Advertising Campaign Event, 2011

Purpose
The purpose of the Advertising Campaign Event is to provide an opportunity for the participants to prepare
an advertising campaign of any length for a real product, service, company or business and to present the
campaign to a prospective client/advertiser. The participants will also indicate an appropriate budget and
select media.
The Advertising Campaign Event allows an opportunity for the participants to demonstrate promotional
skills necessary for advertising management personnel.
Procedure
‡ 7KLVHYHQWFRQVLVWVRIoutlined fact sheets, the cluster exam and the oral presentation. The maxi-
mum score for the presentation evaluation is 100 points. The presentation will be weighted at twice (2
times) the value of the exam score.
‡ (DFKHYHQWHQWU\ZLOOEHFRPSRVHGRIone to three members of the DECA chapter.
‡ (DFKSDUWLFLSDQWZLOOEHJLYHQDTXHVWLRQPXOWLSOHFKRLFHFOXVWHUH[DPWHVWLQJNQRZOHGJHRIWKH
Business Administration Core performance indicators and the Marketing Cluster performance indica-
tors. In the case of group entries, the scores of each participant will be averaged to produce a single
team score.
‡ 7KHERG\RIWKHZULWWHQHQWU\PXVWEHOLPLWHGWR11 numbered pages, not including the title page and
table of contents.
‡ 7KHSDUWLFLSDQWVZLOOEULQJDOOYLVXDODLGVWRWKHHYHQWEULHÀQJ2QO\DSSURYHGYLVXDODLGVPD\EHXVHG
during the presentation.
‡ 7KHWritten Event Statement of Assurances must be signed and submitted with the entry. Do not
include it in the page numbering.
‡ 7KHRUDOSUHVHQWDWLRQPD\EHDPD[LPXPRIPLQXWHVLQOHQJWK7KHÀUVWPLQXWHVZLOOLQFOXGH
DQDGYHUWLVLQJFDPSDLJQSURSRVDOIROORZHGE\PLQXWHVIRUWKHMXGJH·VTXHVWLRQV
‡ 7KHMXGJHZLOOHYDOXDWHWKHSUHVHQWDWLRQIRFXVLQJRQWKHHIIHFWLYHQHVVRISXEOLFVSHDNLQJDQGSUHVHQ-
WDWLRQVNLOOVDQGKRZZHOOWKHSDUWLFLSDQWVUHVSRQGWRTXHVWLRQVWKDWWKHMXGJHPD\DVNGXULQJWKH
minutes following the presentation.
Skills Assessed
7KHSDUWLFLSDQWVZLOOGHPRQVWUDWHVNLOOVQHHGHGWRDGGUHVVWKHFRPSRQHQWVRIWKHSURMHFWDVGHVFULEHGLQWKH
content outline and evaluation forms as well as learn/understand the importance of
‡ FRPPXQLFDWLRQ VNLOOV³WKH DELOLW\ WR H[FKDQJH LQIRUPDWLRQ DQG LGHDV ZLWK RWKHUV WKURXJK ZULWLQJ
speaking, reading or listening
‡ DQDO\WLFDOVNLOOV³WKHDELOLW\WRGHULYHIDFWVIURPGDWDÀQGLQJVIURPIDFWVFRQFOXVLRQVIURPÀQGLQJV
and recommendations from conclusions
‡ FULWLFDOWKLQNLQJSUREOHPVROYLQJVNLOOV
‡ SURGXFWLRQVNLOOV³WKHDELOLW\WRWDNHDFRQFHSWIURPDQLGHDDQGPDNHLWUHDO
‡ WHDPZRUN³WKHDELOLW\WRSODQRUJDQL]HDQGFRQGXFWDJURXSSURMHFW
‡ WKHDELOLW\WRHYDOXDWHJURXSSUHVHQWDWLRQV
‡ SULRULWLHVWLPHPDQDJHPHQW³WKHDELOLW\WRGHWHUPLQHSULRULWLHVDQGPDQDJHWLPHFRPPLWPHQWV
‡ DGYHUWLVLQJEXGJHWLQJVNLOOV
Complete lists of performance indicators are available at www.deca.org.

