Individual Portion
prepare a presentation of 10–12 PowerPoint slides with 150–200 words of speaker’s notes per slide to develop an advertising campaign for the product. The campaign will be broken down into 2 parts: the explanation and justification for the advertising campaign, and the ad itself. The following information should be included in the presentation:
• The target market chosen for the new product and an explanation
• The product name with reasons why it was chosen based upon the target market
• The packaging description and how it will appeal to the target market
• A detailed description of the advertising campaign
• A creative ad slogan
• An explanation of the consumer behavior motivation behind the ad and slogan
As for the advertising itself, it is not necessary to draw an ad, but you should include the following:
• Types of media used in the campaign (e.g., TV, print, Internet, etc.)
• A slogan and a general theme
• Reasons for choosing the media, slogan, and theme based on consumer behavior principles
• An explanation of how the advertisement will reach the target consumer in terms of motivational or persuasion techniques outlined in the course