Advertising campaign
cloud342
introductions.zipCheck List For 3690 Final project online.docx
Check List for 3690 Final project
Written Report (Single Spaced, title page, table of contents, headings to separate sections and page numbers)
Executive Summary
Marketing Objective
Targeting Objective
Creative Direction
Creative Summary
Support of Marketing Communication decisions (research/survey)
Media Schedule (hint: you should have follow- up media after the big game)
Promotions etc.
Half Time Schedule
Total Budget
Evaluation and Follow up
Oral Presentation (PowerPoint) In the Online class you will not be recording a presentation.
Pitch
Scripting/Content
Ease of understanding
Market targeting
Creativity
Use of color
Use of sound
Use of other media
Marketing Communications Project General Instructions Updated Spring 2018(1) (2).doc
General:
Your team is working for an advertising firm and has been given the task of designing a complete promotional (integrated marketing communications campaign) for a product of your choosing.
|
Power point/video/etc |
Neat Without Errors |
10 |
|
Power Point/video/etc |
Attention Grabbing WOW Factor/Creative |
10 |
|
Branding & Targeting |
Choice |
10 |
|
Branding and Targeting |
Support |
30 |
|
Communication Strategy |
Support |
20 |
|
Implementation |
Overview |
10 |
|
Oral Presentation |
Quality |
10 |
|
Other Important Factors: Application of Strategy Objectives Application of Book Knowledge Research/Focus Group/Testing Detail Level Ease of Understanding Congruence With Other Corporate Branding Choice of Communication Tools Use of Communication Tools
|
200 pts |
|
Organization of Written Report
(Formal, APA style, in text citations for history and situation, reference list)
Executive Summary
History of Company/Item
Situation
Market position
Current Branding
Current Targeting and Positioning
Campaign Descriptions (Your campaign)
General description
Creative/tagline
Branding congruency
Branding Objectives
Targeting
Objectives
Media Objectives (use San Diego Zoo model in chapter 7 of your book)
Budget: You may choose your objective and amounts but you must detail why you chose this method and list your expenses)
Control/Follow Up
Measuring the success of your campaign (how)
Use two metrics of your choice
Time frame/task outline
Conclusion
Oral Report via PowerPoint for Online Classes
This is your pitch. You may be as creative as you like. It needs to be congruent, creative and support your campaign. It must also support the personality and brand of the item you are promoting. This is where the WOW factor comes in.
