Topic 10 Seminar 4

1. Principles of Business: Stage 2 Marketing
Seminar:
The Future of Advertising Spend: A role
play
Topic Number:8

2. Overview
One of the most important considerations for marketing
departments is where to spend their marketing budget that will
deliver them the most value or ROI. Today, is your opportunity to
convince the board of directors of a large organisation that you
know where and how best their money is spent.
In your groups you will each be given a budget of £1 million and
a specified media channel that ranges from traditional TV, print,
to digital and social. Your task is to develop a robust set of
arguments to convince the board that they should spend all the
money with your channel.
The fifth group will act as the board of directors. Your task is to
decide what channel is the best to use however you are not
allowed to split the funds across channels.
Each team will be given 10 minutes to present their arguments to
the board and a further 5 minutes for any questions they may
have. Thereafter, the board will announce the winner with their
rationale.

3. 3
Learning outcomes of this seminar
• 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.

4. Agenda for this seminar
The role of traditional TV advertising in the future
The role of press advertising in the future
The role of digital advertising in the future
The role of social media in the future

5. 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.

6. The role of traditional
TV advertising in the
future

7. Discuss

8. The role of press
advertising in the future

9. Discuss

10. The role of digital
advertising in the future

11. Discuss

12. The role of social media
advertising in the future

13. Discuss

14. End of Seminar
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© Pearson College 2013