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IMC & Reality Television âa critical analysis of amedia vehicleBrief for Assessment 1To do this assignment you need to watch and log 4 to 5 hours of reality televisionfrom Week 1 to Week 6. Choose 2 or more television shows from the followingtable:Reality Television showAvailabilityAmerican IdolBaggage BattlesBeauty and the Geek AustraliaBig Brother AustraliaPrime on SkyTravel Channel skyTV3 on demand or TV3 +1 on SkyTV3 on demand or TV3 +1 on SkyDuck DynastyTry this link http://youtu.be/wWhqv0Gaoxcor talk to KateGokâs Clothes RoadshowHouse CrashersKeeping Up With the KardashiansKourtney & Khloe Take MiamiMatthew & Markâs Rocky Road to BollywoodMasterChef New ZealandSay Yes to the DressSurvivor Blood vs WaterThe Amazing RaceThe Bachelor AustraliaThe Block New ZealandThe G C Reality ShowThe Great Food RaceThe Kitchen JobThe Secret Lives of DancersThe X Factor New ZealandVibe on SkyChoice TV on SkyE! on SkyE! on SkyTV2 on demandTVNZ screening nowFind episodes on YouTubeTV3 on demandTV2 on demandTV2 screening nowTV3 on demandTV3 screening nowTV3 screening nowTV3 on demandTV3 on demandTV3 on demandPart One: Log your viewing activity & write a brief Blog1. Keep a simple log with name of show, date & time viewed & theadvertisements you notice surrounding the show. Use this information tohelp you with your blog.2. Write a brief blog summarizing at least 4 weeks of viewing; the blog is dueFriday midnight end of Week 5. We suggest you focus on the followingquestions to guide your blog writing:How complex is the reality television show? To help with this question, readthe article (on AUTonline in Week 1 Resources folder) by Tingstad, (2007)âNow itâs up to You!â which discusses how reality television shows helpcreate consumersâ¦Think about how complexity relates to and is managed using the IMCprocess â refer to your textbook (Ang, 2013) pg. 4 for a discussion of thepurpose of IMC and an introduction to complexity.What do you understand the showâs message/s to the audience are?Who do you think the target audience is for the show?Is there more than 1 target audience? Who might they be? Justify yourideas (how do you know?).What are some ways the show uses to build brand awareness? (what isthe brand?)To help with this question, read the articles in the resourcesfolder by Keller (1993 & 2001) which introduce the model of brand equityand discuss the application of different types of media in an IMCprogram.How is the show supported using other types of media? (think about otherconsumer Touchpoints e.g. an 0800 number âbuy nowâ; website directionsto viewers; voice-overs; Pluk symbol to activate a mobile competition)What kinds of products (or services) âsurroundâ the show?Make a comment about the âfitâ of the paid advertising around the show.Is there a variance? For example, Huggies baby nappies advertisingaround âThe Great Food Raceâ.What are some factors that you would use to determine the âfitâ of paidadvertising around a reality television show?What things motivated you to choose the shows you did?Structure of Blog1. Write a brief critical blog. Use 500 â 1,000 words.2. Ensure you reference in APA style within the blog. Provide a reference listat the end of your blog.3. You may include visuals to demonstrate a point e.g. a screenshot of theshow/s you are writing about, or provide a hyperlink to the show toillustrate a point. For more ideas, see the marking criteria below.4. Post your blog to the My Blog tab in AUTonline. The blog is set to private soyou may add, change, or delete entries. Only you and the teaching teamcan access & read your blog. You may post each week or you can postyour completed blog in full by the due date.Marking Criteria for Blog 10%CriteriaA rangeB rangeC rangeD rangeIdeas & contentThe student hasmany originalideas & expressesthem clearly. All ormost ideas arerelated to thesubject.The studentexpresses someoriginal ideas. Themajority of ideasare related to thesubject.The ideas expressedare not original,often confused &are not connectedto discussionsaround the subject.Writing quality &communityPost/s well-written& characterizedby elements of astrong writingstyle. Blog contentdemonstrates thatthe student is wellread, synthesizeslearned content &constructs newmeaning.Post/s showabove averagewriting style.Contentdemonstrates thatthe student readsmoderately &attempts tosynthesizeinformation & formnew meaning.The ideasexpressed are notnecessarilyoriginal, & are notusually connectedto discussionsaround thesubject.Post/s showaverage writingstyle, overlycasual with a lackof attention tostyle. Students paylittle attention toother reading &mostly repeatprevious personalviews.Use of enhancementsThe studentgreatly enhancedtheir blog spaceusing video,audio, image orother add-ons.The studentenhanced theirblog space tosome extent usingvideo, audio,images or otheradd-ons.There