Introduction to Advertising: COM 3216
Individual Assignment
The Individual Submission Deadline & Percentage:
Deadline: Week 4 (February 5, 2021)
The individual assignment submission is on week 4 and makes up 10% of the total
assessment.
Assignment Objectives:
The aims of this assignment are to enable students to:
• Analyse and review the Mr. DIY (Household Products) advertisement in
Malaysia.
• Propose the advertising plan for Mr. DIY targeting to Malaysian family.
Learning Outcomes:
On successful completion of this unit, students will be able to:
• Plan and manage an advertising campaign
Task Outline:
You are required to analyse the below product:
Mr. DIY(Malaysia): SWOT analysis & Advertising Plan
Website: https://www.mrdiy.com/
Based on the Mr. DIY services, analyse and discuss the following issues:
Phase 1: SWOT Analysis
• Examine the FOUR (4) elements below:
✓ Strengths – How does your product do better than your competitor(s)?
✓ Weaknesses – What does your product need to improve?
✓ Opportunities – What market trends could do to increased sales?
✓ Threats – What are the advantages of your competitors have over your
product?
Phase 2: Advertising Plan
1. Target Audiences – Identify primary and secondary target audiences
and justify with information presented in the situational analysis.
Describe the demographic, geographic, psychographic, and behavioral
characteristics of your target audiences as much as possible. Your
target audiences may be a subgroup from the user profile and/or a totally
different group.
2. Positioning Strategy – How will you position your product to your target
audience(s)?
• Develop a positioning statement that highlights your product’s
differential competitive advantage (and distinguishes your product
from the competition).
3. Advertising medium – Suggest Five (5) creative media to support the
advertisement campaign. Your media suggestions should cover the
traditional and digital media. Support your idea with reasons.
Assessment Criteria:
Please refer to the attached rubric
Plagiarism and Cheating
Your attention is drawn to the University’s stated position on plagiarism. THE WORK
OF OTHERS THAT IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED
TO ITS SOURCE (a list of references and bibliography must be submitted).
• Please note that this is an individual write-up.
• Ensure that you read through your work prior to submission.
• For some assignments, you may be asked to use the University Plagiarism
detection service ‘Turnitin’.
• Action will be taken if a student is suspected of cheating or engaging in any
academic dishonesty.
• Students are to refer to the University regulations on plagiarism and other forms
of academic irregularity.
• Students must not copy or conspire with another student to copy or present any
information taken from another source without proper citation.
Submission of Assessment:
• This assignment must be submitted via Blackboard. It is advisable to retain a
copy of your assignment for your own records. Your marks will be displayed on
the Blackboard (My Grades).
• The written portion will be graded on the professionalism of the report, the clarity
