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Decide upon an issue (not a product) to market. (The What?) 2. Identify the demographics and psychographics of your market audience. 3. Choose a specific target segment. (The Who?) 4. Research the issue. 5. Develop the campaign purpose. 6. Develop the message. (The What?) 7. Develop the campaign strategy. (The How?) 8. Storyboard one ad. 9. Construct the advertising mediums. 10. Create the advertising products. 11. Deconstruct one ad campaign. 12. Run the campaign. STEP ONE: Determine what issue is to be marketed. For the purposes of our campaign, we will advertise an important issue rather than a product or service. What issue should you promote? By definition, if we are looking at an issue, this implies that there are two sides to consider. Issues generally involve controversy. We want to choose an issue of significance and we need to have a purpose for choosing a specific issue. Below are a number of issues which are considered important for high school students. Examine each issue:
alcohol abuse drug abuse smoking (or smoking on school grounds) consumerism (or advertising in schools) harassment (or zero tolerance in schools) environmental concerns school spirit vandalism stereotyping body image health disabilities
From the information you generated about the demographics and psychographics of your school. if working with a partner. This is the WHO of your campaign. STEP THREE: Choose a specific target segmentation. You may want to make revisions to your psychographic analysis or. STEP TWO: Identify the demographics and psychographics of your school. Review the target segments that you found. Target Audience. Transfer your issue choice to the Ad Campaign Construction sheet. you must ask yourself the following questions: Does this issue exist in my school? Is this issue important to me? to my school? What controversy exists around this issue? What do I already know about this issue How could I find out more about this issue? What message might I like to present about this issue? To what group might I like to deliver this message? Can I change the existing attitudes and beliefs about this issue? Is there an issue of greater importance to my school that is not on the list? Choose your issue now. NOTE: In developing this campaign. school programs others as approved by the instructor Before choosing an issue. you may want to combine your findings. You will have to download two construction pages: one page withdescriptors and one page blank. or create entirely new clusters that you feel are more representative of your school. we do not want to go after a target group that already sympathizes with the issue. This step was completed in Unit 4. choose one specific segment to whom you would like to deliver your message. Our purpose should be to inform and to persuade others to accept our point of .
talking/interviewing administrators. In developing a marketing program to address the wants and needs of this target audience. Cite any valuable information acquired from published sources. and beliefs. possible disadvantages of your school. STEP FOUR: Research the issue. the areas in which your school excels. It is necessary to collect some data on the issue before you begin your campaign. the popularity of particular programs. attitudes. surveys. teachers. Identify the key information you discovered and transfer this information to the Ad Campaign Construction sheet. How do they feel about this issue? How could you persuade them to accept your message? What would be important to them? Transfer your target segment choice to the Ad Construction page. wants. Your campaign must do the same. Part of your evaluation will look at how successful your campaign appears to be in changing attitudes. . Provide summaries of research strategies. etc. Advertising influences perceptions. or interviews you conducted. remembering to consider how your target segment feels about the issue you are presenting? Key points of information must accompany the final product.view. Look at the world through their eyes. you must have a clear understanding of this target segment. Provide copies of any questions. and needs of your target audience as well as the issue being addressed examining your school closely. You will have to develop some research strategies. beliefs. These may include: talking to segment students in your school creating and implementing questions/surveys related to the attitudes. and guidance counselors reading information on your school collecting general information about the issue from published sources even though it does not pertain directly to your school Collect all the information that you gathered from your research. including the types of programs offered.
