MKT486 ProjectThe AgencyA 1-page summary of the following informationo Name of your agencyo List of the employees (and titles) of each member• Examples include: Account Managers (identify client needs and helps to create a creative plan); Creative Director; Research Director, Traffic Manager (i.e. the organizer, who helps to keeps deadlines and ensures productivity). These titles are meant to get a discussion going about what are the strengths of each member and how will the responsibilities be divided among group members. Don’t fixate on the title but on hammering out the responsibility of each member.• Also include the contact information for each member (email address and phone number)• Put an asterisk by the person who agrees to be my ‘contact point’ for the group. In other words, if I need to get a message to the group, who will be my first phone call.The Brand A brief list of three existing brands that you would like to work with o Your primary choice should be marked number oneo Your second and third choices should also be markedo The brand needs to be a consumer goods or service brand and must be approved by me. Background Report A 3-5 page SWOT analysis (double spaced)o Make sure to cite all references o Make sure to identify all strong competition (think outside the box—Coke’s top competitor may be Pepsi, but they are also competing against bottled water, fruit juice, etc.)o Identify at least three segments that provide the greatest opportunity (explain why)Create (and Sell) your Brand Message A 2-5 page description of your IMC plan (double spaced)o Who are you targeting?• Discuss the segment you have chosen to target (defend your decision)o What is your message?• Themes, Slogans, Recurring elements of your campaign (explain the rationale for this particular message)o How do you plan to disseminate your message?• Discuss the media forms you would use (again, defend the plan)• This involves doing research on the media outlets you have chosen to ensure that they are reaching your target and that you will not incur excess media waste (be sure to cite your statistics).Final Ad/Promotional Campaign Create a campaign that spreads your message through three ads by choosing following media vehicles. The same media vehicle cannot be used more than twice for the same brand. For example, you may do one coupon, one poster, and one web page ad for Coca Cola, or one coupon and two TV ads for Coca Cola. However, you cannot do three coupons for Coca Cola. You have following options for the ad campaign project: TV adRadio adNewspaper adMagazine adCoupon PosterEvent flierBillboard Web page ad (e.g., banner ad)Social media ad PR eventemail adOthers Oral Presentation Present your work (from start to finish) to the class in a 15 minute, PowerPoint presentation.o Everyone must have a speaking parto Spend some time on the background, with a focus on the plan (the rationale), the ads, and how the ads will make sense to your target marketo Be sure to incorporate or address all changes that have been made/suggested on past pieces of this projectProject Grading:The Agency & Choosing the Brand—————–5Background Report——————————-20Create (and Sell) your Brand Message———20Final Ad/Promotional Campaign—————45Oral Presentation———————————10Total100 pts
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sample_advertising_project___slides.pptx
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By: Caroline Barrientos, Thaddeus Jackson, Tatiana Johnson and Allison Schnurle.
Who we are
 Founded in 2010.
 Situated in Miami, Florida.
 Mission: to provide the best-integrated brand promotion and
advertising to our clients.
 We offer edgy, modern, and exciting new ways that pave the
future of advertising while branding our clients’ company to their
full potential
Organizational Structure
 *Account Manager-Thaddeus
Primary business contact for our
clients.
 Responsible for their satisfaction.
 Creative Director- Allison
Conceptualizes ideas for ad
campaigns.
 Works along with Copywriters and
Designers
Organizational Structure
 Research Director- Tatiana
 Analyzes secondary and primary
data concerning consumers’
preferences, brand awareness
and positioning.
 Traffic Manager-Carol
 Ensures that advertising projects
move from one point to the next
within deadline schedule.
Clients
 Coca-Cola
 Starbucks
 Apple
SWOT Analysis
Coca-Cola
 Strengths:
 Strong world brand
 Opportunities:
 Hispanic and European
recognition.
Market.
 Extensive product portfolio.
 Water bottle – Dasani
 Brand loyalty.
 Weaknesses
 Controversy/Bad Publicity
 Coca-Cola’s main market of
sales – U.S.
 Threats:
 Competition
 PepsiCo
 Refresh your world.
 Social responsibility
Starbucks
 Strengths:
 Profitability.
 Global recognition.
 Quality products and
services.
 Market Share.
 Weaknesses
 Opportunities:
 Collaboration with other
companies.
 Hewlett Packard
 Co-branding
 Emerging new markets
 India and Pacific Rim
 Positioning – coffee shop  Threats:
 Competition
 More than coffee
 Restaurants
 New distribution channels
 Caffeinated-drinks
 Grocery stores- Via and Coffee
Beans
Apple
 Strengths:
 Opportunities:
Profitability.
Global recognition.
Brand loyalty.
Recognized advertising
campaigns.
 Remarkable product portfolio.




 Cross Selling
 Apple computer –
software
 Ipad
 Market
opportunities.
 Weaknesses
 Product Quality
 Ipods
 Operating System
 Threats:
 Competition
 Google
 Samsung
 Kindle – Amazon
Advertising Campaigns
Coca-Cola – Taste the Music
 Segment:
 Mediums:
 No segment
 Television
 Targeting the masses
 Radio
 Worldwide advertising
 Message: Taste the
Music
 Emotional connection
 Theme:
 Pop-culture oriented
 Supportive media
 Print media
 Online.
 Empower customer
involvement.
 Videos & testimonials
 Contests and sweepstakes.
Starbucks – Wake Up
 Segment:
 25 to 45 year olds
 Females and males
 Existing customers
 Product:
 Starbucks Coffee Blends
 Coffee Beans
 Mediums:
 Supportive media
 Print media
 Online.
 Empower customer
involvement.
 Knowing that you can make a  Promotional events.
difference.
 Website:
Theme:
www.starbucks.com/wake
 Social Responsibility
up
 Adopt a kid program.
 Message: Wake Up

 Co-op advertising with Publix.
Apple – You can do so much more.
 Segment:
 Mediums:
 Consumers:
 20 to 35 year olds
 Females and males
 Television
 Businesses
 Online.
 Product:
 Ipad
 Message: You can do so much
more
 Direct competition with Kindle
 Theme:
 Ipad’s applications and features.
 Print media

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