Year 3

Module: Advertising Strategy
Coursework 1 - Kit Kat
This assignment looked into the evolution of advertising since the birth of Kit Kat. It looked at how the ordinary consumer has evolved, focusing on theories such as DAGMAR, AIDA, HEATH and USP. Along with the research, we looked at how Kit Kat has advertised their product from the very first TV ad, to the most recent one. We found that a reoccurring feature was using humour in their advertising. From a telephone interview with the account director of Kit Kat at JWT, I found that the reason humour is used quite often in their advertising was due to the fact they believe it would appeal to a mass market. They believe Kit Kat is for everyone in all ages. This was by far the most theory based coursework but also taught a lot in terms of how brands evolve and whether or not they stick to their brand values and heritage.

Enterprise Champions & Apprentice Challenge



Due to my involvement in the Apprentice Challenge two years running, I was recruited as an 'Enterprise Challenge'. This meant I would be helping to organise and run events during Enterprise Week at the university.
On top of helping out with the week's events, I also took part in the Apprentice Challenge for the final time. With three years experience behind me, I was a lot more confident. This year, we had to come up with a business idea where industry experts would judge each idea in order to get through to the final round. Melodie Hussaini, formerly on BBCs Apprentice in 2010 came along as one of the judges. On top of judging, she helped improve presentation skills by carrying out exercises for speech and voice projection. She also helped improve our confidence.


Participants with Industry Experts and Melodie Hussaini

Winners for the Enterprise Challenge were presented that evening in a gala event. Finally, after three years for participation, my team won first place. This was an accomplishment and without the three years of expertise in the area, it would have never been achieved. This had helped a great deal in confidence and marketing products to people. Throughout the competition we were required to pitch our ideas to the industry experts, along with a final pitch presentation.


Winners and Winning Team