Marketing Mania 2.

Marketing Mania 2.0

Guidelines

Contents
● General rules

● General guidelines

● AIDA
○ What is the AIDA model?

○ What does AIDA stand for?

○ Example of AIDA

● Video editing suggestions

● Outline for presentation

● Marking Criteria

© 2024 IHSB Business Carnival

Marketing Mania 2.0

General rules
● In round 1, participants will have to give a sales pitch consisting of a video advertisement
and a presentation.
● The advertisement should be at least 30 seconds to a maximum of 60 seconds.
● Your video must be focused on whatever product you pick from the selections we
provide.
● You will also have to make a presentation beforehand discussing the effectiveness of the
advertisement and present it in front of the judges for 5 minutes.
● The title of the video should fit with the given format: “TEAM NAME_TEAM
CODE_ Marketing Mania_VIDEO_IBC 2024.”
● The format of the video should be.mp4
● The video should be sent to us via email, as well as brought in a pen drive for backup.
● The presentation must be in the form of .ppt or.pptx.
● The title of the presentation should fit with the given format below:
“TEAM-NAME_TEAM-CODE_Marketing Mania _IBC 2024”
● All videos and presentations have to be sent to [email protected] with
“TEAM_NAME Marketing Mania” as the subject line. Any member of the team can
send the email.
● The title slide must include the names of the team members.
● Both their advertisement and presentation must be sent by 11:59 p.m. on November
13, 2024. Any submission after the deadline will not be accepted.
● Round 1 will take place on Day 1 of the event and round 2 will take place on day 2.
● This round will weigh 50% of the marks of the competition and round 2 will account for
the remaining 50% of the competition

Products: The following is a list of 5 unique product categories that participants can choose
from to make their video ad and presentation. The participants must use their own label
brand, which will be their team name, and are not allowed to use any other real-world brand
products. (For example, if you decide to make your video about toys, you need to make sure
the logo cannot be seen or is blurred, and you can also add the logo of your team name on the
toy.)

Participants must select from any ONE of the following categories:

1. Condiments
2. Fashion
3. Club membership
4. Toys
5. Food and beverage

© 2024 IHSB Business Carnival

Marketing Mania 2.0

General guidelines

● Make sure the video is not blurry, and all objects or characters represented in the video
are clear. Make sure to have a very high resolution.
● Remember not to hurt any individual or ethnic group. Usage of vulgar language or jokes
on race, gender, mental health, or crimes is strictly prohibited. If any such offense is
reported, it might result in team cancellation.
● YOU MUST USE THE AIDA MODEL WHILE DESCRIBING HOW YOUR
ADVERTISEMENT IS EFFECTIVE.
● It is suggested to bring the submitted video in a pen drive or other storage media to avoid
any confusion and ensure both the school and the participants have access to it on the day
of the presentation.
● And please refer to the presentation outline below on how to approach the
presentation.

AIDA
What is the AIDA model?

The AIDA model identifies the stages individuals go through during the process of deciding
whether or not to purchase a particular product.

What does AIDA stand for?

Awareness: creating brand awareness or affiliation with your product or service.

Interest: generating interest in the benefits of your product or service and sufficient interest
to encourage the buyer to start to research further.

Desire: for your product or service through an 'emotional connection', showing your brand
personality. Move the consumer from 'liking' it to 'wanting it'.

Action: Move the buyer to interact with your company and take the next step, i.e.,
downloading a brochure, making the phone call, joining your newsletter, engaging in live
chat, etc.

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 Marketing Mania 2.0

Example of AIDA

Imagine a car company running an ad for a new electric vehicle (EV).

1. Attention: The ad opens with a sleek, futuristic car driving through a scenic landscape,
catching the viewer's eye with stunning visuals and high-quality production.
2. Interest: The ad then highlights the car's innovative features, such as long battery life
and advanced technology, sparking curiosity and engagement.
3. Desire: Testimonies from real customers and a focus on the car’s eco-friendly benefits
create an emotional connection, making the viewer want the car.
4. Action: The ad closes with a call to action, encouraging viewers to visit the dealership
for a test drive or learn more on the company’s website.

Video editing suggestions

● It’s important to have good lighting and audio. Judges should not have to make efforts to
understand the visuals and audio; their focus has to be on the content and presentation style.
You can, for instance, use DSLR or good-quality smartphone cameras.
● Research effective video ads and marketing strategies. Develop a script or storyboard before
producing the video.
● Consider the target audience when creating the ad. Keep the ad concise and engaging.
● Make sure the video is not too short or long; the time limit is at least 30 seconds to a
maximum of 60 seconds; it would get boring to see the same product’s content for too long.
While you make your content, think of how memorable ads are made. Add humor or other
emotional impacts to maximize engagement.
● The software you choose has to be of good quality, so it is easy for you to edit the video
whenever you want to make any modifications. Examples of free video editing apps include
Filmora, Capcut, Clipchamp, VivaVideo, and WeVideo.
● Any background music used should not be too loud; the speech used in ads must be audible
for the judges. Remember, background music and speech are both optional, and any form of
creativity is accepted even if neither or one of these is present.
● Professionalism is important to be maintained in all aspects. NO FORMS OF ABUSE MUST
BE PROMOTED, BE IT VERBAL, MENTAL OR PHYSICAL. It will be taken under equity
issues and might result in deductions or team cancellation.
● Try being in a quiet place; if that is not possible, try using nose suppressors or software that
allows you to cancel redundant noises from your video.
● Once submitted, the video has to be your ad, which you use for the presentation on the next
day. No other promotional content can be used while presenting. So we suggest improving
your videos enough before you are satisfied with the final result.
● The ad must be engaging and eye-catching for audiences.
● Reference- https://www.youtube.com/watch?v=F8v1SONcdsU

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Marketing Mania 2.0

Outline for presentation

Time Limit for presentation: 5 minutes

Title page along with team name

Must include the AIDA model in reference to your product.

Discuss how your advertisement highlights their USP (Unique Selling Point).

Discuss how your advertisement is tailored for your target consumers. Discuss how your
advertisement is effective in selling the product.

The participants' ad’s content should match that of the content in the presentation to avoid
confusion on the presentation day and risk speaker points. In your speech, you should
describe the idea behind your advertisement. What your target was, which ways you achieved
it, and the whole analytical process of how you think your advertisement will have an impact
on your product in the market. Try including as many details as you can, so do not ignore
simple things like design, themes, and colors used, to maximize your score.

You are allowed to manage the slides using any chronological order you want to; this is just
guidance on how you can approach the presentation.

Marking criteria
The marking criteria will assess the following:

➢ Adherence to AIDA (15 marks): How well the advertisement is in achieving criteria
set out by AIDA model.
➢ Creativity (10 marks): How unique the advertisement is.
➢ Messaging (5 marks) : How effective the advertisement was in communicating
features about the product.
➢ Target Audience (5 marks): How accurately the target audience aligns with the
product.
➢ Explanation and delivery (15 marks): How well the participants explained the
effectiveness of the ad during the presentation phase. Also assesses the quality of the
presentation and how engaging the delivery was.

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