COM259 End-of-Course Assessment

Answer all the following questions. (Total 100 marks)

Question 1

Imagine that your client is the Public Utilities Board (PUB), Singapore’s national water agency and a statutory board under the Ministry of Sustainability and the Environment. It plans to launch an advertising campaign to encourage Singaporeans to reduce water consumption at home.

For context, under the Singapore Green Plan 2030, the goal is to reduce household water consumption to 130 litres per person a day. It was announced that in 2024, each resident was using around 142 litres of water a day at home.

For a start, evaluate the current state of water consumption in Singapore. You are expected to conduct secondary research on this issue. Your evaluation should include:

• A description of public attitudes toward water conservation in Singapore
• An understanding of the challenges that PUB faces in convincing more Singaporeans to consume less water
• An examination of a suitable target audience (in terms of demographics and psychographics) which your advertising campaign will focus on.

Note: For a focused advertising campaign, please assume that this advertising campaign does not tie up with any water-related event such as World Water Day.

Word count: 800 words
(30 marks)

Question 2

Based on your evaluation from Question 1, develop a creative brief for your proposed advertising campaign. Your brief should address these questions:

• What would you like your target audience to feel about reducing water consumption at home?
• What do you think should be the single most important key advertising message for this campaign to be convincing?
• What is your creative strategy for communicating this proposed key advertising message?
• Why do you think this is an effective strategy?

Word count: 500 words
(20 marks)

Question 3

Create advertising copy for ONE print advertisement, ONE radio advertisement, and ONE Instagram advertisement encouraging Singaporeans to get more sleep.  Do take note that the three advertisements should be aligned in terms of the messaging but should not replicate each other. The advertiser would be the Health Promotion Board, Singapore.

For the print advertisement

• There should be a headline and body copy.
• While the word count is flexible, the copy should not be too scanty/vague but also not too wordy/detailed. (Word count: 100-150 words)
• You do not have to design the print ad.
• However, do briefly describe what the proposed visuals would be like for this print ad. (Word count: 50 – 100 words)

For the radio advertisement

• Decide if you want a slice-of-life, humour, or testimonial approach for your radio advertisement (refer to Study Unit 2 of the Study Guide).
• The radio advertisement should be 60 seconds long.
• Include announcer, dialogue between two individuals, and sound effects where appropriate.
• You do not have to submit an actual recording of this advertisement. However, do read the script aloud to ensure that it meets the time requirement of 60 seconds and is sufficiently “friendly” to the ears.
• Please use the following example of a radio advertisement script to help you with the formatting of your advertising copy:

Example of a radio advertisement: QUIZNOS 

SFX: Sound effects

V: Voice talent

A: Announcer

SFX: Restaurant ambience with elegant background music

V1: (snooty waiter)

Hello, I’m your waiter, Surge. Here is our special menu.

V2: (customer who is anxious to eat)

Does it include an Angus Double Steak and Cheese sandwich?

V1: (snooty waiter)

No, you’ll have to go to Quiznos for that.

V2: (sounding more frantic) Argh, okay, bye!

SFX: Upbeat music

A: The new Angus Double Steak and Cheese Sandwich is now on the menu! But only at Quiznos! Treat your taste buds to a double portion of slow-roasted black Angus steak, topped with mozzarella and cheddar cheese, sauteed onions, mild peppercorn sauce. It’s double the steak! Twice the cheese!

V2: (customer sighs contentedly) Quiznos…m-m-m-m-m-toasty!

Listen to this radio ad: https://overnightradio.com/work/quiznos.html

For the Instagram advertisement

• Apply the storytelling concepts from SU3, Chapter 1.1.2 “Telling Online Ad Stories” to write the post.
• While the word count is flexible, the copy should not be too scanty/vague but also not too wordy/detailed. (Word count: 100-150 words)
• You do not have to take the photo for this Instagram post
• However, do briefly describe what the proposed visuals would be like for this print ad. (Word count: 50 – 100 words)

Word count: Around 700 words for the three ads.

(50 marks)

Include a word count at the end of the essay. Five (5) marks will be deducted if your ECA exceeds the word limit. This word limit does not include footnotes, bibliographical references and appendices.

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