Smartsims - AdSim

AdSim – Advertising Business Simulation

AdSim is a computer-based Advertising Simulation of the Digital Camera division of a Consumer Electronics Corporation. Participants get the opportunity to experience and understand many of the key decision required to plan and implement an Integrated Marketing Communications (IMC) Plan. AdSim will give participants the opportunity to have practical hands on experience at making critical advertising decisions and seeing the outcome in a live, interactive case study.

The Planning Stage includes setting goals and designing both Advertising strategies and tactics to reach these goals. The Implementation Stage entails Brand Positioning, Advertising Agency and Media Selection according to the plan. The Evaluation Stage consists of analyzing past performance in relation to marketing goals. This third stage indicates the interrelated, ongoing nature of the Advertising management process. That is, the results of this stage are used in planning goals and strategies for future periods. So the cycle continues.

Benefits to Participants

• Insights into Traditional Media selection, and how to use different media to target/reach different demographic groups
• Insights into Non-traditional media selection, and how to use direct mail and internet advertising as part of an advertising campaign
• Insights into using Sales Promotion, including both Consumer Sales Promotion and Trade Promotion
• Insights into Customer Relationship Management (CRM) including the use of CRM Database applications
• Basic budgeting and financial planning concepts
• Employing an Advertising agency to support the internal advertising staff
• Measurement of the effectiveness of IMC campaigns, including the use of Market Research
• Many key quantitative skills for advertising management