MARKETING PLAN PROJECT
GET CREATIVE!
Character symbols are often used in television commercials, newspaper ads, magazine ads, special promotions, and various other promotional techniques. For example, Dairy Queen uses a live ice cream cone or McDonald’s, “Ronald” or Burger King’s “The King”. Selecting the appropriate character symbol is important as it has a direct impact on the image of a business.
Select a business and/or product of your choice. (I.e., restaurant, clothing store, shoe store, garden nursery, animal rescue shelter, dental office, snuggie, grandpad, invisible dog, chia pet, musical band, etc – these are just examples, but you can choose anything! Utilize a character symbol to help position its marketing message. Be sure to select a character that reflects the image of the product/service/business. For example, you would COULD use Daffy Duck for Panera Bread restaurant since the first thing you do when you feed ducks is buy bread!.
Use the real name of the character if you wish (Daffy Duck, Bugs Bunny) or make up a new one. Assume you have been given rights to use the symbol. Use the following outline to complete your project:
Name of Product/Service/Business:
Character Symbol & Name:
Image(s) of Product/Service/Business (price, quality, fun, elegant dining, etc.):
Advertising Campaign Theme/Slogan (using your character symbol):
Target Market:
Demographics
Age Range :
Gender:
Income:
Ethnic Background:
Family Life-Cycle: Young Single; Young Married w/o children; Young Married with children;
Middle-aged with children; Middle-aged Married w/o dependent children; Older Married;
Older
Geographically:
Advertising Applications:
Internet
Magazine (sketch an ad)
Newspaper (sketch an ad)
Outdoor Media (what and where would you place the symbol)
Radio (write down a rough script)
Television (describe the commercial)
Sales Promotion Applications:
Contests and Sweepstakes
Coupons
Point-of-Purchase Promotion
Premiums
Sampling
Public Relations Applications:
Consumer Education
Event Sponsorship
Issue Sponsorship
Product Placement
