MKT402 (Advertising and Media Campaign)

Group Project Outline

The projects objective is to help students apply what has been
taught in the entire course on real life example so they learn what its
like to do an advertising campaign which is the whole point of the
course. The project outline is broken to 4 phases and students are
given feedback each time they turn in one of the four and resubmit
.after correction
They are also required to make actual ads like a visual aid to illustrate
.their idea such as a billboard, a video, a flyer or a brochure

Grading Guidelines:
Good Written Project 20/50 (40%)
TV ad, Radio AD, Story Board, Billboard etc. 10/50 (20%)
Presentation skills and delivery 9/50 (18%)
Creativity 7/50 (14%)
Timeliness 4/50 (8%)
IMPORTANT TEAM SUBMISSION DATES:
MKT402 PHASE 1 (4/20)
Due week 4
Marketing Communications Plan outline
I.

Introduction or overview or executive summary ( 1

to 1.5 pages)
a. If your product or service is new:
Give me a little overview about the industry or
product (or service) category. Speak about the
market leaders in that field. Then say how you want
to introduce that product in the Egyptian market and
why do you think it will be a hit!
b. If your product or service exists and you only want to
advertise it (national or international):
Speak about the history of the mother company (in
or outside Egypt). Speak about the main successes

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or achievements of the company, either market

share or new product lines or a social cause the
company is adopting. And state how youll produce
your product in the Egyptian market.
IN BOTH CASES. Give me a concise clear NOT COPIED
intro about whatever you want to do.
This outline is there to help you not get lost. But
other than that go crazy and be innovative which is
what the advertising is all about after all.
P.S. Put in your mind at all stages that you own an
advertising agency and you are promoting a product,
service or an idea to a client
Items you can choose from then include in the
brief to help you:
1. Problem statement BRIEFLY (culture you want to change, lack of
advertisement of something you want to increase, low sales you
want to increase by aggressive ads, consumer needs that you as
an advertiser are aware and are willing and aware to satisfy them
that no other agency knows)
Example: I want to start a campaign about Banana
Republic garments to introduce that fashion line here in
Egypt.
2.
3.
4.
5.
6.

Vision
Mission
Goals
Objectives
Key messages you want your campaign to get across

IMPORTANT (look at exhibit 1-1 page 24, you may find these
question helpful)

II.

Situation Analysis:

II. a SWOT analysis (1 to 1.5 pages):

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1. SWOT analysis of your (PRODUCT, Company, Market and

communication if applicable):
Strengths
Weaknesses
Opportunities
Threats
2. External forces that cause me my problems or will help me reach
my ADVERTISING goals.
Write all the forces you can think of that can or hinder you:
Cultural
Legal
Political
Economic
Social
Example:.
Economic hinder: Advertising on MBC channel in Ramadan
is very expensive for instance.

II. b Consumer analysis (1.5 to 2 pages) :

Your plan for that step is page 40 in the text book. Answer at
.LEAST 2 of the 4 questions
:They are
1. Who are the consumers?
a. Demographic criteria (age, gender, income, geographic
location)
b. Psychographic criteria (personality, attitude, motivation,
lifestyle, activity)
c. Degree of usage (heavy, medium or light)
d. Degree of loyalty:
You can classify your audience in any of the following
categories (pages 46 and 47):
1. Long loyals: committed to one and only brand
2. Rotators: rotate between preferred brand based on variety
rather than prices
3. Dealer sensitives: shift between preferred brands on
availability of deals, offers and incentives.
4. Price sensitive: purchase the cheapest
(N.B. these 4 categories were developed by Leo
Burnett)
5. Experimenters
6. Conformists
7. Ecologists
8. Impulsive (hasty or spontaneous)
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9. Ad Believers
(N.B. and those are some Simmons categories, and
Simmons is a consumer information source)
2. How do they use it? Or When and how often do consumers buy?
How often do they buy your product?
When do they buy it? in other words seasonality
3. What motivates them to buy?
Exhibit 2-2 (page 48)
Basically what factors influence them?
4. What do consumers look for in a product? (basically core and
auxiliary benefits from the product)
What do consumers like the product to do for them?
How do they expect to benefit from it?
What needs or wants the product satisfy for them.
5. How do they look at life?
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MKT 402 PHASE 2 (5/20)

Due week 6

Building the Marketing Communication Strategy

1. Determining the selling focus
a. What are the want-satisfying qualities which will be
emphasized in the ad and set the product/service apart from
the competition?
b. Will you use transaction-oriented advertising which is
purposed to generate immediate sales? How and why?
c. Will you use long-term oriented advertising to build your
brand? How and why?
d. Will you use both? How and why?
:Example
In my ketchup Heinz ad, I will emphasize how delicious and important
ketchup is for each meal and that all the other ketchups dont taste or
.feel as good as Heinz
We will use brand building by placing ads over extended period of time
on TV and billboards to emphasize how Heinz doesnt taste as good
.without the family gathered and every one enjoying their meal
We will also use short time sales generating approaches by telling
customers that if they buy two bottles they will get one mustard for
.free
:Example

