Advertising Pays

For a limited time only!

Your job is to prove that advertising really does pay. Your agency (group) will develop a campaign for a client's new product. Pitch Requirements: The client asks that all pitches include hard copies (print outs) of the proposal with a creative platform and one ad concept designed for television and magazines. As part of agency policy, you will be responsible for presenting your individual area of expertise to the client. Team Directions By the end of Day One (5/17): 1. Determine your team. Assign each person a role based on the attached job descriptions. Pitch Presentation Date: June 4 or 5 (as assigned), 2012 Copywriter: Art Director: Account Executive (AE): Researcher (for groups of 4): _ 2. Product you will be pitching: 3. Review the name and description of the company (or choose an existing company) who will be selling/ creating your product (this is not your group your are being hired by this company to market their product). 4. Determine Target audiences HW (Due Friday, 5/18): If any of the above tasks are left undone by the end of the day, be prepped and ready with notes on your ideas for the team by the following meeting. Be sure to scan over Day Twos tasks and see if you are responsible for preparing notes and outlines. CW: Write 1-2 paragraph product description R: Write 4 demographics and 4 psychographics for the target audience. By the end of Day Two (5/15): 1. Brainstorm key competitive forces and their claims. In what direction do you think they are going to take their ads? How do your ideas stack up to theirs and how do you want to differentiate yourselves from them? 2. As a group, review the list of key components to be included in a creative platform and then answer the list of questions provided. (CW: You are responsible for writing up this portion; see individual directions for more details.) This will establish a group understanding of what direction to take in creating your ads and will help your team stay focused. 3. Develop 2-3 key objectives that you hope to accomplish with the advertisement and the subsequent 4-8 tactics necessary for implementing it. AE may need to revise these later. HW (DUE Monday, 5/21, by the end of class): CW: Write up creative platform answers on a separate sheet of paper and turn in with question sheet AE: Write up list of objectives and tactics (in bullet points) R: Identify 2-4 competitors and explain why each one is perceived as competition
Communications Hall Page 1

By the end of Day Three (5/21) 1. After completing the platform, determine the details of the mediums for your campaign magazine and television. This may include the type of magazine in which you choose to place your ad, the particular TV station and time of day, the season the ad will run, etc. Make sure you've incorporated recommendations from your AE (and the researcher if one exists). Media selection should be based on a market and financial perspective, not what you personally want to implement. TV commercial concepts must be displayed via video (Talk to Mrs. H if there is any difficulty in meeting this requirement for the group). 2. The team, especially art director and copywriter, should take the creative platform and media strategy and brainstorm one concept for both your mediums (art and copy together). Art director and copywriter will refine these for the final presentation. HW (DUE by end of class period on Thursday, 05/24/12): AD: Create art & copy rationale CW: Write target audience rationale AE: Write media rationale R: Write competitive overview By the end of Day Four (05/24) 1. Meet as a team to discuss where you are at in the project if you have fallen behind you will need to work extra hard to stay on top of things. 2. Create PowerPoint outline for oral presentation. Art director will refine later. 3. Work on individual tasks that are due for Day Four (listed below for Homework) HW (DUE Friday, 05/25): AD: Produce 1 design sketch for magazine ad and 1 storyboard for commercial. AE: Write 1-2 paragraph conclusion for presentation and proposal (should convince company why you are the best agency). R: Write focus group questions that will be asked for research By the end of Day Five (05/25): AE should check in with group members to make sure no one is falling behind. Each group member has tasks they should be working on. HW (DUE Wednesday, 05/31): AD: Produce final artwork for magazine ad CW: Produce Script for commercial/ copy for magazine ad AE: Produce Rough Draft of slide presentation order (printout 6 slides per page) R: Create 1-2 graphs of results of research (focus group questions/ target audience) By the end of Day Six (05/31): Review outline and practice your presentation all together. Review tasks and see what still needs to be done for the final assignment. HW (DUE 06/01): AD: Produce cover for hardcopy proposal and create slides for individual portion of the slide presentation. AE: Work on final slide presentation organization with group. CW/R: Create slides for individual portions of presentation. Assist with organization of slide presentation and hardcopy proposal.

