Provide a 250+ word response to the following question. Pleaseseparate your answers by the parts of the question.
Pick ONE of the following options:
Develop an ad campaign for a company/product/service relatedto your 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 local tanning salonOR sporting goods store that’s been in business for just over oneyear
To try to develop demand for your company/product/service --OR to resuscitate your ailing store -- you've decided to conduct anad campaign. Following the steps outlined in the Lecture fromChapter 18, provide a detailed description of your campaign. Besure to mention each of the areas listed below. Also be sure thatyou are focusing on strategies for this specific ad campaign -- notsimply your advertising or marketing in general. Do not use anycurrent advertising campaign!
NOTE: If you select your current employer who uses adifferentiated strategy, select only one specific target market forthis campaign.
Introduction
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 psychographicdescription of your target. I am looking for an insightfuldescription of your target.
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? (NOTE: In addition to your text, see thelecture for clarification of these terms).
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 “FOX2 News at 10pm” isthe vehicle (it can be a cable network or a specificprogram).
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 youwill use to coordinate with this ad campaign. Are there personalselling, sales promotions/incentives, public relations and/orsocial media efforts you’d like to include? (Keep being creative!)Really explore social media strategies using the information fromChapter 3.
NOTE: In your book, step 6 is creating the ad but we aresubstituting IMC in this activity.
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? You can use some of the methods talkedabout in the lecture or your book
