Advertising Campaign Assessment
The University of Kentucky football team is in the middle of another depressing losing streak. The
Wildcats have lost 5 games in a row and currently have a 4-6 record on the season. The team does have
2 home games remaining and if they win both games, they will advance to a bowl game for the first time
in 5 seasons.
With this current losing streak, the University of Kentucky Athletics Association is very worried that
attendance will be very low for the final 2 homes games (Saturday November 21 vs. Charlotte and
Saturday November 28 vs. Louisville). They believe that a solid advertising campaign will help to ensure
good attendance for these final 2 games and they have approached your advertising agency to manage
this campaign.
Your advertising agency will come up with a proposal for this campaign. Present your proposal in the
form of a PowerPoint presentation. Please include the following:
1. Slide 1-Agency Information
a. Name of your agency
b. Name of the people in your agency
c. Include a logo for your advertising agency
2. Slide 2-Campaign Theme
a. Come up with a theme for your campaign
i. A central concept that your campaign will follow
b. Consider creating a slogan that can be used in all of your advertisements for this
campaign.
3. Slide 3-Print Media
a. Explain the specific types of print media that you will use in this campaign
b. Be specific, tell the exact publications that you will use
4. Slide 4-Outdoor advertising
a. Explain the specific types of outdoor advertising that you will use
b. Give exact locations of billboards (general city/street names)
5. Slide 5-Mass Transit advertising
a. Explain the specific types of mass transit advertising you will use
6. Slide 6-Radio advertising
a. Explain the specific types of radio advertising you will do
b. Give specific examples of the stations that you will advertise on
c. If you are advertising on a specific radio show, mention that as well
7. Slide 7-Television advertising
a. Explain the specific types of television ads you will run
b. Give specific examples of the stations that you will advertise on
c. If you are advertising on a specific show/event, mention that as well
8. Slide 8-Online/Digital Media
a. Explain the specific types of online/digital media ads you will run
b. Give specific examples
c. Explain what websites/social media you will use in your campaign
9. Slide 9-Advertising Sample
a. Create an actual advertisement that you would use in the campaign on this slide
b. Can either be print, outdoor, mass transit, or online/digital advertising
c. Include the following:
i. Headline
ii. Illustration
iii. Logo
iv. Slogan
v. Copy
Other information to remember:
 You need to have some sort of picture or graphic on each slide
 Each slide will be worth 10 points
 You will give this presentation to the class
 You may work with 1 partner on this assignment
 Upload to iSchool when complete