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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
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.
iv) Action Plan – when and how do you want to implement your Promotion
plan. ( approximately 500 words)
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:
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
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 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.
Creative Theme:
Take the spin - Spinout!
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)