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