GUIDELINES

FOR

THE INDIVIDUAL PAPER

Branding and Advertising in Complex Markets

Aarhus BSS Winter School 2018

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Table of contents

1. Objectives of the paper ...................................................................................................... 3  

2. Choice of case .................................................................................................................... 3  
3. Requirements for the paper ................................................................................................ 3  
3.1 Length of the paper ...................................................................................................... 3  
4. Literature and referencing .................................................................................................. 4  
5. Structure of the paper ......................................................................................................... 4  
5.1 Title page and table of contents ................................................................................... 4  
5.2 Introduction .................................................................................................................. 4  
5.2.1 Case description and problem identification......................................................... 5  
5.2.2 Delimitation .......................................................................................................... 5  
5.2.3 Definitions............................................................................................................. 5  
5.3 Analysis and discussion ............................................................................................... 5  
5.4 Creative strategic brief ................................................................................................. 5  
5.5 Conclusion ................................................................................................................... 5  
5.6 Reference list ............................................................................................................... 6  
5.7 Appendices................................................................................................................... 6  
6. Submission ......................................................................................................................... 6  
7. Evaluation criteria .............................................................................................................. 6  

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1. Objectives of the paper

The student, that is: you, must select a case relevant for developing new advertising activities. Based
on the case, you need to identify a problem and analyse the case in order to develop an advertising
goal and a creative strategic brief.

The paper aims to achieve the following primary objectives. To train you in independently:

•   producing a systematic and concise description of a chosen case

•   identifying and analysing a specific problem connected to the case
•   finding, choosing and applying literature relevant to addressing the identified problem
•   setting an advertising goal based on the identified problem
•   preparing, presenting and accounting for a creative strategic brief in line with the advertising goal

The assignment is an individual paper.

2. Choice of case

You have to choose a case that is to form the basis for identifying a problem, setting an advertising
goal and developing a creative strategic case. The case can be based on any kind of brand initiative.

3. Requirements for the paper

The paper must sufficiently cover the following four items:

•   identifying a problem based on the selected case

•   analysing the identified problem
•   setting the advertising goal using relevant concepts and/or models
•   developing a strategic creative brief in response to the advertising goal

Weight is placed on a well-defined and well-structured problem identification based on a case

description. Moreover, weight is given to the use of relevant concepts and/or models in addressing
the problem and setting the advertising goal. Finally, weight is placed on the strategic creative briefs
cohesion and connection with the advertising goal.

The formal requirements (and evaluation criteria) are available in the course and exam description:
http://kursuskatalog.au.dk/en/course/76891/Branding-and-Advertising-in-Complex-Markets

3.1 Length of the paper

The paper has a maximum length of 8 pages (17,600 characters, not including spaces), plus
appendices, title page, table of contents and literature list. The creative strategic brief must be max. 2
pages (4,400 characters) and is included in the 8 pages.

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4. Literature and referencing

To address the identified problem and set the advertising goal satisfactorily, it is essential that you
draw on relevant concepts and/or models as part of the analysis and discussion that support your
argumentation for the design of your creative strategic brief. In addition to the literature provided as
part of the course syllabus, you should search for literature specific to concepts relevant to the
problem and goal of your paper. In other words, you are required to use additional references
specifically covering the concepts and/or models of particular relevance for the paper.

Direct reference to source material or use of figures, tables, etc. as they appear in the source material
must be clearly indicated as such by using exact source notation.

Citations are permitted to a limited extent. These must be indicated by quotation marks. The source
shall also be clearly indicated.

References to the sources used are especially important in that the accessors do not have the
possibility of investigating the correctness of and independence in what is written if the source is
missing.

Direct use of other's material (plagiarism) or references, which are not accompanied by an indicated
source, can lead to a rejection of a student’s paper.

All referenced sources must be included in the reference list/bibliography (see section 5.5)

5. Structure of the paper

The following main points are intended to guide you in structuring your paper. The organisation of
the paper must be systematic so that it is easy to read and understand the content and to give a clear
understanding of the suggested solution connected to the advertising goal and the content of the
creative strategic brief.

However, it should be emphasised that content is the essential ingredient.

