MKT 211 – MARKETING COMMUNICATIONS
In your first assignment you created a brand and a product. In this project, you will take further steps in the marketing communication process using the same product and brand.
The final project must be handed in at class on Friday, March 28th. A preliminary piece MUST be handed in at class on Monday, March 24th. You must also hand in your previous assignment when you hand in your final project on March 28th.
Your project:
1) Create an advertising strategy for your product / brand. Important note: as you do so, keep in mind the hierarchy of effects framework (pages 147-148). In other words, remember that you are introducing a new product to market.
To create an advertising strategy, YOU MUST follow the five-step program described on pages 269-271. In following the five-step program YOU MUST be sure to answer all the questions required. For example, YOU MUST clearly identify the KEY FACT and clearly write out and describe the key fact. Your description must make it clear why this is the key fact.
To make sure you understand the project, YOU MUST hand in at class, on Monday, March 24th, your answer for STEP 1 of the five-step program. This will allow me to understand how well you are doing with the project.
2) Create a Media Plan for the first four weeks of advertising. The media plan MUST focus on the area you selected as the trial market for your product.
Your media plan MUST:
Identify which mediums you will use;
Identify which vehicles you will use;
Identify how many times your ads will run in each vehicle;
Explain the WHY behind each of your decisions.
Bonus Work:
If you wish to raise your mark on the first homework assignment, you may re-do the assignment as part of this project and I will then mark the redone work.