Transcript THE NAME OF YOUR CAMPAIGN GOES HERE

THE NAME OF YOUR CAMPAIGN GOES HERE
Company Name
Team Member’s Names
Presentation Date
Advertising 3B
Executive Summary
• Executive Summary should be at least three
paragraphs long. It summarizes the most important info
needed in order to make decisions concerning the
advertising plan. It summarizes the detailed information
found later in your paper/plan. The executive summary
is similar to a summary of an entire book.
• 1st paragraph opening what’s going on in the market
• 2nd paragraph state the problem/issue or need
• 3rd paragraph what is your solution
• You can add a conclusion paragraph if you need one.
Overview
• The Overview identifies the advertising plan’s
structure and the material that will be covered
in the plan. The overview summarizes each
part of the document, highlighting the
important info in each section. It is similar to
a summary of each chapter in a book.
Situational Analysis
Describe the factors that influence your advertising plan.
1. Review the company and product history.
2. Evaluate the product’s strengths and
weaknesses. (see next slide SWOT)
3. Define the target market.
4. Evaluate the competition.
Campaign SWOT Analysis
Strengths
 What are the strengths of your product
 Kmart is in the process of remodeling 650 of its 1,298 stores in urban areas
Weaknesses
 What are the weaknesses of your product
Opportunities
 Why do you feel you can execute your campaign and be successful,is there a
need?
Threats
 What do you think an hurt your ad campaign
 What is the competition doing better than you
List at least 2-3 bullets for each heading
Research Information
• Provide the relevant research to support why you are
developing your campaign
• You can develop a questionnaire/survey to get the
information you need to support your strategy. Be sure to
survey the correct target market 14 to 19 year olds. Tally
your surveys and create a chart to show your results.
Campaign Objectives & Strategies
Marketing Objectives
 What you want your campaign to do.
Strategy
— This is what my campaign will do.
Target Consumers
 Who do you plan to target with your campaign and why
 You must provide an age range
 target a group consist of the following (professionals, teenagers, kids business people)
Target Market
— Where do plan to run your campaign ……Lake Travis High School
Timing
— When will your advertisement run and when will it end
Goals
 What you expect your campaign to do
 Your goals has to be measurable
All the above information can be 1-3 pages in length
Campaign Budget
• Your
budget for this project will be $5,000.
• Please list how you plan to spend your budget advertising
to your target market at Lake Travis High School.
Campaign Tactics
Tactics
 List all the marketing elements you will use in your campaign to generate awareness
for your service or product to your target market, Lake Travis High School.
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Direct Mail Ads
Coupons and Gift Cards
Radio Advertisement
Television Advertisement
Newspaper Advertisement
Website
Print Advertisement
Billboard Advertisement
Fliers
This is where you can be very creative and show your work, however, you cannot
hand draw anything by hand.
Execution Method- Media Tactics
Media Placement
 Where do you plan to run your advertisement
 List all the places where you will reach consumers
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Direct Mail Ads
Radio Advertisement
Television Advertisement
National or local newspapers
Website/Internet/email blast/pop-ups
Magazines
Billboard Ads
Fliers
This is where you can be very creative and show your work, however,
you cannot hand draw anything by hand.
Your Creative Campaign
• Write a synopsis of what your campaign will look like
or do
Positioning Statement…
Finish the following statement below:
If we execute this campaign it will …