Get documents about "Superbowl Ad Campaign
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- posted:
- 8/8/2012
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- English
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- 6
Document Sample
Marketing 12
Integrated Promotion Project Marking Rubric
Superbowl Ad Campaign
You are the marketing and promotion team for your company (your choice, either an established company or one
you create). You are to launch an integrated marketing campaign to coordinate with the Superbowl. See Chrysler
300 ‘Imported from Detroit’ campaign or the original Go-Daddy campaign. Companies often use the Superbowl as
a vehicle to launch a new product, integrating all of their marketing efforts and spending a great deal of money
up front. They then continue on with the campaign, building from the original hype generated from the
Superbowl ad.
You are to present (7-10 min. all in) your strategy from both a creative (what) and a logistic (how) standpoint. For
example, you are using the Superbowl ad as the launch, but then what? How will you maintain the momentum?
Using Chapter 14/15 as a reference, describe your overall strategy and integrated marketing communication
mix. Focus on: Advertising, Public Relations, Sales Promotion, Personal Selling, Event Marketing and
Sponsorships, Direct Response Advertising, Interactive Communications.
Marketing 12
Integrated Promotion Project Marking Rubric
Integrated Marketing Communication Mix Presentation
1 2 3 4 5
Presentation 1 element Any 2 elements Any 3 elements Any 4 elements Attention-getter/Generate
Introduction interest. Establish
credibility. Reveal the Topic.
Get the audience Preview Statement.
going! Transition to body
Presentation 1 element Any 2 elements Any 3 elements Any 4 elements Transition from Body.
Conclusion Summarize Key Points.
Recommendation or Call to
End with a bang! Action. Transition to Q&A
Final Closing Thought:
Dramatic Statement,
Quotation or Question
Presentation Monotonous reading. Lack Limited eye contact, Some screen/note reading. Very little screen/note Very cohesive (equal) team
Delivery of teamwork. No vocal teamwork and vocal variety. Some team coordination. reading. Good team effort. Smooth transitions
variety. Some interest generated coordination. between speakers. Eye
through vocal skills. contact with no screen or
note reading. Volume, Pace
and Vocal Variety enhance
presentation.
Campaign Mix Target Market indicated. PoS Tool, TV ad and Radio ad combine logically with other elements of ch.14/15 to form campaign. Timing and placement
Description demonstrates knowledge of a well-coordinated campaign AND it includes a formal and well thought out discussion on how this campaign is to be
Include a implemented. 4P’s logical and consistent. Advertising, Public Relations, Sales Promotion, Personal Selling, Event Marketing and Sponsorships, Direct
description of how Response Advertising, Interactive Communications are given some mention or consideration.
your campaign will
work. Where,
when, how?
Presentation File No headings and labels. Inconsistent color scheme, Good use of color, white Outstanding use of color,
Digital files not part of PPT. transitions, spacing. space, animation. white space, animation.
Bland color. Unprofessional. Somewhat professional. Digital media embedded in
Audience waits while media PowerPoint for smooth,
files are retrieved. professional style.
/25
Marketing 12
Integrated Promotion Project Marking Rubric
Point of Sale Marketing:
1-2 3-4 5-6 7-8 9-10
Visibility PoS Tool demonstrates one PoS Tool demonstrates two PoS Tool demonstrates PoS Tool demonstrates four PoS Tool demonstrates all
of the following: of the following: three of the following: of the following: of the following:
*Engaging display *Engaging display *Engaging display *Engaging display *Engaging display
*Font frames the product *Font frames the product *Font frames the product *Font frames the product *Font frames the product
well well well well well
*Images *Images *Images *Images *Images
*Layout *Layout *Layout *Layout *Layout
*Size *Size *Size *Size *Size
Color PoS Tool Colour PoS Tool Colour PoS Tool Colour
demonstrates one of the demonstrates both of the demonstrates outstanding
following: following: use of colour and excellent
*Colours Contrast well *Colours Contrast well visual appeal.
*Colour frames product well *Colour frames product well
Product Placement PoS Tool placement PoS Tool placement PoS Tool placement PoS Tool placement PoS Tool placement
demonstrates one of the demonstrates one of the demonstrates one of the demonstrates one of the demonstrates all of the
Include a 1 page following following following following previous points AND it
description of how *product is placed near the *product is placed near the *product is placed near the *product is placed near the includes a formal and well
your PoS display display display display display thought out discussion on
will be set up in a *product is placed at eye *product is placed at eye *product is placed at eye *product is placed at eye how this tool is to be
store. What kind of level for the target level for the target level for the target level for the target implemented in the store.
store. Where in customer customer customer customer
the store it will be *product is placed at an *product is placed at an *product is placed at an *product is placed at an
set up and perhaps appropriate position in the appropriate position in the appropriate position in the appropriate position in the
a picture depicting store store store store
your display. *product display is part of *product display is part of *product display is part of *product display is part of
the tool. the tool. the tool. the tool.
