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Select a product that is either already out there or a new extension for a current product line. Work with your group to create an advertising campaign with a single central theme (eg. Flo and Progressive’s low prices using humor to sell).

You will create a 3-ad advertising campaign. One of these ads has to be a TV advertisement. The other two you have the option of doing any other types of ads that you wish: another TV ad, print ad (magazine or newspaper), radio ad, or billboard ad.

Requirements for each type:

TV – either film an actual ad, create one using Microsoft Publisher or Powerpoint, or create a storyboard for your advertisement; ad should run for 30 seconds; storyboard template will be provided

Print – actually create the ad as it would appear inside a magazine or newspaper; use current magazine ads as examples but be creative

Radio – write out the entire script for the radio ad that you are proposing; the ad should total 20 seconds

Billboard – draw out or design on computer the actual billboard ad; should match typical billboard dimensions

In addition, you will need to provide me with a paper that explains the details of your project. By details, I want the following information:

  1. the product you chose and the product category it belongs to
  2. the target market that you are aiming to serve with this product as well as what positioning you will use with this product and show in your ads
  3. what 3 ad types you will be creating
  4. a description of each ad which includes how the ad was put together, the reasoning for creating the ad the way you did, and how it will help you to reach the target market.

This paper will be typed, double spaced, using Arial 12-pt font. I expect at least a page describing each ad as well as at least one page describing your product and positioning for a total of at least 5 full pages.

Discussion question due -TODAY BY 11PM

What are the five stages of the consumer buying decision process? How can you use this information to your advantage as a marketer?

DOES NOT HAVE TO BE MORE THAN 100 WORDS AND NO FORMAT

The five stages in the of the consumer buying process according to Kerin and Harley (2016) are:

  • Problem recognition, “perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision” (p. 88)
  • Information Search: searching for information for decisions making through internal and external processes
  • Alternative Evaluation: “clarifies the problem for the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions” (p. 89)
  • Purchase decision: evaluating the two-final decision” from whom to buy and when to buy” (p. 90)
  • Post Purchase behavior: “product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied” (p. 90)

Kerin, R. A., & Hartley, S. W. (2016). Marketing: The core (6th ed.). Boston, MA: McGraw-Hill. ISBN-13: 9780077729035

Fundraising Plan

You should cover the following topics (as sections with headers) at a minimum, but are encouraged to include more than just the minimum in drafting this.

  • Fundraising Philosophy (a statement, similar to your short-form coaching philosophy and recruiting philosophy statements, that in a sentence or two, outlines the essence of your fundraising  philosophy)
  • Fundraising Objectives (2-5 SMART objectives that you attempt to achieve when executing your fundraising strategy)
  • Fundraising Strategy (this should outline the means by which you will meet your fundraising objectives) 
  • Fundraising Tactics (this will have multiple sub-headers/sections, and this is a place you may add more than I could conceptualize for your sport, as well as headers for specific named fundraising you will to, example October Breast Cancer Fundraiser.) including:
    • A section with header for each specific fundraiser you plan to conduct
    • Use of athletes for fundraising Any plans you have for athlete involvement in fundraising activites
    • Camps  you may intend to hold as part of fundraising efforts
    • any other item you feel fits here
  • Fundraising Projected Profit (a total projected profit for fundraising, with a separate line item providing a target profit for each of the above named fundraisers. Note: to clarify, I am looking for the profit, i.e, the amount of money you hope to clear on each effort – and ultimately add to your program’s budget)
  • Fundraising Success
    • Include a statement or paragraph discussing what fundraising success will look like in your program
    • Return to the objectives you wrote above, and now specifically craft one bullet point for each objective to outline exactly how you will know if you succeeded on that objective in each fundraising year
  • Anything else you believe should be in the fundraising plan that was not outlined here
  • Note: Each of the above italicized bullets should be HEADERS for sections of your paper. This will likely take 2-4 pages to draft, and will include a small profit projection

Submit this assignment by Sunday by 5:00pm ET using the dropbox below.

Please review the grading rubric for this assignment before submitting.