Assignment Overview: In this integrated assignment, you will develop a sample ad
Assignment Overview: In this integrated assignment, you will develop a sample advertising campaign for a fictitious product or service. This assignment will allow you to apply the concepts and principles learned in the course to demonstrate your understanding of advertising campaign management, creative design, and media planning, while also showcasing your strategic thinking and creativity.
Assignment Tasks:
Product/Service Selection: Choose a fictitious product or service for which you will develop the advertising campaign. Consider factors such as market demand, target audience demographics, and competitive landscape when selecting your product or service.
Strategic Planning:Conduct market research to analyze consumer behavior, market trends, and competitive dynamics relevant to your chosen product or service.
Define clear objectives for the advertising campaign, ensuring they are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART).
Develop a positioning strategy that differentiates your product or service from competitors and resonates with the target audience.
Creative Development:Generate creative concepts for the advertising campaign, including ad copy, visuals, and messaging strategies.
Design sample advertisements (e.g., print ads, digital banners, social media posts) that effectively communicate the brand message and value proposition.
Test creative elements to ensure they resonate with the target audience and align with the campaign objectives.
Media Planning and Execution:Select appropriate media channels (e.g., television, radio, print, digital, social media) based on your target audience characteristics, campaign objectives, and budget constraints.
Develop a media plan that outlines the timing, frequency, and placement of advertisements across selected media channels.
Negotiate media buys and allocate your advertising budget effectively to maximize reach and impact.
Campaign Evaluation:Identify key performance indicators (KPIs) for measuring the effectiveness of the advertising campaign, such as brand awareness, message recall, website traffic, and sales.
Implement evaluation methods (e.g., surveys, focus groups, data analytics) to assess campaign performance and gather feedback from the target audience.
Analyze evaluation results to identify strengths and weaknesses, optimize campaign performance, and inform future advertising efforts.
Deliverables:
A written report (maximum 5 pages) outlining the key components of your advertising campaign, including:Product/service description and rationale for selection.
Strategic planning process, including market research, campaign objectives, and positioning strategy.
Creative development concepts and sample advertisements.
Media planning and execution details, including media channel selection and budget allocation.
Campaign evaluation methods and analysis of evaluation results.
Sample advertisements (visuals and copy) created for the campaign.
Presentation slides summarizing the key highlights of your advertising campaign for a brief presentation to the class.
Submission Guidelines:
Submit your written report, sample advertisements, and presentation slides by the specified deadline through the designated course platform or email.
Ensure all files are labeled with your name and the assignment title.
Evaluation Criteria: Your assignment will be evaluated based on the following criteria:
Clarity and coherence of the advertising campaign concept and strategy.
Creativity and effectiveness of the sample advertisements in communicating the brand message.
Appropriateness of media channel selection and rationale for media planning decisions.
Rigor and relevance of campaign evaluation methods and analysis.
Overall presentation quality, including organization, professionalism, and adherence to submission guidelines.