Deliverable Length: 6 body pages

Objectives:

1. Analyze components of print copy, together with important guidelines for writing print copy

2. Apply research for promotion planning and describe the role of an advertising agency's creative department

3. Assess the nature of the Internet as a medium for communicating and advertising

4. Assess the principles and components that help ensure effective design and purpose of print ads and describe the fundamentals of media planning

5. Rank the value of traditional advertising and define the role of support media

Professional Application

You are continuing to work with the same business used in the Units 1, 2 and 3 Individual Projects. The U3 IP was a creative brief which will evolve into the creative strategy.

Part 1: Campaign Theme

Campaign theme overview
Advertising appeal
Advertising execution
This section of the paper should be 2 pages in length.

Part 2: Traditional Media

Creative concepts for two of the following: print, TV, radio, direct mail, outdoor. Describe the following (share existing examples if needed).

Headline
Copy
Visual Elements
This section of the paper should be 2 pages in length.

Part 3: New Media

Creative concepts for two new media options. Describe the following:

Headline
Copy
Visual Elements
This section of the paper should be 2 pages in length.

Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 6 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 9-11 pages in length.