SPRING 2020

FINAL REPORT
MKT-623
 SELECT A BRAND/ SERVICES
ORGANIZATION OF YOUR CHOICE
AND DEVELOP A PROMOTIONAL
CAMPAIGN FOR THEM
GET THE APPROVAL OF YOUR BRAND/SERVICE ORGANIZATION
ON YOUR NEXT CLASS
 Step by Step Guideline for the Project Paper

Select
SelectaaCampaign
CampaignTheme
Theme
Identify
Identifythe
theChallenges
ChallengesThrough
ThroughResearch
Research
Identify the Target Audience
Identify the Target Audience
Campaign
CampaignObjectives
Objectives
Creative
CreativeBrief
Brief
Execution
Execution
Media and Budget
Media and Budget
 Select
SelectaaCampaign
CampaignTheme
Theme

 Create a Slogan or theme

 Remember, your theme or campaign
slogan is a result of your research
 The change must be reflected in your
Theme
 Identify
Identifythe
theChallenges
ChallengesThrough
ThroughResearch
Research

 Why the Brand/Service needs a

promotional makeover?
 Identify the Following though
Primary and Secondary Research :
- Current Target Market
- Types of current Advertising practices
- Use of Media
 Doing a SWOT Analysis could be a
good Idea
Identify
Identifythe
theTarget
TargetAudience
Audience

 Identify the Demographics and

Psychographics of the New Target
Audience
 Justify why the changed audience will
leverage the brand/services
organization
Campaign
CampaignObjectives
Objectives

 Identify the Sales/ Communication

Objectives
 Identify the Major characteristics of
your objective setting
 Identify the Intended Positioning and
Justify
 Creative
CreativeBrief
Brief

 What kind of Personality/Positioning?

 Create a process model of Client-
Agency (Your Group) Communication
 Usage of Appeals and Rationale
 Execution
Execution

 All creative elements

- Print Materials
- Video
- Audio
- Social Media Campaign Materials
- PR and Others
[You could use all or some of them]
 Media
Mediaand
andBudget
Budget

 Mention the media

 Media objectives
 Media Gantt Chart and Rationale
Media andBudget
Mediaand Budget
 submit the hardcopy
before your group presentation
starts
Format Please word process your essay on A4
paper, one and a half spaced, 12 or 14 sized
All
font, on one side of the paper only.
the Visuals need to be printed
in Colour
You may use spines, and covers

A soft copy (.pdf) should be mailed to

farzana.nahid@northsouth.edu Save the file
name as your Group’s name
 S ?
O N
T I
ES
QU
 Group Presentation

‘Rock the World’

The Name of the Presentation is the name of
your Campaign
 Anatomy of the Presentation

Showcasing Reflection of
Reflection of the
genuine the research
points in the report
contribution done

Creative Visuals
 Presentation Rules
Total 20 Minutes for each team. 15 Minutes for
Presentation. 5 minutes for QA Session

Everyone has to Present

Bring Power Point

Dress Code: Formal

Use your creative flair
PRESENTATION ASSESSMENT CRITERIA

•Viability of idea
•Organisation of group/teamwork
•Communications skills
•Professionalism in presentation
•Scope and content of visual aids
•Handling of questions
•Ability to make a convincing case
“It is amazing what can be accomplished when
nobody cares about who gets the credit"