Promoting Product and Services






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

•
•
•
•
•
•
•
•
•

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 Association-
Got 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.