The project is to create a communications campaign. This can be a television (e.g., video) advertisement, a storyboard for a campaign, some mock print ads, or

some combination of the above. Since (as I will discuss in the relevant class sessions) an advertisement and/or an advertising campaign should be the

embodiment of a firm’s strategy, it will be necessary to develop the strategy first, with the advertising telling the story of the strategy. You will be

judged on the basis of how well the strategy is developed; how well the communication execution tells the story of the strategy, i.e., the connection between

the two; and on the creativity and completeness of the package presented.

Thus, your task will be to pick one area (e.g., company, product, service, etc.) of deeper interest to you and conduct a detailed analysis of this part of an

organization. This can be the company you work for, a proposed business venture, or even a hobby or general interest area. You will need to gather the data

and then perform the analysis employing tools like:

Portfolio analysis
Conjoint analysis
Segmentation strategy and value proposition
Pricing strategy and analysis
Incentive alignment in distribution/supply chain