THE \u2018Mini\u2019 ADVERTISING PLAN ASSIGNMENT <\/p>\n
COMM 350 Ju-Pak<\/p>\n
You may choose a brand from the following product categories or brands: Smart phones, home appliances, Auto, Cosmetic, Food, Soda, Beverages (alcoholic or non-alcoholic), Athletic Shoes, Clothing, Home Care (e.g., Home Depot), Personal Care (shampoo, soap, deodorant, etc.), credit card or online payment services, delivery services, insurance, travel(dotcom), and more (your choice). A brand of your creation (i.e., not-yet available brand) is acceptable; but note that you should be on your own to come up with the situational facts or factors for your brand.<\/p>\n
Plan Format and Submission Guidelines:. <\/p>\n
Include the title\/cover page with \u201cThe Advertising Plan for _____ (your brand)\u201d by \u201cyour agency name\u201d followed by the full names of your members (with the roles in the agency, if defined);<\/p>\n
Include the table of content with the page number specified<\/p>\n
The length of the report will be from 6 to 10 pages (no more than ten pages), double space, 12 point, typed.<\/p>\n
An electronic copy of your plan (including your print ad i) are to be submitted via drop box app at Titanium site on or before the designated date (check syllabus). <\/p>\n
Your agency \u2018s advertising plan will consist of five parts\/sections: Situation Analysis, Budget & Goals, Creative Strategy & Tactics, Media Strategy & Tactics, and Measurement & Research Plan<\/p>\n
Part (1) includes your Situation Analysis (2-3 pages). For this, you will summarize your findings after collecting\/presenting the information useful and relevant to understand the situation facing your brand and that leads to the brand\u2019s ad goals. This will include but not be limited to:<\/p>\n
The brand (product assortment\/packaging\/current image, price information, geographic distribution of the product; any key past and\/or current marketing communication activities) <\/p>\n
The competition (up to three major competing brands)<\/p>\n
The consumer targets (described at least in demographics and geography)<\/p>\n
Part (2) entails the Budget and Goals (2-4 paragraphs). Make sure you set the likely budget (your judgment is fine), along with your explanation on how the budget was set (review the budgeting methods discussed in Ch. 7), and develop & justify two major goals that will likely be achieved from ad campaign campaign and are appropriate given the situation (that is, based on the background information given in Part 1). Note that DAGMAR (Ch. 7) suggests your goal(s) should include <\/p>\n
Measurable (and quantified when possible) communication outcome desired<\/p>\n
Specific target(s) (the likely target consumers)<\/p>\n
Benchmark\/current level on the outcome desired (if unavailable, eg., currently 20% of the target liking the brand) and degree of change sought (e.g., to increase to 40% — your best judgment)<\/p>\n
Specific timeline for the accomplishment of each goal<\/p>\n
For the next Part (3) of the agency report, you need to come up with your Creative\/message Strategy & Tactics for the brand (1 page). More specifically, develop <\/p>\n
the major selling idea (expressed in the form of a slogan or the headline, etc.), <\/p>\n
discuss the kind of appeal (emotional or rational) to use and why, and <\/p>\n
develop a print ad that executes your strategy best \u2013 remember to use different elements of an ad layout.<\/p>\n
NOTE: in deciding and justifying your decisions, consider the situational information\/ factors such as brand communication goals, the target consumer (why they buy), and any knowledge you have obtained so far. Ch. 8 & 9 on creative decisions will be useful.<\/p>\n
For Part (4) of the agency report, you need to come up with your Media Strategy & Tactics for the brand (1-2 pages). More specifically, determine\/discuss<\/p>\n
the media to use to place your ads (in the order of importance) and why they are beneficial to the brand chosen;<\/p>\n
b) the media not to use and why; and<\/p>\n
c) For the top two media\/only, discuss how you will select the specific vehicles (TV shows, magazines, websites, radio stations, etc.) and when to run your ads.<\/p>\n
NOTE: In making and justifying your decisions (why), consider what kind of brand yours is, who your target consumer is, where\/geographic markets the product is distributed, how to beat the competition, in addition to the general benefits or limitations of each medium. Information on Ch. 10-15 will be helpful.<\/p>\n
For the last, Part (5) of the agency report (1 page), you need to come up with your ways to measure the effectiveness of your campaign (Measurement & Research Plan). More specifically, describe <\/p>\n
what and how to measure to determine if the objectives of the overall campaign have achieved or not<\/p>\n
what, when and how to measure to determine the effectiveness of your creative strategy (message \u2013 and if necessary, source \u2013 effects)<\/p>\n
Whom to measure: how many and how to select the sample for your research<\/p>\n
NOTE: in deciding and justifying your decisions, consider the brand communication goals, the target consumer, and any knowledge you have obtained on Ch. 18 discussion.<\/p>\n","protected":false},"excerpt":{"rendered":"
THE \u2018Mini\u2019 ADVERTISING PLAN ASSIGNMENT COMM 350 Ju-Pak You may choose a brand from the following product categories or brands: Smart phones, home appliances, Auto, Cosmetic, Food, Soda, Beverages (alcoholic or non-alcoholic), Athletic Shoes, Clothing, Home Care (e.g., Home Depot), Personal Care (shampoo, soap, deodorant, etc.), credit card or online payment services, delivery services, insurance, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[10],"class_list":["post-79264","post","type-post","status-publish","format-standard","hentry","category-research-paper-writing","tag-writing"],"_links":{"self":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/79264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/comments?post=79264"}],"version-history":[{"count":0,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/79264\/revisions"}],"wp:attachment":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/media?parent=79264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/categories?post=79264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/tags?post=79264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}