Individual Assignment #2: The Creative Execution
5-page, double-spaced, 12-point font word document plus appendices
This is Part 2 of the creative process. The client has approved your creative brief and now you must create the actual content. In Part 1, you focused primarily on the campaign objective, the target audience, and the overall message theme. For Part 2, you are now required to put that plan into action. In this assignment, you are to include the following items:
• Marketing Communications Strategy/Tactics: What positioning strategy will be employed and why? Which media (marketing communications mix) will be employed to get the message across and why? How will the message be executed in each media? What levels of reach and frequency do you hope to achieve?
• Marketing Communications Mix: For this assignment, you must use a minimum of two (but you can use more) elements of the communications mix (e.g., advertising, sales, online and interactive, direct response, public relations, experiential marketing, personal selling). For each one you select, you must discuss the objectives, strategy and execution. Think about the overall campaign objectives you outlined in Part 1 and fine tune them to each element. How are your different types of communications integrated across the elements of the communications mix to achieve objectives? How do you plan to influence the different stages of the consumer decision making process? What methods will you use to measure the effectiveness of each of your communications?
• Calendar of Events: What is the timing of your communications plan (e.g., activities by month)? How will you measure success?
In addition to the above write up, you are to create a mock-up of the creative materials. In a normal year, I would require this to be a video that could air on TV or social media. However, given the constraints of online learning, I will accept any examples of things that can be reasonably produced (e.g., TV ad, print ad, coupons, direct mail letter, pop-up internet ad, social media post, etc.). Materials that would be difficult to reproduce (e.g., product placement in a movie or TV show) can be simply described.
This is an individual assignment.
Remember: No matter which marketing communications elements you ultimately chose, you must be able to tie your messages across the various elements to the central underlying message theme of the campaign. In other words, the campaign message must be consistent across all marketing communications channels. For more information on A Creative Execution checkout this: https://www.encyclopedia.com/media/encyclopedias-almanacs-transcripts-and-maps/advertising-effects
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