Final Project and Objectives

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Final Project and Objectives

• ADV 3001

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Housekeeping

• Read
• Do
• 6th Assignment (06/22)
• 7th and 8th assignment (06/21, 22)
• Case 2 (06/22)
• Final project (06/22)
• Extra credit (Today and tomorrow)

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The end is near!

• 6/19 Final case/Elements of a plans book
• 6/20 Media and evaluations
• 6/21 22 Final presentations

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Final Project

• Team leaders Send via email 2 possible
  presentation times

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6th Assignment Letter to your grandparents

• Write a short letter to your grandma or grandpa.
  Explain to her/him what is advertising strategy
  and what did you learn in class.
• DO NOT use any jargon or complex explanation.
• 1-2 double spaced pages

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7th 8th Assignment Evaluations

• You are going to evaluate your peers
  presentations.
• Evaluation forms will be available the day of the
  presentation.
• Why are these evaluations important?
• 5 points of the grade of your final project
  depends on your peers evaluations.
• The best team gets 5 extra points.

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Revisiting IMC objectives

• Format
• To Action of Product Message among , within
  the Time of the new campaign.
• Remember, objectives should be
• Output oriented
• Measurable
• Time bounded
• Realistic
• One purpose
• Do not mention strategies or how to solve the
  problem

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Procedure to develop objectives

• Find out who are you going to talk to

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Procedure to develop objectives

• Where in the hierarchy of effects is our target?

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Procedure to develop objectives

• What do you want consumers to be/do?
• Be aware of the brand?
• Recognition/Recall
• Know something about the brand?
• New knowledge (New services, etc.)
• Have a positive attitude toward the brand?
• Have a certain image of the brand?
• Intend to buy/go to the brand/store
• Action
• Facilitate

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Procedure to develop objectives

• Guidelines for the numbers (, , time)
• Use benchmarks
• Advertising campaigns
• Sales/Market share
• If benchmark data/sales data are unavailable we
  have to use some rules of thumb
• Who are you talking to?
• Current buyers are easier to reach/persuade than
  non-buyers
• Create awareness is easier than making the sell.
• What is your brand current position?
• Ceiling effects

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Final Project
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Final project

• Final elements of the final project
• Selection of best strategy
• Creative brief
• Creative suggestions
• Big idea
• IMC strategies
• Advertising
• Sales Promotion
• Public Relations
• Direct Marketing
• Innovative strategies
• Research suggestions

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• The final project should include ALL the elements
  (Situation analysis, SWOTCreative suggestions,
  etc.)

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Final presentations

• 7-minute presentation (TIMED)
• 3 minutes of REAL, HARDCORE SMACK DOWN QA
• 1 or 2 speakers per team
• However, in the QA is fair game to ask questions
  to the most clueless-looking member of the team

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• You should, fairly briefly, hit the following
  points
• Brand challenge
• Most important elements of the SWOT
• Preferred alternative
• Bid idea
• IMC suggestions

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• You will have to prepare a visual presentation
• PowerPoint (You NEED to send by email the
  presentation file by 5 PM the day before your
  presentation) (4-5 slides).
• Use your imaginationYoure in advertising for
  crying out loud!

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• Your presentation will be evaluated using the
  following items
• How informative and visually attractive is the
  overall display/presentation?
• How appropriate is the problem/challenge?
• How appropriate are the objectives presented to
  solve the problem?
• How well has the group strategized to solve the
  challenge problem of the company?
• How well did the group communicate their ideas in
  the oral presentation?
• How well did the group answer the clients
  questions?

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Why is the evaluation important?

• 5 points of the grade of your final project
  depends on your peers evaluations
• The best team gets 5 extra points

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Michigan Lottery-Keno Request for Proposals
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Introduction

• Ruben Barrera
• Director of Research for the Bureau of State
  Lottery
• Problem
• We dont know the problem, but Keno sales are
  disappointing.
• We need to know
• Whats our problem?
• Why are we in this pickle?
• Alternatives
• Selection of best alternative

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Data Analysis
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Attitudes, knowledge and behavior of Lotto
Players/Keno Players
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Current Keno play as compared to when first
offered
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Why do they play less?
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Attitude toward Keno
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Reasons for attitudePositive
Negative
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Appealing elements of Keno
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Food for Thought

• 18 were unaware of the game
• 82 were aware of the game
• 30 did not know payment procedures, 59 number
  of winners
• Positive attitude is low
• 33 played weekly/2.59 per play

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Plans Book
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Reasons to write strategically sound plans book

• Explains and ANALYZES the current situation
• Usually contains a recommendation to spend a
  considerable amount of money
• It is the key document to consult

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Major sections of a plans book
Warning You dont talk about alternatives in the
plans books!

• Executive summary
• Brand challenge
• Situation analysis
• SWOT analysis
• Target market profile
• Objectives
• Campaign budget
• Brand positioning statement
• IMC strategy
• IMC tactics
• Campaign evaluations
• Conclusion
• Bibliography
• Appendices

Research
Research
Research
Research
Media Planning
Creative
Campaigns
Creative
Media Planning
Creative
Research
Media Planning
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Details (This section applies to YOUR final
project)

• Cover
• Should look professional (not expensive or
  flowery)
• It should contain
• Clients name
• Agency name
• Name of the campaign

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Details

• Title page
• Clients name
• Agency name
• Name of the campaign
• Agency team members names (alphabetical order,
  do not highlight leader)
• Course title

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Details

• Table of contents
• Tables, charts are great but use them wisely
• Appendix

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Reminders

• Send by email your PPT file the night before your
  presentation
• Rehearse
• Make sure that everybody understands the project
• To dress up or not?
• Remember to include an initial slide with the
  name of your team