Date of Defense

4-17-2023

Date of Graduation

4-2023

Department

Marketing

First Advisor

Karen Lancendorfer

Second Advisor

Greg Gerfen

Abstract

The National Advertising Case Competition for Indeed was a full advertising campaign developed during IMC Campaigns course with Dr. Karen Lancendorfer. We were tasked with putting together a campaign that would bring Indeed back into the consideration set of 18-24-year-olds. The campaign was composed of qualitative and quantitative research, creative pieces, and a media plan. As part of the competition team, I helped distribute a survey about job boards to our target audience, and I aided in concept testing for our creative. The media team used platforms like MRI Simmons and conducted secondary research to ascertain the mediums that would best reach the target audience; furthermore, the media department calculated costs and impressions for each media vehicle, like Quizlet, Instagram, Twitch, and more. We also conducted research to decide our spot markets, which is where we would focus more spending to reach a heavier population of the target audience. The media plan strategized spending to better increase the performance of the advertisements. In April, the campaign was presented at NSAC Districts in front of three judges who provided feedback for future learning. I helped present the media portion of the case competition where I was required to memorize a script, alongside three other presenters from the class. We were also prepped to respond to questions from the judges, who are advertising professionals, and I fielded the questions about the media plan. This campaign allowed for professional development and hands-on learning in advertising. Through this campaign, I have gained a better understanding on how to conduct research that is accurate and applicable to the target audience. I also learned how to manage a media budget that would increase impression to the specific age group we were trying to reach. The learned I experience during the campaign is something that I hope to take with me in my future plans to be a Media Planner for an advertising agency.

Access Setting

Honors Thesis-Restricted

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