Worksheet for Assignment 9: Advertising and promotion

1. Prepare a leaflet describing your product/service to your main customers. (Don’t worry if you don’t plan to use a leaflet – the exercise will serve to ensure you have put your offer in terms that recognize customers’ needs, rather than simply being a technical specification.)
2. Write a press release announcing the launch of your venture. List the media to whom you will send the release.
3. Prepare an advertising and promotional plan for the upcoming year, explaining:
   1. what you want to happen as a result of your advertising;
   2. how much it’s worth to you to make that happen;
   3. what message(s) you will use to achieve these results;
   4. what media you will use and why;
   5. how the results of your advertising will be monitored;
   6. how much you will spend.
4. If you have already done some advertising or promotional work, describe what you have done and the results you have achieved. Has your work on this assignment given you any pointers for future action?

Suggested further reading

Mullin, R (2014) Promotional Marketing: How to create, implement and integrate campaigns that really work, Kogan Page, London

Ryan, D (2014) Understanding Digital Marketing: Marketing strategies for engaging the digital generation, Kogan Page, London

Van Dyck, F (2014) Advertising Transformed: The new rules for the digital age, Kogan Page, London