MK 380 Advertising
F1T 2010 DL
Venable, William R.,, III
Assistant Dean and Assistant Professor Marketing and Management
BS - KansasMBA - RockhurstMPA - UMKC
M W F 9:00 - 10:50; and by appointment
8/16 - 10/10/10
Publisher: Prentice Hall Copyright: 2009
Student Companion Website
Textbooks can be purchased through the MBS bookstore
The Core Assessment for MK 380 is the development of an advertising campaign for a product or service of the student’s choice. The project involves research and analysis or the target market and the creation of multiple deliverables and mediums.
The Ad Campaign Project:
Each student will work as if they were in an advertising agency/company on a “live case” of their choice. The student will need to gather information to assist with the creation of an ad campaign. There are two parts to this assignment: a paper and sample ads for online presentation.
Consider yourself to be an advertising agency and this paper a pitch to win a new business from a prospective client. You will discuss the feasibility of the given target market, campaign objectives, and your resulting ad campaign with media plan and evaluation metrics.
You should justify your campaign as one which appeals to your target market and effectively meets the campaign objectives. You must also justify your media choices. The paper should provide much more detail about the campaign than you will be able to fit into your project presentation. Your grade will be based on your ability to communicate that you have learned the course material and can effectively apply the appropriate concepts and information to a real world situation.
He papers should be double-spaced with 10 or 12 point font and one-inch margins. There is no page limit but use your words effectively
A Campaign Plan:
In addition to or instead of an annual plan, a firm may develop a campaign plan that is more tightly focused on solving a particular marketing communication problem in a specified time. Such a plan typically includes a variety of marketing communication (marcom) messages carried in different media and sometimes targeted to different audiences.
The following outline of the sections, and the decisions they represent, in a typical campaign plan.
Typical Campaign Plan Outline:
I. Situation Analysis
· Background research
· SWOTs: strengths , weaknesses, opportunities, threats
· Key advertising problem/s to be solved
II. Key strategic campaign decisions
· Target audience (or stakeholder targets in an IMC Plan)
· Brand position: Product features and competitive advantage
· Campaign Strategy: Key strategic approach or marcom tool
III. Media strategy (or Points of Contact in an IMC Plan)
· Media objectives
· Media selection
· Media planning and buying:
· Vehicle selection
· Budget allocation
IV. Message strategy
· Key Consumer Insight (Brand Relationship Insight in IMC)
· Message objectives
· Selling premise
· Big idea
· Message design and executions
V. Other marcom tools used in support
· Sales promotion
· Public relations
· Direct marketing
· Personal selling
· Sponsorships, merchandising, packaging, point-of-purchase
· Integration Strategy (maximize synergy)
VI. Campaign Management
· Evaluation of effectiveness
· Campaign Budget
The outline is useful as a guide for the planning document but more importantly, it also identifies the key strategic decisions that guide various sections of a campaign plan. They include:
1) identifying the key problems and opportunities,
2) stating objectives,
3) targeting the audience,
4) creating or reinforcing a position,
5) identifying the key strategic approach that will deliver the objectives, and
6) using management controls to determine efficiency in budgeting and effectiveness through evaluation.
The student must deliver at least one print ad and at least two additional media options (TV, radio, cable, internet, billboard, magazine, etc.).
Previous campaigns have included travel and cruise lines, new degree programs, cell phones, and casinos.
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Learning Outcomes: Core Learning Outcomes
Link to Class RubricClass Assessment:
Pct of Grade
Weekly Threaded Discussions and Weblinks
TV Ad Storyboard Assignment
Advertising Ethics Assignment
Media Cost Assignment
Business to Business Assignment
Core Assessment Ad Campaign
Weekly Threaded Discussion and Web Links Response
Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects strong content knowledge, application, and synthesis. Submitted Web links response where appropriate.
Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis. Submitted Web links response where appropriate.
Discussion is clear and relevant. It includes the main points and examples of major points, but lacked sufficient detail to receive more credit. Submitted Web links response where appropriate.
Discussion is vague, not relevant, and off topic. Did not submit Web links response.
TV Ad Story Board Assignment
45 - 50
Creative product idea or presentation that is clear, relevant, and insightful. It goes beyond the base requirements and reflects strong content knowledge, application, and synthesis.
40 - 44
Creative product idea or presentation is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.
30 - 39
Idea is unclear and irrelevant. It includes the main points and examples of major points
Concept is vague, not relevant, and off topic.
Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis
Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.
Discussion is clear and relevant. It includes the main points and examples of major points
Discussion is vague, not relevant, and off topic.
20 points max.
