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Marketing

PROMOTIONAL CAMPAIGN PROJECT

OVERVIEW

This promotional campaign project will give you the opportunity and responsibility to develop a professional advertising campaign for a product of your choice. The campaign will be completed in two phases that will be handed in for review and suggestions during the semester. The entire campaign will be due on the last class period. You will work with 2-3 classmates and each group will prepare a written report and brief presentation during the semester. Peer evaluations will be given out after phase one and at the end of the semester.

The promotional campaign should span a one year time period. You should recommend a budget for the campaign that will be optimal in order to satisfy your objectives.

Preliminary Research Needed

Secondary Research

Each group will conduct secondary research to gain an understanding of industry trends and the product category, the market (and how it is segmented), competition, the potential target audiences, and their decision making process. You will be able to access a variety of secondary sources on line and through the UMASS library.

Some recommended sources include:
1. http://www.library.umass.edu/subject/business/mktg422.htm
This site includes resources compiled by Mike Davis, our
Business Reference Librarian. This is a great place to start.
2. Simmons Study of Media and Markets (1994) – demographics
3. Lifestyle Market Analyst (psychographic information)
4. Encyclopedia of American Industries (trends)
5. Standard Rates and Data
6. Marketers Guide to Media
7. Infotrac
8. Lexis-Nexis
9. Internet/Web sites of your company and competitors
10. Encyclopedia of Major Marketing Campaigns

In addition, if you are not able to obtain secondary information on your potential target audience and their decision-making behavior, you will want to conduct primary research of your own. This will involve...