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I will tell parents who beat their children that they will grow up
with hatred in to the world and full will rage and fury. We will place ads
about happy families in the country and green fields with smiles on
their faces on billboards, buses and TV local channels to spread the
.loving and happiness culture through out that layer of society
We will use long term oriented advertising to emphasize how loving
peaceful families bring up healthy children with loving and success
.potential to the world
2. Managing the brand equity
a. How will you build your loyalty? In other words, how will move
your consumers from the brand awareness stage to the brand
preference and persistence stage? (Look figure 5-1)
b. How will you build brand associations to influence your
customers perceptions? (the associations consumers make
with a brand influence they way they think and feel about a
product)
:Example
If you sell mango, you want to emphasize to you customers
how they are delicious and balady so say the best
mango if from ism3leya and we deliver it fresh to you
wherever you are in the country
Having Mona Zaki and Ahmed Helmi together appear in
that whatever car is ad, associates positive feelings to
consumers about how cute it is for a cute couple like
them to promote the auto. celebrity endorsement
El2otna mabtekdebsh is an insanely powerful tagline
which associates perceptions about cleanliness to
consumers or Pril. That came after years of stressing that
line all across different media. That is a successful
association.
More examples about association from page 135 to 137
3. Positioning the message
Positioning is a more focused approach of building the
brand equity. It refers to the way advertisers try to get
consumers to think or feel about their products in relations
to some context such as an emotion or experience; kind of
building an identity for the product.
a. Developing the positioning strategy at first:
1. What position do we have now?
2. What position do we want to own?
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3. From whom must we win this position?

:Example
Waffle house occupies a position of Waffles as a nice snack for
upper B class and A class in M3adi. We want to occupy a position of
targeting these consumers all over Cairo and have them come to our
place in M3adi because they will find a relaxing friendly setting
.presenting American delicacy such as waffles
: Example
Violence against children now is in the position of people are a little
reluctant responding to this kind of advertising. We are positioning
people in the country, families ranging from 2 children and up. We
want to reach a position where the ads reach, convince and actually
affect these people that they start having second thoughts about the
.way they behave with their children
b. Then creating or executing the position in the ad:
1. Positioning by product attribute/benefitsetting a
product apart by stressing a specific characteristic or
benefit offered. (want satisfying quality)
2. Positioning by price/qualityin this strategy
price/quality characteristics are stressed. For example,
some products set themselves apart by assuming a very
high price/quality association, while others become
"price products."
3. Positioning by use or applicationhow a product is to
be used may in itself lead to a positioning strategy. The
shoe industry example offered in the text, and products
such as Arm and Hammer baking soda and Black &
Decker have capitalized on this strategy. Or showing
how people can use the electronic cigarettes in detailed
brochure or how they can use the Iphone and that it is
not complicated as they think it is.
4. Positioning by product classthe Amtrak example
provided in the text in reflects this strategy in which the
product is positioned against others that, while not
exactly the same, provide the same class of benefits.
The current pork campaign ("The other white meat") is
another example that might be cited.
5. Positioning by product userin this strategy the
product is positioned at a particular group of users.
Mona Zaki and Ahmed Helmi using the car or Ahmed
Ezz driving cruise. Or waffle house targeting classy
outgoing youth and A class people. Make your
customers feel special about themselves.
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6. Positioning by competitorin many cases the

competition may be used to define the positioning
strategy. Companies can position their products to set
themselves apart from the competition, show
superiority, etc.
7. Positioning by cultural symbolusing a quote by
Almofatesh Korombo in the ad, or some famous
joke used to be said by Isma3el Yassen; culture that
is distinguished by Egyptian mainly.
PLEASE dont repeat yourselves. Put considerable thought in your
writing and dont be very brief as well. Give me a moderate amount of
detail to tell me why you have chosen a certain strategy and why. And
again, choose only what is applicable to you and makes sense to your
!product. And dont tell me you have found nothing at all applicable
4. Funding the marketing communications program.
a. Who is responsible for setting the advertising budget? Is it the
promotion and advertising dept or the upper management?
b. On what base do you put your budget? Sales, affordability,
promotional objectives or imitating competition in their
advertising expenditures?
c. Give me a general figure (bera7etko awy fel raqm da because
you will allocate it in detail in the third phase)
5. Targeting and delivering the message.
Targeting the message involves both the people to whom
the message is aimed and the means by which the
message gets delivered. Targeting ranged from a point
where a company will use one message, or appeal for all
consumers to a point at which it uses a separate message
for different marker segments.
a. Will you use one message or multiple appeals? (Figure 5-4)
how?
:Example
I will use different appeals because I have a large base of consumers
with different needs and attitudes. I will address Environmentalists
that the Body Shop is safe and doesnt use animal testing for its
products. I will address ladies who like to enjoy their baths in
relaxation. And of course core messages are the same in different
appeals

Needless to say, targeting has a media-oriented approach

in which each type of communication is viewed as a means
of delivering messages or impressions to consumers.

