B341 Marketing Management
Marketing Communication Strategy Project
Written Document and Oral Presentation Friday, July 29
Promotional Objective
For this specific promotional campaign, what are your promotional objectives (refer to the
Advertising Pyramid slide in the Advertising 18 powerpoint). Remember to make them measurable.
Creative Strategy: The Copy Platform
Create a Copy Platform following the format on Exhibit I, and include it in your report. This job is
typically performed by the Account Executive, consulting with the client and the creative team.
Creative Ideation Session
Use Exhibit II to record group participation and to keep a record of all the ideas you come up with!
Attach it to your report.
Creative Synthesis Session: Choose the Big Idea and develop it for print AND electronic.
Use Exhibit III to record group involvement and process. Attach it to the report. Here you will
examine all the ideas from the brainstorm session. Compare them to your copy platform. Which
ones convey your positioning best? Which ones are most likely to accomplish your advertising
campaign objectives? Which ones can carry well in more than one medium? Finally, which one
captures all five elements of the creative pyramid: Attention, Interest, Credibility, Desire and
Action?
Media Objectives – On Campus
Define the specific target audience you want to reach both demographically and psychographically..
 Reach Objective - What % of the target audience do you want to reach in a four- week
period?
 Frequency Objective - on average, how many times do you wish to reach the target in a four
week period? (see page 508 and the Advertising Powerpoint ) Note: be sure to justify why
your reach and frequency need to be as high as you suggest and/or justify that they are not so
high that it is a waste of money.
Media Strategy – On campus
For your on-campus target, indicate which media will be used. Justify and explain your decisions
based on the following factors
 Creative Considerations: Media required to execute the Message Strategy
 Target Customer Media Habits: Media required to reach your target
As you discuss on-campus media, be creative in identifying opportunities to use electronic media as
well as print media.
Create Two Ads
Create a Print ad and either a television (video) storyboard or Radio (audio) scratch demo. For the
mediums chosen, do the following:
Print
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Create a print ad in rough color (if appropriate) layout form with a headline, visual,
subhead(s), body copy, slogan and Logo. If there is a great deal of body copy, mark the space
where it goes in the ad, and type the copy out on a separate piece of paper.
In the margin, or on a separate paper, indicate which parts of the ad satisfy each of the 5
levels of the creative (copywriter’s) pyramid. Be sure your ad accomplishes the advertising
objectives you have established!
Radio
 Write a thirty second or sixty second script and record a scratch demo.
 In the margin of the script, indicate where you are covering each of the five points of the
creative pyramid. Be sure your ad accomplishes your advertising objectives
Television
 Create a storyboard for a thirty second ad. Be sure copy and visuals are complimentary, not
confusingly different. Keep in mind a realistic production budget for your client.
 Indicate in the margin of the storyboard where you are satisfying the five elements of the
creative pyramid.
Consumer Sales Promotion
Create a sales promotion for the target consumer (a pull promotion). This should be a premium
offer, a sampling promotion, a contest or sweepstakes, a rebate offer or effective, unique POP
advertising. Do not merely offer a cents-off coupon. Communicate the offer via some kind of direct
marketing technique shown below. Be creative with this one!!!!! Make sure your promotion builds
on your advertising campaign or your positioning statement! Explain in writing any details that are
not obvious from your direct marketing piece.
Direct Marketing
Choose one form of direct marketing (from the list below) to communicate your consumer
pull sales promotion. Explain in writing why the form of direct marketing you select makes
sense given your target customer's purchase habits and your particular product positioning.
 Direct Response Advertising - Direct Mail/handbill: Provide a layout of a direct mail
piece or handbill that communicates your pull promotion and compliments your
media advertising. Don't forget the copywriter's pyramid!
 Direct Response Advertising - Print Advertising: Provide a modified layout of your
previous (from above) newspaper or magazine ad communicating your promotion. If
your ad from above already featured a direct response mechanism choose a different
option!
 Direct Response Advertising - TV/Radio: Provide a modified script or storyboard
that communicates your pull sales promotion while still complimenting your regular
ad campaign.
