Advertising Campaign Project
You’re an advertising TEAM in an advertising agency about to be offered a sizeable account. Of course, this company isn’t going to pay you first and hope for results – you will have to do the work and present your ideas and strategies to the business in a way that will sell your campaign.
You will decide upon the company and product you are promoting. Your budget is $250,000. You must spend it all. All media listed in the project must be used.
This project will require you to select a team leader to be responsible for coordinating the task assignments and to supervise the schedule for work. Also choose a teammate to record details in your planning discussions. These notes will be CRITICAL to completing the written document. Follow these steps:
· Decide upon the company and product(s) you will be promoting.
· Identify your target market by listing demographic, psychographic, and geographic characteristics.
· Brainstorm themes and specific advertisement ideas for all required media for your ad campaign and record these ideas.
· Decide on the ads you will construct them both for presentation and the written document.
· Prepare a detailed budget.
· Finalize written document.
· Organize and practice your presentation.
Oral Presentation
1. Logical and understandable discussion of:
a. target market identification,
b. why your campaign successfully targets that market,
c. the campaign theme selected, and
d. why it will work 15
2. Professional and correct size visual aids for all advertisements presented. 20
3. Professional and understandable visual aid and discussion of budget. 5
4. All team members participate in a professional and contributing manner. 10
TOTAL ORAL PRESENTATION POINTS 50
Subjective Evaluation
Teammate Evaluation 20
Teacher Observation 10
TOTAL SUBJECTIVE EVALUATION POINTS 30
Written
Document (attached)
TOTAL WRITTEN DOCUMENT POINTS 150
TOTAL PROJECT POINTS 230
Written Document
HOW TO PUT IT TOGETHER - EXACTLY
pts.
1. Use a plastic folder to put the written document into. 5
2. Cover Sheet. Should identify the project by including the following information
centered on one page: 5
ADVERTISING PLAN FOR
name of the company you chose
its product(s) or service(s)
PREPARED BY
(names of your team members)
3. Table of Contents. On a separate sheet, list the contents and page numbers. 5
4. Cost sheet. On a separate sheet, provide a DETAILED ITEMIZATION of exactly
how you spent your money. You must list all media purchased and the dollar amounts
spent on each. 10
5. Newspaper ad. On a separate sheet, draw your newspaper ad and copy. 5
6. Outdoor (billboard) ad. On a separate sheet, draw your outdoor ad. 5
7. Radio ad. On a separate sheet, type your radio ad copy and describe the details of
any sound effects and/or music that will also be used in the ad. 5
8. TV ad. On a separate sheet, draw your TV ad storyboard and script. Describe the
details of any sound effects and/or music that will also be used in the ad. 5
9. Specialty items. On a separate sheet, draw your specialty advertising items. Be
certain to clearly draw the advertising message on each item. 5
10. Summary document. FOLLOW THESE CRITERIA EXACTLY:
a. Describe at least seven (7) features of your product and at least one(1) consumer
benefit related to each feature. 10
b. Based on the features and customer benefits described in a, above, list and describe
at least four (4) demographic characteristics, three (3) psychographic characteristics, and one (1) geographic characteristic about the customer that would likely buy your
product. 15
c. Explain the details of at least two (2) promotional themes that you discussed in your
group as possible marketing themes upon which to base your advertising campaign,
(include the theme you decided upon). 5
will directly target each demographic, psychographic, and geographic characteristic of
your target market which you described in b, above. 10
e. Rank each available advertising medium in the order of its effectiveness in reaching
your target market. 5
f. Explain at least three (3) advantages associated with each of the mediums you chose to use. Also, explain one (1) disadvantage associated with each. 10
according to their ability to best reach your customer. 10
computations which describe in detail how the money is to be spent on each medium. 10
i. Briefly describe each advertisement and explain how each will appeal to the
characteristics previously identified of your target market in b, above. 10
j. Into one paragraph, summarize each of the above points with one or two sentences. 5
are to be numbered in the lower right-hand corner. 5
TOTAL WRITTEN DOCUMENT POINTS 150
GRADING RUBRIC
135 - 150 = excellent: demonstrates excellent proficiency thoroughly covering all sub-topics within each criterion; few, if any, minor errors
120 - 134 = good: quality work covering all sub-topics within each criterion; some minor errors or omissions
105 - 119 = average: work shows a good attempt, but misses some sub-topics or an entire criterion; contains frequent errors or weaknesses
90 - 104 = poor: an attempt may have been made but with important sub-topics and criteria missing; frequent mistakes and omissions
89 - below = unacceptable: frequent inattention to criteria requirements and detail; frequent mistakes and omissions
Continued on next page
Advertising Media Costs and Budget
.