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--------------------------------------------------------------------------------------------------------------------------------

MKT 402 PHASE 3

(6/20 )
Due week9
Remember phases 3 and 4 are more important than the first two because
.they have the advertising content. So put a lot of effort in them

Marketing Communication Strategy

a. Media type and mix (WHERE) and (HOW MUCH)
this step is the advertising vehicle you will use to get your )
Draw the next table in your (advertising message across
.project and write all what applies to your project
If you will use more than one give them weight and give
the most weight to the one with the highest emphasis and
dont forget to sum them all up to 100% at the end and if
.any one of them is not applicable say it is not applicable

The Media Mix part will be a Pie chart in the Presentation

Vehicle or
type

?Why

Magazines Good way to show

product detail
You have to apply to
your product IN EACH
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Weigh
t

10%

Budget
allocation
Take a look :
Page 216
and 217
(Total 3 Mill)
mill X 10% 3
= 300000

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Newspaper
Internet
Brochures
Radio
Outdoor,
Billboards,
..Flyers
PR

ONE like Ill use the

billboard for the
Power Traveler
campaign so that
people know more
about it and see it a
bit detailed
Localizes and
generates sense of
immediacy
Enables site visitors
to interact with ads
Deliver specific
information
Reminds consumers
to act
Size and location can
be powerful
reminders of ad
.message
Provides info that is
more highly credible
Provide in-depth
persuasive
information

30%
0.02%
0.08%

Infomercial
s (ads like
short
movies)
In- Store Stimulate action at
Displays point of sale
.Figure 7-5 page 208 is very helpful
b. Media Strategy and
allocation (WHEN):

tactics;

the

advertising

units

Here is the place where you say your campaign idea or

.tagline or shape
Say your campaigns main point or message and I think
you have said that in earlier phases. Your advertising
message is the one which will appear in all your ads in all
.your vehicle
After you have chosen your Media type or vehicles and
given them weights it is time now to start the media tactic
which is buying specific advertising units as (one billboard
3al tare2 el sa7rawy le modet 3 months, or a page fel
ahram cover page, or 40 seconds fel MBC during the 8 pm
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for 4 months, or 30 seconds in Nogoom FM before the

morning show for two month), this is exactly what the
.media tactics are
The Advertising
Unit
a page (front
page)
seconds (TV 30
ad)

Where
Alahram
Almasry Elyoum
MBC 1
Rotana Cinema

seconds 25
(Radio ad)

Radio Masr
Nogoom FM

When

How long

Next Friday

For 4 Fridays

Starting from
August
days a week 4
Next week
days a week 5

For 3 months
For 4 months

c. The Quantitative Media Objective:

Use this formula in the part of the TV and Radio ads of your
campaign. Or I mean this is the strategy while stating your
.media objective
to reach 70% of men and women who watched the ad,
from ages 20-35, three or more times per each week
.during the first half of the campaign
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Phase 4 MKT 402

EVALUATION (5/20)
Due week 10
This step of the project is how you will evaluate your advertising
campaign and measure its effectiveness before, during and after its
.launching
Also, I dont need more than one and a half page MAX in that phase or
.one page NOT LESS
This evaluation will be done through 4 stages and all you have to do is
:to apply each stage to what you will do in your campaign
Stage 1: At the beginning of the Creative Process; Concept
:Testing
Some concepts are tested before any ads are directed or any contracts
are signed. Basically when the ad making process is in the operations
!room
:What to test at that stage
Product names
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Slogans
Campaign themes
Advertising promises
Basic product positioning
Any celebrity endorsing to see if people will actually like him or
her in that ad or like his or her voice, you know..

