Business Administration Department

 

BA344 Advertising Management

Dr. Geoffrey Lantos                                                                                                      Spring 2008

 

TEAM ADVERTISING CAMPAIGN TERM PAPER PROJECT

 

Overview

 

          Imagine that you have just graduated from Stonehill College and have been hired by an advertising agency.  You have been assigned to develop the advertising campaign strategy for a client organization.

          Although in the real world the client would ordinarily be assigned to you, for purposes of this assignment, you may choose the organization.  The client may be:

·    A for-profit business that has a relatively new good or service to market.

·    A firm with an existing good or service they wish to reposition/remarket. 

·    A person (e.g., a political candidate) or a place (e.g., a state promoting tourism within its borders). 

·    A not-for-profit organization or a public sector (government) establishment having a good, service, or social cause (idea) to market.  Examples of goods and services promoted by not-for-profit and public sector organizations include a university's continuing education division, a museum’s special limited-time exhibit, or a hospital's services.  Instances of causes or ideas promoted by not-for-profit and public-sector organizations include soliciting charitable funds, getting citizens to change behavior (e.g., stopping people from drinking and driving or getting individuals to quit smoking), and soliciting recruits for the armed services. 

      You may choose to work either with a national, regional, or local organization.  Good sources for local organizations include Stonehill campus divisions, departments, clubs, activities, etc.; local retailers, service organizations, and small businesses; and not-for-profit organizations (see the Into the Streets Directory of Community Service Agencies available from Campus Ministry for a list and description of local not-for-profits).  Working with a not-for-profit organization will provide you with a "service learning" experience in which you can integrate theory and experiences from the classroom with work experience in the community-service environment. 

·    Your own original product or service that you dream up.  One way to do this is to think about your own unmet needs and wants or unsatisfied desires you’ve heard others express, and then visualize goods or services that can satisfy them (whether or not they are currently technically feasible).  (Students who have taken BA 347 New Products Management are aware of many other techniques for new product ideation.)

 

          This assignment will be done in teams of about four persons.  In the standard grading plan it will count for 20 to 30% of your final grade, depending upon your individualized weights.

 

Objectives

 

          The purposes of this assignment are for you to:

1.       Learn how to practically apply basic advertising concepts to strategic advertising management problems;

2.       Become familiar with the principles for producing effective advertising campaigns as an advertising practitioner;

3.       Develop your written communication skills.

4.       Enhance your ability to think and write critically and creatively;

5.       Learn to work cooperatively in a team situation, gaining experience in handling interpersonal professional relationships (teamwork); and

6.       Become more knowledgeable about course material by discussing it with others.

 

Important Milestones in the Project

 

More details on most of the following appear near the end of this handout.

·     Weds., Jan. 30: Submit names of up to four students who wish to work together.

·     Weds., Feb. 6 (or earlier): Teams will be finalized as I will assign ungrouped students to a team.

·     Weds., Feb. 13: Hand in a brief (one page maximum, need not be typed) proposal explaining the nature of your client organization, its product, its advertising problem/objectives, and expected information sources. 

·    Weds., Feb. 27: Interim Peer Evaluations: Each student is to fill out the peer evaluation form appearing below.

·     Weds., March 26: Submit a progress report (one page maximum, need not be typed) describing research performed and sources consulted as well as advertising strategy formulated to date.  You might wish to arrange to meet with me around this (as well as any other) time for additional guidance, especially if you are having problems or are uncomfortable in any way with your progress. 

·    Friday, May 2 (Reading Day) by 10:30 a.m: Turn in your final written term paper.

 

How to Get Started on the Assignment

 

          Be sure to choose a market offering which interests you!  Remember, it is important for the advertiser to believe in and have experience with the product that s/he is helping to promote!

 

          Note 1: It is relatively easy to find out information on new products by perusing trade publications such as Advertising Age, Adweek's Marketing Week, Marketing News, and others, most of which have online editions too (see the course syllabus for a list of marketing and advertising publications).  Good websites to check are www.newproductworks.com and www.gadgetguru.com (click on the “hits or misses” link for information on recently launched new consumer products).  ).  Two popular sites detailing the latest in high-tech toys are www.engadget.com and www.gizmodo.com.  Typing “new products,” “innovations,” and similar terms and phrases into a search engine can also be fruitful.    