Communications Hall

Page 2

The Stuff You Will Be Graded On: The Pitch (oral presentation by group): On the day of the pitch, your group needs to include the following in your PPT presentation: Opening/ Title slide Objectives & Tactics Introduction of team members and roles Media rationale Brief product description including key Art Directors Rationale features Artwork/ Concept Title Slide Audience profile w/stats Digital Artwork for Magazine Ad Researchers competitive overview Television Commercial Researchers Focus Group findings with Conclusion/ Wrap Up Graphs You will also be expected to explain: The product and its target audience The packaging and/or logo An explanation of why your company is best for the job Your creative platform The ad concept itself (CW and AD, esp.) Any research conducted

Be sure to organize all of these facets in a logical manner and work on team flow. The ability to work together in harmony and unison says a lot about a company; look sharp. Your presentation needs to be a minimum of 10 minutes and a max of 15 minutesincluding a viewing of the commercial and Magazine Ad. Hardcopy Proposal: A printed proposal will be submitted the day of your presentation. The proposal should include: Outside Cover Title page with team member names Product description Objectives and tactics Audience profile and rationale Creative Platform and answers Media rationale Art and copy rationale Intro slide for Ad concept The actual ad concept - Final printout of Magazine ad (8.5x11) and final storyboard of commercial Focus group Qs and competitive overview A conclusion Rough drafts must be included in a back section for credit. Each persons name must be on the title page and be recorded on each piece of work to which s/he contributed. Evaluation: Each student will be graded individually for written contributions in the portfolio (75 pts), quality of ad concept and on their ability to present and articulate, convincing strategy to the client (75 pts). Part of the presentation grade will reflect group cohesiveness.

Communications Hall

Page 3

Individual Roles Each persons name and title must be on the top right corner of each of the documents or deliverables that he/ she developed for the hardcopy proposal. 1. Copywriter
a. Writes 1-2 paragraph product description to be used in proposal and presentation b. Develops a 3-4 paragraph audience rationale that must be presented in the hardcopy proposal and as a part of the presentation. Audience profile can include fictitious statistics and focus group information (but make it realistic). (See notes from class on audience profile) c. Fills out the Creative Platform handout. These questions should be completed by the entire group and answers the questions about the clients desired image, the product, the target audience, their preferred design style, and text for the ad. (See handout from class on creative platform) d. Creates copy (text/script) for magazine ad and commercial, including tag lines (slogans) and any fine print. e. Creates slides for his/ her portion of the presentation and gives to AE for PPT presentation. a. Develops 3-4 paragraph art rationale for all creative work (artwork and copy) which must be presented in the hardcopy proposal and as part of the verbal presentation. b. Produces final advertisements (sketch/video/storyboard). c. Produces cover of advertising proposal. d. Develops any graphics for the oral presentation. e. Creates slides for his/ her portion of the presentation and gives to AE for PPT presentation. a. Develops 2-3 paragraph media rationale, which must be presented in the hardcopy proposal and as a part of the presentation. Media rationale should include examples of specific magazines or channels. It can include fictitious yet realistic statistics. (see notes from class on rationale) b. Writes up the agencys objectives and tactics for forming the advertisement in paragraph form. c. Writes conclusion for proposal and presentation that offers final convincing argument on why this potential new client should pick your agency. d. Produces hardcopy of advertising proposal, which incorporates work from each team member (including title page, product description, objectives and tactics, audience profile, creative platform, media rationale, art directors rationale, concept, and conclusion rough drafts placed in back). Proposal should be neatly bound and have an organized and consistent look (all pages using the same fonts, subheads, type spacing and pg, # placement, etc.) e. Organizes PPT presentation with the help of the group and collects slides for individual group members for their sections. Oversees production of oral presentation. f. Serves as traffic manager and ensures that all deadlines are being met within the agency. a. Creates one-page list of focus group questions ascertaining the target consumers purchasing attitudes toward your product and the competitions. This should be included in the hardcopy proposal only. b. Writes 3-4 paragraph competitive overview, which must be presented in the hardcopy proposal and as part of the presentation. c. Develops 1-2 graphs of findings, using focus group questions and target audience demographics and psychographics. These graphs should support the AEs media rationale. d. Assists copywriter with creative platform and audience rationale by providing demographics and psychographics. e. Assists AE with media rationale f. Assists AD with production of commercial. g. Creates slides for his/ her portion of the presentation and gives to AE for PPT presentation.

2. Art Director

3. Account Executive (AE)

4. Researcher (only for groups of four)

Communications Hall

Page 4