accurate word count on the cover page of your assignment brief. Your declared word count must be accurate, and should not mislead. Making a fraudulent statement concerning the work submitted for assessment could be considered academic malpractice and investigated as such. If the amount of work submitted is higher than that specified by the word limit or that declared on your word count, this may be reflected in the mark awarded and noted through individual feedback given to you.

The deadline date for this assignment is 12:00:00 noon on Monday 26th April 2021.

An electronic copy of the assignment must be submitted to the Assignment Submission area within the module resource on the Blackboard MINERVA website no later than 12:00:00 noon prompt on the deadline date.

Faxed, emailed or hard copies of the assignment will not be accepted.

Failure to meet this initial deadline will result in a reduction of marks, details of which can be found at the following place:

https://lubswww.leeds.ac.uk/TSG/coursework/

SUBMISSION

Please ensure that you leave sufficient time to complete the online submission process, as upload times can vary. Accessing the submission link before the deadline does NOT constitute completion of submission. You MUST click the ‘CONFIRM’ button before 12:00:00 noon for your assignment to be classed as submitted on time, if not you will need to submit to the Late Area and your assignment will be marked as late. It is your responsibility to ensure you upload the correct file to the MINERVA, and that it has uploaded successfully.

It is important that any file submitted follows the conventions stated below: FILE NAME

The name of the file that you upload must be your student ID only.

ASSIGNMENT TITLE

During the submission process the system will ask you to enter the title of your submission. This should also be your student ID only.

FRONT COVER

The first page of your assignment should always be the Assessed Coursework Coversheet (individual), which is available to download from the following location:

https://students.business.leeds.ac.uk/forms-guidance-and-coversheets/

STUDENT NAME

You should NOT include your name anywhere on your assignment

END

MARKING CRITERIA FOR LUBS 5407 Advertising

Script No:

Marking Criteria

Weighting

%

Comments

Score

 

Background and consumer insight

10

 

 

Advertising objectives and rationale

10

 

 

Creative brief

10

 

 

Creative concepts – justification of ideas

10

 

 

Creative execution - print ad; articulation and clarity

10

 

 

Campaign evaluation

10

 

 

Ethical considerations

10

 

 

Application and appropriate use of key advertising theoretical frameworks and / models

Quality of citations

20

 

 

Report layout, style and structure

10

 

 

 

Overall grade

General Comments:

 

 

First Marker Signed:…........................................ Date: .....................

 

Second Marker: I confirm I have approved/moderated the above comments and final grade.

 

Second Marker Signed:...................................... Date: .....................

Research Paper Sample Content Preview:

Powerade: Women in Sport Advert Report
Name
Course
Institution
Date
Powerade: Women in Sport Advert Report
Advertisement is a primary avenue of brand recognition that must be executed to perfection to instil the necessary impacts. In contemporary business settings, multiple competing brands emerge daily. Hence, if a brand, through advertisement, does not appeal to multiple aspects of the potential consumers, chances of failure are increased. Executing an advert to speak to a consumer's interests, wants, or needs are the primary position to begin. However, the question remains on how to combine different advertisement appeals to entice prospective customers to purchase a product. In this report, the focus is geared toward Powerade's growth in women's sports endeavors. The report explores multiple product elements, including background information, advertising objectives, creative brief, execution, and ethical considerations throughout the marketing schemes. A detailed analysis of each of the above elements of P-XX Powerade should help the brand to instil the appeal for higher sales volumes and enhanced market share indices.
Background Analysis and Consumer Insight
Powerade has been experiencing steady growth since its premier, thereby placing it in a position of positive growth trajectory. Powerade is a Coca-Cola product that was founded in 1988 (Zart & Fröhlich, 2019). The product was created primarily to target sports personalities and physical fitness enthusiasts. The drink was a platform for individuals in sports who intended to go beyond boundaries and achieve constant improvements. Initially, Powerade had an ION4 formulation that gives an individual the extra push that is required for greater achievements in sports (Zart & Fröhlich, 2019). Coca-Cola has also used the product to steer awareness on sugary beverages that have wrongfully been accused of hindering health and wellness, according to Coca-Cola. Bearing the male domination of sports, the Powerade brand initially targeted men. However, the trajectories are changing in sports, and Powerade intends to be the leader in steering women into beyond the limit performances using the Powerade brand.
Powerade has indulged in extensive marketing schemes historically to cement the position of their products. The most notable campaign was the PowerHasNoGender campaign that swayed athletes into improving their performances through the vitality of Powerade (Zart & Fröhlich, 2019). The success of the PowerHasNoGender campaign was anchored on the motivation by different players to try the product and showcase its impacts. Also, at the apex of the gender debates in sports, this product came as a uniting element between the genders at an ideal time. Even amidst such success, Powerade still faces stiff competition to reach the apex of sports drinks. A 2018 analysis noted that Powerade commands only 9.6% of the market share in the U.K. (Zart & Fröhlich, 2019). Other competitors, including Lucozade, High5, Monster, and Gatorade, still offer significant competition. Currently, Gatorade from Pepsi is the leading competitor whose influence could hinder the stability of P-XX Powerade in the market.
Consumer Insight
The introduction ...
Updated on
Get the Whole Paper!
Not exactly what you need?
Do you need a custom essay? Order right now:
Order

You Might Also Like Other Topics Related to soccer:

HIRE A WRITER FROM $11.95 / PAGE
ORDER WITH 15% DISCOUNT!
Order Now