 

          Note 2: Sample advertising campaign projects that earned very good grades from the past several years are at the reserve desk of the library under “BA 344 Lantos” for your inspection.

 

          Note 3. An excellent website to get up-to-the-minute information on media, such as advertising rates, audiences, and much, much more, is www.mediapost.com.  This can help you to figure your advertising appropriation and media strategy.  (You must register to gain access to Mediapost’s data.)

 

          I suggest that each member of your team focus on a particular area of the paper and that other team members then review and polish each other's work (specialization and division of labor).

 

Organization of Paper

 

          Your paper should be organized according to the steps that are usually sequentially taken when an advertising campaign is planned and executed.  (Of course, in practice many of these decisions are made simultaneously.)  These steps, plus all formalities for your term paper, are included in the following format:

 

1.       Prefatory Material:

 

  1. Title Page: This should include the full title of your project; your names (no student numbers needed: I’ll know who you are); the course number, title, and section letter; the professor's name; and the due date.

 

b.   Table of Contents: Include a list of divisions and subdivisions of the report with page references.  If the report includes many figures, tables, and/or appendices, include a list of these immediately following the table of contents.

 

2.       Situation Analysis/Strategic Research:

 

  1. The Organization

1.       Name and location.

2.       Brief historical and background sketch.

3.       Organizational mission, organizational objectives, and marketing objectives.

4.       Organization for advertising: use of an ad agency and other outside suppliers (if any); in-house organization. 

5.       Other relevant organizational factors, including current or past advertising and promotion (if any) and financial situation.

 

  1. Market Research

1.       Industry – definition and description (nature, size, growth, etc.).

2.       Competition – who, where, size (sales, market shares, profitability), description of advertising and promotion (A&P) used, amount spent on A&P.

3.       Product category distribution – by geography and channels (types of retail outlets, direct distribution, websites, etc.).

4.       Other relevant marketplace factors. 

 

  1. Product Research

1.       Product attributes: Features (including price, if relevant), benefits, and functions/uses.

2.       Competitive strengths and weaknesses.

3.   Other relevant product factors and key elements of marketing strategy.

 

  1. Customer Research

1.       Target market definition – Who are potential buyers? (description by demographics, psychographics, and/or behavior; size; growth rate, purchasing power, etc.).  Explain (justify) your choice of the primary (core) target market and any possible secondary target markets.

2.       Buying motives – Why do target market members buy this product?  What needs and wants does it satisfy for them, or what problems does it help them solve?

3.       Nature and extent of demand for product and brand – How much demand exists, and consequently how much selling and marketing is necessary to persuade people (vs. relying on word-of-mouth communication and repeat business from satisfied customers)?  How (if at all) does demand need to be changed?  In what stage in the hierarchy of communications effects (awareness, interest, attitude, buying intention, etc.) is the target market?

4.       Buying habits – When, where, how, and how often do people buy this product?

5.       Sources of customer information for this product category – How do target consumers learn about this product?  Sources of information can be personal (e.g., salespeople, friends, professional advice) and impersonal (mass media: advertising, articles, TV/radio shows, buying guides, on-line information, etc.)  What is the relative importance of each information source (especially advertising) to the consumer?

6.       Media habits – Which media do target market members most use?  For example, do they watch a lot of TV?  Are they heavy readers of magazines?  Which specific media vehicles (TV shows, magazines, etc.)?  Are they online?  Which websites do they visit?  Etc.

 

  1. Summary SWOT Analysis: Based on parts a. through d. above, what are the most relevant internal strengths and weaknesses as well as the external threats and opportunities?

 

  1. Key Advertising Problem and Advertising Opportunity – The communication problem solvable by advertising (e.g., low awareness, negative attitudes, misconceptions).  The consequent advertising opportunity is how advertising can solve the problem.

 

3. Advertising Copy Objectives: A clear, concise statement of what your advertising campaign is supposed to accomplish.  This should:

  1. Define the target audience(s);
  2. Be stated in specific measurable, actionable, and realistic communication goals (e.g., recognition, recall, brand image, etc.) and/or behavioral response goals (e.g., inquiries, sales, incremental store traffic, response to a sales promotional ad, etc.);
  3. Be quantitative/measurable (requires benchmarks of where you are now [e.g., 10% awareness] and then a decision of where you want to be and when [e.g., 15% awareness six months after the ad campaign’s launch]); and
  4. Define the relevant time period (time frame).