156
 ADC–2011

Format Guidelines for the Written Entry

7KHZULWWHQHQWU\PXVWIROORZWKHVHVSHFLÀFDWLRQV5HIHUDOVRWRWKH&RPSHWLWLYH(YHQW&KHFNOLVWDQGWKH
Written Entry Evaluation Form. A Written Event Statement of Assurances must be signed and submitted
with the entry. Do not include it in the page numbering.
Title page.7KHÀUVWSDJHRIWKHZULWWHQHQWU\LVWKHWLWOHSDJH,WPXVWLQFOXGHLQDQ\RUGHUEXWLVQRWOLPLWHG
to, the following:
 $'9(57,6,1*&$03$,*1(9(17
 1DPHRI'(&$FKDSWHU
 1DPHRIKLJKVFKRRO
School address
 &LW\6WDWH3URYLQFH=,33RVWDO&RGH
 1DPHVRISDUWLFLSDQWV
Date
The title page will not be numbered.
Table of contents. The table of contents should follow the title page. All activities or original research
GHVFULEHGLQWKLVHQWU\PXVWWDNHSODFHGXULQJWKLVVFKRRO\HDURUWKHWLPHOLQHVSHFLÀHGLQWKH(YHQW*XLGH-
lines. The table of contents may be single-spaced and may be one or more pages long. The table of contents
page(s) will not be numbered.
Body of the written entry. The body of the written entry begins with Section I, Executive Summary, and
FRQWLQXHVLQWKHVHTXHQFHRXWOLQHGKHUH7KHÀUVWSDJHRIWKHERG\LVQXPEHUHGDQGDOOIROORZLQJSDJHV
DUHQXPEHUHGLQVHTXHQFH3DJHQXPEHUVFRQWLQXHWKURXJKWKHELEOLRJUDSK\UHTXLUHGDQGWKHDSSHQGL[
(optional).
The participants will prepare Advertising Campaign fact sheets. The fact sheets, in outline form, shall be
limited to a maximum of 11 pages (not including title page).
)ROORZWKLVRXWOLQHZKHQ\RXZULWH\RXUHQWU\3RLQWVIRUHDFKVHFWLRQDUHVKRZQRQWKH3UHVHQWDWLRQ(YDOX-
ation Form. Each section must be titled, including the bibliography and the appendix.
 , (;(&87,9(6800$5<
  2QHSDJHGHVFULSWLRQRIWKHFDPSDLJQ
 ,, '(6&5,37,216
A. Description of the product, service, company or business selected
B. Description of the client/advertiser

Representative Events
 ,,, 2%-(&7,9(62)7+(&$03$,*1

Marketing
 ,9 ,'(17,),&$7,212)7+(7$5*(70$5.(7
  $ 3ULPDU\PDUNHWV
B. Secondary markets
 9 /,672)$'9(57,6,1*0(',$6(/(&7,211(&(66$5<)257+(&$03$,*1
 9, %8'*(7
  'HWDLOHGSURMHFWLRQVRIDFWXDOFRVW
 9,, 6&+('8/(62)$//$'9(57,6,1*3/$11('
9,,, 6&+('8/(62)$//6$/(6352027,21$&7,9,7<,(63/$11('
 ,; 67$7(0(172)%(1(),76727+(&/,(17$'9(57,6(5
 ; %,%/,2*5$3+<
 ;, $33(1',;
An appendix is optional. Include in an appendix any exhibits appropriate to the written entry
EXWQRWLPSRUWDQWHQRXJKWRLQFOXGHLQWKHERG\7KHVHPLJKWLQFOXGHVDPSOHTXHVWLRQQDLUHV
used, letters sent and received, general background data, minutes of meetings, etc.

