Advertising Campaign Project

The written plan must follow these specifications.

Title page. The first page is the title page.

ADVERTISING CAMPAIGN
Students Names
Graphic of selected brand

The written plan, in outline form, shall be limited to a maximum of 8 pages (not including title page). Double
Spaced using 12 point font. Headings with Roman numerals and capital letters will be included in plan as in
Outline below. Each section must be numbered and titled.

I. EXECUTIVE SUMMARY
One-page description of the campaign – Please limit to one page, write this last – Overview of Project
II. COMPANY OVERVIEW AND PRODUCT(S) DESCRIPTION
Description of the product, service, company or business selected
III. CAMPAIGN OBJECTIVE
Specific, Measurable, Time Specific; achievable through promotion; objective justified
IV. IDENTIFICATION OF THE TARGET MARKET
A. Primary markets
B. Secondary markets
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
Where specifically will advertisements display? Why did you select those placements? How will you
ensure you reach your primary or secondary market?
VI. SCHEDULES OF ALL ADVERTISING PLANNED
3-6 month table that includes when and where advertisements will play
VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITY(IES) PLANNED
Describe all sales promotions in detail including which Target Market is represented
VIII. BUDGET
Detailed projections of expected cost per Advertisement and per Sales Promo, also give final total cost
of campaign.
IX. STATEMENT OF BENEFITS TO THE ADVERTISER (anticipated sales, viewership, brand loyalty
development; any and all ways advertiser benefits from this campaign)
ROMI (Return on Marketing Investment) FOR THE ADVERTISER - anticipated sales, viewership,
brand loyalty development; any and all ways advertiser benefits from this campaign

X. APPENDIX – Include the 3 examples of Advertisements in this section, one Magazine Print Ad Required.

Creative Development
Develop a 30 second Broadcast Media advertisement and 3 additional advertisements, Min of 1 print ad
Will be displayed during your presentation.

Presentation Guidelines
Beyond the written paper, develop an 8 to 10 minute presentation for your advertising campaign. Presentation
goal is to generate excitement and support for your campaign. All Advertisements will be displayed including
video Advertisement.
Each participant may use written notes or note cards to use as reference during the presentation. No reading
text from slides.
Product or Brand Name: ____________________ Student names: ____________________________________
Advertising Campaign Project Rubric
Title page. Limited to one page: Advertising Campaign Exceptional Average Below
Project, Student names, Product Logo Average
1. Executive Summary is a max of one page. 6–5 4–3 2–1
Written to entice the reader to want to read the rest
of the written plan. (I)
2. Campaign Objective clearly stated. Goals need 6–5 4–3 2–1
to be Specific, measurable, realistic and time
oriented. Justify Objective selection in detail. (III)
3. Target Market - Primary and Secondary 6–5 4–3 2–1
Markets - clearly identified with 5-7 specific factors
for each; include both Demo and Psychographic
characteristics (IV)
4. The media selection List Specific Media 6–5 4–3 2–1
Channels you will use, Types of Ads that will run.
Justify why these selections in detail. (V)
5. The advertising schedule has a realistic 6–5 4–3 2–1
length (3- 6 months) shows continuity and logical
order specifically when and where ads play (Table
in section VI)
6. Detail Sales Promotion that will be offered 6–5 4–3 2–1
during this campaign. Increase short term sales to
Target Markets. List all Expenses for Sales Promo
here, also include in Budget. (VII)
7. Budget is realistic for the campaign based on 6–5 4–3 2–1
the product and location of the campaign. Table of
all Advertising and Sales Promos. Grand Total
of all Ad spending. (VIII)
8. The campaign stresses product benefits that 6–5 4–3 2–1
appeal to the target markets described (IX)
9. Anticipated sales are given and are realistic in 6–5 4–3 2–1
terms of the length and budget of the campaign.
Mentions how the results will be evaluated (IX)
10. Creative - Develop 3 advertisements that will 6–5 4–3 2–1
represent this campaign - 1 traditional Print
Advertisement Required (Magazine Ad) and 2
Wildcards (Social Media Posts, Billboard, etc.)
Professional looking and shows continuity
11. Creative - Broadcast Media advertisement – 10 – 9 – 8 7–6–5–4 3–2–1
Develop 30-60 second TV commercial for
campaign (must film at last half of total time of
Advertisement) Not filmed at Adams
12. Deliver 8-10 Min Presentation: Exciting Opening 10 – 9 – 8 7–6–5–4 3–2–1
and Close, clear communication of goals, confidence in
presenting, effective use of visuals, professionalism of
participants, participation by each participant present
13. Comprehensive and persuasive verbal 10 – 9 – 8 7–6–5–4 3–2–1
presentation - clearly expands campaign objective
and steps in the plan to achieve objective
14. The campaign shows real creativity and uses a 10 – 9 – 8 7–6–5–4 3–2–1
unique and effective approach.
Total Points Possible 100
Total Points Earned