What is the single most important thought you want a member of the target market to get from the advertisement? What products features will you emphasize in the advertising campaign? What benefits will a customer receive from these features?
Complete Checkpoint #3 by providing the answers to the following questions. What is the single most important thought you want a member of the target market to get from the advertisement? What products features will you emphasize in the advertising campaign? What benefits will a customer receive from these features? What media will you use for your advertising campaign? – You can use any combination of media – Traditional (Print: Magazines, Newspapers, Television or Radio - textbook reference – Chapter 13) or Digital and Social Media – textbook reference – Chapter 14) What mood or tone do you want convey in the advertising campaign? Upbeat, happy, sad, fearful, etc. How will you allocate (spend) your advertising budget among the media you selected? You will need to research the local market to determine the costs for the media you selected. How much does a television advertisement cost? Radio ad cost? Newspaper advertisement? Digital Advertisement? Example: If your total budget for the advertising campaign is $5, 000 and you decide to do local print advertisement (Chapel Hill News Magazine and Douglas Sentinel Newspaper) Facebook Page and promotional give-a-ways at a Fall Festival. How much of the $5,000 will you spend on print advertising? Facebook Page (creation and monitoring)? What items will you give away? – How many will you give away? What is the cost per item? Important: If you selected Pediatric Dentist your budget is $25,000 and if you selected Body Shop your Budget is $5,000. Compile and present the above information in a Microsoft Word document entitled "Media Selection and Budget Allocation." Use the following format for clarity and completeness: Section 1 – Single most important thought of the advertising campaign: Provide your answer(s) Section 2 - Product features to emphasize: Provide your answer(s) Section 3 – Benefits the customer will receive are: Provide your answer(s)