(Continued on next page)

157
ADC–2011

Checklist Standards
In addition to following the outline above, when preparing your entry you must observe all of the following
UXOHV7KHSXUSRVHRIWKHVHUXOHVLVWRPDNHWKHFRPSHWLWLRQDVIDLUDVSRVVLEOHDPRQJSDUWLFLSDQWV5HIHUWR
the Written Entry Checklist.
1. The Written Event Statement of Assurances must be signed and submitted with the entry or the entry
ZLOOUHFHLYHSHQDOW\SRLQWV
  7KHHQWU\PXVWEHVXEPLWWHGLQDQRIÀFLDO'(&$ZULWWHQHYHQWIROLR)ROLRVDUHDYDLODEOHIURP'(&$
,0$*(6)2/,21RPDUNLQJVWDSHRURWKHUPDWHULDOVKRXOGEHDWWDFKHGWRWKHIROLR2QHSKRWR-
FRS\RUWKHRULJLQDOW\SHGGRFXPHQWPXVWEHVXEPLWWHG3DUWLFLSDQWVPD\NHHSDFRS\IRUXVHLQWKH
presentation.
3. Sheet protectors may not be used.
4. The body of the written entry must be limited to 11 pages, not including the title page and table of
contents page.
  7KHSDJHVPXVWEHQXPEHUHGLQVHTXHQFHVWDUWLQJZLWKWKHH[HFXWLYHVXPPDU\'RQRWXVHVHSDUDWH
sheets between sections or as title pages for sections.
  0DMRUFRQWHQWRIWKHZULWWHQHQWU\PXVWEHDWOHDVWGRXEOHVSDFHGQRWVSDFHDQGDKDOI7KHWLWOH
SDJH WDEOH RI FRQWHQWV H[HFXWLYH VXPPDU\ IRRWQRWHV ORQJ TXRWHV PRUH WKDQ WKUHH W\SHG OLQHV
PDWHULDOLQWDEOHVÀJXUHVH[KLELWVOLVWVKHDGLQJVVDPSOHOHWWHUVIRUPVDQGÀQDQFLDOUHSRUWVPD\EH
single-spaced.
  (QWU\PXVWEHW\SHGZRUGSURFHVVHG+DQGZULWWHQFRUUHFWLRQV ZLOO EH SHQDOL]HG &KDUWV DQG JUDSKV
PD\EHKDQGZULWWHQ-XGJHVZLOOEHLQVWUXFWHGWRLJQRUHDWWHPSWVWRDFKLHYHDFRPSHWLWLYHDGYDQWDJH
GXHWRWKHTXDOLW\RIZRUGSURFHVVLQJHTXLSPHQWDYDLODEOH
8. All material must be shown on 81/2LQFK[LQFKSDSHU3DJHVPD\QRWIROGRXWWRDODUJHUVL]H1R
extraneous information may be attached to the pages and tabs may not be used.
  'HFRUDWLYHDUWZRUNSLFWXUHVLOOXVWUDWLRQVDQGGHVNWRSSXEOLVKLQJWHFKQLTXHVPD\EHXVHGWKURXJKRXW
WKHPDQXDOLQFOXGLQJWKHWLWOHSDJHDQGWDEOHRIFRQWHQWV3KRWRJUDSKVLQWKHPDQXDOPXVWEHVFDQQHG
DQGSODFHGDVGLJLWDOÀOHV
 7KHERG\RIWKHZULWWHQHQWU\PXVWIROORZWKHVHTXHQFHRXWOLQHG$GGLWLRQDOVXEVHFWLRQVDUHSHUPLWWHG
11. The table of contents should follow the title page.
Presentation Guidelines
‡ 7KHPDMRUHPSKDVLVRIWKHfact sheets is on the content. Drawings, illustrations and graphic presenta-
WLRQVZKHUHDOORZHGZLOOEHMXGJHGIRUFODULW\QRWDUWLVWLFYDOXH
‡ 7KHSDUWLFLSDQWVZLOOSUHVHQWWRWKHMXGJHLQDPLQXWHSUHVHQWDWLRQZRUWKSRLQWV6HH3UHVHQWD-
WLRQ-XGJLQJ
‡ 7KHSUHVHQWDWLRQEHJLQVLPPHGLDWHO\DIWHUWKHLQWURGXFWLRQRIWKHSDUWLFLSDQWVWRWKHMXGJHE\WKHDGXOW
assistant. Each participant must take part in the presentation.
‡ 3DUWLFLSDQWVZLOOVSHQGQRWPRUHWKDQPLQXWHVDIWHULQWURGXFWLRQVVHWWLQJXSYLVXDODLGVDQGSUH-
VHQWLQJWKHDGYHUWLVLQJFDPSDLJQSURSRVDOWRWKHMXGJH(DFKSDUWLFLSDQWPD\EULQJDFRS\RIWKHZULW-
ten entry or note cards pertaining to the written entry and use as reference during the presentation.
‡ 7KHMXGJHZLOOVSHQG WKHUHPDLQLQJPLQXWHVTXHVWLRQLQJ WKH SDUWLFLSDQWV6HHWKH  3UHVHQWDWLRQ
(YDOXDWLRQ)RUP(DFKSDUWLFLSDQWPXVWUHVSRQGWRDWOHDVWRQHTXHVWLRQSRVHGE\WKHMXGJH
‡ 9LVXDODLGVWKDWDUHDSSURSULDWHIRUDQDFWXDODGYHUWLVLQJFDPSDLJQSUHVHQWDWLRQPD\EHXVHG$SSUR-
priate visual aids include merchandise or a facsimile [or pictures of same], slides, not more than three
VWDQGDUGVL]HGSRVWHUVQRWWRH[FHHG 1/2 inches by 30 1/2 inches each and/or one (1) standard-
VL]HGSUHVHQWDWLRQGLVSOD\ERDUGQRWWRH[FHHG 1/2 inches by 48 1/2LQFKHV3DUWLFLSDQWVPD\XVHERWK
VLGHVRIWKHSRVWHUVEXWDOODWWDFKPHQWVPXVWÀWZLWKLQWKHSRVWHUGLPHQVLRQV2QO\YLVXDODLGVWKDW
can be easily carried to the presentation by the actual participants will be permitted, and the partici-
pants themselves must set up the visuals. If sound is used, the volume must be kept at a conversational

