An advertising campaign activity is a dynamic and interactive exercise that allows them to
experience the creative and strategic process of developing a marketing campaign. It helps
them understand the complexities of brand promotion, target audience engagement, and
media strategy. Here's how you can structure this activity:
Objective:
To provide practical experience in planning, creating, and presenting an integrated
advertising campaign for a product or service, enhancing their marketing, creativity, and
teamwork skills.
Activity Outline:
Students need to think of a new / innovative product or service & create an advertisement.
campaign for that product / service.It could be a well-known brand or a local business
seeking advertising help.
Introduction & Briefing
Overview of Advertising Campaigns:
Explain the key components of an advertising campaign: product or service,
o
target audience, message, medium, budget, and timeline.
o Discuss the goals of an advertising campaign such as brand awareness, sales
promotion, product launch, or repositioning.
● Key Elements of a Campaign:
o Target Audience: Who is the campaign targeting?
o Campaign Message: What is the core message?
o Media Strategy: Which platforms (TV, print, digital, social media, etc.) will
be used?
o Creative Execution: What visuals, slogans, or themes will capture attention?
o Budget & Timeline: How will the campaign be executed within constraints?
Research & Campaign Development
● Each student will develop a comprehensive advertising campaign, focusing on:
o Target Audience Analysis: Identify the demographics, psychographics, and
buying behavior of the target market.
o Campaign Objective: Define the primary goal of the campaign (e.g.,
increasing brand awareness, promoting a new product, driving sales).
o Key Message: Create a compelling message that resonates with the target
audience and aligns with the product’s value proposition.
o Creative Concepts: Brainstorm creative ideas, slogans, and visuals (posters,
videos, social media ads, etc.) to grab attention.
o Media Plan: Choose the appropriate media channels (TV, radio, social media,
online ads, billboards) based on where the target audience spends the most
time.
o Budget Allocation: Estimate a campaign budget and allocate resources (e.g.,
production costs, media buying, digital ads).
o Campaign Timeline: Define the duration and phases of the campaign (e.g.,
teaser phase, launch phase, post-campaign follow-up).
Campaign Presentation (10 minutes per student)
● Each student will present their advertising campaign to the class as if they are pitching
it to the company’s marketing team.
● The presentation should cover:
o Product Overview & Campaign Objective: A brief introduction to the
product/service and the goal of the campaign.
o Target Audience: Description of the target market and why the campaign is
tailored to them.
o Key Message & Creative Execution: Presentation of the campaign's slogan,
visuals, and overall creative concept.
o Media Strategy: Explanation of which platforms will be used and why they
were chosen.
o Budget & Timeline: Outline of how the budget will be spent and the timeline
for the campaign rollout.
● Creative Deliverables: Students should present mock-ups of campaign materials,
such as:
o Print or digital ads
o Video scripts or sample videos
o Social media posts
o Billboards or other out-of-home (OOH) ads
Evaluation & Scoring (Marks- 25)
● Student will be evaluated based on the following criteria:
o Creativity & Innovation: How unique and original is the campaign idea?
o Target Audience Fit: How well does the campaign resonate with the intended
audience?
o Message Clarity: Is the campaign message clear, concise, and compelling?
o Media Strategy: Is the media plan effective and well thought out?
o Feasibility: Is the budget realistic, and is the campaign practical within the
given constraints?
o Presentation Skills: How well did the team communicate their ideas?
Key Learning Outcomes:
● Advertising Knowledge: Students will understand how to plan and execute an
advertising campaign, from strategy to creative execution.
● Market Research: Students will gain insights into consumer behavior and how to
target specific audiences effectively.
● Creativity & Innovation: Encourages students to think outside the box when
developing slogans, visuals, and messages.
● Team Collaboration: Working in teams will help students improve their ability to
collaborate, share ideas, and manage tasks.
● Presentation Skills: Students will build confidence in public speaking and learn how
to pitch marketing ideas persuasively.
● Budgeting & Resource Management: Students will learn how to plan a campaign
within financial constraints.
Variations for Advanced Learning:
● Real-World Client: If possible, collaborate with a local business or startup that needs
advertising help. Students can pitch their campaigns to real clients.
● Cross-Platform Integration: Students can focus on how their campaign will be
integrated across various platforms (social media, print, TV, etc.).
● Digital Marketing Focus: Highlight digital advertising strategies like SEO, SEM,
email marketing, influencer collaborations, and social media ads.
This activity provides students with a holistic understanding of how advertising campaigns
are developed and implemented, preparing them for future roles in marketing and advertising.
Presentation - 7th October 2024
Submission date on Moodle:- 22nd November 2024
