Describe the journey from usp to execution

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Reference no: EM131742628

Understanding Advertising

Assessment - The Advertising campaign proposal Content guide

1. Executive Summary (summarise the brief) including the campaign objectives

- Marketing problem
- Marketing objectives
- Brand positioning
- Target audience
- Proposition
- Advertising Objectives

This can be provided as a paragraphed set of short sentences or separate sets of sub-headed information

2. Creative Strategy

- Creative concept (what is your BIG IDEA?)

o Describe the overall concept. Don't write a script etc. that comes with creative execution.
o Identify the Advertising appeal to be used
o Identify the Creative technique to be used.

- Describe the journey from USP to execution of the creative idea - Might include evaluation of options. Some ‘universal' criteria can be found in week 8 supplementary notes.

- Creative rationale (why will your big idea work?)
Refer to insights into the consumer and consumer behaviour as to why the big idea, the appeal & execution technique will work to achieve the objectives.

3. Media Plan

- Media objectives
Must be SMART
- Recommended media mix - Cover each media to be used. For each recommended media provide specific detail.
- Geographic
- Media vehicles
- Ad sizes
- Time slots, indicative programs, section placement
- Duration e.g. number of weeks, number of issues
- Media weight e.g TARPS , insertions, numbers etc
- Media scheduling e.g. Weeks on air

Rationale for the media strategy (media mix)
- Reference should be made to the media consumption habits of your target audience as support for the choice of the medium.
- Rationale to be provided for each and every recommendation giving reasons for:

- Ad sizes

- Time slots, indicative programs, section placement
- Duration e.g. number of weeks, number of issues
- Media weight e.g. TARPS, insertions, numbers etc.
- Media scheduling e.g. Weeks on air

4. Media schedule (To be submitted as a separate Excel file)
- Translate all the information from the media plan onto the media schedule
- In addition to the plan information also include
- Campaign dates by week
- Media vehicle Costings - Costs must be real. These to be sourced from media owners/publisher web sites or from the Budget costings provided on the portal.
- Media objectives
- Target Audience - Demographic

5. Creative Execution

- Outline how the Big Ideas is translated into specific creative executions.
- Create an ad execution for each media
- Attach a representative example for an ad for each of the recommended media e.g. print advert, outdoor poster, website tower, radio script, TV storyboard etc.
- Use the provided templates for TV storyboard, radio scripts etc.
- These can be added to the word document as separate pages.
- One execution per page.
- If print layout is done in a professional design software save as an image to be placed in the document or save as a PDF and submit as a separate file.

Production considerations

- Mechanical specifications -e.g. Magazine ad sizes
- Creative production timeline
- Material deadlines
- Budget constraints
- Mandatory inclusions

Budget Summary

- Outline the actual splits for all activities based on the actual media used. Media costs must match the costs included on the schedule.

- May be presented as a comparison (simple table) to show budget versus actual.

- While the objective is always to stay inside the budget - at this stage the Big Idea may require more budget. This can be identified here. Perhaps identified as an options. i.e. spend more budget to achieve greater effect. If there is a recommendation to increase budget there would also have to be a corresponding rationale to justify the extra expenditure.

Attachment:- TEMPLATE - slides.rar

Reference no: EM131742628

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Reviews

len1742628

11/29/2017 5:16:25 AM

5. The seconf file attached is an example what he wants in the essay, PLEASE PLEASE PLEASE FOLLOW THIS MODEL WITH THE INFORMATION ABOVE 6. The third file attached is my part is the one you guys will work on top of it we are talking about speedo, the highlights parts is my part total 1250 or a little bit more becuse my colleague will write her part as well. 7. The fourth document attached is the media plan 8. The last part is my slides with my parts , from slides 5 to 12 . 9. Please Please Please the teacher doesnt want contents and references in the slides. 10. References will be in the report.

len1742628

11/29/2017 5:16:17 AM

I have this essay to finish but is in group and I'm only sending you my parts, I'm writing down all the information you guys need to know about the essay 1. First file attached is the essays we had done, you will find all the marks the teacher wrote on it!!!very important because you guys can have an idea what he wants. 2. It was according the age will be between 20 - 30 years old, our marketing distribution will be magazine, outdoor, adshell and adrail 3. Objective of the campaign is 05 months/we selected 02 sports magazine on the table sheet must have on sale/on issue 4. For adshell and adrail must research the company.

len1742628

11/29/2017 5:15:33 AM

1. Strategy must be consistent with the problem to be solved and the marketing & advertising objectives. 2. Recommendations must be relevant and have the capacity to achieve the desired outcomes. 3. All rationales must reference the target audience and the objectives 4. All dates must align - Objectives – media – creative production – deadlines 5. Dates must relate to the timing of the plan and be in the future. 6. All costs must align

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