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Transcript
Promoting Product and Services Advertising campaigns are a group of advertisements, commercials, and related promotional material and activities designed as part of a coordinated plan to meet specific goals. Specific course of action Combine marketing tools/promotion to reach target audience All promotion coordinated around a theme End purpose is to draw attention and create awareness, build enthusiasm, and drive demand Marketing tools or media draw from promotional mix- include social media, text messaging, and e-mail campaigns Determine theme Identify the target audience Determine objectives Establish the budget Develop the message Select the media Evaluate the campaign Work with their client (business) to develop the advertising campaign Staffed with artists, copywriters, media planners, and art directors Select appropriate media and place ads for the business Works within client budget Account Executive for the ad agency works with the client (business) Develop strong relationship with the Account Executive of ad agency Tailor ad campaigns for specific countries and/or ethnicities Understand your customer/ target market Organize campaign Ideas that spread WIN! http://www.youtube.com/watc h?v=xBIVlM435Zg Project • • • • • • • • • Coke- I’d Like to Teach The World to Sing Coke- Live on the Coke Side of Life Pepsi- The Pepsi Generation Nike- Just Do It McDonalds-Have You Had Your Break Today? National Dairy AssociationGot Milk? Capital One- What’s In Your Wallet? GEICO-Happier Than… Or student approved idea Students may work with a partner or individually. Students select from the list of high profile ad campaigns below and research the campaign. Prepare a PPT presentation which highlights the history of the campaign, the ad agency who launched the campaign/advertising, the campaign theme, and how other promotional elements in addition to advertising were integrated into the campaign.