Your task is to complete an Advertising Campaign Report utilizing the information we have learned in class. Write the paper as if you are an advertising agency providing a report to the Board of Directors, CEO or CMO of your organization. It is your job to convince them to make the changes that you recommend.
Choose a good or service that you believe needs a change, adjustment, or complete overhaul of their current advertising campaign or promotional strategies. The following headings and subheadings must appear in your report:
Introduce your good or service. Provide background information about the history and present status of the good of service.
Based on the good or service’s history and present status, provide a short specific statement of marketing expectations.
This is NOT a list of features, but an analysis of the product’s attributes and how those features are (or might be) perceived by present and potential customers.
Present & Potential Customers.
Analyze the types of people who are customers (e.g. what gets them to buy the first time & what brings them back). As the basis for mass communications decisions, emphasis must be placed on mental perspectives (e.g. beliefs & benefits desired), as well as relevant demographic data as needed for media plans.
Complete either a SWOT analysis or a brand audit based on the good or service you have chosen.
Your SWOT analysis or brand audit must be thorough. In other words, you must justify your choices based on research, not speculation.
Based on the situation analysis, recommend a primary target audience and why it was selected. Again, since this is for communications, emphasis must be in terms of consumers’ frames of reference and benefits, as well as relevant demographic data that might correlate with those segments. This must be based on situation analysis and provide a logical and relevant basis for decisions.
A specific and measurable statement, with your logic and rationale for why these specific objectives should be used. Based on the situation analysis, there should be a logical link between marketing and communications expectations. The discussion in this section needs to have adequate detail to provide a basis for your strategy recommendation. Accordingly, this section is the core of the paper and provides the basis for all that follows in section.
Strategies and Tactical Directions for Attaining Goals
Determination of message strategy that would be the central theme and message of the campaign. This must be both realistic and tied to communications goals, and should include: image to develop, produce and/or reinforce; how primary benefit(s) can be “creatively” conveyed to the target; and central appeal(s) to be made. Remember, the goal is to develop a coherent image for the client that is based on: a) how present or potential customers can realistically perceive the client; and b) what the customers consider important benefits.
Tied to communications goals and objectives, it should include: (a) Selected allocation to media platforms (i.e. radio, television, internet, magazines, newspapers, billboards, etc.) and your justifications; (b) A general statement of reach, frequency, continuity and size of messages; and, (c) Qualitative factors of media selections to optimize communications. Any discussions of relevant usage of sales promotion or publicity strategy should also fit in here.
Conclusion or Summary
I have included paper already wrote for this class. please use scholarly scoures.