:How

to test this stuff

Focus groups
Mall intercepts
One-on-one interviews
(these three testing methods are explained in DETAIL in
chapter 2)
Projective or in-depth tests
Laddering techniques or in-depth interviews
Structured and semi-structured it detailed and semi-detailed
questionnaires
Attitude and opinion tests
Paired comparison tests or tests which compare ads with other
ads

VERY BRIEFLY; choose some of the what to test and say I will I will
test these at that stage using one of the how to test techniques and
:include one or two sample questions like
How will you sir like the slogan Waffle House, Taste love from a
?bite or do you think that Most2balna ben edeko is touching
Stage 2: In the middle and at the end of the creative
:process; Copy Testing or Pretesting
Most of the evaluation on advertising effectiveness done by
companies or agencies is done on that stage because they want to
see how people will respond to the FINISHED ad before it is
launched in the media so please dont mix this with the first stage
.one
The text book discusses purpose and value. Refer to page 300 from
:the text
:Purpose of the test at that stage
In short the reason that stages importance is to predict the
effectiveness of the campaign or an ad and help understand the ad
so it can be developed further if people who saw it during testing
didnt understand it also at that stage the ad is being valued and
tested against some criteria like awareness, persuasion or
.likeability
:How is that tested? Through the types of copy testing
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1. Diagnostics, (there is table with example questions page 301,

VERY important):
2. Frame-by-Frame: Not important!
3. Picture sort technique
4. Communication playback (1st 2 paragraphs only), you can still
read the rest for more understanding!
5. TV tests (Important)
Write a reason why you will hold that test and it mainly will be to
test the effectiveness of the TV or Radio or Magazine or Print ads
.before they are officially launched to target audience
.Then choose any of the 5 techniques and say why
Example: I will use the story board and animatic film methods in the
TV tests to get immediate feedback from target customers and see
.whether it will appeal to them and be interesting to them
P.S. Dont feel there is ANY repetition in that stage in terms of
questions because whatever questionnaire you have held they were
general and not related to a certain evaluation technique and also
at that stage you only have to include questions and reasons not go
and ask people and track down answers, so it is easy and not
.complicated
Stage 3: While the advertising is appearing in the Media;
:Concurrent Testing
First Type: Tracking studies
Reason: to keep in close contact with what consumers are thinking,
:feeling and doing in terms of
Brand awareness
Attitudes towards product
Whether they are well communicating their messages and
people are well understanding the advertising messages
product usage rate where sales are tracked daily, monthly and
annually and consumers are asked whether they are new or
trial or repeat users (for new products like Burberry, Insurance
Company, Power Traveler, The 4G cell phone, Child Abuse) or
how frequent do they buy the product or watch the ads (for
existing products like Corona, Vodafone, Avon, Gilette).
Product satisfaction (mainly questions focusing on consumers
intention to repurchase a product and questions to test
products and advertising in general as well)
:How to test (read those from the book, page 307 only and not 308)
Telephone interviews
E-mail Interviews
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Diaries
Pantry Checks (Not important)
Mall Intercepts
Product Audits and Scanner Data

Second Type: Coincidental Studies (Not important)

I guess most of you used the brand awareness and attitudes a lot so
.we can talk about the message communication part and the rest
:Example
I will use tracking studies in the concurrent testing stage to know how
people are reacting to my ad while it is in the media and I will
emphasize the message communication part to see if people really get
the message of the ad and will use also the product usage rate by
asking people if they are first timers or repeat or frequent and how did
they know about the product and whether they knew about it from the
:ad And to test all that I will use these methods
Telephone interviews
Mall intercepts
:Another example
I will use the tracking studies to test whether people are getting the
message I am trying to communicate in my TV and Radio ads.
((Remember the Ahmed Mekky Ads for Pepsi, Sade2 hykon sade2 we
hady hykon hady.. did you think people get the message which was
being communicated in the ad?)
.And to test that I will use mall intercepts and E-mail interviews
Stage 4: After the Advertising has appeared in the Media; Post
:testing
This stage tests the end of the campaign (the one concurrent testing is
testing an ongoing campaign)

:Purpose
To assess the performance of whoever worked in the campaign
from individuals to the agency.
Providing benchmarks against which future campaigns can be
developed.
Understand what has gone well in the campaign and what
needed to be replaced or improved and what to be avoided in
the future.
How to tests (testing criteria)
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 Recalling and recognizing: do people actually remember the ad

and find it memorable; coz if they did that will affect the
purchase decision.
Attitudes and awareness
Using sales to test effectiveness of ads. Like after the campaign
has started the company can feel that sales increased and instore traffic increased in response to that ad (can be considered
concurrent testing too by the way!)
Inquiries or information phone numbers. How many people are
calling to ask or give comments or complain? And special
techniques are used to track these phone calls to the advertising.
Say, in that stage, I want to see if people remembered my ad so Ill
hold some informal interviews with some customers and see if they
remember the ad from some hints that I dropped or say I will put a
hotline for customers to call and track their comments about the ad or
Ill see if sales in total have increased after one month of the
.campaigns launch and how much did the sales increase and such
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Week 10 through week 13 : Presentations

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