The purpose of this (ongoing, each unit) project is to apply the advertising media skills you study throughout the course.
Emphasis is upon allowing you to experience using advertising campaign tools in a creative way. You are asked to develop an advertising media portfolio, for a product, service, or company of your own choosing. This project is separated into 11 parts. Each part of the project will represent your effort to apply what you have learned throughout your course. Each week you will submit sections of the 11 parts as described below. Work is expected to be neat and professional looking and appropriate for marketing planning in an actual business environment. You may use computer graphics, hand designed and scanned, or cut-and-pasted artwork from other sources. The grade is determined based on the professional quality outcome.
You will work on the following component parts of the Final Project throughout each unit and the entire full project.
1. Describe the product or service to be marketed. Include a description of the product attributes and selling points which are unique and differentiate the product/service from the competition.
2. Prepare a position description which provides the copy platform for the advertising campaign and distinguishes it from the competition. This position is the basis of campaign slogans or advertising themes. Include a slogan to support this position.
3. Develop the intended target market. It must be specific and include demographics, geographics, and psychographic elements.
4. Create a preliminary (artist's rough) design of the intended brand or logo, including the slogan. One rendering is to be in color, and the same in black and white.
5. Create a layout of a full-page magazine advertisement, in color, with copy and layout aimed at a regional or national market.
6. Create a quarter-page layout of a newspaper advertisement, in black and white with the copy and layout targeted at the local market, including address and phone number.
7. Create a rough layout of a billboard advertisement, in color. Use a rectangular 8½ x 11 layout to simulate the 30-sheet poster panel type of layout; the most frequently seen along the highways.
8. Write one, 30 second radio commercial script.
9. Write one, 15 second television storyboard.
10. Choose one other promotional medium including, but not limited to a direct mail piece; package design, product label; transit ad; or shelter advertisement.
11. Assemble and submit the entire project. Make sure that your project is consistent throughout and includes transitions from section to section.