ADVERTISING

GROUP PROJECT
S.Y. B.Com. A & C
Marks 20

Planning & Executing an Advertising Campaign

Students have to prepare an Advertising Campaign for one Product or Service.
The product/service has to be a new, innovative concept and NOT an existing
product/service.
The Group has to be divided into subgroups to represent: client, functional
department of an ad agency, media, research.
The presentation of the project will be done using: role play, skit, video, poster,
jingle, social media page, etc.
Steps:
1. Client giving Creative Brief to Advertising agency (Creative team)
{regarding brand name, area coverage, approx. advertising budget, requirements,
target audience, offers, media plan, advertising period, celebrity ads, humour
factors, regulatory restrictions, etc.}
2. Research
{consumer behaviour study, social media study, social listening, trends, need,
opportunities, challenges, etc}
3. Strategy Planning
{planning according to product life cycle stage like introduction or mature or
decline stage, nature of campaign like competitive or intensive, humour factor is
required or not, creative platform, creative leap, celebrity contract, etc.}

4. Pre-test and Execution

{survey with sample target audience, data interpretation, after execution analysis,
etc}
The groups continue the same as Semester III.
Group Presentations will start from January, 2022 as per schedule that will be
shared shortly.
Date for Soft copy submissions for all groups is on Google Classroom by 15
January, 2022.
Format: PDF file submitted with Roll number as the file name. Save file using roll number of
the Group Leader, e.g. 201 or 202 and so on. Just use Roll Number as File NAME. Do Not
use your name or “Advertising project” or any other title.

Group Leader has to submit: (1) PPT of presentation (2) Poster (3) Video (4)
Internal Evaluation Statement documenting the contribution of each member.

Dr Amitha Sehgal
Associate Professor & HOD
Department of Commerce & Business Management
R.A. Podar College of Commerce & Economics
Matunga, Mumbai