158
 ADC–2011

OHYHO3DUWLFLSDQWVDUHDOORZHGWRPDNHXVHRIDGHVNWRSÁLSFKDUWSUHVHQWDWLRQHDVHOLQFKHVE\
LQFKHVGLPHQVLRQVRIWKHSDJH3DUWLFLSDQWVDUHDOVRDOORZHGWRPDNHXVHRIDSHUVRQDOODSWRSFRP-
SXWHUDQGRUDKDQGKHOGGLJLWDORUJDQL]HUWKH\SURYLGH/LYHPRGHOVDUHQRWDOORZHG7KHSDUWLFLSDQWV
PXVWIXUQLVKWKHLURZQPDWHULDOVDQGHTXLSPHQW
‡ 0DWHULDOVDSSURSULDWHIRUWKHVLWXDWLRQPD\EHKDQGHGWRRUOHIWZLWKWKHMXGJH
‡ ,IDQ\RIWKHVHUXOHVDUHYLRlatHGWKHDGXOWDVVLVWDQWPXVWEHQRWLÀHGE\WKHMXGJH
Presentation Judging
The participants, assuming the role of advertising personnel, will have prepared an advertising campaign
IRUDSURGXFWVHUYLFHFRPSDQ\RUEXVLQHVVRIWKHLUFKRLFH7KHUROHRIWKHMXGJHLVWKDWRIDFOLHQWDGYHUWLVHU
ZKRZLOODVVHVVWKHSDUWLFLSDQWV·FDPSDLJQSURSRVDOV
'XULQJWKHÀUVWPLQXWHVRIWKHSUHVHQWDWLRQDIWHULQWURGXFWLRQVWKHSDUWLFLSDQWVZLOOVHWXSDQ\YLVXDO
DLGVDQGSUHVHQWWKHSURSRVDO6HWXSWLPHDQGSUHVHQWDWLRQWLPHDUHLQFOXGHGLQWKHPLQXWHV$OORZWKH
participants to complete this portion without interruption, unless you are asked to respond. Each participant
must take part in the presentation.
'XULQJWKHÀQDOPLQXWHV\RXPD\TXHVWLRQWKHSDUWLFLSDQWVDERXWWKHFDPSDLJQSURSRVDO7RHQVXUHIDLU-
QHVV\RXPXVWDVNHDFKSDUWLFLSDQWRUJURXSRISDUWLFLSDQWVWKHVDPHTXHVWLRQVIURPWKHFDWHJRULHVVKRZQ
RQWKHHYDOXDWLRQVKHHW<RXVKRXOGSUHSDUHWKHVHTXHVWLRQVDIWHU\RXKDYHUHDGHDFKSURVSHFWXVEXWEHIRUH
WKHSUHVHQWDWLRQEHJLQV$IWHUDVNLQJWKHTXHVWLRQV\RXPD\DVNDGGLWLRQDOTXHVWLRQVWKDWVHHPDSSURSUL-
ate, based on your notes, which you may refer to during the presentation, or the presentation itself. Each
SDUWLFLSDQWPXVWUHVSRQGWRDWOHDVWRQHTXHVWLRQ
7KH3UHVHQWDWLRQ(YDOXDWLRQ)RUPIROORZVWKHRXWOLQHVKRZQLQWKHVHFWLRQHQWLWOHG3UHVHQWDWLRQ*XLGH-
OLQHVZKLFKH[SODLQVLQJUHDWHUGHWDLOZKDWVKRXOGEHGLVFXVVHGLQHDFKSDUW)DPLOLDUL]H\RXUVHOIZLWKDOO
of the guidelines before starting to evaluate the presentation.
$IWHU WKH TXHVWLRQLQJ SHULRG SOHDVH WKDQN WKH SDUWLFLSDQWV 7KHQ FRPSOHWH WKH 3UHVHQWDWLRQ (YDOXDWLRQ
Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points.
It may help to go through several entries before actually starting to score the entries. Take notes on a sepa-
UDWHVKHHWRISDSHULI\RXZLVKWRDVNWKHSDUWLFLSDQWDERXWVSHFLÀFDUHDVRIWKHDGYHUWLVLQJFDPSDLJQGXULQJ
the presentation.