Advertising objectives should be based on the situation analysis and help to achieve the client's overall marketing objectives and strategy.  Explain (justify) your choice.

 

4.   Advertising Appropriation:

 

a.   What are the important factors from the situation analysis and advertising objectives that should be considered in deciding on the advertising appropriation? 

b.   Choose a method for determining the amount to be spent on advertising.

c.   State the amount of this spend level and how the factors in part 4a. above influenced this decision.

d.   Break down the amount into budgets (e.g., functionally by research, creative work, ad/commercial production, administrative costs, media costs, etc.; by any other accounts you think are relevant, such as by target market, geographic location, etc.)

      Explain (justify) your choices.  Document costs where possible.

 

5.   Creative Strategy

 

a.   Advertising Message Idea/Appeal/Theme/Message Content: What you say—the substance.  This is the basic selling idea that can be featured in a number of different advertisements in your campaign.  Explain its nature.  For example, is it informational or transformational?  Is it based on product features, consumer benefits, product positioning, brand image/personality, etc.?  A combination of these?

b.  Message Format/ Creative Execution/Copy Style: How you say it—the creative technique for

conveying the advertising appeal.  This consists of most or all of the following elements:

      1.   Secondary/supporting copy points or claims (support for the advertising appeal).

      2.    Tone or mood and manner of ads (e.g., serious, friendly, provocative, sophisticated

            confidential, etc.).

      3.   Motivational appeal (rational vs. emotional motivation; specific rational or emotional

             appeals such as fear appeal, sex appeal, humor appeal, human-interest appeal,

              economizing, etc.).

      4.   Presentation method (e.g., consumer testimonial, celebrity endorsement, cartoon, slice-

             of-life story, etc.).

      5.   Slogan.

 

Explain (justify) all choices in parts 5 a. and b. above in light of the situation analysis, copy objectives, and advertising appropriation.

 

c.   Rough Ad(s)/Commercials): For print (newspaper or magazine) ads, submit a full-page layout, including copy and rough artwork.  For broadcast (TV and radio) commercials, submit a script for the radio commercial and/or a storyboard for the television commercial.  Audiotapes, videotapes, and CDs/DVDs/online video postings are optional for broadcast commercials.  Other possibilities could include ad layouts for billboards or for transit vehicles, direct mail pieces, flyers, website design or online ads, etc.

 

Explain how the various components of your creative work achieve your message idea and message format decisions.  For example, for print ads, discuss headlines, illustrations, body copy, etc; for broadcast ads talk about elements of audio (music, voices, sound effects) and video (setting, pacing, etc.).

 

Explain the layout format (standard, editorial, etc.) and layout principles (balance, unity, contrast, etc.) used in your print ads.

 

Explain (justify) all choices.

 

6.   Media Strategy

 

a.  Media objectives (reach, frequency, GRPs, continuity, etc.).  These should be quantified and include a time frame. 

b.  Media mix.  Choice of:

1.    Media class(es) - (e.g., consumer magazines, TV sitcoms, outdoor posters, etc.).

2.    Media vehicles - (e.g., Reader's Digest, "Grey’s Anatomy," etc.).

3.    Media options - (e.g., position in magazine or time of day on TV, size of ad or length of commercial, color or black and white, use of mechanical options such as scent strips, musical microchips, gatefolds, etc., etc.).

c.   Cost efficiencies - relative costs (CPM, CPRP), and absolute costs (dollar amounts).

d.   Media schedule - when and where (geographically) over time and place will your ads appear in the media?  (Note: Most advertising campaigns are scheduled over 13 weeks, 26 weeks, or a year's duration.)  Explain whether your ads will run in flights, pulses, or continuously and why. 

 

Explain (justify) all choices.

 

7.   Evaluation Strategy

 

a) How will you pre-test and/or post-test your campaign to assure that you will and/or have achieved your advertising copy objectives?

                      

b)  How will you evaluate your media strategy?

 

8.   Summary/Conclusions - How have you designed an effective and efficient advertising campaign to achieve the advertiser's objectives?

