MKTG 4200 Individual Project Guidelines (2023 Fall)

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California State University, San Bernardino *

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Marketing

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Nov 24, 2024

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MKTG 4200 Marketing Communications Individual Project Guidelines Overview: The final project for this course is the creation of advertisement plans for the most appropriate media among print media, TV, and social media as a part of the Integrated Marketing Communications Plan. This is an individual assignment. You are to select a brand, company, organization, or where appropriate, a business unit within a firm, and study it in detail to prepare and create a written advertising plan for the most appropriate media among print media, TV, and social media. You can select a for-profit or non-profit entity. For your media selection, you must conduct your research to select the media/channel that best fits your chosen brand, product, or service and provide sufficient reasoning for your media choice. The advertising plan will be a Word document (NO PDF file) submitted via Canvas by December 8 (Friday) at 11:59 p.m. Your advertising plan should be sufficiently comprehensive that a competent marketing professional could execute it and determine if the results met the stated objectives. The criteria for your written advertising plan are below. • Be organized, clear, and succinct. • Flow logically from the beginning through the conclusion. • Grammar, punctuation, and spelling count. Double-check your writing for these kinds of errors. • Write in college-level American English that is appropriate to the business community. • Cite all sources using the American Psychological Association (APA) format. Outside research is required. ( https://www.csusb.edu/writing-center/resources )

Students need not obtain "inside access" to a real company, although that can be helpful and is encouraged where possible. Use of publicly available information and your own research is acceptable. As part of your project, you will want to study the industry in which you will be competing. Use available public information and secondary research in developing the background for your project. The library is an excellent starting place for uncovering references, either in person or through the library's website and electronic databases. Suggestion before you begin: • Choose a company and product/service that interests you. The benefits of this are obvious. The greater interest you have in a topic, the better job you will do and the more you will get out of the project. Project Deliverable Advertising Plan (Written) The Advertising Plan will be a formal business document a part of the full IMC plan for your selected topic. Although this individual project is just about your advertising plan, you should assume this is a part of the IMC plan. Your advertising plan should be at least 10 pages (excluding the title page, table of contents, references, and appendices) and must follow APA in- citation and reference guidelines. Your Advertising Plan Through this plan, you will demonstrate your understanding of the concepts and techniques of IMC and your ability to apply these techniques. The project will be judged on:

• the establishment of clear and measurable IMC objectives • the use of appropriate communication tactics • the quality of the research, marketing, media, and creative strategies • thoroughness of budgeting and projections Outside research is required and your advertising plan should be based on your research into/analysis of the situation, needs, challenges, and opportunities facing your brand. Your objectives, strategies, tactics, and implementation plan should flow directly from this analysis. Not all brands, companies, or organizations need to (or should) pursue every single option available. That’s not realistic, nor is it marketing. Marketing is about achieving business objectives by targeting the best audience(s) with the most compelling, relevant message(s) through the most appropriate media/channels. Ultimately, that’s what you will be doing for your Advertising Plan; you should develop a plan that is suitable for your company, product, and objectives. Assessment This individual project will be evaluated on the following criteria: • Thoroughness and relevance of information gathered – There is always a wealth of information that can be reviewed and presented. The key is to identify the right information and data to share. Focus on information that provides important context, relates directly to the business challenges and decisions to be made, and explains/provides insight that will drive your advertising plan. • Quality and depth of analysis – Research and analysis should demonstrate a depth of

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thinking and go beyond describing or stating what has transpired to uncover underlying reasons that drive those findings. Wherever possible, you should provide evidence, data, or research to support your assertions. • Overall organization and logic of the plan – There should be a logical flow from analysis to plan objectives, strategies, and tactics. You should write your advertising plan as specifically, as possible, including which media you will use for your advertising, the format of your advertisement, who will appear in your advertising (e.g. celebrities, ordinary people, animated characters, etc.), background music (or sound), tone, atmosphere of the advertisement, message structure techniques, and the projected budget. • Soundness and reasonableness of your advertising plan – Use your common sense and business acumen to test your recommendations (for example , don’t recommend running TV commercials in the Super Bowl unless you have very strong reasons as to why that Make strategic sense for your business as well as the rationale for funding this very high expense). • Clarity, quality, and understandability of the writing – As noted earlier, clear communication is an essential tool for a marketer. Please write in a professional tone and make sure that your content is readily understandable by an outside reader. Lack of clarity or difficulty in understanding what has been written will negatively impact your grade. • Formatting, style, and tone of the plan - Think of this like you are preparing a plan for your company’s upper management and write in a professional, clear , and direct business tone that creates a clear and compelling case for your marketing plan.

Final tip: In developing and evaluating your advertising plan, please keep the following questions in mind: • Does the plan contain all relevant requested content? Is any missing content acknowledged and explained? • Does the plan demonstrate thoughtful, original, and articulate consideration of marketing objectives? • Is the research relevant, useful, clearly linked to the purpose of the plan, and appropriately attributed? • Does the marketing strategy clearly define the target market and segments, positioning, pricing, etc.? Does the marketing and media approach target the identified markets? • Are the tactics complete, logical, well-balanced, and appropriate for the target, value proposition, strategy, and organization? Do the tactics chosen support the marketing research conclusions? Are the tactics well integrated, and synergistic and do they support one another? • Are all aspects integrated into an overall marketing communications program? • Is the marketing message compelling and appropriate for the target(s) and objective(s)? • Is the budget complete, logical, and reasonable, given the organization, the specific marketing communications program, and the objectives of the plan? Does it reflect an understanding of the costs and components of the tactic/channel? Have printing and other media costs been researched and are they realistic? Do production and media costs stay within budget? • Is the plan well-organized, logically structured, and does it flow well from beginning to end with clear direction and good transitions?

• Are all assumptions clearly stated and reasonable? • Is the plan internally and strategically consistent? • Are the mechanics of writing handled well? Is the tone geared to the audience? Is the sentence structure appropriate and varied? Is the content free of grammar, punctuation, and spelling errors? • Are in-text notes and the list of references accurate and complete? Is all quoted or paraphrased material appropriately identified and credited? • Is the language original? Does the paper “speak” with one voice”?

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MKTG 4200 Individual Project Guidelines (2023 Fall)

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