Ramadan or Eid or National Day campaign
MKT 420/351 – ADVERTISING AND SALES PROMOTION / IMC
FINAL PROJECT (GROUP OR PAIR OR INDIVIDUAL – depending on convenience)
Working in groups or pairs or individually (depending on convenience – I prefer group as you can have more ideas and spread the work among you), you are required to suggest a Ramadan or Eid or National Day campaign for a local/international company for the KSA market. The campaign can be for TV ads, prints ads or any other media.
You are required to suggest a campaign for a company based on the concepts from Chapter 6: Advertising Design. Aside from describing how your campaign will be, you need to explain about the message strategies, types of appeal, and executional framework. You also need to state what types of media you will choose and your reasoning (Chapters 7 and 8). You also should ensure there is a cohesive argument in relations to the advertising design, media chosen with your product and target market.
The report should be in Times New Roman font, size 12, 1.5 spacing. The overall layout must be organized, with adequate structure, and correct spelling and grammar. Please use proper referencing technique – use the APA style for your in-text references and reference list at the end of your documents. Generally, the report should be in this order:
- Introduction to report
- General information about the company and campaign (1 paragraph)
- Background of Company (1 paragraph)
- Campaign information
- Product or service to be promoted (1/2 to 1 paragraph)
- Target market (and justify your chosen answer) (1/2 to 1 paragraph)
- Campaign description (including whether it is for Ramadan or Eid or National Day campaign) (1 paragraph)
- Other relevant information about the campaign (if relevant)
- Advertising Design and Media for Campaign
- Advertising Design (Chapter 6) – (1 to 3 paragraphs)
- Message Strategies (and justify your chosen answer)
- Types of Appeal (and justify your chosen answer)
- Executional Framework (and justify your chosen answer)
- Media Design (Chapter 7 and 8: Traditional and Digital media)
- What types of combination of media did you chose (and justify your chosen answer) (1 paragraph)
- Advertising Design (Chapter 6) – (1 to 3 paragraphs)
- Conclusion (1 paragraph)
- References (if needed)
Please submit the soft copy (on 1/12/2020) by midnight on Blackboard. Soft copies will be run against anti-plagiarism tool to detect copied materials. Therefore, please summarize points or paraphrase and make sure you reference the sources. Marks will be deducted from those who submitted reports with a lot of similarities with other work (journal article, website info, newspaper article or magazines and other people’s work).
Rubrics for the project is as below.
| DIMENSIONS | TRAITS | 1 | 2 | 3 |
| IDEAS | Background of Company and product/service to be promoted | Missing important information about company and product/service | Adequate information about company and product/service | Excellent coverage of company and product/service |
| Target market | Repetitive or lack of clear point | Satisfactory argument | Excellent argument | |
| Campaign description | No example given | Adequate examples with no connection to the ideas | Relevant examples which connect to the ideas | |
| Advertising design – message strategies | Repetitive or lack of clear point | Satisfactory argument | Excellent argument | |
| Advertising design – types of appeal | Repetitive or lack of clear point | Satisfactory argument | Excellent argument | |
| Advertising design – executional framework | No example given | Adequate examples with no connection to the ideas | Relevant examples which connect to the ideas | |
| Media design | Repetitive or lack of clear point | Satisfactory argument | Excellent argument | |
| References | No reference | Available but inadequate, no proper referencing | Comprehensive compilation of reference | |
| ORGANIZATION | Layout | Poor labelling of sections, sub- topics, tables and figures | Improper and inconsistent labelling | Sections, sub- topics, tables and figures are clearly labelled |
| Sentencing | Poor sentence connection, long sentences | Acceptable sentencing but not clear enough | Excellent connection with clear sentences |