 Direct Response Advertising - Internet: Design a web page that communicates the
offer and ties in to your regular ad campaign.. Use graphics as well as text.
Trade Sales Promotion
Create a sales promotion for your salespeople or retailers (a push promotion). This can be a co-op
advertising program for a retailer, or sales contest for your sales force. Be sure to tie it in
thematically with your consumer promotion and your ad campaign. Explain in writing how it will
work in enough detail so the instructor can visualize it.
Public Relations: Publicity or Special Event Sponsorship (do one or both of the following)
 Describe in writing a special event that you will sponsor, explain how it makes sense
strategically given your target and positioning, and explain how you plan to generate free
publicity by sponsoring this event.
 Prepare a news/press release that is to be sent to a newspaper, magazine, radio station or TV
station. Tell why you think they will run your story.
Media Strategy – If you were to go off campus
For your off-campus target, indicate which media will be used and roughly what percentage of your
budget will be used on each. Justify and explain your decisions based on the following factors
 Competitor Media Strategy: What media does the competition use?
 Creative Considerations: Media required to execute the Message Strategy
 Target Customer Media Habits: Media required to reach your target
Media Scheduling Tactics – off campus
Include an off-campus media plan (see pages 507-510)
Depending on the media you have selected (you must choose two), answer the following questions:
(see Local Rate Cards for links to some local cost data)
Newspaper Plan (for Scroll, Rexburg Standard Journal and/or Idaho Falls Post Register)
a.
What size of ad (SAU), what section of the paper? Explain why.
b.
What papers will you buy? Provide a newspaper budget showing circulation, cost
per ad, and CPM
Radio Plan
a.
What format(s) will appeal the most to your target audience? What stations?
b.
What dayparts will offer you the most effective targeting? (Best target reach) Are they
also the most efficient dayparts? (Cost per rating point?)
c.
Provide a radio budget chart showing station costs and # of spots; use specific local
stations.
TV Plan
a.
What dayparts will be most effective for reaching your target? What dayparts are
most efficient?
b. Describe the networks or stations you will use and justify your decision using audience
profile data provided by mediamark* or the networks websites.
c. List the specific programs you would choose for each network and daypart.
d. Provide a TV Budget showing costs and # of spots for each program chosen.
*Mediamark: go to library website and find mediamark under A to Z. Register for free and click on
Mediamark reporter and identify your type of product so you can access media habit data.
Break –Even Analysis
Given to total budget required to execute the off-campus media plan, how many incremental
units of product would you need to sell to break even?
Written Report Order and Checklist
 Promotional Objectives
 Copy platform
 Ideation Session
 Synthesis Session
 Explanation of Big Idea (restate big idea and tell how you will integrate it in ALL
promotions
 Media Objectives for on-campus target
 Media Strategy for on-campus target
 Answers to questions for 2 mediums/ads (see Print, TV, Radio)
 Mock-ups for 2 ads (layout, storyboard, scratch demo)
 Consumer sales promotion
 Direct Marketing (include a mock-up of an ad that promotes your consumer sales promotion)
 Trade Sales promotion
 Public Relations
 Media Strategy and Scheduling for off-campus target (include a media plan in a format
similar to the one linked on p. 3 above)
 Breakeven Analysis for off-campus media
Oral Report
Present this as though you were pitching this campaign to the president of the company or an
investor of the company. Your goal should be to impress them enough to have them agree to
provide the necessary funding. Be sure to provide rationale for your decisions and to highlight your
big idea.
Given the limited time, we will only present the advertising materials, not the media plan. Be
prepared to present the following in 15 minutes or less
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Promotional Objectives
Explanation of Big Idea
Present ads from 2 different media; explain how they are integrated and convey the
positioning, and cover the elements of the creative pyramid
Present your Consumer promotion, explain how it generates consumer action yet reinforces
your positioning, fits with the big idea and is integrated with your advertising campaign
Present your PR event or release, explain how it reinforces your positioning and fits with the
big idea