Task 2
Integrated Marketing Communication Essay Guide
Summary
This is Individual work. Weighting: 100% of Overall Portfolio Mark Word count: 2,000 word essay Submission deadline: Wednesday, November 4th 2020 at 16.00
Learning Outcomes Evidenced by this assignment:
1. Demonstrate a critical understanding of the underlying concepts, theories and tools of integrated marketing communications. (CI)
6. Evaluate the complexity and salience of ethical issues in digital and integrated marketing communications, especially with respect to the wider social influence of marketing activity. (SID)
7. Develop key skills in writing and formal expression. (CID)
Introduction
This assignment is an individual essay where students must evaluate the issue of representation in advertising imagery. This exercise is designed to develop students’ independent research, writing and referencing skills.
Details of the task
In the mid-1980s, prominent marketing academics Professor Richard Pollay and Professor Morris Holbrook engaged in a debate in the Journal of Marketing about the fairness of advertising representation. This culminated in two academic papers, one original paper (Pollay, 1986) and a subsequent rejoinder article (Holbrook, 1987), which sparked much debate at the time within the academic marketing community:
Pollay, R. (1986) ‘The distorted mirror: Reflections on the unintended consequences of advertising’, Journal of Marketing, 50(2), pp. 18- 36.
Holbrook, M.B. (1987) ‘Mirror, mirror on the wall, what’s unfair in the reflections on advertising?’, Journal of Marketing, 51(3), pp. 95- 103.
Since then, there has been much discussion about the issue of representation in advertising and whether advertising imagery adequately reflects society. This has become much more prominent in recent times with the rise of the feminist and Black Lives Matter movements globally. Write an essay which evaluates the following question:
Does advertising imagery present a fair representation of society? Evaluate this question using relevant advertising and marketing theorists to support your arguments.
Students are advised to consider the following search terms in their literature search to help support their arguments and reach a conclusion for their essay:
• Advertising
• Representation
• Reflection
• Distorted
• Imagery
• Idealised
• Stereotyping
Students should refer to at least six peer-reviewed academic sources (credible academic advertising and marketing journals, not websites, please see: https://charteredabs.org/academic-journal-guide-2018/ if you are unsure of the credibility of the academic journal) to help support their analysis and answer the question. Their essay should evaluate the arguments for and against and reach a supported conclusion.
Structure
You have been asked to produce an essay. It should contain the following:
• Title Page, including the given title in full
• Summary (No more than 250 words which will not contribute toward your final word count)
• Contents Page
• Introduction
• Main body, which should also be organised under appropriate headings
• Conclusion
• Appendices, which should be numbered o Make sure you refer your reader to them as required.
• Word count; excluding appendices and reference list
Presentation
Your work should be word processed in accordance with the following:
• Font style, Lucida Sans, Size 12
• 1.5 line-spacing
• Page Margins 2.54cm throughout
Skills Advice
Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions. Pay particular attention to:
• Your introduction
• Your conclusion
• The use of headings and/or signpost words
• Paragraph structure Do refer to Info skills at http://writeitright.connect.org.uk/home/ and http://infoskills.connect.org.uk/
Referencing
The university expects students to use Harvard referencing as specified in the book Cite them Right. • Refer to http://www.ac.uk/lls/support/harvard.htm for further advice and a link to an online version of Cite them Right • You should be careful to include citations within your work as well as a reference list at the end. Unreferenced work will fail.
Word Count
Your word count should not include your abstract, contents, reference list or appendices. You should provide your word count at the end of your essay. Exceeding the word count by more than 10% will result in a penalty of 10% of your marks for your work. If your work is significantly shorter, then you will probably have failed to provide the level of detail required.
1 - Essay Assessment Criteria: Portfolio Assessment 1 - Essay Component Comments Weight Actual Mark Evidence of Independent Research 20% Quality of Writing and Expression 20% Critical Analysis of Academic Literature 20% Strength of Supported Conclusions 20% Accurate Academic Referencing and Overall Presentation 20% Total 100% General Comments: Agreed Mark: