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MKT 623 Group Project Guideline

This document provides guidelines for developing a promotional campaign for a brand or service. It outlines selecting a campaign theme, conducting research on challenges and target audiences, performing a competitive analysis, choosing promotional tools and justifying the choices, setting campaign objectives, developing a creative brief, and selecting appropriate message sources and channels. It also discusses selecting media and creating a budget and timeline. The final section provides rules for presenting the campaign, including a 20-minute time limit with 15 minutes for the presentation and 5 minutes for Q&A. Criteria for assessing the presentations are also provided.

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tanvir
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156 views19 pages

MKT 623 Group Project Guideline

This document provides guidelines for developing a promotional campaign for a brand or service. It outlines selecting a campaign theme, conducting research on challenges and target audiences, performing a competitive analysis, choosing promotional tools and justifying the choices, setting campaign objectives, developing a creative brief, and selecting appropriate message sources and channels. It also discusses selecting media and creating a budget and timeline. The final section provides rules for presenting the campaign, including a 20-minute time limit with 15 minutes for the presentation and 5 minutes for Q&A. Criteria for assessing the presentations are also provided.

Uploaded by

tanvir
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SPRING 2018

FINAL REPORT
MKT-623
SELECT A BRAND/ SERVICES
ORGANIZATION OF YOUR CHOICE
AND DEVELOP A PROMOTIONAL
CAMPAIGN FOR THEM
Step by Step Guideline for the Project Paper
Selecta acampaign
Select campaigntheme
theme

Identifythe
Identify thechallenges
challengesthrough
throughResearch
Research

Target
TargetAudience
Audience
Competitive
CompetitiveAnalysis
Analysis
Promotional
PromotionalTools
Toolsand
andreason
reasontotochoose
choosethose
thosetools
tools
Campaign Objectives
Campaign Objectives
CreativeBrief
Creative Brief
Source,
Source,message
messageandandChannel
Channelfactors
factors
Mediaand
Media andBudget
Budget
Select
SelectaaCampaign
CampaignTheme
Theme

 Create a Slogan or theme


 Remember, your theme or campaign
slogan is a result of your research
Identify
Identifythe
theChallenges
ChallengesThrough
ThroughResearch
Research

 Identify the Following though


Primary and Secondary Research :
- Current Target Market
- Types of current Advertising practices
- Use of Media
 Doing a SWOT Analysis could be a
good Idea
Identify
Identifythe
theTarget
TargetAudience
Audience

 Identify and justify the


Demographics and Psychographics of
the Target Audience
Competitive Analysis

• Identify current
competition, both
local and foreign
Promotional Tools and Reason to
Choose Those Tools
Choose among the promotional tools
Advertising
Sales Promotion
Direct Marketing
Personal Selling
Public Relation
Digital Marketing
Campaign
CampaignObjectives
Objectives

 Identify the Sales/ Communication


Objectives
 Identify the Major characteristics of
your objective setting
 Identify the Intended Positioning and
Justify
Creative
CreativeBrief
Brief

 What kind of Personality/Positioning?


 Usage of Appeals and Rationale
Source,Message
Source, Messageand
andchannel
channelfactors
factors

 Source attributes
 Message content and creative
elements
 Channel factors
Media
Mediaand
andBudget
Budget

 Mention the media


 Media objectives
 Media Gantt Chart and Rationale
Media andBudget
Mediaand Budget
Before your Group’s
Presentation, submit the hard
Format
copy
Please word process your essay on A4
paper, one and a half spaced, 12 or 14 sized
All
font, on one side of the paper only.
the Visuals need to be printed
in Colour
You may use spines, and covers

A soft copy (.pdf) should be mailed to


farzana.nahid@northsouth.edu Save the file
name as your Group’s name and send the
Group Presentation

‘Rock the World’


The Name of the Presentation is the name of
your Campaign
Anatomy of the Presentation

Showcasing Reflection of
Reflection of the
genuine the research
points in the report
contribution done

Creative Visuals
Presentation Rules
Total 20 Minutes for each team. 15 Minutes for
Presentation. 5 minutes for QA Session

Everyone has to Present

Bring Power Point

Dress Code: Formal


Use your creative flair
PRESENTATION ASSESSMENT CRITERIA

•Viability of idea
•Organisation of group/teamwork
•Communications skills
•Professionalism in presentation
•Scope and content of visual aids
•Handling of questions
•Ability to make a convincing case
“It is amazing what can be accomplished when
nobody cares about who gets the credit"

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