Project

BU 504 PROJECT COVER SHEET

STUDENT NAME: ________________________________________

Name of your selected product: _________________________

Real product / Fictional product (circle one)

WORKSHEET ONE: FULL PRODUCT WORKSHEET TWO: (2) TARGET MARKET WORKSHEET THREE: FULL

DESCRIPTION, MAIN COMPETITORS, PROFILES, CHOSEN ADVERTISING/MEDIA CREATIVE BRIEF, DESIGN

FORMER MKTG, FULL 4P ASSESSMENT PREFERENCES OF EACH GROUP & WHY STRATEGY—PROJECT ADS

BU 504 COURSE PROJECT: WORKSHEET 1

STUDENT NAME: ________________________________________

Name of your selected product: ______________________________

What interests you in this product, and what is your experience with it?

______________________________________________________

_____________________________________________________________________________________

FULL PRODUCT DESCRIPTION (Also include a comprehensive list of features and benefits):

MAIN MARKET COMPETITORS AND WHY (Also include the current competitor pricing structure vs. your product pricing):

DESCRIPTION OF MOST NOTABLE HISTORICAL MARKETING CAMPAIGNS OF COMPETITORS AND YOUR SELECTED PRODUCT:

IN EACH OF THE 4P SECTIONS BELOW, USE YOUR PROJECT RESEARCH TO PROVIDE YOUR ANALYSIS OF THE FOLLOWING:

1) PRODUCT:

2) PRICE:

3) PLACE:

4) PROMOTION:

BU 504 COURSE PROJECT: WORKSHEET 2

STUDENT NAME: _________________________________________

Name of your selected product: ______________________________

CHARACTERISTICS PRIMARY TARGET MARKET SECONDARY TARGET MARKET

DEMOGRAPHIC

M/F/Gender complex?

Ethnicity?

Religion?

Income?

Education?

LIFE STAGE

Age (range)? Living situation? (with parents, away from parents with support, independent/single, independent/coupled, independent w/dependents) Health/Health Issues? Life Experience?

CHARACTERISTICS PRIMARY TARGET MARKET SECONDARY TARGET MARKET

GEOGRPAHIC

Where do they live? (Local, regional, national, global description)

PSYCHOGRAPHIC

Lifestyle? Social Class? Influences and Social perceptions? (Attitudes, values, opinions) (Motivated by expectation, aspiration, inspiration, membership, lifestyle) Life Experience?

BEHAVIORAL

Typical Usage Patterns? Typical Loyalty Patterns? Risk/Avoidance Patterns?

CHARACTERISTICS PRIMARY TARGET MARKET SECONDARY TARGET MARKET

NEEDS / DRIVES

Motivated by problem resolutions?

Motivated by improved benefits?

MOST EFFECTIVE MARKETING MEDIUMS

AND REASONING

PRIMARY TARGET MARKET SECONDARY TARGET MARKET

Specify TWO most relevant media preferences for each target market and explain.

**Write a brief paragraph that explains your main conclusions about marketing your product to the particular

groups you selected. Any of the following may be included, but are not all required to be included: SWOT analysis, insights

about marketing message objectives to your specific target markets, insights about positioning strategies, insights about

media strategies or media selection.

BU 504 COURSE PROJECT: WORKSHEET 3

STUDENT NAME: ___________________________________________

Name of your selected product: ______________________________

CREATIVE BRIEF / DESIGN STRATEGY / PROJECT ADS

PRODUCT:

I.M.C. OBJECTIVES: (Proposition/Selling Idea)

TARGET AUDIENCE:

BACKGROUND INFORMATION: (Consumer insights/Support)

MESSAGE THEME: (Creative Direction)

CONSTRAINTS: (Brand Imperatives/Media Imperatives)

ADVERTISING DESIGN STRATEGY

**In the section below, explain your I.M.C. conceptual advertising design strategy for this project. Do you ads

convince your target customer to assume that your product/service/idea will lead them to any of the following

(personal values)?

Comfortable life Inner peace Self-fulfillment

Equality Mature love Self-Respect

Exitement Security Sense of belonging

Freedom Pleasure Social acceptance

Fun, exciting life Salvation Wisdom

Happiness Personal accomplishment

**Also, what type of advertising appeals or approaches are effective for your target customer?

Fear Humor Sex

Music Rationality Emotions

Scarcity

(Be sure you explain your design strategy for both of your advertisements):

BU 504 COURSE PROJECT: SOURCES

STUDENT NAME: ___________________________________________

REFERENCES