is littleevidence ofmultimediaenhancement &the student blog isprimarily textbased.The student didnothing to enhanceor personalize theirblog space.Post/s are of verypoor quality. Thereis little or noevidence ofreading otherinformation in orderto form newmeaning of thetopic/s.Part Two: Write a Critical Analysis: IMC and the use of RealityTelevision Shows as a media vehicle to achieve some or all of thefollowing goals:The benefits of using reality television shows as a media vehicle within anIMC programThe challenges of using reality television shows as a media vehicle withinan IMC programThe contribution of reality television shows to supporting brand equitybuilding efforts in the areas of:Creating brand awarenessBy building consumers brand knowledge via any or all of the followingways:1. Communicating the benefits consumers receive from experiencingthe brand2. Fostering specific attitudes towards the brand3. Using channels that foster an integrated experience of the brand think about the integration of messages in an IMC program thatcan be replicated across channels from reality television to socialmedia platforms to outdoor advertising e.g. bus backs4. Deliberately linking the brand to a âcauseâ and using this link tofoster brand recall and recognition5. Creating brand communities to foster specific social relationsaround the use of and attachment to a specific brandThese are some guidelines to help you make a start on the critical analysis. Tohelp we suggest you read Kellerâs (2003) article âBrand Synthesis: TheMultidimensionality of Brand Knowledgeâ in the Week 1 resources folder.There are other articles in the folder that you can use to help you with the criticalanalysis. You are expected to source credible articles yourself and may want touse the AUT Library database and/or go to the Harvard Business Review forarticles, or use Google Scholar to find other credible articles. Your textbookshould also be used as a resource. Textbooks such as Belch & Belch (2012; orearlier editions; in the library) are also a good resource.You are free to choose the format and style for this Critical Analysis. Think aboutpresenting this analysis to decision-makers in a business (e.g. marketingmanager) and/or brand owners. Your goal is to provide these people with acritical analysis about using reality television as a key media vehicle as part ofan IMC program.Marking Criteria for Critical Analysis 20%.CriteriaA rangeB rangeC rangeD rangeContent,theoreticalconcepts& analysisStudent clearly &consistently selected,explained & applieda range of relevanttheory & concepts tosupport analyses.Provided an in-depth& thoughtfuldiscussion of thebenefits & challengesto a brand buildingprogram using realitytelevision shows as amedia vehicle.Student identified,explained & applieda range ofappropriate theory &concepts to supportanalyses. May havebeen minor gapsand/or inappropriatetheory & conceptsselected. There wasevidence of an indepth discussionrelated to thesubject.Student identified &explained someappropriate theory& concepts. Thesewere limited inrange. There was atendency toinclude irrelevantmaterial. Analysismay have beeninconsistent,inaccurate orsuperficial.Student failed ormade a limitedattempt to identify &explain relevanttheory & concepts.There was no attemptto support theanalyses within thedocument & thediscussion was mostlyconfined to personalopinion.Depth ofresearch &synthesisof ideasStudentdemonstrated athoughtful synthesis ofrelevant research,presented alternativepoints of view & usedevidence &reasoning to justifytheir ownconclusions.Studentdemonstrated agood attempt atsynthesis with someevidence ofconsideration ofalternative points ofview. Student offeredevidence &reasoning to justifyconclusions; mayhave lacked clarityat times.Student made littleattempt to synthesizematerial from otherviewpoints. There wasno or little attempt tolink theory orconcepts fromresearch. Conclusionswere drawn fromown opinions with noor little reference toevidence.WritingqualityStudentdemonstrated astrong & convincingwriting style, madelogical links within theanalysis & presentedgrammaticallycorrect work withAPA referencing.Studentdemonstrated aclear writing style withgood logical linksmade within theanalysis. Grammar &presentationgenerally of a highstandard with correctAPA referencing inmost cases.Studentdemonstratedsome attempt atsynthesis. Generallyother viewpointswere ignored withlittle evidenceoffered to justifyown conclusions.May havedefended ownpoint of viewdespite evidence tothe contrary.Studentdemonstratedadequate writingstyle but expressionmay have lackedclarity. Grammarand presentationaverage with someattempt made toreference in APAstyle.Student did notdevelop a coherentaccount related tothe subject and didnot demonstratelogical links fromresearch toconclusions.Grammar &presentation weregenerally poor withlittle attempt at APAreferencing.