You have a budget of $250,000 to spend advertising a new business, new product, or new service. You must spend every penny of the budget. You can pretty much choose what type of business and product/service you want, but it needs to be in good taste (no drugs, alcohol, weapons, prostitution, cults, gangs, etc.). If you cannot think of anything on your own, let me give you some examples:
Happy Harry Hooligan’s Hamburger Haven
Fernando’s Fantastic Frijoles
Robert’s Rip-Roaring Roadhouse Restaurant
Hair by Hernandez
Pretty Polly Piggy’s Pleasing Pretzels
Billy Bob’s Homemade Chili
Harvey’s Hardware Heaven
Lupe’s Laudable Laundry
For this project you are to create an advertisement for each of the following:
Television
Radio
Newspaper
Outdoor (Billboard)
Specialty
You are to decide how much money to spend on each of the five media above using the following cost figures:
Newspaper: There are 3 different sizes of newspaper ads, and 3 different prices:
1. Quarter page $1,000
2. Half page $1,600
3. Full page $3,000
You need to choose one or more of these ads to run during a 30 day period. For instance, you could run a full-page ad all 30 days and that would cost $90,000 ($3,000 X 30). Or, you could run a 1/2 page ad just on weekends and that would cost $12,800 ($1,600 X 8 weekend days). Remember, you choose how big an ad and how often it runs.
Outdoor (billboard): There are 4 different prices on billboard advertising:
1. 25 GRP $22,000 11 lighted boards and 11 unlit
2. 50 GRP $44,000 22 lighted boards and 22 unlit
3. 75 GRP $66,000 33 lighted boards and 33 unlit
4. 100 GRP $88,000 44 lighted boards and 44 unlit
You can choose only one option. You cannot choose two of the above. One hundred GRP is the most you can buy.
Radio: You must advertise on at least two different radio stations. You can choose what stations you want (look at each station’s demographics as far as the audience they reach). For simplicity we will say that all radio commercials fall into 3 categories:
1. Drive Time $350 per 30 second spot
2. Daytime/evening $175 per 30 second spot
3. Slow or “Off” Time $100 per 30 second spot
You could run an ad during the morning drive to work and the drive home --- 2 ads a day X 20 work days = 40 ads a month X $350 each = $14,000. Or you could run an ad every hour in the evening between 7 - 10 PM --- 3 ads X 30 days = 90 ads X $175 = $15,750. Again, YOU CHOOSE how many and when they run.
Television: Just like radio, TV ads are priced according to when they reach the most people. Here are your prices for one 30 second spot: (For simplicity we will assume that the cost of producing the ad is included in the cost of the media spot.)
1. $3,500 Prime Time (News/most popular shows)
2. $1,500 Heavy Time (next most popular - either side of Prime Time)
3. $ 500 Slow Time (mid-mornings and afternoons)
4. $ 100 Dead Time (wee hours of the morning - insomniac time)
Specialty: Here are just a few of the prices:
cups $.50 each hats $4.00 each
shirts $6.00 each pencils $2.50 per gross (144)
balloons $.25 each yardsticks $1.00 each
keychains $1.00 each buttons $.25 each
pens $1.00 each calendars $3.00 each
You will need to draw pictures of the specialty items and show me the ones you have purchased for your campaign. You can buy ANY NUMBER of ANY of these in order for you to spend your $250,000.
GOOD LUCK AND HAVE FUN!