THE NEXT TOP FIRM

LESSON 4:  PLANNING AN ADVERTISING CAMPAIGN  

TODAY'S MISSION

Your mission is to be able to answer these essential questions:
  • What does your client want in an advertising campaign?
  • What are the components of an advertising campaign?
  • What are advertising techniques used by advertising agencies?
  • How do I choose the best advertising technique for my client’s ad campaign?
  • How do the client’s wants, needs, values, ideals, and sales numbers play a part in choosing an advertising technique for our client’s ad campaign?

ACTIVITY 1: 
​CLIENT INTERVIEWS

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At this point, your client is going to come and talk to you about their company.  Click on your Google Drive Icon and in your Next Top Firm Portfolio, Select, the Client Interview Worksheet.  You will see the topics they will address in their talk with you.  Type notes in the boxes beside each topic.  If you write faster than type, you can write your notes on paper and type them later.  If you think of any questions as the client is talking, write them down or type them into the next row of the graphic organizer.  When the client asks for questions, you can ask any questions you have and if they don't address one of the topics on the sheet, you can ask them at this time as well.
CLIENT INTERVIEW WORKSHEET
This is a picture of the Client Interview Worksheet that you are looking for in the Lesson 4 Folder of your Next Top Firm Portfolio on your Google Drive.

ACTIVITY 2: 
​PARTS OF A CAMPAIGN

It is time to get started developing an ad campaign for your client, but you may be wondering does this mean!  There are several components to an advertising campaign and you've already completed the first one!  With your partner, go through the following slideshow together.  By the end of this Enrichment Experience, you will have created all of the components of your advertising campaign.

ACTIVITY 3: 
​ADVERTISING TACTICS

When you learned about the components of an advertising campaign, you learned that one component was an advertising tactic.  Together with your partner, go over the slideshow below.  
demographics:  the numbers and statistics about groups of people in a population  

situation analysis:  identifying a company's product, service, target audience, competition, strengths, and weaknesses 

advertising tactic:  a technique used by a company in advertising that makes people feel a strong desire to purchase the company's product or service

media strategy:  a plan for how a company will use media to advertise their product or service in order to reach their target audience 

marketing plan:  the whole plan for how a company will advertise its product or service including the situational analysis, advertising tactic, media strategy, budget, presentation packet, and pitch

advertising budget:  a plan to show how much money a company will spend on each component of an advertising campaign

advertising presentation:  a portfolio that an advertising firm has created for a company's advertising campaign along with a synopsis for how and why these items were created

advertising pitch:  presenting an advertising campaign to a client 

The Bandwagon Tactic:  convincing people to go somewhere or buy something because everyone else is doing it 

The Testimonial Tactic:  using someone famous to endorse the product or place by telling how they have used it or been there 

The Transfer Tactic:  linking a celebrity to a product to make people feel that if they use it they will be just like the celebrity 

The Repetition Tactic:  when the product name or symbol is repeated many times during an advertisement 

The Loaded Words Tactic:  using emotional words to get people to buy their product or use their service 

The Glittering Generalities Tactic:  using vague words to make the product or place seem wonderful without giving any real information about the product or place 

Name Calling Tactic:  criticizing your competition to make yourself look better 

The Plain Folks Tactic:  using good old fashion ideals, or qualities that good, ordinary people find valuable, to make their product or place seem more appealing

The Card Stacking Tactic:  when a company emphasizes the good things about their place or product, but just doesn’t mention the bad or negative things 

Snob Appeal:  attempts to make a person feel like buying a product or going to a place will make them better than others 

Avant Garde Strategy:  when an advertisement suggests that by using the product or going to the place, that person is smarter than others, ahead of their time, or is a trend setter.  

​The Fear Tactic:  uses fear to persuade people to do something, purchase their product, or visit their place, and if you don’t there will be bad consequences 

Flattery:  compliments or praises the customer in some way, which makes the customer want to buy the product 

​The Humor Tactic:  when an ad uses humor to win people over to their way of thinking, using their product, or visiting their establishment

​The Adventure Appeal:  uses images and words that make a person want to do something, buy a product, or visit a place so that they can experience an adventure 

​Statistics:  persuades people to purchase a product or buy into an idea or service based on numbers, statistics, or scientific evidence 

​Youth Appeal:  persuades people to do something, purchase a product, or visit a place because they feel it will make them feel younger in some way 

Play On Words:  uses figures of speech like puns, idioms, and hyperboles to persuade customers to do something, buy a product, or visit a place 

​The Scarcity Tactic:  seeks to make people feel like they need to hurry, either because supplies are limited, so many people are rushing to get it, or there is a limited time period in which you can get it 

ACTIVITY 4: 
​CHOOSING AN AD TACTIC FOR YOUR CLIENT

Now, click on the Google Drive icon to the right to open another tab to your Google Drive.  In your Next Top Firm Portfolio, you will see the Evaluating Advertising Tactics Assignment.  Then, you will work with your partner to choose one advertising tactic to use in your campaign.  
EVALUATING ADVERTISEMENT TACTICS ASSIGNMENT
This is a picture of the Client Interview Worksheet that you are looking for in the Lesson 4 Folder of your Next Top Firm Portfolio on your Google Drive.

​ACTIVITY 5: 
​YOUR CLIENT'S INFLUENCE ON THE CAMPAIGN

Now, you need to think about how the information you learned today and how the interview with the client affected the the advertising tactic you will use in your campaign.  Fill out the form below.  Only one partner needs to submit the form.  After I have read them, I will send you a copy of the completed form for your portfolios.

YOUR PORTFOLIO

Make sure these items are in the correct places in your Google Folder.
PORTFOLIO FOLDER
Lesson 1 Folder
  • A Copy of Your Next Top Firm Contract 
Lesson 2 Folder: 
  • A Copy of Your Firm Establishment Form 
Lesson 3 Folder: 
  • Urban Air Research Organizer
  • CrossFit Research Organizer
  • A Copy of Your Choose a Client Form
  • Client Competition Analysis Chart​
Lesson 4 Folder: 
  • Client Interview Worksheet
  • Evaluating Advertising Tactics 
  • A Copy of Your Client's Influence on the Campaign Form
AD PITCH FOLDER
Situational Analysis
  • A Copy of Urban Air Research Organizer
  • A Copy of CrossFit Research Organizer
  • A Copy of Your Choose a Client Form
  • A Copy of Client Competition Analysis Chart​
Advertising Tactic
  • A Copy of Client Interview Worksheet
  • A Copy of Evaluating Advertising Tactics 
  • A Copy of Your Client's Influence on the Campaign Form 

MISSION ACCOMPLISHED

Congratulations!

You accomplished your mission!  ​
  • I can explain what my client wants in an advertising campaign.
  • I can list the components of an advertising campaign.
  • I can describe different advertising techniques used by advertising agencies.
  • I can choose the best advertising technique for my client’s ad campaign.
  • I can analyze how the client’s wants, needs, values, ideals, and sales numbers play a part in choosing an advertising technique for an ad campaign.