Your task is to develop an advertising campaign for a selected product or service. The project entails selecting a product or service, developing the advertising campaign, designing a print advertisement, and writing a final paper discussing the requirements outlined below. You may create a new product or service or propose an entirely new campaign for an existing product offering.
CAMPAIGN REQUIREMENTS:
Your analysis should explicitly incorporate concepts from the course when appropriate. You may organize your paper in any manner that seems useful.
1. Situation Analysis. The situation analysis is a critical element of the advertising campaign. It includes research findings about the company, product, competition, industry analysis, marketplace, and consumers.
2. Strategic Analysis. The strategic section of a campaign plan identifies the main problem or opportunity facing the organization, the advertising objectives, the target audience, the competitive advantage, and positioning for the product. Discuss your specific strategies and tactics for achieving the above objectives.
3. Creative Plan. The creative plan includes a theme, or creative concept, and executions for different promotion mix elements and media types. An original 8 l/2 x 11 inch print ad must be included in the paper. Although a print ad is required, other media choices are welcomed including videos, radio spots, etc. .
4. Media Plan. The media plan includes media objectives, media selection both type and vehicle, timing schedules, and a campaign budget. The campaign MUST include more than one type of media (i.e., tv, radio, magazine, internet, newspapers, outdoor, etc.).
5. Other Marketing Communications Tools. Students are encouraged to discuss other communications tools such as social media, point-of-purchase displays, free samples, contests, coupons, spokespersons, direct mailings, web site, etc. CREATIVITY IS REWARDED !!!
6. Implementation. Discuss the recommendations that you would make to management for implementing the preceding campaign and any future possibilities.