Promoting Product and Services

Advertising campaigns are a group of advertisements, commercials, and related promotional material and activities designed as part of

a coordinated plan to meet specific goals.

Specific course of action Combine marketing tools/promotion to

reach target audience All promotion coordinated around a theme End purpose is to draw attention and

create awareness, build enthusiasm, and drive demand

Marketing tools or media draw from promotional mix- include social media, text messaging, and e-mail campaigns

Determine theme Identify the target audience Determine objectives Establish the budget Develop the message Select the media Evaluate the campaign

Work with their client (business) to develop the advertising campaign

Staffed with artists, copywriters, media planners, and art directors

Select appropriate media and place ads for the business

Works within client budget Account Executive for the

ad agency works with the client (business)

Develop strong relationship with the Account Executive of ad agency

Tailor ad campaigns for specific countries and/or ethnicities

Understand your customer/ target market

Organize campaign Ideas that spread WIN!

http://www.youtube.com/watch?v=xBIVlM435Zg

• Coke- I’d Like to Teach The World to Sing

• Coke- Live on the Coke Side of Life

• Pepsi- The Pepsi Generation

• Nike- Just Do It• McDonalds-Have You Had

Your Break Today?• National Dairy Association-

Got Milk?• Capital One- What’s In Your

Wallet?• GEICO-Happier Than…• Or student approved idea

Students may work with a partner or individually.

Students select from the list of high profile ad campaigns below and research the campaign.

Prepare a PPT presentation which highlights the history of the campaign, the ad agency who launched the campaign/advertising, the campaign theme, and how other promotional elements in addition to advertising were integrated into the campaign.