Question

In: Accounting

Provide a 250+ word response to the following question. Please separate your answers by the parts...

Provide a 250+ word response to the following question. Please separate your answers by the parts of the question.

Pick ONE of the following options:

Develop an ad campaign for a company/product/service related to your employment (note that if your employment is B2B in nature, most B2B doesn’t involve much advertising. They tend to use other promotional elements. So keep that in mind), OR
Develop an ad campaign for your very own local tanning salon OR sporting goods store that’s been in business for just over one year
To try to develop demand for your company/product/service -- OR to resuscitate your ailing store -- you've decided to conduct an ad campaign. Following the steps outlined in the Lecture from Chapter 18, provide a detailed description of your campaign. Be sure to mention each of the areas listed below. Also be sure that you are focusing on strategies for this specific ad campaign -- not simply your advertising or marketing in general. Do not use any current advertising campaign!

NOTE: If you select your current employer who uses a differentiated strategy, select only one specific target market for this campaign.


Introduction

Please start by giving a brief explanation of the product/service/store you are advertising.

Step 1 -- target market of this specific ad campaign

Provide a geographic, demographic, and psychographic description of your target. I am looking for an insightful description of your target.

Step 2a -- objective of this specific ad campaign

Be sure you identify what you want this ad campaign to accomplish. Which of the types of advertising (informative, persuasive or reminder) will you be using and why?

Step 2b -- focus of campaign

What will be the focus of your ads – product-focused or institutional? Why? (NOTE: In addition to your text, see the lecture for clarification of these terms).

Step 3 –- determine your budget

Think about the size of your business, overall sales and success. You don’t need a specific budget number but discuss how these areas will affect how much you are able to spend and whether that potentially eliminates some types of media.

Step 4a –- convey the message (Be creative!)

Develop a unique selling proposition (USP) for the campaign. Make sure to provide an explanation of your rationale for the USP.

Step 4b -- appeal

Will you use an informational or emotional appeal? Why?

Step 5a & b -– media types and vehicles.

Describe which media types you will use and why. List the specific media vehicles for each type. A media vehicle is the specific communication tool. For instance if magazine is the media type, then Sports Illustrated or Cosmopolitan is the media vehicle; if TV is the media type then Food Network or “FOX2 News at 10pm” is the vehicle (it can be a cable network or a specific program).

Step 5c -– media schedule

How will you schedule your media? (continuous, pulsing, flighting)? Explain how your budget will help you make this decision.

Step 6 -- IMC – integrating your ad with the rest of the promotional tools

Identify and discuss other, non-advertising promotions you will use to coordinate with this ad campaign. Are there personal selling, sales promotions/incentives, public relations and/or social media efforts you’d like to include? (Keep being creative!) Really explore social media strategies using the information from Chapter 3.

NOTE: In your book, step 6 is creating the ad but we are substituting IMC in this activity.

Step 7 –- evaluating your campaign

This is maybe one of the most important steps. How will you evaluate the effectiveness of your campaign? How will you know if it “worked?” How will you know if you should repeat the campaign, or completely revamp it? You can use some of the methods talked about in the lecture or your book

Solutions

Expert Solution


Related Solutions

Provide a 250+ word response to the following question. Please separate your answers by the parts...
Provide a 250+ word response to the following question. Please separate your answers by the parts of the question. Assignment #2 – Advertising Plan (15 points possible) Pick ONE of the following options: Develop an ad campaign for a company/product/service related to your employment (note that if your employment is B2B in nature, most B2B doesn’t involve much advertising. They tend to use other promotional elements. So keep that in mind), OR Develop an ad campaign for your very own...
Please provide a 250-word response to the following question: Aging is a delicate process that all...
Please provide a 250-word response to the following question: Aging is a delicate process that all human beings will eventually go through if they have a long life. As a society, we are living through the Coronavirus and its impact. What are your thoughts regarding the aging process affecting the mind and body. Please provide at least three reasons that clearly support your point of view.
Please provide a 250-word response to the following question: Do you think that Narcissistic Personality Disorder...
Please provide a 250-word response to the following question: Do you think that Narcissistic Personality Disorder can be a disruptive condition in one’s life? Please provide three concrete examples that support a negative disruption in a person’s life and three concrete examples that demonstrate a positive impact in a person’s life.
Please provide a 250-word response to the following question: Do you think that active video gaming...
Please provide a 250-word response to the following question: Do you think that active video gaming usage can limit emotional and social intelligence? Please provide at least three reasons that clearly support your point of view.
Please provide a 250-word response to the following question: Did you think that true insanity really...
Please provide a 250-word response to the following question: Did you think that true insanity really exists? Do you think that individuals who commit murder are mentally ill or behaviorally evil? Please provide at least three reasons that clearly support your point of view.
Please provide a 250-word response to the following question: Do you think that active video gaming...
Please provide a 250-word response to the following question: Do you think that active video gaming usage can limit emotional and social intelligence?   Please provide at least three reasons that clearly support your point of view.
Entrepreneurs Please respond to the following with a 250-300 word response: Analyze the characteristics of a...
Entrepreneurs Please respond to the following with a 250-300 word response: Analyze the characteristics of a successful entrepreneur (see pages 5-7 in textbook) and determine if you have what it takes to start your own business. Provide specific examples to support your response. A recent tax change will significantly lower tax rates for businesses. Consider the contributions of small businesses, as discussed on pages 27-28 in textbook, and provide your opinion on this tax modification.
PLease answer all the following question in the total of 250 word count in your own...
PLease answer all the following question in the total of 250 word count in your own words. if using internet please list all reference at the the end of your question. But the reference must be in your own words Quality of care has always been a concern in the U.S. health care system. Although great strides have been made to improve the quality of care delivered, many critics still believe that the United States has a long way to...
Provide a thoughtful 250+ total word response to the following questions (you will need to answer...
Provide a thoughtful 250+ total word response to the following questions (you will need to answer all parts of this question) by clicking REPLY below. Please separate your answers to clearly differentiate your answers to each question below. It makes it easier to see your specific response to each part. – The Price is Right? As a customer, which pricing strategy do you prefer – high/low pricing or everyday low-pricing (EDLP)? Why? Looking at the advantages of each strategy listed...
Provide a thoughtful 250+ total word response to the following questions (you will need to answer...
Provide a thoughtful 250+ total word response to the following questions (you will need to answer all parts of this question) by clicking REPLY below. Please separate your answers to clearly differentiate your answers to each question below. It makes it easier to see your specific response to each part. DQ2 – Variety Show Variety, assortment, and product availability are the cornerstones of the merchandise planning process. You’ll see the importance of this in Chapter 11! Provide an example of...
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT