PPT Problem: 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 I: situation analysis/SWOT of product/service for the IMC plan
o Select a product or service to research for project
o Demonstrate and conduct secondary market research from the target market of the proposed campaign
o Interpret the results of market research for targeting/positioning/messaging
o Define results of your "gap"/needs analysis
• Project Section II: Overall creative/media plan
o State the campaign goals and how the campaign will achieve its goals
o Create value proposition/selling idea; brand story/brand promise of your product/service
o Create features, benefits, and proof for product/service: How is it different from competition? Are there competitive difference(s) to exploit?
• Project Section III: Tag line, support, media plan, rough ad(s)
o Create a tag line or promotional slogan. Add support statements, and proofs.
o Design and create a minimum of one rough mockup of a print ad ad ( newspaper or magazine)
o Design and create a minimum of 1 rough mockup of an internet component ( web page, internet ad, etc.)
o Research/propose 2 social media platforms to use, as well as, describe the messages, materials and methods
• Project Section IV: Submit fully edited written powerpoint presentation
o Create a powerpoint presentation to describe the above plan. Visual aids related to the project may be used for demonstration
o Create a basic production and media budget
o Ask for approval /funding ( your instructor is the approving manager).
The response must include a reference list. One-inch margins, double-space, Using Times New Roman 12 pnt font and APA style of writing and citations.