BMR 2044 Promotional Marketing Group Assignment (2017)

Ad Subject:
MMU Invention Showcase 2017

Ad Problem:
The participation of MMU’s students, as inventors, has not been encouraging probably
because of their exposure to innovation is so brief that most are not aware of the actual
benefits they studied. A promotion campaign is needed to advertise the showcase. The
showcase also needs to be repositioned. This will lead students to notice the benefits of
invention and turning from subjects- based assignments to industrial-linked projects. The
showcase is to create the opportunity of networking with industry players, inventors,
individuals and institutions; and awareness on MMU's inventions to possible collaborators,
investors or clients.

Product Characteristics
Multimedia University (MMU) will organise “MMU Invention Showcase 2017” to introduce
its award-winning innovations to industries and community particularly on the trending and
emerging technologies in ICT and engineering. The event will be organised by the
Collaboration and Innovation Centre (CIC) and MMU Cnergy in conjunction with the
University’s 21th anniversary. It will be officiated by our President, Prof. Dr. Ahmad Rafi
Mohamed Eshaq.

Key highlight of this event is the Knowledge Sharing Sessions by key speakers from the
academia and industry with background in 3D Printing, Big Data Analytics, Engineering and
IP commercialisation.

Prof. Dr. Hairul, MMU’s Vice President of R&D said, MMU has always been at the forefront
of invention and research acitivity in the country particularly in the ICT domain since the
early day of its establishment. “MMU continues to strengthen its strong culture for innovation
by embarking on ‘i-University’ initiative since 2015.

The initiative is a comprehensive ecosystem that stimulates the generation of new ideas for
entrepreneurship and innovation. Further added, higher learning institutions and universities
are urged to optimise the commercialization of their research and development (R&D) and
innovation due to current global economic challenge. "This is the way forward in creating
innovation ecosystem and at the same time to yield a good income for the universities,
researchers as well as benefiting the community.”

There are 32 award winning inventions of Engineering, ICT and Creative Multimedia
displayed in the MMU Invention Showcase 2017. Outstanding top inventions in the overall
category and other 7 categories will be judged by a panel of 6 expert judges, comprised of
academics, innovators and entrepreneurs, who prioritised social and economic benefits other
than novelty, functionality, sustainability, market readiness, contribution/distance to market as
well as effective presentation in its judging criteria. Among awards to be presented are Best
of the Best project Award in Automitive Application, Agriculture, Biotech/ Health and Fitness,
Disaster Management, ICT & Multimedia and Security Authentication.
Advertising Objective:
The desired result from showcase reposition is for students to believe that this is the most
durable knowledge on the entire BBA program.

Target Market:
Delta’s year students who are graduating from MMU, 21-24.
These students will start their first job and need state-of-the-art knowledge in every aspect of
gaining market intelligence.

Selling Idea:
To motivate students participate as inventors for the showcase.

Media Consideration
Printed advertisements only

Project (25%+5%) – Promotion Plan

Introduction:
You are required to work in a group with maximum number of 5 students. The group has to
prepare and present a Promotional Plan for the ad subject as above

Requirements:
1. Design a creative for one of the advertisement that you would like to launch in
this program. You have to defend/reason for every decision that you take in this
creation.

2. The proposal should include the following:

i) Promotion Strategy – You have to create a promotion mix you suggested

in the plan. Refer to the copy platform I will focus mostly on the 1)
Advertisement Design, 2) Appeals, 3) Message, 4) Creativity, 5) Creative
Brief (approximately 2000 words).

ii) Supporting Theory – to support your choice of design (1000 words).

Elaborate your design within the context of the theory

iii) Budgeting ( approximately 500 words) – Focus on media selection,

costing

iv) Action Plan – when and how do you want to implement your Promotion
plan. ( approximately 500 words)

v) Conclusion (200 words)

vi) List of References

3. The document should not more than 15 pages in length (excluding appendixes).
4. Submission of final report: 1) Printed copy and 2) Softcopy.3) Plagarism check
 5. Submission of mock promotional mix is a MUST. Self-designed advertisement shall
be presented during the presentation.
6. Minimum of 10 different sources must be used in the preparation of your project and
should be listed in the “List of References”.

Grading:
Your marketing plan will be graded following the criteria below:

1. Promotion Strategy - Design – 20%

2. Promotional Strategy – Appeal 20%
3. Promotion Strategy - Message- 20%
4. Creative Brief – 20%
5. Theoretical Contribution (format, writing) – 20%

Format:
1. Font type – Times New Roman, Size 12.
2. Spacing – 1.5 Spacing
3. Table of Content and Page number must be included
4. Include Cover Page with names and the students ID for all group members

Assignment Due Date: Week 9

Late Submission: Penalty – 5 marks per day.

