M440
Extra Credit Project
Spring, 1998
An extra credit project is available this semester to qualified M440 students. Successful completion will result in a one grade enhancement of the overall course grade. Details follow. Consult with Dr. K before beginning work. Submission deadline is the last formal class meeting.
ADVERTISING/PROMOTION PLAN
OVERVIEW: The purpose of this option is to provide students with an opportunity for a hands-on experience which involves them in the development of an advertising promotional
plan in a "real world" market situation. Students who participate in this project are required to research and construct a complete promotional plan for a firm or product of their choice.
REQUIREMENTS: Those who pursue this option should pay careful attention to the following:
Client Firms: Students should seek out a client enterprise that is willing to work with
them to develop a promotional plan. Because of the limitations of time, background and
experience, students are advised to choose clients with relatively uncomplicated market
situations and with sufficient data readily available to conduct an effective planning
exercise. In the past, students have chosen to work with employers (past, present or
anticipated) as well as businesses operated by immediate family or relatives. Some have
solicited local consumer or industrial goods producers, service marketers or retailers.
Opportunities to be of service to public and not-for-profit organizations should not be
overlooked.
Elements of the Plan: Each plan must include as a minimum the following elements:
1. Situation analysis including a SWOT summary.
2. Objectives stated clearly including identification of target audience(s), outcomes
and time frame.
3. Strategy statement for the overall plan.
4. Creative plan including objectives, strategy and tactics.
Sample creative execution is also required.
5. Media plan including objectives, strategy, tactics and schedule(s).
6. Complete budget statement.
7. A tracking and measurement plan.
Additional tips beyond those available from the text, readings and lectures are available in
the optional paperbacks listed in your syllabus and repeated below:
Adams Streetwise Software. Do-It-Yourself Advertising. Holbrook, MA:
Adams Media Corporation, 1996.
Book, A. & C. Schick. Fundamentals of Copy & Layout, NTC Business Books,
2nd Ed., 1990.
Shultz, D., W. Robinson & I. Peterson: Sales Promotion Essentials.
Lincolnwood, IL: National Textbook Company, 3rd Ed., 1998.
Taylor, James. How to Write A Successful Advertising Plan. Lincolnwood, IL: NTC
Business Books, 2nd Ed., 1993.
These may be available through the campus bookstore, Amazon.com, Buy.com
or directly from the publisher at:1 800 323 4900 or
NTCPUB2@AOL.com
ADMINISTRATION:
Eligibility: This project is an optional course element that is available to
students with a "C" grade or higher at the first midterm examination.
Because students have a tendency to attempt projects that are unrealistically
ambitious, consultation with the instructor and prior consent must be obtained
before preceding. If your project appears to be "doable", chances are very
good for a "go".
Incentives/ Grading: A one grade enhancement is the reward for acceptable
work. Grading for this project is on a credit/no credit basis.
Deadlines: Projects are due no later than the last class meeting. Late projects are not accepted.
(Revised: 4/05/98)
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(Revised: 4/11/99)