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PWR 2
Assn #3: Final Researched-based Ad Campaign
Lee
“You must have a clear, highly defined brand that’s valuable to your consumers and that
can be valuable to advertisers. Your marketing team needs to formulate that positioning
and bring it into every single communication, whether it’s a letter, a pen, a presentation,
or even a meal. It all has to bring the brand to life.”
—Bari Walsh, publisher of Fitness
Magazine.
Got Advertising: Visual Design in Print
Advertising.
Having successfully worked on Assignment
#1 and Assignment #2, you have some
direction where you want to take the
preliminary research of advertising trends of
a specific industry and what product you
want to focus on. In this assignment, you
will research the current and past advertising
campaigns of a specific product (and its
rivals) in order to make a compelling case
for the value of your advertising campaign.
OVERVIEW:
1.
2.
3.
4.
5.
6.
7.
Schedule
Grade Value
Purpose
Goals
Directions
Transcript
Outline
1. SCHEDULE:
DRAFT (outline):
Nov. 9
DRAFT (Ppt Rehearsal): Nov 11 and Nov 18.
ORAL PRESENTATIONS DUE:
Nov. 23, Nov. 30, Dec. 2
PORTFOLIO/ ADS DUE: Dec. 2
SHOWCASE OF ADS/PARTY: Dec. 3
2. GRADE VALUE:
Assn #3
Oral Presentation
Transcript
45
45
Mandatory
Final Ad product
10
TOTAL
55 pts.
3. PURPOSE: While Assn #1 helped you begin your field research and analysis that will
contribute to your final researched advertisement campaign, Assn #2 helped you
articulate a proposal for an advertising campaign. In Assignment #3, you will present
your advertising campaign.
The primary purpose of the campaign presentation is to showcase your brilliant idea for
the advertising campaign (and why you think it will be effective/successful), but you still
need to convince your audience that your advertising campaign has been well-researched
and that it is ready to be launched. While in Assn #2, you provided a proposal for the ad
campaign which offers suggestions for change, Assn #3 provides your actual campaign
and the revised visual designs for the ads in two viable markets.
Secondly, the final campaign presentation will help you take everything you’ve learned
about presentation in Assn #1 and Assn #2 to artfully articulate and deliver your
researched campaign argument and strategic approach through the rhetorical aid of
PowerPoint, voice, body, and verbal language arrangement.
4. GOALS: This informative oratory on an advertising campaign has the following
goals:
(1) to argue for the persuasive power of your new advertising campaign designed for two
specific audiences (thesis).
(2) to present your persuasive ad campaign with PowerPoing slides within 15 minutes.
5. DIRECTIONS:
Step One: RESEARCH. Through research, you will have been informed about your
product’s current audience and advertising campaign as well as the advertising of rivals
(advertisements on the horizontal axis) and advertising of products targeting the same
audience (advertisements on the vertical axis).
1) carefully study past and present advertising campaigns (at least the last two years)
as well as its “slogans” (you may want to look at the historical patterns in its slogans or
advertising campaigns)—you may find some information on the web, but you may also
have to do field research by looking through back-issues of magazines in which they
advertised. I would also suggest that you call the company and see if they could send you
information about the company’s ad campaigns in the past;
2) examine the accolades or criticisms (if any) associated with the ad or with the ads
of rival companies (this will help you determine what needs to change and provide
evidence). Did the company’s ads win any awards? Check out Advertisementave.com
for lists of the top ad campaigns in the country, etc. ;
3) examine broader trends in visual design in print advertisement (you might see a
style or layout in another product line that may be useful for your product; be ready to
explain your decision and support it with evidence);
4) and review appropriate industry literature (such as Prepared Foods which is online
at www.preparedfoods.com) that indicate new trends and shift in target audiences in the
food industry.
As with any argument, the more reliable and prestigious your source supporting shifting
market and visual design trends, the stronger your case will be for a new ad campaign.
Step Two: AUDIENCE AND INDEX.
1) Narrow down your audience to TWO distinct demographic groups for your ad.
These may include a pre-existing target audience that need to be made more distinct or
catered to. One should be an emerging market or an audience/consumer group that
would be interested in the product. Be sure to tailor your ads’ strategies for these two
markets.
2) If necessary, construct a strong advertising slogan. It may be revamped from the
old one, or it may be new altogether. Think of the slogan as the haiku of the ad
campaign. It should be short and sweet and easy to remember.
Study other successful slogans to get ideas: Nike’s “Just do it,” L’Oreal’s “Because
you’re worth it,” American Express’s “Don’t leave home without it,” and Microsoft’s
“Your potential, our passion.” Don’t skimp on the slogan. The slogan is the
verbalization of the “index” and these two work together to create audience
IDENTIFICATION with the product.
The slogan should remain consistent for the two ads.
3) Construct a clear advertising index. Your index (socio-cultural image that is
associated with the product) should be definable by an image or a collage of images.
First review the handout on advertising strategies and think about whether you want your
ad’s visual layout to be classificatory, narrative, or symbolic. If it is telling a story
(narrative), is it pretty self-explanatory when you look at it? Where will you place this
image (layout)? How big will it be? Is it in color or black/white or something else?
