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Course description:
Development of advertising/marketing campaign and adjunct
activities, from conception to final client presentation.
Students should already have studied and be grounded in
copy, media, research.
Course objectives:
Students will "walk through" an ad campaign, participating
as members of a team in the various agency roles.
They will monitor, discuss, analyze and apply, as
appropriate, trends and issues in advertising.
Textbook:
Advertising Campaign Planning: Developing an Advertising-
based Marketing Plan (second edition) by Jim Avery
Methodology:
As teams, students will research, design and execute the
key elements of an advertising campaign presentation to a
client.
Individually, students will monitor an existing
product/service category and keep a "clipbook/log" of
advertising in the category. Each student will analyze and
examine the advertising by technique used, media used,
targeting, effectiveness. This clipbook/log, and analysis,
will be turned in for grading at the end of the term.
Students are encouraged to apply ideas gleaned from this
assignment to the team project on which they'll be working.
Grading:
| Team participation/availability/contribution
| 50 percent
|
| Category clipbook/log
| 25 percent
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| In-class discussion and participation
| 25 percent
|
Week 1 - Introduction:
- What is a brand? How do we respond to brands?
- Discussion of ads & marketing in our culture
- Elements of an advertising-based marketing plan.
- Discussion of product-line preferences, and group
decision on a product-line as the subject of this course.
- Discussion of agency roles, and group decision on how
to cover each role in class work assignments
ASSIGNMENT:
- Read assigned material, "The 1994 Study of Media and
Markets."
- Return to class next week prepared to discuss
and decide the brand that we will focus on.
- Find ads in our product line, and analyze each based on
Avery's "Copy Platform" structure:
Target audience:
Objective:
Strategy:
"To convince __________
To buy _______________
Instead of____________
Because_______________"
Support:
Considerations:
Tone:
Week 2 - Situation Analysis
- Review assignments
- Developing a situation analysis:
- Group decision on a brand
- Discuss elements of situation analysis
Current users
Geographical emphasis
Seasonality
Purchase Cycle
Creative Requirements
Competitive Sales
Competitive Media
- Apply situation analysis principles to our chosen brand
- Introduction to secondary & primary research resources
- Review Simmons
- Discuss primary research: interviewing
ASSIGNMENT:
- Read Avery, Ch. 1, "Situation Analysis"
- Conduct
primary research on product, with interviews in place of
purchase.
Week 3 - Research, SWOT
- Review assignments: what did we learn from interviews...
copy points? other insights?
- Discuss research resources
- Focus groups... one-on-one interviews... surveys
- Simmons: more detailed discussion
- Discuss factors that motivate behavior
- Discuss unique brand characteristics.
- Problems & opportunities
- Strengths, Weaknesses, Opportunities, Threats (SWOT)
- Anticipating competitors' responses
- Individual clipbook project: each student chooses a
different product line for advertising study.
ASSIGNMENT:
- Read assigned material on "Marketing & The Planning Process"
- Read Avery, Ch. 2 and 7 - "Research" and "Advertising Creative"
- Group assignment: compare current Simmons research with
1994 Simmons research to justify (or question) your assumptions.
- Individual clipbook assignment: find 25 ads from your
product category and be prepared to discuss technique, media,
targeting, effectiveness.
- SWOT -- identify our product's
Strengths
Weaknesses
Opportunities
Threats
Week 4 - Objectives
ASSIGNMENT:
- Read all related links on this website (start with NEXT page below).
- Prepare a Situation Analysis as described on the Situation Analysis page.
- Prepare a Research Worksheet as described on the Research page.
- Prepare a SWOT Analysis as described on the Problems & Opportunities page.
- Prepare an analysis of the 25 ads you have collected for
your clipbook, as described on the Advertising
Analysis page.
Week 5 -
Strategies
ASSIGNMENT:
Week 6 - Creative
ASSIGNMENT:
Week 7 - Presentation
ASSIGNMENT:
Week 8 - Presentation
Go on to the NEXT
page.
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