Creation of Ad Message: ADVERTISING PROJECT
I. INFORMATION FOR ALL PROJECT ASSIGNMENTS
A. You will be developing advertising for 8th Street Coffee House, a local coffee and sandwich shop. This shop is located at 710 8th Street, Wichita Falls, TX 76301:
1. Opened in its present location on March 2012.
2. Provides breakfast, lunch and dinner options, depending on the day of the week and hours of operation.
3. Has gradually established a market in downtown Wichita Falls that is diverse demographically but that values quality products.
B. ASSUME that 8th Street Coffee House -
1. Will advertise in the media recommended for this project.
2. Will not change the name of the store or its logo.
3. Will not change the store's location or add other locations.
C. Assignment Quality - Unless otherwise noted in a specific assignment's instructions, all assignments should:
1. Be on only one side of the page, whether typed copy or in layout.
2. Be your FINAL version; no drafts, incomplete versions, or something hastily thrown together on scraps of notebook paper.
3. Use correct grammar, spelling and punctuation (you cannot break grammatical rules if you do not know the rules), unless you have prior instructor approval for unusual spelling, etc.
4. Be on time; late assignments will not be accepted.
II. THE PROJECT ASSIGNMENTS
A. ADVERTISING STRATEGY ASSIGNMENT
1. Define the Target Market:
a. Clearly define and describe in detail the person[s] YOU think is most likely to shop at this store (hint: picture one person in your mind who fits the general market and describe him/her).
b. Provide logical reasons for your choice of market segment.
2. Using the brand name (8th Street Coffee House), the research information (including other research information you may generate on your own), and a phrase that captures the essence of your target market, write:
a. an advertising strategy objective statement (Advertising will . . . .)
b. an advertising strategy supporting statement (Support will be 8th Street's . . . . )
c. an advertising tone statement (e.g., the tone of the advertising will be . . . . )
3. Provide logical reasons for your (1) ad strategy objective statement, (2) ad strategy supporting statement, and (3) ad strategy tone statement. In other words, provide a summary of your thought processes and supporting documentation for recommending these statements.