Seminar: The Future of Advertising Spend: A role play

Topic Number:8

Principles of Business: Stage 2 Marketing

OverviewOne of the most important considerations for marketingdepartments is where to spend their marketing budget that willdeliver them the most value or ROI. Today, is your opportunity toconvince the board of directors of a large organisation that youknow where and how best their money is spent.

In your groups you will each be given a budget of £1 million anda specified media channel that ranges from traditional TV, print,to digital and social. Your task is to develop a robust set ofarguments to convince the board that they should spend all themoney with your channel.

The fifth group will act as the board of directors. Your task is todecide what channel is the best to use however you are notallowed to split the funds across channels.

Each team will be given 10 minutes to present their arguments tothe board and a further 5 minutes for any questions they mayhave. Thereafter, the board will announce the winner with theirrationale.

3

• Develop and articulate a set of arguments for a specific media channel.

• Be able to articulate the key rationale for the continued importance of that media line compared with others.

• Critically evaluate the future state of the marketing landscape and develop arguments for the role of a media line in it.

• Be able make coherent count arguments and convince/influence others.

Learning outcomes of this seminar

Agenda for this seminar

The role of traditional TV advertising in the future

The role of digital advertising in the future

The role of social media in the future

The role of press advertising in the future

Structure for the session

You will have 15 minutes to put forward

their arguments to the board of

directors.

The BoD will have 5 minutes

to ask any questions.

At the end of the session the

BoD will announce their winner with a

rationale.

The role of traditional

TV advertising in the

future

Discuss

The role of press

advertising in the future

Discuss

The role of digital

advertising in the future

Discuss

The role of social media

advertising in the future

Discuss

End of Seminar

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© Pearson College 2013