Advertising Campaign Presentation.pptx

(1)

ADVERTISING CAMPAIGN

(2)

Advertising Campaign Project

Advertising Campaign – prepare an advertising campaign for a REAL

(3)

Fashion Merchandising Project

Fashion Merchandising – develop a

(4)

What you NEED to know…

Your project will be done

INDEPENDENTLY or in PAIRS (you and one other partner).

•INDEPENDENTLY = 9 page maximum (arial 12 font; DS); 2 – 4 week plan

(5)

Keep in mind...

• _{Deciding whether to work alone or with a partner} could be the most IMPORTANT decision you will make in this project.

• _{IF you}_choose_{to work with a partner, you must} be willing to accept that he/she will…

• _{(a) NOT do his/her fair share,}

• _{(b) miss considerable days of school, and/or} • _{(c) do poor quality work.}

• If you choose to work with a partner you agree

NOT TO COMPLAIN, and you agree to accept any consequences that result from your

(6)

Choose a business

Each Project is conducted on a REAL AREA BUSINESS such as…

• _{your workplace}

• _{business owned/managed by}

family/relatives

• _{business owned/managed by your}

friends/neighbors

(7)

STEPS YOU WILL TAKE IN COMPLETING

THIS PROJECT…

1.Decide if you want to work alone or w/ a partner 2.Select an actual business

3.Research the business 4.Set goals for your plan 5.Identify target markets

6.Decide how long to run the campaign

7.Decide on media & promo. choices & rationale 8.Determine costs

(8)

PART 1 – EXECUTIVE SUMMARY

• _{One-page summary of the Ad}

Campaign (you will write this LAST

and insert it at the beginning of your project)

• _{We will talk about this in more detail}

(9)

PART 2 - DESCRIPTIONS

A. Description of the product, service, business

• _{business name, location,}

(10)

PART 3—OBJECTIVES OF THE

CAMPAIGN

• _{3 to 6 objectives}

• _{objectives must be realistic, specific,}

and measurable

• _{each activity MUST tie directly to}

one/more objectives

• _{objectives must be consistent with}

(11)

PART 4—IDENTIFICATION OF THE

TARGET MARKET

• _{A. Primary Market}

– _{Who is the primary target market your} campaign is designed to reach? Why? (age, gender, education, income,

occupation, interests, attitudes, buying behavior, needs/wants, where they live)

• _{B. Secondary Market(s)}

(12)

PART 4 - SCHEDULE OF EVENTS—Promotional activity(ies) must include the following:

A. Special events (example: fashion shows, demonstrations)

B. Advertising (example: paid/co-op

advertisement in various types of media) C. Display (example: interior and exterior) D. Publicity (example: press releases sent to various types of media)

(13)

PART 5—LIST OF ADVERTISING

MEDIA NECESSARY FOR THE

CAMPAIGN

• _{What mediums will you use and WHY?}

• _{(TV, radio, newspaper, magazine, billboards, direct}

mail, cable, internet, press releases, specialty media)

• _{Do your choices appeal to your target markets?}

How?

• _{What is the reach?, frequency? continuity?}

• _{Consider what PROMOTIONS you plan to include—}

how will you best advertise these? (special events, contests, sales, sweepstakes,

(14)

PART 5 - RESPONSIBILITY SHEET

• _{assigned positions and activity(ies),}

(15)

PART 6 – SCHEDULES OF ALL

ADVERSTISING PLANNED

• _{Tell when, what, how long, and}

desired outcome(s) for ADVERTISING MEDIA

• _{Is your schedule logical, realistic,}

(16)

PART 6 - BUDGET

Detailed projections of actual cost of activites outlined in part 4:

– _{Special events} – _Advertising

– _Display – _Publicity,

(17)

PART 7 – SCHEDULS OF ALL SALES

PROMOTION ACTIVITY(IES) PLANNED

• _{Same as part 6 – only for SALES}

PROMO. ACTIVITIES

• _{Is there continuity with your}

(18)

PART 7 - STATEMENT OF BENEFITS TO

THE RETAIL ESTABLISHMENT

•What is the ultimate goal of your plan?

•List how you believe the company will gain from implementing your plan

•Show the projected sales (in actual $) for the period of the campaign related to the costs (explain that you would

anticipate a continued increase in sales following the end of the campaign by increasing market share, building image and

customer loyalty, thus increasing repeat business)

•Tell how you plan to evaluate the effectiveness of the campaign

•Tell how the campaign stresses product and/or service benefits that directly appeal to the target market(s)

(19)

PART 8 - BUDGET

• _{Detailed projections of actual cost—}

itemize each advertising and

promotional item—carefully consider ALL costs!

(20)

PART 8 - BIBLIOGRAPHY

• _{Websites from which you gathered}

data

• _{Booklets/brochures, describing the}

community, or business (franchise info.)

• _{Sources of information on industry}

• _{Advertising/Promotional resources}

(rate cards)

• _{SBA / SBDC / any other sources of}

information

• _{Personal contacts (interviews with}

(21)

PART 9—STATEMENT OF BENEFITS TO

THE CLIENT/ADVERTISER

•What is the ultimate goal of your plan?

•List how you believe the company will gain from implementing your plan •Show the projected sales (in actual $) for the period of the campaign related to the costs (explain that you would anticipate a continued

increase in sales following the end of the campaign by increasing market share, building image and customer loyalty, thus increasing repeat

business)

•Tell how you plan to evaluate the effectiveness of the campaign

•Tell how the campaign stresses product and/or service benefits that directly appeal to the target market(s)

•Tell how your campaign helps build the image of the company within the community

•Tell what potential (if any) for free publicity that can be generated as a result of the campaign

(22)

PART 9 - APPENDIX

• _{This part of the paper is optional.}

• _{Include any questionnaires, letters}

sent and received, background data, etc. that was obtained while working on this paper

• _{This information may be helpful to}

(23)

PART 10 - BIBLIOGRAPHY

• _{Websites from which you gathered}

data

• _{Booklets/brochures, describing the}

community, or business (franchise info.)

• _{Sources of information on industry}

• _{Advertising/Promotional resources}

(rate cards)

• _{SBA / SBDC / any other sources of}

information

• _{Personal contacts (interviews with}

(24)

PART 11 - APPENDIX

• _{This part of the paper is optional.}

• _{Include any questionnaires, letters}

sent and received, background data, etc. that was obtained while working on this paper

• _{This information may be helpful to}

(25)

PART 1—EXECUTIVE SUMMARY

• One-page summary of the Ad Campaign

• (Content of this section reads more like a business letter… outlining your proposal. May be single-spaced if needed)

• Start with a statement of what you have been asked to do (develop an ad campaign).

• Briefly describe:

– Your main objective(s)

– Your target audience

– Length of campaign

– Major advertising media choice(s)

– Major promotional event(s)

– Approximate cost

– Desired outcomes (major benefits)