Representative Events
Marketing

159
ADC–2011

Advertising Campaign Event, 2011 Participant(s): _________________________________

Fact Sheets and Oral Presentation

Evaluation Form I.D. Number: __________________________________
Exceeds Meets Below Little/No Judged
Expectations Expectations Expectations Value Score

1. The oral presentation clearly expands and

GHYHORSVWKHREMHFWLYHVDVZULWWHQLQWKH
fact sheets ...............................................................     ____
2. The target market is clearly and accurately
DQDO\]HGIRUWKHSURGXFWVDQGRUVHUYLFHV
selected. The secondary target markets are
accurately considered ...............................................     ____
3. The media selection is realistic and properly
GHÀQHGLQWHUPVRIUHDFKIUHTXHQF\
and continuity ..........................................................     ____
4. The budget is realistic for the campaign based on
the product and location of the campaign. All costs
that would be incurred have been considered ..........     ____
  7KHDGYHUWLVLQJVFKHGXOHGVKRZVFRQWLQXLW\DQG
logical order .............................................................     ____
6. The campaign has a realistic length and
promotions are scheduled properly in
relation to the stated target markets .........................     ____
7. The campaign stresses product and/or service
EHQHÀWVWKDWDSSHDOWRWKHWDUJHWPDUNHWVGHVFULEHG...     ____
8. Anticipated sales are given and are realistic in
terms of the length and budget of the campaign.
Mentions how the results will be evaluated .............     ____
9. The ad layouts, commercials, etc., show a basic
XQGHUVWDQGLQJRISURGXFWLRQWHFKQLTXHVDUH
consistent with other parts of the campaign and
are original ...............................................................     ____
10. The written and oral presentations show evidence
of a realistic knowledge of advertising principles
DQGDUHZHOORUJDQL]HGDQGSUHVHQWHGLQD
logical manner..........................................................     ____
11. The campaign shows real creativity and uses a
XQLTXHDQGHIIHFWLYHDSSURDFK .................................     ____
12. Appearance of fact sheets and word usage.
3URIHVVLRQDOOD\RXWQHDWQHVVSURSHUJUDPPDU
spelling and word usage .............................................4 3 2 1-0 ____
  2YHUDOOSHUIRUPDQFHSURIHVVLRQDODSSHDUDQFH
SRLVHFRQÀGHQFHSUHVHQWDWLRQWHFKQLTXHHIIHFWLYH
use of visuals, professionalism of participants,
participation by each participant present ...................4 3 2 1-0 ____

Total Possible Points: 100 Presentation Total Points: _____

 /(663(1$/7<32,176 _____
TOTAL SCORE: _____
160 -XGJH$%&'()*+,- (circle one)