MN3456K Advertising and Promotion

The brand must be a made-up one, and the campaign ideas must be original. You might have an idea for a new service or product, for re-positioning or refreshing an existing brand, for re-launching an old brand, or for a charity, public health or safety campaign. It is important to remember that this is not a new business pitch, or a marketing pitch, but an advertising campaign pitch. Focus on the communication issues, not on the marketing issues. The potential budget and all other variables are left open.

There is no need for figures/costs. But please ensure that the scenario is plausible. For example, if you are promoting a campus sandwich bar, it won’t be realistic to roll out a national TV campaign. Keep everything in proportion.

The content can be based on the outline IMC.

Outline IMC Plan

1. Executive summary- What is the brand concept and what key issue swill the campaign address? The brand can be a product, a service, a cause, a political campaign, a charity, a public service, or anything else that can benefit from advertising. The summary should briefly explain the key features of the campaign, including in what countries will it be advertised, and in what ways the campaign will be different to the current advertising in that sector. .    

2. Brand research and competition analysis- What is the opportunity for advertising? What are the market conditions that will result in this brand, and this campaign, achieving something? Note this is NOT a SWOT analysis. Rather, it is an analysis of the brand, its consumers, the market, and the competitive environment facing the brand.

3. Target audience (described in detail by demographics, lifestyles, and any other relevant elements in the context of the brand) (see Chapter 6 of the course textbook).

4. Communication objectives (see Chapter 5) Why are you advertising? What is the overall objective(s) and how will these support the broader marketing objectives?  

5. Advertising strategy (see Chapter 5) What is the advertising audience to think/feel/do after encountering the advertisement? Why will they think/feel/do this? What is the purpose of the advertising and how does it support the communication objectives? NB see also Chapter 9- the campaign should be aware of ethical and regulatory issues around the chosen strategy/brand/sector.  

6. Creative brief and creative strategy (see Chapters 5 and 7): What will the campaign look/sound like creatively? Why will it seem compelling to the target audience?    

7. Media Plan (Chapter 6) How will the target audience be reached?

8. Action plan and tactics (Chapters 7 and 8) What activities will support the advertising campaign, such as consumer activation activities, pop-up events, sponsored events, web presence, brand blogging, etc?  

Evaluation (Chapter 10) How will the communication objectives be measured?