A paper will typically have the following sections: title page, table of content, introduction, analysis
and discussion (incl. advertising goal), creative strategic brief, conclusion, reference list, appendices

5.1 Title page and table of contents

The title of the paper should be clearly indicated. A short, powerful sub-title can be used together
with the official title on the title page. The page following the title page should contain the table of
contents including the page numbers on which each of the identified sections begin.

5.2 Introduction

It is sometimes fruitful to divide the introductory section into several subsections, depending on how
comprehensive the introduction is. Subsections could be case description and problem identification,
delimitations and definitions.

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5.2.1 Case description and problem identification

The paper should begin with an introduction to the case and the identification of a problem. In
identifying the problem, it is important that you make clear what you wish to write about. It should
be a systematic and precise description of the problem derived from the chosen case. The problem
can be an actual problem, i.e. a challenge that is explicitly mentioned by the case company or by
other relevant sources such as news media or industry websites, or it can be a fictional problem, i.e. a
challenge that you envision that the case company could be facing.

5.2.2 Delimitation

The paper should contain delimitations stating what will and what will not be discussed, given the
usual associations with the topic.

5.2.3 Definitions

It may be necessary to include central working definitions on which the paper is built, that is the
paper’s terminology, concepts and abbreviations. Only definitions and related items that are decisive
for the delimitation and understanding of the paper should be included in the introduction. All other
definitions should be placed in the relevant sections in the paper.

5.3 Analysis and discussion

It is central that there is a logical connection between the identified problem, advertising goal and
creative strategic brief. The analysis and discussion section(s) of the paper is where you develop
insights that can support the setting of an advertising goal based on analysis of available material and
by including relevant concepts and/or models.

The content ought to be presented in a pedagogical way. The use of language in the paper must be
readable and easily understandable, and the section titles should be written so that they cover the
content of their respective sections.

For the majority of problems, there is no "right" answer. Therefore, it is important and necessary that
the student exercises independence in the treatment of the material, for example in the form of
critical and constructive points of view.

5.4 Creative strategic brief

The paper must include a creative strategic brief that should complement the advertising goal.

5.5 Conclusion

The paper is not complete without a concluding section that satisfies two objectives. First, the
concluding section must act as a brief summary of the paper's content. Second, it must provide a
clear answer to how the advertising goal is to be achieved and how it connects to the problem
identified in the introduction. Please, avoid ending the paper with views that have not been
introduced or substantiated in earlier sections. The concluding section must be written so that the
introductory and concluding sections can be read as a whole.

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5.6 Reference list

The last pages in the paper are reserved for the list of references used. The following material is
considered references; following each type indicate what information is important for correctly
identifying these sources:

•   books (monographies) - must list author, title, place of publication, and publication year.
•   books (anthologies) – must list author, title of chapter, editors, title of publication, place of
publication, publication year, and chapter pages
•   journal articles - must list author, title of article, journal name, year, number, and pages
•   webpages – title, URL

Only sources directly referred to in the paper should be included in the reference list as the reader
should have the possibility of seeing the literature which has influenced the content of the paper.
Alternatively, a supplementary list of references may be included.

5.7 Appendices

Appendices are used when you want to substantiate arguments used in the paper. The basic rule is
that, to the extent certain information in the text, tables, etc. are written, constructed, etc. on the basis
of more comprehensive material, it is advisable to include this more comprehensive material as an
appendix.

Appendices can e.g. include materials collected in the form of interviews, surveys or other forms of
data that has been produced as part of the assignment. They can also include materials related to your
choice of case, e.g. webpage texts from the ‘about us’ section of the case company’s websites,
pictures of the product/brand, examples of advertising and other promotional materials that help the
reader in understanding the case.

The paper must be readable and understandable independently of the appendix.

6. Submission

The report is to be submitted to Aarhus University, BSS no later than March 5th 2018

7. Evaluation criteria

The paper will be assessed according to the following criteria:

•   ability to demonstrate theoretical and practical insights into relevant theories, models and
concepts within branding and advertising
•   ability to apply relevant theories, models and concepts in relation to analysing specific situations
or cases of relevance to the course curriculum
•   ability to realise specific advertising goals by means of a strategic creative brief
•   ability to critically reflect on theoretical and practical issues and challenges related to branding
and advertising
•   ability to comply with basic principles of academic writing