FINAL PROJECT – ADVERTISING – BBA/BSc III

DEVISE AN ADVERTISING CAMPAIGN.

OBJECTIVE: Your group is going to perform the role of a full service agency. You are required to
launch a complementary product of the assigned brand. “A complementary good is a product or service
that adds value to another. In other words, they are two goods that the consumer uses together”. The
tentative idea is to generate at-least 3 percent sales within three month of launch. After an year, the
company is expecting to see a rise in their market share by at-least 5 percent. You have the flexibility to
move into a different market.

According to the objectives assigned, following is the minimum you are required to do:

 Collect market information (keep the discussion on MARCOM planning figure in your mind)
 New facet of advertising effect (maximum three)
 Identify the new target audience (users only). Develop consumer insights based on three to five
users of the brand. Work on STP.
 Perceptual mapping
 Work on brand imperatives
a. Brand identity (packagaing, name, logo, slogan, tagline – if you are intending to change)
b. Brand position
c. Brand positioning
d. Brand promise
e. Brand image
f. Brand personality
 Media strategy
a. MARCOM/Advertising objective (remember facet model of effects)
b. Media selection (forms)
c. Vehicle selection (media planning)
d. Time and place of ad (media plan)
 Message strategy
a. Message objective
b. Big-idea/creative idea
c. Key visual
d. Advertising approach
e. Advertising format
  Make the storyboard of your TVC campaign.
 Make a gif ad. (optional)
 Develop a print ad.

Due date: Final report submission - Your final DOCX file is due on 11 May, Tuesday. It should be a
proper professionally formatted report (Font – Times New Roman, Font Size – 11). It must be properly
referenced. Plagiarism will cost you entire percentage of term project i.e. zero out of twenty percent. Your
report should be emailed to the official ID of this course keeping all the group members as CC. The
subject of the email is going to be “Your brand name– Your section”.

You have the option to develop a compressed file required for the project and email rather than attaching
each file separately.