Campaign Part 1

Advertising Campaign Project Part I
Due: Friday Oct. 1
Length: 5-7 pages double spaced (30 points)

First, pick one of the following companies:
Coke
Microsoft
Ford
Disney
McDonald's
Nike
Apple
Subway
Pepsi
Toyota
Budweiser
Marlboro

Now, your goal is to give a comprehensive report on the current state of affairs for your company to plan for future advertising.
Some of the points you talk about will be common knowledge. Some you will be able to draw on your memory, with some research to help refresh you on the details (You know who the Marlboro Man is, but when did he start and how? How much does Marlboro make in sales compared to Camel?). Some information will be difficult to research, but do your best.

1. Company Review (2-3 double spaced pages)
A. Summarize the history of the company (how did it start? have they had any major troubles? For example, if you have Toyota, that's a big YES).
B. Summarize company's advertising and product history (any big successes or mistakes? Definitely describe any MAJOR campaigns they have had).

2. Competition Review (1-2 pages)
A. Who are the company's main competitors?
B. What is their advertising strategy in relation to your company?
C. What are their top products and brands?

3. SWOT (Strengths, Weaknesses, Opportunities, and Threats) for your company's products and market. (1-2 pages)
A. What are your current strengths?
B. What are your weakest areas? Where do your competitors have you beat?
C. Are there any potential markets (by age, location, demographics, psychographics, etc.) for you that you don't currently have? I.E., what are your opportunities?
D. What threats must you watch out for? Could be cultural trends, upcoming laws, impact of other products (or the Internet).

Don't rely just on Google for your research. Talk to campus librarian (or me) if you need help finding sources. Some great articles might only be accessible through the DMACC library website.

Wikipedia can be a good starting point to find other sources, but cannot be used as a source.

And as always, CITE your sources MLA or APA style.