You are on page 1of 4

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 Two’s 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

2. Work on individual tasks that are due for Day Four (listed below for Homework) HW (DUE Friday. Review tasks and see what still needs to be done for the final assignment. determine the details of the mediums for your campaign— magazine and television.By the end of Day Three (5/21) 1. HW (DUE Wednesday. the particular TV station and time of day. Art director will refine later. 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. etc. Communications Hall Page 2 . especially art director and copywriter. Assist with organization of slide presentation and hardcopy proposal. AE: Write 1-2 paragraph conclusion for presentation and proposal (should convince company why you are the best agency). 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. Make sure you've incorporated recommendations from your AE (and the researcher if one exists). Create PowerPoint outline for oral presentation. HW (DUE by end of class period on Thursday. This may include the type of magazine in which you choose to place your ad. not what you personally want to implement. Media selection should be based on a market and financial perspective. 2. Art director and copywriter will refine these for the final presentation. AE: Work on final slide presentation organization with group. The team. After completing the platform. the season the ad will run. 05/25): AD: Produce 1 design sketch for magazine ad and 1 storyboard for commercial. CW/R: Create slides for individual portions of presentation. should take the creative platform and media strategy and brainstorm one concept for both your mediums (art and copy together). 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. TV commercial concepts must be displayed via video (Talk to Mrs. Each group member has tasks they should be working on. H if there is any difficulty in meeting this requirement for the group). HW (DUE 06/01): AD: Produce cover for hardcopy proposal and create slides for individual portion of the slide presentation. 3.

esp. convincing strategy to the client (75 pts). look sharp.The Stuff You Will Be Graded On: The Pitch (oral presentation by group): On the day of the pitch. 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 . Evaluation: Each student will be graded individually for written contributions in the portfolio (75 pts). Your presentation needs to be a minimum of 10 minutes and a max of 15 minutes—including a viewing of the commercial and Magazine Ad.Final printout of Magazine ad (8. Each person’s name must be on the title page and be recorded on each piece of work to which s/he contributed. quality of ad concept and on their ability to present and articulate.) Any research conducted Be sure to organize all of these facets in a logical manner and work on team flow. Part of the presentation grade will reflect group cohesiveness.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. The ability to work together in harmony and unison says a lot about a company. 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 Director’s Rationale features  Artwork/ Concept Title Slide  Audience profile w/stats  Digital Artwork for Magazine Ad  Researcher’s 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. Communications Hall Page 3 .

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