Comprehensive PoS Tool includes PoS Tool includes PoS Tool includes PoS Tool includes PoS Tool includes
information on 1 of the 4ps information on 2 of the 4ps information on 3 of the 4ps information on 4 of the 4ps information on 4 of the 4ps
for this product. for this product. for this product. for this product. for this product AND it fits
concisely with the display.
/40
Marketing 12
Integrated Promotion Project Marking Rubric
TV Commercial
1-2 3-4 5-6 7-8 9-10
Script Script had one of the Script had two of the Script had three of the Script had four of the Script had five of the
following: following: following: following: following:
*handed in on time *handed in on time *handed in on time *handed in on time *handed in on time
*well laid out and *well laid out and *well laid out and *well laid out and *well laid out and
comprehensive comprehensive comprehensive comprehensive comprehensive
*included actions *included actions *included actions *included actions *included actions
*included audio *included audio *included audio *included audio *included audio
*included “other” info *included “other” info *included “other” info *included “other” info *included “other” info
Aida Commercial generated one Commercial generated two Commercial generated Commercial generated four Commercial generated four
of the following: of the following: three of the following: of the following: of the following:
*Attention *Attention *Attention *Attention *Attention
*Interest *Interest *Interest *Interest *Interest
*Action *Action *Action *Action *Action
*Desire *Desire *Desire *Desire *Desire
AND
Clearly defines the product
Structure The commercial The commercial The commercial The commercial The commercial
demonstrated one of the demonstrated two of the demonstrated three of the demonstrated four of the demonstrated all of the
following: following: following: following: following:
*follows a logical structure *follows a logical structure *follows a logical structure *follows a logical structure *follows a logical structure
*makes sense *makes sense *makes sense *makes sense *makes sense
*audio files go well with the *audio files go well with the *audio files go well with the *audio files go well with the *audio files go well with the
commercial/product commercial/product commercial/product commercial/product commercial/product
*Props go well with product *Props go well with product *Props go well with product *Props go well with product *Props go well with product
*Setting goes well with *Setting goes well with *Setting goes well with *Setting goes well with *Setting goes well with
product product product product product
Comprehensive Commercial includes Commercial includes Commercial includes Commercial includes Commercial includes
information on 1 of the 4ps information on 2 of the 4ps information on 3 of the 4ps information on 4 of the 4ps information on 4 of the 4ps
for this product. for this product. for this product. for this product. for this product AND your
target market is obvious in
your presentation
/40
Marketing 12
Integrated Promotion Project Marking Rubric
Radio Commercial
1-2 3-4 5-6 7-8 9-10
Script Script had one of the Script had two of the Script had three of the Script had four of the Script had five of the
following: following: following: following: following:
*handed in on time *handed in on time *handed in on time *handed in on time *handed in on time
*well laid out and *well laid out and *well laid out and *well laid out and *well laid out and
comprehensive comprehensive comprehensive comprehensive comprehensive
*included actions *included actions *included actions *included actions *included actions
*included audio *included audio *included audio *included audio *included audio
*included “other” info *included “other” info *included “other” info *included “other” info *included “other” info
Aida Commercial generated one Commercial generated two Commercial generated Commercial generated four Commercial generated four
of the following: of the following: three of the following: of the following: of the following:
*Attention *Attention *Attention *Attention *Attention
*Interest *Interest *Interest *Interest *Interest
*Action *Action *Action *Action *Action
*Desire *Desire *Desire *Desire *Desire
AND
Clearly defines the product
Structure The commercial The commercial The commercial The commercial The commercial
demonstrated one of the demonstrated two of the demonstrated three of the demonstrated four of the demonstrated all of the
following: following: following: following: following:
*follows a logical structure *follows a logical structure *follows a logical structure *follows a logical structure *follows a logical structure
*makes sense *makes sense *makes sense *makes sense *makes sense
*audio files go well with the *audio files go well with the *audio files go well with the *audio files go well with the *audio files go well with the
commercial/product commercial/product commercial/product commercial/product commercial/product
*Props go well with product *Props go well with product *Props go well with product *Props go well with product *Props go well with product
*Setting goes well with *Setting goes well with *Setting goes well with *Setting goes well with *Setting goes well with
product product product product product
Comprehensive Commercial includes Commercial includes Commercial includes Commercial includes Commercial includes
information on 1 of the 4ps information on 2 of the 4ps information on 3 of the 4ps information on 4 of the 4ps information on 4 of the 4ps
for this product. for this product. for this product. for this product. for this product AND your
target market is obvious in
your presentation
/40
Marketing 12
Integrated Promotion Project Marking Rubric
The remaining 15 marks for this assignment come from your work as a group and as an individual within a group. Were you able to overcome
obstacles? Did you use your time effectively? Did you work well as a team? Were you organized? Did you get your stuff done on time? Did you
utilize all the team members effectively? And so on. Everybody starts with 15 marks and will see 1 point deductions for off-task behavior. I.e.
Inappropriate computer use, cell phone abuse, doing other classes’ work etc.
/15
TOTAL /160