10 questions each week – 2 points per question
Answer 9 or 10 questions correctly. Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis
Answer 7 or 8 questions correctly. Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.
Answer 5 or 6 questions correctly. Discussion is clear and relevant. It includes the main points and examples of major points.
Answer less than 5 questions correctly. Discussion is vague, not relevant, and off topic.
The ad campaign conveys a message with facts about the product or service that are creative and original.
The message about the product or service is clear to the target market. All major elements of the ad campaign reflect the facts about the product or service.
The construction and appearance of the campaign are well written in standard English and are appropriate for the chosen presentational strategies.
Project is neat; colors and layout match; planning is evident; correct spelling and grammar are used; the project was completed on time.
The ad campaign conveys a message with facts about the product or service that are reflective of some creativity and originality, but more in line with what is seen in the current market.
The message about the product or service is somewhat inconsistent to the target market. Many major elements of the ad reflect the facts about the product or service.
The construction and appearance of the campaign are written in standard English and are somewhat appropriate for the chosen presentational strategies.
Project is neat; colors and layout with few inconsistencies; well planned with minimal errors; correct spelling and grammar are used.
The project was completed on time.
Some parts of the ad campaign convey facts about the product or service with little or no creativity and originality.
The message is weak and the ideas were taken from other ads.
The construction and appearance of the campaign are written in standard English and are appropriate for the chosen presentational strategies.
Project is not neat and looks incomplete. There are multiple errors in design and spelling and grammar errors are evident.
No originality and the ideas looked like they are directly copied from other ads.
Few parts of the campaign reflect facts about the product or service.
No clear message is evident, and campaign is messy and incomplete, barely started, or quickly put together.
There are multiple obvious errors in design and content. Spelling and grammar errors are evident throughout the campaign.
The project was not completed on time.
Did not deliver a campaign consistent with achievement of the core learning outcomes of the course.
The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.
All final exams in all School of Business courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business.
All assignments are due by midnight of the date posted. Please see the chart below for weekly submission deadlines. It is the student’s responsibility to insure that assignments are received by the instructor.
Sunday - Midnight
Thursday - Midnight
Saturday - Midnight
You will be allowed one (1) late submission and still receive full credit if the assignment is received by the instructor by the end of the next following week. (Sunday – Midnight; Central Time).
Please utilize this option wisely, either for a computer problem or possibly the week of another course deadline, family matter, or business related travel.
Discussion activities must be fulfilled during the week assigned. These deadlines are non-negotiable.
Description of Chapter and Areas of Concentration
Chapter 1. Introduction to Advertising
A Matter of Practice, page 15
Chapter 2. Advertising’s Role in Marketing
A Matter of Practice, page 48
Chapter 3. Advertising and Society
A Matter of Principle, page 75
10 Questions - Online, multiple choice based on readings and lecture notes
Web Links, brief email comments to the instructor
3 questions on the role of advertising in society
Interaction one of the weekly discussion questions with class members
Chapter 4. How Advertising Works
A Matter of Practice, page 114
Chapter 5. The Consumer Audience
A Matter of Practice, page 154
TV Advertisement Storyboard Assignment
3 questions on consumer behavior and advertising
Chapter 6. Strategic Research
A Matter of Practice, page 178
Chapter 7. Strategic Planning
A Matter of Practice, page 207
3 questions on research and strategic planning
Chapter 8. Media Basics and Print Media
A Matter of Practice, page 229
Chapter 9. Broadcast Media
A Matter of Principle, page 269
3 questions on the media mix
Open Book, Open Note, Online, 10 essay questions
Chapter 10. Internet and Nontraditional Media
A Matter of Practice, page 297
Chapter 11. Media Planning and Buying
A Matter of Principle, page 324
3 questions on ecommerce
Chapter 12. The Creative Side and Message Strategy
A Matter of Practice, page 379
Chapter 13. Copywriting
A Matter of Principle, page 398
Chapter 14. Design and Production
A Matter of Practice, page 430
3 questions on ad copy and target audiences
Chapter 15. Direct-Response Marketing
It’s A Wrap, page 477
Chapter 16. Sales Promotion, Events, and Sponsorships
A Matter of Practice, page 492
Business to Business Advertising Assignment
3 questions on sales management
Chapter 17. Public Relations
A Matter of Practice, page 523
Chapter 18. Special Advertising Campaigns
A Matter of Practice, page 545
Chapter 19. Evaluation of Effectiveness
A Matter of Practice, page 568
3 questions on advertising metrics
Interaction on one or more of the weekly discussion questions with class members
Advertising Campaign Project
Last Day of Finals Week
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Last Updated:7/23/2010 1:33:38 PM