Assignment: New Product Promotion Product
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 A: situation analysis/SWOT of product/service for the IMC plan
a. select a product or service to research for project
b. demonstrate and conduct secondary market research from the target market of the proposed campaign
c. interpret the results of market research for targeting/positioning/messaging
d. define results of your "gap"/needs analysis
Project Section B: Overall creative/media plan
a. State the campaign goals and how the campaign will achieve its goals
b. Create value proposition/selling idea; brand story/brand promise of your product/service
c. Create features, benefits, and proof for product/service: How is it different from competition? Are there competitive difference(s) to exploit?
Project Section C: Tag line, support, media plan, rough ad(s)
a. Create a tag line or promotional slogan. Add support statements, and proofs.
b. Design and create a minimum of one rough mockup of a print ad ad (newspaper or magazine)
c. Design and create a minimum of 1 rough mockup of an internet component (web page, internet ad, etc.)
d. Research/propose 2 social media platforms to use, as well as, describe the messages, materials and methods
Project Section D: Submit fully edited written powerpoint presentation
a. create a powerpoint presentation to describe the above plan. Visual aids related to the project may be used for demonstration
b. create a basic production and media budget
c. ask for approval /funding ( your instructor is the approving manager)
Format your assignment according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.