Advertising Assignment

Advertising Assignment

Subject: Business    / General Business   
Question
GB531 | Advertising Assignment | Unit 4
Project Part One – Advertising Campaign
Successful marketers know marketing communications strategies must be attuned to
their end customers and to the media channels through which they reach those
customers. It is in this spirit that the GB531 Advertising course includes a two-part
Assignment for you to learn how advertising campaigns are created.
General Directions (applies to Unit 4 Project Part One and Unit 6 Project Part Two)
? Part One of this Assignment is due in Unit 4. In Unit 6, you will submit the entire
Assignment in one document, including the content from your Unit 4 document
plus the Unit 6 requirements.
? There is no Doc Sharing template provided for this Assignment nor is APA
formatting required. You may use either Microsoft Word or Microsoft PowerPoint
for the Unit 4 and Unit 6 Assignments but remember, all content must be in one
document when submitted in Unit 6. If you choose to use PowerPoint, place the
main summary words on slides, include visuals on main slides and put
explanatory words for each slide in the speaker's notes section. Include a title
page / title slide. Include a references page / references slide if you apply and
cite references within your document.
? Although there is no requirement for you to apply and cite references for this
Assignment, if you do, include a References page/slide and use APA formatting
for the in-text reference citation parentheses (if using PowerPoint, put this
information in the speaker’s notes section).
? Chapter 22 of our textbook addresses creating a complete advertising campaign.
Use the index in our textbook to locate additional supportive directions and
information. Conducting additional research on how to prepare an advertising
campaign is recommended.
? Use third person perspective (no use of first or second person pronouns such as
“I” or “you”).
? It is fine for you to make assumptions (after all, we have no marketing research
budget) but be sure to justify your reasoning.
? Have fun!
Unit 4 Assignment: Project Part One Steps and Requirements
1. Look up the definition of consumer products.
2. Look around your house and see the various consumer products you use.
1 GB531 | Advertising 3. Choose one of your favorite consumer products. This brand, the product, its
name, its benefits, etc. will be the focus of your advertising campaign.
4. In your document, briefly describe the consumer product for which you will be
creating an advertising campaign.
5. Complete a “Situation Analysis”. Include the following sections:
a. Product analysis
b. Prime-prospect identification
c. Prime-prospects’ problem analysis
d. Competitive atmosphere and market climate
e. Identify and explain where the product is in the Advertising Spiral
6. Begin the section “Creative Objectives and Strategy” (this section will be
continued in the Unit 6 assignment).
a. Determine what it is you want your advertising message to convey.
Create three drafts of specific copy claims.
7. Give consideration to using television advertising. Write a 30 second television
commercial script Use the format as shown on page 584 of our textbook.
8. Apply the Ten Tested Guidelines for an Advertisement to the 30 second
television commercial script.
9. Read the requirements for the Unit 6 Assignment Project Part Two. Work on
completing the Assignment during Units 5 and 6.
Unit 6 Assignment: Project Part Two Steps and Requirements
1. Continue using the same document prepared for the Unit 4 Assignment Project
Part One.
2. Continue the “Creative Objectives and Strategy” section:
a. Explore the pros and cons of at least four various advertising executions.
b. Prepare a Creative brief (also called creative work plan) which
provides direction for the creative team prior to developing ideas, heads,
and copy. A creative brief includes:
i.
ii.
iii.
iv.
v.
vi.
vii. key observations
communication objective
consumer insight
promise
support
audience
mandatories 3. In the next section, “Media Objectives”, include the following: 2 GB531 | Advertising a. Media strategy
b. Media tactics
4. In the final section, “Promotion Plan”, be sure to include any integrated
marketing programs.
5. Add a Conclusion to wrap-up the document and provide assurance the
advertising campaign will be a success. Include no new information in the
conclusion section.
Unit 4 Assignment: Project Part One = Possible 125 points
The purpose of this Assignment: to demonstrate a graduate level understanding of how
advertising campaigns are created.
Unit 4 Assignment Grading Criteria Possible
Points Selected and described an existing consumer product
as the focus for your advertising campaign. 5 Completed the Product Analysis portion of the Situation
Analysis step. 10 Completed the Prime-prospect identification portion of
the Situation Analysis step. 10 Completed the Prime-prospect’s problem analysis
portion of the Situation Analysis step. 15 Completed the Competitive atmosphere and market
climate portion of the Situation Analysis step. 15 Identified and explained where the product is in the
Advertising Spiral. 10 Explained what it is you want your advertising message
to convey. Created three drafts of specific copy claims. 15 Wrote a 30 second television commercial script. 20 Content demonstrated original thought and exhibited
appropriate judgments, conclusions and assessment
based on evaluation and synthesis of information. Any
referenced information was cited, using APA formatting. 15 The content used good composition, grammar,
punctuation, capitalization and spelling and met the 10 Points
Received 3 GB531 | Advertising requirements listed in the assignment description.
Total Possible Points 125 4