Description
You will be assigned to work with 3-4 other students to invent a completely new product and brand it, and design a digital advertising campaign for this brand. It is essential that you are as innovative as you can. Come up with several ideas and then choose the most creative one. This project extends the knowledge of your previous assignments: Your previous individual research project asks you to analyze the ad strategies of an existing brand, this project requires you to design your own campaign.
In your paper, you are expected to answer the following questions: (a) What are its distinctive/unique features? (b) Who are your competitors? (c) Who are the target consumers? What are the possible demographics and psychographics of the target consumers? (d) how are you going to measure the impact of the campaign
You are also asked to analyze your own ad and use concepts/ideas from classes to answer the following question: What message/story do you plan to deliver? How do you tell the story/deliver the message through images, symbols and signs? Why do you think this message will work?
What is your media plan? To answer these questions, you are asked to create a media plan with budget information. You need to conduct research to find how much media companies charge for media placement (click through rate, fees, etc.)