 

9.   Endnotes for Sources - These can be on a separate page or in the body of your paper identified numerically from your Bibliography, e.g.: (6, p. 158).

 

10.  Bibliography - An alphabetical list of all sources consulted, including not only print sources and/or website visits, but also at least one of the following: personal interviews with the client; videotapes, audiotapes, CD, DVD, or some other medium; or small-scale primary research (survey, focus group, depth interviews, systematic observation).

 

Format of Papers

 

    You should organize the text in using headings and subheadings, following the above outline.  The report should include approximately 20 to 25 pages of typewritten, double-spaced text (for four students—proportionately more for more students and less for fewer students) plus prefatory material ads/commercials and any exhibits and other supporting materials that you might wish to include.  Follow all other general format procedures found on the syllabus and on the Advertising Active Involvement Learning Assignments handout. 

 

Evaluation of Papers

 

     Your papers will be evaluated on the following criteria:

                                                           

Criterion                                                                                                      Relative Importance

           

 

1.       Thoroughness of Situation Analysis - Thoroughness means                                     20%                                   

documentation and analysis of all relevant data.  This

includes use of (where appropriate) primary and secondary

sources.                                                                                                                                             

 

2.       Effectiveness of Campaign - Includes target market definition, statement                30%

of the advertising problem, advertising objectives,

advertising appropriation, creative strategy, media strategy,

and evaluation strategy.  All decisions should be logically justified, be

based on the situation analysis and on sound judgement, and show

evidence of application of theory learned in this course.

 

3.       Creativity and Originality - Includes creative strategy                                             20%

and media strategy.  Creativity is the ability to see new

relationships and combinations for more efficient problem

solving.  Originality means that your ideas are not based on

what already exists.

 

4.       Organization, Presentation, and Appearance - Includes both                                   15%

text and accompanying ads/commercials and exhibits.  (Note: It is

recognized that not everyone is an artist, and so rough

drawings, pasted cut-ups, or graphic design work, along with indications

of what you think belongs in the ad, along with typed copy, will be

acceptable.)

 

Organization includes matters such as:

a.       coherence - the paper is sequentially logical, para-

          graphs and sentences are in the right order, topics are

                   developed within paragraphs, each paragraph represents a 

single topic, transitions between sections, paragraphs, and

sentences flow smoothly and logically. 

    b.       unity - introduction and conclusion (summarizes and provides closure),

               the theme is clear, and everything in the paper defends or

               explains the theme.

c.       development - everything is fully explained.

 

Presentation and appearance involve matters such as neatness

and proper formal paper format (including title page, citations,

bibliography, headings and subheadings, page numbers,

margins, use of exhibits and illustrative charts, etc.).

 

5.       Clarity of Communication                                                                                         15%

 

a.  Writing style - the paper is clearly and concisely written, not to

      impress but to express (make the reader understand); active voice;

      verb tense consistent; professional tone (absence of contractions,

      appropriate vocabulary, etc.); interesting style.

b.  Mechanics - grammar, syntax, spelling, punctuation, word

    divisions.                                                                                                                                           

                                                                                                                    100%

 

Peer Evaluation - If a team member does not complete the assigned duties or does not do a fair share he or she will suffer the consequences, not the other team members!!  The procedure is as follows:

 

1.       I will grade your advertising campaign team project.  Grades will be numerical based on the above criteria and weights.

2.       Each team project must be accompanied by a rating from each team member handed in the last day of class indicating the contribution of each individual member.  You may not rate yourself.

3.       Contribution must be indicated by percentage and must average out to 100 percent for the team.

4.       The percentage given to any participating individual member can vary between 80 percent and 120 percent.  100 would indicate an expected level of contribution meriting the team paper grade.  For example, a 110 would add 10 percent of the team grade to the student’s grade, and a 90 would subtract 10 percent of the team grade from the student’s grade.  

5.       A percentage of 0 must be given to team members who do not participate, for any reason whatsoever, in production of a particular team project.  This is the only reason which can be used to assign a 0 percentage for individual contribution (i.e., you "fire" that member).  If your team fires a member during the semester, you must immediately notify me.  This must happen at least thirty days before the final due date. 

