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Individual Written Term Project – The Ad Plan: The class project involves writi

by | May 15, 2022 | Marketing | 0 comments

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Individual Written Term Project – The Ad Plan: The class project involves writing up an advertising plan; this ad plan should also include sales promotion where appropriate. The plan is to be no longer than ten pages (not including executive summary, references, tables, figures, and exhibits). The plan is an individual assignment. The plan is due to me in email at the due date, and no late projects will be accepted! Please note that the purpose of the project is to give experience in applying the advertising ideas of the course. So, be certain to consult our course content when working on your project. The ad plan may be created for any product, service, store, or organization of interest to you, but the total ad budget must be more than one hundred thousand dollars. There are two basic client choices: 1) take a real product, do great research on its current advertising and promotion, and suggest some important advertising changes, or 2) make up a new brand, and generate an advertising plan based on sane assumptions about spending, distribution, etc. for a new product. Don’t limit your potential “clients” to consumer products with big production and media budgets, most advertising involves more mundane clients and media, such as business-to-business ads in a trade magazine. The paper must(!) present the important aspects of an ad campaign, including: – an executive summary that highlights the advertising actions the client should take; write this short summary for a busy, high-level person at the client who already knows its business background. Don’t tell them stuff they already know about their brand. Do tell them how to change their advertising and why they should do it. – an analysis of competition and previous advertising by this client
– a description of the target audience
– a concise statement of the ad objective – please review the book & class material on setting ad objectives
– a description of the ad creative strategy and execution
– a complete description of the media plan – an estimated advertising budget
– a description of research methods which can be used to assess the campaign’s effectiveness
– a listing of the external sources you used to learn about the client, its industry, and its advertising

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