Campaign part 3

Campaign Part III

Due Monday December 6 • 50 points

Now that you have identified your product, its features and benefits, your target market, and what messages you will use to try to market your product, now comes putting it to action with the creative components of your campaign and pick your media.

Part I
1. State your marketing objectives (p. 180)
2. State your creative strategy (p. 210) and message strategy (p. 212) based on these objectives. Explain the reasoning for your strategy.
3. Create two advertisements that fulfill your creative strategy

To create your ads, you can choose from:
• Print ad (magazine or newspaper) (p. 239-241, 244)
• 60 second Radio script (p. 251)
• 30 second TV script or storyboard (p. 254-257)
• Billboard mockup
• Website mockup (p. 258-260)
• Internet banner ad mockup (p. 258-260)

(Obviously I won't be grading it on your artistic skills, but how much thought you put into the design of your ad based on your strategy)

If you sketch your ad or storyboard, you can hand it in via Intra-campus mail or scan it and email it to me.

Part II
1. Write your media objectives (p. 415)
2. What media choices are best and why? (see Ch. 10-14 for pros and cons of each) Which media will you avoid and why? What specific TV shows, magazines, websites, radio stations, etc. would you pick and why?
3. How will you implement and personal selling, sales promotion, or direct marketing (see Chapter 16)
4. How will you schedule your ads? (p. 430-431)
5. How will you monitor the effectiveness of your campaign?

(Although thought should be put into each part, I've bolded the most important steps for both parts.)