Advertising Creative Strategy (COMM 3360) Bernardo Kohler Center Project Evaluation

Agency: SMC Situation Analysis Good overview of BKC. More background on the issue of human trafficking would have been better. (4/5 points) Creative Brief (marketing problem, advertising goal, target audience demographics and psychographics, creative strategy/promise, reason why) Promise was well written. Reason Why to support it? (13/15 points) Creative Execution Poster layout and design Revised poster is infinitely stronger than the original. Im glad you took the risk and went without an image. Well see what the client says when they see the revised version! (12/15 points) Poster copywriting The headline is very strong excellent. It is important to keep copy to a minimum on a poster; however, Im left unsure of what Im supposed to do. What is the call to action? How does the reader keep this from being her? (Remember the promise in the creative brief?) (12/15 points) Outdoor layout and design outdoor. (15/15 points) Simple with interesting images, which is key in

Outdoor copywriting Revisions made based on client feedback are good improvements (Workers, Workplace). Shorter copy is better, but it still isnt there (12/15 points) Comments: You did a good job implementing the requested revisions and your ads were definitely stronger for it. Plan Document (Accuracy, spelling, appearance, effort) (10/10 points) Presentation (Preparation, professionalism) Excellent job. Good overview of problem, well-prepared, credible. (10/10 points) Project grade 88 = B+