Page 626 - Business Principles and Management

Retail Merchandising

Series Event

The purpose of the Advertising Campaign Event is to provide an
opportunity for the participants to prepare an advertising campaign
of any length for a real product, service, company, or business and to
present the campaign to a prospective client/advertiser. Participants will
also create an appropriate budget and select media for the advertising
campaign. This event consists of outline fact sheets, the written compre-
hensive exam, and the oral presentation. You will be focusing on the out-
line fact sheets and oral presentation for this assignment.
The body of your outline fact sheets will be limited to 10 numbered
pages, not including the title page and table of contents. Your oral presen-
tation may be up to 20 minutes long. You will have 15 minutes to present
your advertising campaign and 5 minutes to field questions from judges.
Your outline fact sheets should include: an executive summary; a descrip-
tion of the product, service, or business; a description of the client; objec-
tives of the campaign; identification of the target market (primary and
secondary); a list of advertising media necessary for the campaign; a bud-
get; schedules of all advertising planned; schedules of all sales promotion
activities planned; and a statement of benefits to the client.
You have been hired by a local restaurant that serves home-cooked
food in a community with a population of 20,000 people. Over the past
year, Subway, Pizza Hut, and Wendy’s have opened outlets in the com-
munity. Your advertising campaign must attract business from both resi-
dents and visitors. Your client wants a fresh promotional strategy for each
month of the year.

PERFORMANCE INDICATORS EVALUATED

• Understand the value of an effective advertising campaign.
• Analyze the competition to determine company strengths.
• Produce promotions that will increase customer traffic.
• Communicate an advertising campaign that wins the approval of
the client.
• Prepare a realistic budget for an advertising campaign.
For more detailed information about performance indicators, go to
the DECA Web site.

THINK CRITICALLY
1. Why should a local restaurant that has been around for a long time
be concerned with advertising?
2. What disadvantage is faced by a local restaurant competing with
national fast-food restaurants?
3. Why should the advertising campaign pay attention to customer
loyalty from residents in the community?

http://www.deca.org/

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