CW2 Guidelines
Coursework 2 guidelines (below) are made available to all teams in learning week 14. Unless changes have been agreed with the module’s leader, CW1 teams will progress to CW2 using the same list of members as well as their CW1 chosen brand.
At this stage, each prospective client (Buxton, AVON, Travelodge, etc.) has agreed the Advertising Plan proposed in CW1 – subject to minor changes as outlined in the CW1 feedback document – and hired each of the pitching agencies for the 2012-2013 marketing year.
Your CW2 tasks, therefore, are to build on CW1 and prepare a formal written and well integrated plan for your client’s 2012-13 Advertising/Promotional/Web activities, as follows:
Section 1 – The concise situation analysis.
Submit a 1-page executive summary of your CW1 situation analysis. Your client already knows this information so you need only one page for this. If you undertook relevant primary research to support your original situation analysis, you should include this research as an Appendix at the back of CW2.
Section 2 – The revised advertising plan.
Based on the CW1 feedback provided by your client (played by your Tutor), you need to carefully review and summarise all major aspects of your Advertising Plan (CW1) on 2-3 pages at the most. Remember to include CW1 ad media scheduling information and ad budgeting details as Appendices to CW2.
Section 3 – The promotional plan.
Drawing on the module’s post-Christmas lectures and seminar exercises, and also on the expertise of the seminar tutors, each agency needs to develop a concise Promotional Plan (try not to exceed 6-7 pages for this plan). Develop this plan as a well-supported 12-month London-based promotional campaign. Remember that you may need to focus on B2C, B2B or both.
Promotional Plan essentials:
• Clear identification of desired outcomes (promotional objectives)
• Clear description of customers to be targeted (B2C and/or B2B)
• Outline of your chosen consumer-oriented promotions
• Outline of your chosen trade-oriented promotions
• Communication considerations
• Budgetary considerations
• Scheduling considerations
• Logistical considerations
• Legal considerations
Remember to show that all of the dimensions above actually harmonise well with the Advertising Plan you developed for CW1.
All campaigns run (check module booklet) a Promotional budget of £2,000,000 maximum.
Section 4 – The website makeover.
As a final step, your agency needs to provide your client with ideas for a website makeover. This makeover may simply involve a somewhat ��light touch’ or, conversely, you may wish to recommend a substantial review of the current site and its features. At any rate, you are only required to provide your client with an overview of the improvements your agency would like to propose and, importantly, how you would like the Advertising and Promotional ideas you propose for 2012-13 to be integrated into the client’s Website during that year. You need not worry about the costs associated with your proposed Website makeover because your client has agreed to deal with these costs separately.
To assist you with exploring Web makeover possibilities, Middlesex University has purchased and installed a powerful yet easy-to-use suite of software tools available in lecture room C-114, PC lab C-104 and on most PCs in the Sheppard Library:
• Serif WebPlus (with ready-to-use templates)
• Serif PhotoPlus (image manipulation software)
• Serif DrawPlus (artwork from scratch)
• Serif MoviePlus (motion – for the more advanced)
• Serif PagePlus (logos, tiles, captions made easy)
please use and reference Integrated marketing communication in advertising and promotion by Terence A. Shimp as this he main core text book.
Also it is important that you have access to Brad
http://www.bradinsight.com/BRAD/Account/LogOn?ReturnUrl=%2fBRAD
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