Presentation (5%)
1. All the members must present..
2. The presentation time is 40 minutes per group, including Q and A
3. In the presentation, you have to explain your promotion concept and show the sample
of the promotion mix proposed.
4. Your presentation will be graded following the criteria below:
Presentation skill – 100%
Example 1 of COPY PLATFORM

Ad Subject: General Motors Spinout

Ad Problem: This new model needs to gain some identity and find
its place in the market.

Product Characteristics:
Reasonably priced against competing models
Dependably built (Experts say it should have an excellent
maintenance record)

Advertising Objective:
Help model establish itself by building on brand loyalty to
General Motors.

Target Market:
Young, single people who are just graduating from college,
21-24. These folks have just taken their first job and need
reliable, yet stylish transportation.

Competition: Toyota Tercel, Honda Civic, Ford Escort

Statement of Benefit or Appeal:

1) Spinout is reasonably priced.
2) Spinout is a member of the GM family.
3) Spinout is dependable.

Creative Theme:
Take the spin - Spinout!

Supportive Selling Points:

1) Depreciation in 3 years expected to be only about 30%.
2) Part of GM, so it's built in America.
3) Priced so that someone starting out can afford it.
Example 2 of COPY PLATFORM

1. Basic problem or issue the advertising must address.

 To increase the quantity of leisure nights in paid lodging
 To encourage the audience to come back to Florida

2. Advertising and communications objectives.

 Safety – to encourage people to travel again
 Variety - to point out to the targeted audience that there are many exciting places in
Florida that they have not seen

3. Target audience.
 Repeat visitors who takes vacation regularly
- Senior citizens (empty nesters)
- Family with kids
- Young couples
 Areas to target:
- Surrounding states (Georgia, Alabama, Louisiana, South Carolina, Tennessee)
- Populous states (California, Illinois, Ohio, New York, Texas)
- Concentrate on the big cities (Los Angeles, Chicago, New York City,
Cincinnati, Atlanta, Memphis, Nashville, New Orleans, Dallas)

4. Major selling idea or key benefits to communicate

Same as point #2

5. Creative strategy statement (campaign theme, appeal, execution technique).

Campaign theme:
 “Abounding in thrills”
 “F.L.O.R.I.D.A.”
- Fun
- Lively
- Oh, boy! or Observable
- Refine or Romantic
- Impressive
- Diverse
- Active or Aaaahhh!
The idea of the above campaign themes is to remind the audience the following:
 There are a lot of places in Florida that they have never been
 Florida has so much more to offer
 It is time to visit Florida again
The F.L.O.R.I.D.A. words can act as a “priming” to the audience. The advertisement
should promote the diversity of Florida by showing different points of interests (e.g.,
beaches, historic sites, theme parks, everglades, shopping centers, cruise ships, sunsets,
cultural events, etc.). The safety issue mentioned on section 2 above can be addressed
through pictures of tourists having fun during night time. Another method would be to
show the different faces of Florida (e.g., theme park employees, lifeguards, store owners,
cruise directors, horse-carriage driver, Mickey Mouse, etc.). The safety issue can be
addressed by including policeman in the line-up of different faces.

6. Supporting information and requirements.

 Season:
- Promote during summer to attract fall visitors
- Promote during winter to attract spring visitors
- Winter visitors will tend to come without too much promotion
 Vendors associated with VISIT FLORIDA should support the message of the
promotion.
- Air Tran is VISIT FLORIDA’s official airlines. However, Air Tran might not
be the best airline to fly people to Florida. For example, when you try to book
a ticket from LA to Miami, you would have to transit in Atlanta. This is due to
the fact that Air Tran’s hub is in Atlanta. Futhermore, the trip from Atlanta to
Miami is operatated by a different airline (Ryan’s Internatioal Airlines). Air
Tran’s role should be to make the trip to Florida as convenient, cheap, and fast
as possible. There are other airlines that fly direct from LA to Miami (e.g.
American Airlines, Delta Airlines), but their rate is not as cheap. Thus,
perhaps VISIT FLORIDA should make a deal with American Airlines or Delta
Airlines instead.
- Vendors should offer coupons in VISIT FLORIDA’s website to assure potential
visitors that they are getting the best deal. These consumers will appreciate the
convenience.