PATHWAYS PLAN LUCY AMOR – ADVERTISING WITH MARKETING COMMUNICATIONS MIHAIL RUSANOV – FINANCE AND BUSINESS.

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Presentation transcript:

PATHWAYS PLAN LUCY AMOR – ADVERTISING WITH MARKETING COMMUNICATIONS MIHAIL RUSANOV – FINANCE AND BUSINESS

Timing Plan  Introduction – 10 mins  Split into groups and icebreakers – 5 mins  Deconstruction of a brand – 10 mins  Delivery of brief – 5 mins  Activity – 30 mins  Presentations – 25 mins

Introduction  Introduce ourselves  Talk about the pathways / different courses  Talk about Uni (we will need to know what they have already been told about before they get to our session)  Ask if anyone has any questions about Uni/our experiences/our courses etc

Split into groups / Icebreaker  Split them into random groups of about 4/5 people  Icebreaker 1: Two Truths and a Lie  Example: I speak French, I play guitar in a band, I’ve met David Beckham( (People have to guess which is a lie)  Icebreaker 2: What brand are you and why?  Example: I am Topshop because I love fashion and celebrities and like being creative OR I am Nike because I am athletic and like football

Deconstruction of a Brand Snickers Target Audience: Age? Gender? Interests? Lifestyle? Product: When is it used? What does it look like? How often is it consumed? How is it physically different to competitors? What are the product benefits? Price Is the customer price sensitive? What is the price against competitors? Place: Where can you buy it? When can you buy it? Promotion: Where do they reach their audience? How are they emotionally different from competitors? What is their Unique Selling Point How to they persuade people to purchase Competitions? Offers?

Delivery of Brief  Each group has half an hour to design a new chocolate/snack bar  Get them to think about all the areas talked about in the product deconstruction  Highlight the importance of having a unique selling point and clear positioning  Give them budget sheets to fill in for their Media Plan  Explain they will present their idea at the end in the form of an annotated poster  Show them an example we have done

Budget Sheet

During Activity  Go around to chat to each group  Help give them ideas  Make sure they have thought about all areas mentioned in the deconstruction

Presentations  Get each group to stand up and present their idea  Give a prize to the best idea (either one prize or several i.e best media plan, best promotional idea, best Unique Selling Point)