MKTG $3033$

Proiect Overview

Advertising Pitch Project

Final Report

Reports may vary in length but should not exceed the $15$ page maximum length $($One report submitted per group$).$ Components should include the following elements:

Marketing Communication Objectives Identification of three overall goals for the plan. Can be listed in point form.

Torget Market Identification of Target Audience$($s$)$ including full target market profile$($s$)$

Creative Theme An outline of the Creative Theme$/$idea along with an illustration of the concept

Creative Strategy

A description of how the objectives of the plan will be accomplished creatively. strategies for the plan should relate to course content and include unique selling proposition, image, positioning, story$/$slogans $($if applicable$),$ message appeal techniques, source characteristics $($if applicable$),$ key messaging and execution style

Media Strategy

A description of how the objectives of the plan will be accomplished through media. Strategies for the plan should relate to course content and include identification of Reach vs$.$ Frequency Strategies, Target Audience Coverage, Geographic$/$Market Coverage, and Flighting Schedule$/$Continuity

Marketing Communication Tactics

The Marketing Tactics to be utilized in your plan. These toctics should relate to the various media covered in the course. A clear rational for each tactic chosen should be included along with a Media Mix evaluation. Tactics should fit and be relevant to the overall objectives and strategy for the plan. Full analysis of each tactic should be provided, including Reach. Frequency, and CPM calculations where applicable.

implementation Plan

This section provides specific details for the timing of tactics, cost breakdowns, and other relevant details for plan implementation. This section should address the timing for the launch of the plan, the length of the campaign, and a schedule for each component of the plan. Specific components should include:

A $12$ Month Blocking Chart

A Full Budget Breakdown for all campaign components $($estimated costs$)$

Action Plan Timeline $($list of prioritized campaign task items and their timing$)$

The Budget breakdown should utilize the best obtainable cost estimates available. The costs need to be in$-$line with any applicable budgets for the campaign and funds need to be allocated and illustrated across all of the various tactics. The Implementation Flan should also include an Action Plan Timeline $-$ a layout of the immediate next steps and tasks required to initiate the campaign. Think of this Action Flan Timeline as a To Do list of the items required to launch and implement the compaign within the first $30$ days of commencement.