Shaikhsad
PROMOTIONAL CAMPAIGN PROJECT GUIDELINES
OVERVIEW
This promotional campaign project will give you the opportunity and responsibility to develop a professional advertising campaign for a product of your choice. The campaign will be completed in two phases that will be handed in for review and suggestions during the semester. The entire campaign will be due on the last class period. You will work with 2-3 classmates and each group will prepare a written report and brief presentation during the semester. Groups will hand in a group activity memo with each phase of the campaign detailing meetings (minutes and attendance), activities for which individual group members were responsible, etc. Peer evaluations will be given out after phase one and at the end of the semester.
The promotional campaign should span a one year time period. You should recommend a budget for the campaign that will be optimal in order to satisfy your objectives.
Preliminary Research Needed
Secondary Research
Each group will conduct secondary research to gain an understanding of industry trends and the product category, the market (and how it is segmented), competition, the potential target audiences, and their decision making process. You will be able to access a variety of secondary sources on line and through the UMASS library.
Some recommended sources include: • Simmons Study of Media and Markets (1994) - demographics Lifestyle Market Analyst (psychographic information) • Encyclopedia of American Industries (trends) • Trade publications • Encyclopedia of Associations (identify trade organizations) • Trade Shows Worldwide • Standard Rates and Data • Media kits • Infotrac • Lexis-Nexis • Internet/Web site • Encyclopedia of Major Marketing Campaigns
Mike Davis, our Business Reference Librarian will be hosting a session for you during class time. He will highlight both print and electronic resources which will be of value to you
OVERVIEW
This promotional campaign project will give you the opportunity and responsibility to develop a professional advertising campaign for a product of your choice. The campaign will be completed in two phases that will be handed in for review and suggestions during the semester. The entire campaign will be due on the last class period. You will work with 2-3 classmates and each group will prepare a written report and brief presentation during the semester. Groups will hand in a group activity memo with each phase of the campaign detailing meetings (minutes and attendance), activities for which individual group members were responsible, etc. Peer evaluations will be given out after phase one and at the end of the semester.
The promotional campaign should span a one year time period. You should recommend a budget for the campaign that will be optimal in order to satisfy your objectives.
Preliminary Research Needed
Secondary Research
Each group will conduct secondary research to gain an understanding of industry trends and the product category, the market (and how it is segmented), competition, the potential target audiences, and their decision making process. You will be able to access a variety of secondary sources on line and through the UMASS library.
Some recommended sources include: • Simmons Study of Media and Markets (1994) - demographics Lifestyle Market Analyst (psychographic information) • Encyclopedia of American Industries (trends) • Trade publications • Encyclopedia of Associations (identify trade organizations) • Trade Shows Worldwide • Standard Rates and Data • Media kits • Infotrac • Lexis-Nexis • Internet/Web site • Encyclopedia of Major Marketing Campaigns
Mike Davis, our Business Reference Librarian will be hosting a session for you during class time. He will highlight both print and electronic resources which will be of value to you