ADV475Poject

ADV 475 Project

FALL 2009 ADV 475 Project: Creative Ad Campaign (200 pts)

"A campaign is a series of ads that reflect the same big idea and have a similar theme and attitude."--Jewler and Drewniany

The 200 points will be broken down:
50 points: Draft #1 and client meeting: Due Thursday, October 1 (to be confirmed)

50 points: Draft #2 and client meeting: Due Thursday, October 29 (to be confirmed)

100 points: Final pitch and final work due: Pitches, Books, CDs, blank rubrics (see below) due on day of your pitches:
6pm class pitches on Tuesday, November 17
2pm class pitches Thursday, November 19

NOTE: These dates are to be confirmed based on Client confirmation

Project Description

There will be four-five groups and each group will participate in a competition by developing, designing, creating, and presenting a Creative Ad Campaign for a client.

You will include in this project:

(1) name of your team's ad agency and logo

(2) creative brief on your agency letterhead

(3) Letter to client and Executive Summary

(4) 21 Big Idea brainstorm ideas

(5) strategy and strategy statement

(6) answers to questions on p. 120 in your text

(7) Target market: research and cites

(8) profile and pictures of each team member

(9) B&W print ad and color print ad for newspaper and one page explaining these ads

(10) B&W print ad and color print ad for magazine and one page explaining these ads

(11) Radio spot and one page explaining it

(12) TV storyboard and one page explaining it

(13) direct mail piece and one page explaining it

(14) POP ad and one page explaining the ad

(15) billboard ad and one page explaining it

(16) bus shelter ad and one page explaining it

(17) bench ad and one page explaining it

(18) Internet advertising and one page explaining it

(19) advertising pieces of choice (2) and one page explaining them

(20) incorporation of one or more theories or research (use Pepperdine's online libraries and access peer-reviewed research articles) in creative campaign including citations and full explanation; incorporation of one or more reports from EMarketer and summary of report and how it applies to campaign -- cited in full. Final project: post EMarketer and research on Sakai.

(21) answer to Preparation for Campaign questions

(22) Bibliography/References in APA style

Draft #1 (50 points) due beginning of class on Thursday, October 1

Meeting To Be Confirmed with Client

Provide all of Draft #1 on two CDs as well as two hard copies and rubrics. One hard copy will be returned to you with grade. Professor will keep CDs and one hard copy of your draft. Remember, packaging of your work is included in the grade.

Draft of 1-20 above.

Submit Rubrics--See below

Draft #2 (50 points) due beginning of class on Thursday, October 29

Submit Draft of 1-22 above

Provide all of Draft #2 on on two CDs as well as two hard copies and rubrics. One hard copy will be returned to you with grade. Professor will keep CDs and one hard copy of your draft.

For #21, Preparation for Campaign questions, please scroll down

Submit Rubrics--see below

Final Work and Pitch (100 points)

6pm class: Tuesday, November 17, 6pm

2pm class: Thursday, November 18, 2pm

Your pitch date: 15-20 minutes to pitch campaign and 10 minutes for client and ad executives to ask questions. 10 points will be deducted if you go over 20 minutes. 50 points will be deducted from your overall course grade points if you do not stay for all the pitches.

Submit final of 1-22

Submit three hard copies of your final work (campaign book), submit everything through Sakai, and submit three CDs of copies of all work on CD or DVD (professor keeps one CD and one hard copy, client keeps one CD and hard copy, you turn in one CD and hard copy for grade which will be returned to you)

Submit one copy for client during pitch

Total required number of complete hard copies of book: 3

Total required number of CDs of complete campaign book and presentation: 3

Submit all work through Sakai

Submit Rubrics/evaluation sheet below for final work and pitch

What should be on the CDs/DVDs that are packaged with your books:

One CD/DVD: ALL write ups

One CD/DVD: ALL designs saved as PS, AI, Dreamweaver, Flash working files

One CD/DVD: ALL designs saved as PDF, JPEG, TFF, GIF, PNG (where necessary)

One CD/DVD: ENTIRE presentation (e.g., Powerpoint slides)

Preparation for Campaign questions

What is your concept?

