1005. Fashion Advertising Campaign Year-end Project

The “Fashion Advertising Campaign” capstone project objective is to develop a 6-week advertising campaign for a fashion business to demonstrate understanding of advertising as the main promotional element of an integrated marketing campaign. Students will also gain experience in writing a formal document; creating visuals; and giving an oral presentation. This assignment allows the students to collaborate as an advertising agency to use advanced marketing knowledge and skills from previous marketing courses. Below are the expectations of the project:

Project deliverables:

• Written advertising campaign document (8 – 10 pages).
• Oral presentation.
• Digital presentation.
• Visual boards.
• Physical advertising item.

RESOURCE INFORMATION

TIME

This capstone project is designed as a year-end assignment which can span 4 – 6 weeks inclusive of research; documentation; and development of presentation, visuals, and physical advertising items. Project work will extend beyond classroom time.

PRODUCT CONTENT

• Teacher Overview document with Evaluation Form.
• Concept Form.
• Budget Template.
• Executive Summary Guideline.
• Digital Presentation Template.
• Teacher Oral Presentation Evaluation Form.
• Peer Evaluation Form.

MARKETING STANDARDS

TEKS

§130.382. Advertising

(5) The student knows that advertising requires knowledge of demographics. The student is expected to:

• (A) explain how the use of demographics has influenced the industry;
• (C) explain the impact of multiculturalism and multigenerationalism on advertising marketing activities.

(9) The student develops and delivers presentations using appropriate media to engage and inform audiences. The student is expected to:

• (A) prepare oral presentations to provide information for specific purposes and audiences;
• (B) identify and prepare support materials that will enhance an oral presentation; and
• (C) deliver an oral presentation that sustains listener attention and interest.

(14) The student knows how technology affects advertising. The student is expected to:

• (A) examine how social media contributes to advertising; and
• (B) research the use of technology in advertising.

(15) The student understands how media planning should achieve marketing objectives. The student is expected to:

• (A) compare and contrast the different forms of media;
• (B) distinguish between the four components of marketing, including paid, earned, shared, and owned (PESO).

§130.383. Fashion Marketing

(4) The student demonstrates the use of oral and written communication skills in creating, expressing, and interpreting information and ideas, including technical terminology and information. The student is expected to:

• (A) create presentations using appropriate media to inform audiences; and
• (B) exhibit public relations skills to increase customer satisfaction.

(9) The student knows that a successful marketer must communicate information on retail products, services, images, and ideas to achieve a desired outcome. The student is expected to:

• (A) demonstrate methods of advertising to communicate promotional messages to targeted audiences;
• (B) use special events to increase sales;
• (C) display visual merchandising techniques to increase interest in product offerings;
• (D) implement display techniques to attract customers and increase sales potential; and
• (E) manage promotional activities to maximize return on promotional efforts.