6.       If a 0 percentage is assigned to a team member, the average of 100 percent for the team will be determined by excluding the absent member.  (100 percent will be averaged only for active participants.)

7.       The team grades will be returned with the grades assigned to individuals, the latter being determined by multiplying the team grade times the contribution percentage assigned to the individual or averaging individual ratings.

You may wish to use the following criteria in your peer evaluations:

1.  Number of meetings attended and prompt attendance at meetings

2.  Amount of work contributed

3.  Quality of ideas and work contributed

4.  Cooperation/contribution to the team effort

5.  Time contributed

6.  Timeliness and consistency of work contributed

7.  Inspiration, leadership provided to the team

8.  Enthusiastic and positive attitude about team activities and fellow team members

 

Example:

 

Team project grade = 90

                                                                                                                                              Individual   Individual          Team              Individual

          Team Member                                    Contribution %                       Grade                Grade  

            Robert Goulet                                             95%                                  90                        85

            Lady Bird Johnson                                    100%                                   90                        90

            Jerry Falwell                                              95%                                  90                        85

            Evel Knievel                                            120%                                   90                       108

            Luciano Pavarotti                                       80%                                  90                        72

            Liz Claiborne                                            110%                                   90                        99

                                                                             600/6                                                         539/6

                                                             Average    100%                                                 Average   90

 

Columns 1 and 2 will be filled out by each team member for his or her peers and will be handed in the last day of class.  The instructor will grade the project and return the form, averaging the individual contributions in column 2 and filling in Columns 3 and 4.

 

Project Timeline

 

1.      Project Proposal - One page maximum, submitted for approval by Feb. 13.

          Include:

      1.  Names of team members.

      2.  Title of paper.

3.  A brief discussion of the product/service/organization you will develop a campaign for,

          why it interests you, and the nature of their advertising problem/opportunity.

               4.  Expected sources of information.

 

2.     Interim Peer Evaluations – Feb. 27.  Each student is to fill out the peer evaluation form discussed below.  Although these ratings will not affect your final grade in any way, they will provide constructive feedback to team members on how other team members perceive their contributions to the project so far.  Each student’s peer evaluation sheet—to be filled out anonymously for this interim report—will be photocopied by me and returned to other team members.  Those doing a less-than-average job will then be forewarned to improve their efforts so that their final grade does not suffer as much as it might otherwise. 

 

3.     Progress Report - Approximately one page, due by March 26.  Specify what has been done to

date and what needs to be done to complete the paper.  Include a list of all references used to date.

Your team may choose to meet briefly with the instructor, if you wish, around this time for

suggestions and guidance (or at any other time, for that matter). 

 

4.     Peer Evaluation Forms – Each team member is to rate his or her peers for their final grades by April 30.

         

4.       Final Report - Due by May 2, 10:30 am. 

Remember:  The gift of time is uniquely academic.  Under most advertising situations, the pressure of time is a given and the industry is characterized by yesterday's deadline.  In contrast, classroom projects often range from two weeks to a semester for completion.  Plan your paper well in advance and be working on it throughout the semester.

 

 

ADVERTISING MANAGEMENT PEER EVALUATION FORM

                                                                                                                     

Name: _______________________________________________

 

**Team Project Grade =      

 

 

            COLUMN 1                               COLUMN 2             COLUMN 3             COLUMN 4

           

      Member Distribution                          Individual                                                       

                 Names:                                  Contribution  X            Team Grade**          Individual Grade**   

 

1.                                                                                                                                                   

 

2.                                                                                                                                                   

 

3.                                                                                                                                                   

 

4.                                                                                                                                                   

 

5.                                                                                                                                                   

 

6.                                                                                                                                                   

 

7.                                                                                                                                                   

 

                     Average =                              100%                                                                Average =

 

**To be filled out by the instructor

 

Instructions:  Each individual should fill out columns 1 and 2, rating your peers but not yourself.  Attach the forms to your completed term paper.  Your instructor will average all ratings in column 2 and fill in columns 3 and 4, and will return a completed form with the graded term paper to the team.  Also, for each student who received any contribution other than 100 above, you must provide a written justification in the form on the next page.  Failing to do so will invalidate your evaluation

 

Justification of Individual Contributions

 

          Names              Written Justification for other than 100%