What is your campaign’s theme? Briefly explain how your theme relates to your brand image, positioning or other critical element?

How effective will this campaign be?

How does your campaign satisfy communication, advertising and marketing goals?

Why is your campaign the best choice for the problem at hand?

What is your creative strategy? How are you going to communicate your creative strategy?

--Remember you are not talking to the consumer, you are trying to convince the client that your ideas are sound

--What’s going on in the minds of the target audience?

--What is target audience saying now?

--What would you like your target audience to be saying?

--Why does your campaign stand out from competition

--How does your campaign break through the clutter?

--Do you plan to have sound or animation as part of your presentation?

--How are you going to express your BIG IDEA?

--How will you begin your presentation? How will you introduce yourselves? How will you get the attention of your audience?

--What are the steps you plan to take for your presentation?

--How are you going to be engaging?

--What are your concluding remarks?

--What are some questions you are anticipating from the Client? Come up with as many

--questions and problems you can think of that might be asked in the Q& A session.

--How will you present your ads, bus shelter, billboard ad, etc.?

--In what order will you present your media? Best not to present all at once—to give it all at once.

--How will each of you participate in the presentation? Who will be appointed the facilitator?

--What will you be wearing?

--How will you be memorable?

--Remember that your work is a group effort and you should not indicate personal ownership of strategy, design, etc.

Rubrics/Scales used for Ad Campaign Competition Drafts and Final

Draft #1 (50 points)

Needs Work | Satisfactory | Acceptable | Good | Excellent
1 2 3 4 5

1. Print ad designs

2. direct mail

3. Radio spot

4. TV storyboard

5. Outdoor, POP

6. Internet

7. Ad pieces of choice

8. Strategy statement/selling concept, target market, theories/research, EMarketer Report

9. Ad agency, brief, brainstorm ideas, answers to questions on p. 120

10. Organization and packaging; clarity, no typos, no grammatical errors of submission

Draft #2 (50 points)

Needs Work | Satisfactory | Acceptable | Good | Excellent
1 2 3 4 5

1. Print ad designs

2. direct mail

3. Radio spot

4. TV storyboard

5. Outdoor, POP

6. Internet

7. Ad pieces of choice

8. Strategy statement/selling concept; target market; explanation of theories and research incorporated; EMarketer Report

9. Ad agency, brief, brainstorm ideas, answers to questions on p. 120, answer to preparation for campaign questions

10. Organization and packaging; clarity, no typos, no grammatical errors of submission

Final Work and Pitch Evaluation used by Professor (100 points)

Needs Work | Satisfactory | Acceptable | Good | Excellent
1 2 3 4 5

1. Print ad designs

2. Radio spot

3. TV storyboard

4. Outdoor

5. Internet

6. POP

7. Direct Mail

8. Ad piece of choice #1

9. Ad piece of choice #2

10. Strategy statement/selling concept/research and theories incorporated clearly provided; EMarketer report summary and application; research/theories and EMarketer findings posted on Sakai and must have a reply to one post.

11. Ad agency, brief, brainstorm ideas, answers to questions on p. 120, answer to preparation for campaign questions, target market

12. Organization and packaging of campaign book submission also includes no typos, grammatical errors, clearness in presentation of work; cited in full for research

13. Consistency in creative ad campaign

14. Pitch: participation from each member, support each other, work in synergy

15. Pitch: introduction of yourselves, attention-grabbing opening

16. Pitch: engaging throughout, convincing, memorable

17. Pitch: Q&A session handled well

18. Pitch: Delivery (good eye contact, no memorizing, no reading, extemporaneous, good vocal inflections, stumbling not noticeable)

19. Pitch: Sound explanation for concept/strategy

20. Overall Pitch; did not go over time limit

Assessment Evaluated by Client and Ad executives