The big idea is a bold, creative initiative that builds on strategy and corroborating research that joins the product benefits/features with consumer demand and consumers taste and

BUSI 612

Promotions Project: Creative Development Questionnaire Assignment Instructions

Overview

The “big idea” is a bold, creative initiative that builds on strategy and corroborating research that joins the product benefits/features with consumer demand and consumer’s taste and preferences (documented) in a fresh and involving way, brings the subject to life, and makes the reader or the audience stop, look, and listen. The big idea requires inspiration and gives life to an idea while a strategy requires deduction and only describes the direction of a message. The advertising strategy focuses on the description and explanation of the rationale and overall approach to what the advertising will say, how it says it, and why. It is summed up in the creative brief.

The big idea is about fresh, new ideas that draw a viewer’s attention to your advertisement/promotion. Big ideas are always, simple and very easy to understand. They stimulate the mind and often times they will stir a viewer’s emotions. The big idea is the unique selling proposition, Volkswagen’s was “think small,” Duncan Donuts’ “time to make the donuts,” Alka-Seltzer’s “I can’t believe I ate the whole thing.” Many marketing and advertising researchers think the time for the big idea has come and gone; especially with the emergence and popularity of social media and internet marketing.

To get started in developing the big idea for your product, I suggest you complete this “creative brief.” In addition, completing the creative brief (this Promotions Project: Creative Development Questionnaire Assignment) will help you articulate the big idea into an advertisement/promotion for your Promotions Project: Big Idea and Media PowerPoint Assignment that needs to be drafted in a later module. The Promotions Project: Creative Development Questionnaire Assignment is simply the most important issues to develop the advertisement/promotion around. NOTE: Many of these questions may not be relevant to your product. Make sure you can articulate why you didn’t answer a certain question.

Instructions

Create a Word document by completing this Promotions Project: Creative Development Questionnaire Assignment. You must fully articulate and explicate each question/section. If you find a question or a part of a question not applicable, please provide a detailed explanation. Your grade for this Promotions Project: Creative Development Questionnaire Assignment is based solely upon the creativity and attention to the details involved in each section. There is no minimum page count for this Promotions Project: Creative Development Questionnaire Assignment, this is a creative assignment. Therefore, be creative and think “out-of-the-box.”

1. Creative Brief

1.1 Who’s your product? (the nature of your product, the interesting aspects of your product)

1.2 Why, your product? (wants or needs on which to base an appeal for your product, which can be either rational appeals (functional needs and wants) or emotional appeals (target psychological, social, or symbolic needs)

1.3 Describe or develop the emotional and rational aspects of your product.

1.4 What’s your product about? (product features, claims, or how is it positioned in the marketplace)

1.5 What else about your product? (related ideas/concepts of your target market that need to be addressed, in terms of all of the demand shifters)

1.6 Where is your product needed/demanded? (area of the country)

1.7 When is it needed/demanded (time of year, time in life)

1.8 How’s it used? (style, tone, approach)

1.9 Does the average consumer (target market) have specific wants/needs/demands your ad/promotion should address? Think rational and emotional (see Table attached in Module/Week 5’s Reading & Study folder).

2. How the benefits are presented in your new advertisement/promotion

2.1 Objective statement: what advertising/promotion problem/opportunity/weakness/threat do you expect to accomplish?

2.2 Support statement: What is your big idea?

2.3 Support statement part two: What evidence from your research agenda substantiates your big idea? Only include the key points, but be specific.

2.4 Support statement part three: describe each demand shifter (factor) and how it helped you develop your big idea. NOTE: you must address each factor, if a factor didn’t affect your thinking/decision, please elaborate.

2.5 Tone statement (are short-term emotional descriptions): What is your tone statement?

2.6 Brand statements (brand character statements are long-term descriptions of the enduring values of the brand). What is your brand statement?

3. Your Advertisement/Promotion Message Strategy

The message strategy (or rationale) is a simple description and explanation of an ad campaign’s overall creative approach—what the advertising/promotion says, how it says it, and why.

3.1 Describe the overall creative approach you are trying to accomplish in your ad/promotion.

3.2 What do you want your advertisement/promotion to say? In this section, be specific, we are looking for details, this is where you discuss the import of your big idea and it’s connection to your advertisement/promotion, provide context and rationale.

3.3 Nonverbal—overall nature of the ad’s graphics/theme/visual appeal/characters etc.

3.4 Technical—Execution approach, choose the most powerful IMC Promotional Mix component to advertise/promote your product and provide the necessary details. Don’t forget to be creative in this section.

3.5 Internet and Social Media—Thinking back to your research efforts, if your firm was adamant about using the internet and other social media to market your product; describe and discuss the use of those IMC Mix components.

NOTE: This Promotions Project: Creative Development Questionnaire Assignment must conform to the rigors expected of a grad school student and the use of proper APA guidelines with the persistent link present in your references page(s) and your research must be properly annotated throughout the document. In addition, you must exhibit a competent level of research and writing that demonstrates your understanding of this Promotions Project: Creative Development Questionnaire Assignment and the ability to analyze/discuss the topics of this assignment, not just a simple regurgitation and quotation of the terms/definitions/thoughts in the textbook and your research. The MBA is a practitioner’s degree. The degree signifies that you can think, analyze, and solve problems; and then communicate solutions to business executives effectively and efficiently. This Promotions Project: Creative Development Questionnaire Assignment is designed to sharpen those skills, please dedicate the requisite time and efforts.

You will have three opportunities to turn in the essay in draft form. You will then have one opportunity to turn in your final draft. Be sure you turn in the paper you want graded in the final draft Turnitin link.