Marketing Campaign analysis

INDIVIDUAL ASSIGNMENT PROMOTION CAMPAIGN EVALUATION GUIDELINES

The selected campaign

Your task is to find a launched marketing communications program for a brand in the financial

sector. Your assignment requires you to evaluate the background of the brand and presents the

action program for the advertising and promotions campaign.

The scope of the individual assignment should include the following:

Review of Marketing Plan (10%)

Industry/Company Review

A description of the industry in which your product competes, its size, growth, current trends and

developments, and any key factors necessary for an understanding of the setting. Also, a snapshot

of your company, including a very brief history, the firm's present status, product lines, sales

history, target markets, current marketing mix, and other factors making the company what it is

today.

Product Review/Buyer Analysis

A description of the product or service. Emphasis should be on the product's sales history, market

share, strengths, weaknesses, key benefits, brand image, and other factors important for an

understanding of the product's or service's performance and place among its category competitors.

In addition, there should be identification of the various market segments and the user

profile for the product, as well as a description of the consumer decision process for the product

and the important factors influencing brand selection. Who buys the product or service? Who is

the decider? The influencer? What are the demographic, geographic, psychographic, and

behavioral factors that influence the buying decision? Is buying behavior characterized by

extended or limited problem solving? Is the product/brand a high-involvement or low-

involvement purchase? In short, what are the key factors that influence buyer behavior for this

product or service?

Promotional Program Situation Analysis (20%)

Competitive Review

Identification of the important direct and indirect competitors for the product. For each

competitor, focus should be on factors such as sales, market share, growth, key benefits,

positioning, advertising and promotion budget, promotion program mix, message and media

strategies, and an overall assessment of strengths and weaknesses.

Segmentation, Targeting, and Positioning

Which of the market segments will be the target market for this campaign? What will be our

positioning strategy?

Communications Objectives & Budget

What are the objectives of the campaign as they relate to brand awareness, knowledge and

interest, favorable attitudes and image, and purchase intentions? Apply communication/consumer

behavior theories as the basis for the communications objectives.

Integrated Marketing Communications Program (20%)

Creative Strategy

A one-page statement including the following components making up the message strategy:

objectives, key benefits, support, claims and promises, reassurance, and tone. Determination of,

and rationale for, the source of the communication.

Integrated Marketing Communication (IMC) Mix

Identification of the major program elements of the IMC campaign, the relative emphasis to be

placed on each (including a tentative percentage allocation of the budget), the specific objectives

for each element, and the rationale for the recommended mix. Attention should be given to the

objectives of the advertising, sales promotion, public relations, Internet/interactive, direct

marketing, and personal selling components of the IMC campaign.

Specific Media Objectives/Mix

Identification of the reach, frequency, and message weights sought. What is the geographical

allocation of the media budget and why? Which media was used and why? What scheduling

pattern was be employed? All of this should be accompanied by a concise media rationale

statement as to the potential efficiency and effectiveness of the campaign. A media plan flow

chart should be included.

TABLE 3.5 Selected Implementation Tools—A Checklist Media Advertising

Radio Television Digital: banners, pay per click, contextual, and so on Signage (outdoor, transit) Co-op advertising Print (newspapers; magazine, trade, and professional journals; advertorials; Yellow Pages; specialized directories and trade books) Public Relations

Media and blogger relations Media events Public speaking Bylined articles, blogs, and op-ed pieces Event and Cause Sponsorship

Sponsorship of existing events (sporting, cultural, educational) Cause marketing (working with a charitable group by donating a portion of sales, providing goods or services, or underwriting and publicizing events) “Activation” events associated with a sponsorship, including contests, giveaways, special events Interactive Marketing

Mail campaigns Online campaigns On-site or guerilla campaigns (such as product sampling) Mobile Marketing including app development Microsites for products or client segments Intranet or other limited-access web sites Content marketing campaigns Social media campaigns Personal Selling

Lead-generation campaigns Personalized letters, calls, and meetings Customized proposals Presentation/sales materials Sales training Sales contests Exhibiting at trade shows and industry events Holding seminars for prospects and clients Convened events, such as panels, symposia, and round tables Relationship Marketing

Retention-marketing programs (special programs for new customers, loyalty programs) Cross-sell and up-sell programs Referral marketing Customer publications

Ehrlich, E., & Fanelli, D. (2012). Financial services marketing handbook : tactics

and techniques that produce results (p.53)

Budget

How much money did the campaign spent (an estimate). Does it spent wisely to match up with

the campaign objectives? How was the monies allocated? (How much goes to traditional

advertising, sales promotions, new media, etc?)

Measuring Program Effectiveness (20%)

Evaluation Program

Use taught evaluation methods to appraise the effectiveness of all program elements

used. Example below.

Ehrlich, E., & Fanelli, D. (2012). Financial services marketing handbook : tactics and

techniques, p.55

Recommendations (30%)

What are your recommendations to the campaign, provide a clear critique of the

promotion campaign and how would you improve the effectiveness of the campaign?

Appendix

Attach the campaign’s visual / outputs in the APPENDIX section of your paper.

These include visuals / outputs such as magazines, newspapers, television, radio, billboard, transit,

out-of-home, Internet, and other media types.

References

A complete list of secondary sources used for the campaign plan. Please use APA format.