Provide a 250+ word response to the following question. Pleaseseparate your answers by the parts of the question.

Assignment #2 – Advertising Plan (15 pointspossible)

Pick ONE of the following options:

Develop an ad campaign for a company/product/service related toyour employment (note that if your employment is B2B in nature,most B2B doesn’t involve much advertising. They tend to use otherpromotional elements. So keep that in mind), OR

Develop an ad campaign for your very own (hypothetical!) beautysalon OR auto parts store that’s been in business for just over oneyear

To try to develop demand for your company/product/service -- ORto resuscitate your ailing store -- you've decided to conduct an adcampaign. Following the steps outlined in the Lecture from Chapter18, provide a detailed description of your campaign. Be sure tomention each of the areas listed below. Also be sure that you arefocusing on strategies for this specific ad campaign -- not simplyyour advertising or marketing in general. Do not use any currentadvertising campaign! NOTE: If you select your current employer whouses a differentiated strategy, select only one specific targetmarket for this campaign.

Please start by giving a brief explanation of theproduct/service/store you are advertising.

Step 1 -- target market of this specific ad campaign

Provide a geographic, demographic, and psychographic descriptionof your target. I am looking for an insightful description of yourtarget.

Step 2a -- objective of this specific ad campaign

Be sure you identify what you want this ad campaign toaccomplish. 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 orinstitutional? Why?

Step 3 – determine your budget

Think about the size of your business, overall sales andsuccess. You don’t need a specific budget number but discuss howthese areas will affect how much you are able to spend and whetherthat 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 theUSP.

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 thespecific media vehicles for each type. A media vehicle is thespecific communication tool. For instance if magazine is the mediatype, then Sports Illustrated or Cosmopolitan is the media vehicle;if TV is the media type then Food Network or “Bones” is the vehicle(it can be a cable network or a network program).

Step 5c – media schedule

How will you schedule your media? (continuous, pulsing,flighting)? Explain how your budget will help you make thisdecision.

Step 6 -- IMC – integrating your ad with the rest of thepromotional tools

Identify and discuss other, non-advertising promotions you willuse to coordinate with this ad campaign. Are there personalselling, sales promotions/incentives, public relations and/orsocial media efforts you’d like to include?

Step 7 – Evaluating your campaign

This is maybe one of the most important steps. How will youevaluate the effectiveness of your campaign? How will you know ifit “worked?” How will you know if you should repeat the campaign,or completely revamp it?