Individual Project Structure.
· Research Section (2500-3000)
· Research on Digital Advertising and Sales Promotion
· Focus on Part Two of your textbook. Chapters 5, 6, 7, 8 and 12
· Only academic sources (minimum 5 other academic books or articles off/online)
· Critical analysis (i.e. academic debate, opportunities and limitations, etc.)
· APA system for references.
· Advertising and Sales Promotion Campaign
· Strategy and tactics of the advertising campaign for the hotel selected between the 4 properties of André Balazs (specify media plan* for advertising and sales promotion)
· Create an advertising page (A4 format) and a 30 second commercial.
· Sales Promotion (same layout/style/graphic as the advertising, but with different contents). Include Strategy and Tactics + Pop up (Larger Leaderboard 720×300 pixel http://designerstoolbox.com/designresources/banners/)
· Evaluation of the campaigns
· Adv- 1 page
· SP- pop up
· Media plan
*In the media plan (attachment), you need to include:
· Specific media (i.e. Traveller)
· Period (January-February, March…)
· Frequency (1-2-3 pages)
· Format (1 page, half page, banner, skyscraper, pop up, etc.)
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