New Product Promotion Assignment

Research, create and present an integrated marketing campaign, a critical function of business owners and Marketing departments. This project demonstrates a real world understanding of marketing/advertising principles. Over the semester, student will research and create major sections of an IMC , and present the project in Powerpoint to instructor/class. Specific project guidelines are as follows:

Project Section 1: situation analysis/SWOT of product/service for the IMC plan

-select a product or service to research for project

-demonstrate and conduct secondary market research from the target market of the proposed campaign

-interpret the results of market research for targeting/positioning/messaging

-define results of your “gap”/needs analysis

Project Section 2: Overall creative/media plan

-State the campaign goals and how the campaign will achieve its goals

-create value proposition/selling idea; brand story/brand promise of your product/service

-create features, benefits, and proof for product/service: How is it different from competition? Are there competitive difference(s) to exploit?

Project Section 3: Tag line, support, media plan, rough ad(s)

-Create a tag line or promotional slogan. Add support statements, and proofs.

-Design and create a minimum of one rough mockup of a print ad ad ( newspaper or magazine)

-Design and create a minimum of 1 rough mockup of an internet component ( web page, internet ad, etc.)

-Research/propose 2 social media platforms to use, as well as, describe the messages, materials and methods

Project Section 4-Submit fully edited written powerpoint presentation

-create a powerpoint presentation to describe the above plan. Visual aids related to the project may be used for demonstration

-create a basic production and media budget

-ask for approval /funding ( your instructor is the approving manager)