Clear Valley Bottled Water
Advertising Campaign
After dividing up into groups, each group will choose a name for their agency.
Without changing the price of the water, or the basic nature of the product (it’s just water), agencies will design a campaign to increase demand for the product.
First consider who the target market is: Young? Old? Men? Women? Homeowners? Business people? Housewives? This is the most important step. Who you want to communicate with will decide what your message is, and how to reach them.
Next, develop a message for the advertising campaign. How are you going to appeal to your target? Why should they buy the product? How will you get their attention? This is not just a slogan – it’s what you want to communicate to your target audience, and it can be subtle or overt.
Finally, what media are you going to use to reach the target audience? Magazines? Television? Billboards? You’ll have a total budget of $500,000 (see chart below)
Be specific! What will the bottles look like? What will your ads look like? What are they going to say?
All agencies will present their ideas to the class with presentation software illustrating the overall campaign strategy. You can also bring in other props (sample bottles, videos, etc.) to help your presentation. The class will vote on the winner. You can’t vote for your own group! The winning agency will get 20 extra credit points (for each member).