IMCO 341 Advertising Principles Fall 2021

Advertising Project Part 2

Welcome to the second half of the project! As we explore the planning, execution and placement
of advertising messages, your challenge will be to develop a SWOT analysis and creative brief
to help plan the strategy for your advertising campaign.

Your brand analysis will provide the research foundation for planning and executing the
assignment. You will be graded and receive feedback after each submission to help improve
the quality of your final presentation. This link should help you plan your analysis more
effectively: http://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-needs-
and-resources/swot-analysis/main

1. Develop a SWOT analysis – brief assessment of the brand’s strengths, weaknesses,

opportunities and threats. The SWOT analysis should be presented in a 2x2 table listing
all the major findings from your research that fall under each of the four areas. Use
bullets in the table.

For each quadrant of the SWOT, provide a brief explanation of the points you included
and why they are important.

2. Write a creative brief (the strategy document) in the format provided by the instructor.
Specify clearly the communication objective/s, the target audience your team has selected
(demographics, psychographics, lifestyle, product use etc.), the main message claim or
offer, support statements for the main message, positioning, tone and mood of message
etc. (see creative brief handout for complete list). The brief must be one page, highlight
each section head in bold, and provide information on all sections of the strategy.

(Important: This brief will be the GUIDELINE document for your creative executions
and your ads and slogan must reflect the strategy outlined in the brief.)

Creative Brief: Template on BB. Read tips in textbook and lecture.