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MKTG2101 : Marketing Consumer Behavior

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  • How you think the campaign will work to achieve advertising objectives—Draw on theories of how advertising works and judge whether the proposed objectives are reasonable. 20
  • Creative strategy and tactics—Identify any creative devices or messages that are important to include and explain your reasoning.
  • Selected media (noting that it could be a multi-media campaign)—Justify the choice of media and how those media might be used to maximise effectiveness.
  • Appropriate target audience specifications—Identify whom the campaign is talking to and explain your reasoning.
  • Effective media placement, including scheduling and timings—Describe how the campaign will be deployed/distributed in the market over the time period.
  • How to evaluate campaign effectiveness—Specify methods and measures to identify success (noting limitations of the budget available).
  • Other factors, e.g. regulation, links to other marketing activities, etc.
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