Transfer this information to the Ad Campaign Construction page. STEP SIX: Develop the message and message strategy of your campaign. Make the message relevant to your audience. study your target segment carefully. What do you hope to achieve through this campaign? State your purpose as concisely as possible.STEP FIVE: State the purpose of your campaign. it is now time to formulate the purpose of your campaign. A possible ad campaign message might be: To identify the health benefits related to physical exercise To encourage sports involvement as a great source of entertainment/fun To highlight the social aspects of involvement in sports Transfer your ad message to your Ad Campaign Construction page . How do they differ? You must examine these differences and appeal to those needs. An example of an ad campaign purpose might be: To persuade students to become involved in school sports. What benefits are there for your audience? How could your message provide a solution to their problems? What might be the consequences of ignoring your message? How can you prompt your audience to act? How will you help the audience to see themselves taking action? This is the WHAT of your campaign (for more information refer to Marketing Strategy from Unit Four). Decide upon a message that would appeal to your target segment. but each medium will have basically the same ad message. Please note that the presentation of the message may change slightly for each medium. After examining the issue thoroughly. Consider the particulars of your target group. This group is not the same as all other groups in your school. Again.
What form of media would most appeal to this market? What details would most likely get their attention? You must communicate your message in three different media.STEP SEVEN: Develop the campaign strategy. How will you develop your message for your audience? How will you deliver this message to your audience? Again. consider the particular target group. sound Vs image). When deciding on your medium. This is the HOW of your campaign. you should consider the following: accessibility of equipment knowledge of equipment operation number of people required amount of time required the codes and conventions of each medium (what do I know about the medium?) Transfer your choice of mediums to the Ad Campaign Construction page. . You may choose all three from List A if you so desire.g. At least one of your mediums must be taken from List A and the other two can be a combination of List A and List B (lists below). Design each promotion according to the strengths and weaknesses of each medium (e. LIST B: two or less from this list LIST A: at lease one from this list Television Commercial Radio Spot Documentary Original Play Script Poster and Buttons Billboard Print Ad T-Shirt Banner Internet Ad Music Video Original Music for a Radio or Television Commercial (this could be a parody of an original song) other as approved by instructor .
STEP NINE: Create the advertising storyboard. Identify three important codes and conventions for each medium. Your storyboard must accompany your final product. You may want to review this information now. as well as. the strengths and weaknesses of each medium. This will help you remember the various elements that go into ad creation and the importance of making specific decisions. Copy the storyboard sheets and create one storyboard for one advertising medium in List A. only one product must be accompanied by a storyboard. adhere to the Canadian Code of Advertising Standards. Make all your choices for a purpose. You will already have knowledge from the course about some of these media. Remember that media messages are constructed. Transfer the codes and conventions to the Ad Campaign Construction page. research any mediums not addressed in the course examine carefully the kinds of decisions to be made in an ad construction. . which storyboard STEP TEN: Create the advertising products. try to find out something about the codes and conventions of each. You have already worked with storyboards when identifying target audiences earlier in Unit 4. Try to incorporate these into your campaign. Once you have decided on your media. Although you will submit three final advertising products. To create an effective storyboard consider the following: review all that you know about the codes and conventions of the various mediums. but others may require some research.STEP EIGHT: Identify important codes and conventions.
or you may want to use the assistance of friends. STEP ELEVEN: Deconstruct your campaign. Transfer the names of those involved in the creation of the final ad and indicate their role/duty on the Ad Construction page. in the real world. would be handled by several people. You may use other members involved in the course. Go to Ad Deconstruction from Unit 4 for an example. This will be the presentation segment of your project. a campaign manager.You will probably find that you need extra people to produce some of the advertisements such as a television commercial or radio spot. You have played a number of roles in this assignment that. How you present this material depends upon the form of advertising chosen. and an ad agency creative director. It is now time to deconstruct your campaign by explaining why the various decisions were made. How have these elements supported the ad message? Provide sufficient detail for the instructor to understand the mood and message you intended to create in the ad. You have been a market researcher. Use the categories that are applicable to your medium and transfer the information to the Ad Campaign Deconstruction page. STEP TWELVE: Present the campaign. you should know and understand your campaign thoroughly. Submit the completed Ad Construction page to your instructor. Obviously. In one format or another. you will need . Use this information as a guide to constructing your campaign and to deconstructing one of your advertisements.
to submit your products to the instructor. You will not actually run the campaign. . Discussion of presentation methods will be addressed later. if possible. however. we will make an effort to share our presentation with other members in the course.
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