What does it say about the product? Why would your audience identify with the images
you’ve provided?
The index may be different for each target audience.
Step Three:
OUTLINE. 1) Draw a storyboard of your presentation before you
construct presentation slideshow using PowerPoint; 2) sketch your ads; 2)
begin outlining oral strategies.
Step Four:
TRANSCRIPT & POWERPOINT. 1) Write the transcript of your oral
presentation. Adjust slides in PowerPoint accordingly. 2) You may want
to write “Cue” cards or notes.
Step Five:
PRACTICE PRESENTATIONS.
On the day of your presentation, turn in transcript (see directions below)
Step Six:
ADS. Your final ads will be turned in on the last day of the course w/ CD
portfolio (Dec 2).
Multimedia consultants will be available for help with Photoshop and
PowerPoint on the 2nd floor of Meyer Library. Please refer to the
Library’s scheduled times during which consultants will be working in the
multimedia studio (near Area 220). It is strongly recommended that you
make reservations to work on a multimedia station, particularly as the term
nears to a close. Reservations can be made online at:
http://academiccomputing.stanford.edu/clusters/studio_index.html
or go to the 2nd floor desk of Meyer Library and ask to make a reservation.
6. TRANSCRIPT
The transcript for Assignment #3 should include the following:
1) Transcript cover page (title, your name, the course, date)
2) Acknowledgement page (first page after the cover page). This
separate page, following the title page and leading to your transcript, is
your opportunity to acknowledge those who’ve helped you with your
research, oral presentation, and visuals, etc. in various ways (you should
try to be specific in identifying how they helped or how they contributed
to your presentation). Acknowledgement pages are also often personal
and authors sometimes the emotional support provided by colleagues,
friends, and loved ones.
3) Transcript
4) Slide show handout (6 to a page)
5) Works Cited page (with proper MLA citation) listing all secondary
source citations in your presentation including visuals, maps, online
references, etc.
7. OUTLINE
*The following is a sample outline to help you think about organizing your final research
presentation.
*In this example, I selected “ethos” to be part of the thesis. You might have a
different argument.
[INTRO & NARRATIO SECTION: APPROX. 5 MINUTES]
I. Introduction
A. Hook
B. Topic
C. Thesis (your ad campaign and two audiences; articulate how a new ethos is
central to the new ad campaign and helps to make the product relevant to the two
audiences)
<TRANSITION>
II. Narratio
A. Relevant background information (w/ supporting evidence) to help us
understand your ad campaign for this product. The following are examples:
1. history?
2. competition
3. current trends
4. emerging markets/consumer base
<TRANSITION>
[PROPOSAL SECTION: APPROX. 10 MINUTES]
III. Confirmatio
A. THE OVERARCHING CAMPAIGN: You might begin your major
argumentative section by providing a rationale for your general campaign
theme/story. (For instance, you might argue how your campaign
appropriately furthers the goals of the company, elucidates on the company’s
ethos, improves its image, etc.)
1. The company’s current ethos
—Evidence A (evidence can stem from outside sources)
—Evidence B (evidence can stem from outside sources)
2. The new ethos that you imagine for the company: your revision of that
ethos with new slogan, new campaign theme, focused audiences, etc. which
you will examine more closely in the following two ads.
<TRANSITION>
B. THE TWO ADS AND AUDIENCES.
—Specify why you selected your audiences before examining your ads
closely.
<TRANSITION>
1. For Ad #1, identify your first audience (traditional?). Explain the visual
design strategies you have implemented to attract this audience to the
product/idea/company.
a. Criteria one
—Examples from your ad
b. Criteria two
—Examples from your ad
c. Criteria three
—Examples from your ad
<TRANSITION>
d. How does this advertising strategy for this ad improve the ethos of the
company?
—point 1
—point 2
<TRANSITION>
2. Turn, now, to Ad #2. Identify your second audience (new). Explain the
visual design strategies you have implemented to attract this audience to the
product/idea/company.
a. Criteria one
—Examples from your ad
b. Criteria two
—Examples from your ad
c. Criteria three
—Examples from your ad
<TRANSITION>
d. How does this advertising strategy for this ad improve the ethos of the
company?
—point 1
—point 2
<TRANSITION>
[REFUTATIO & CONCLUSION: APPROX. 5 MINUTES]
III. Refutatio
Present two possible rebuttals to your argument/approach. Think of this as a way in
which you can extend your argument and show its complexity; also, you will be nipping
any objections in the bud.
<TRANSITION>
IV. Peroratio (conclusion)
A. Reiterate your campaign strategy (be specific).
B. If your thesis is about ethos, then you should relate the relevance of this new ethos
to the company’s image.
C. Re-hook by giving your audience one last thing to remember your argument (your
lasting impressing can be as interesting and interactive as your “hook”: be
creative!)
Final note:
TOPIC SENTENCES: Don’t forget to have clear topic sentences when you begin each
argumentative section that give us a “road map” of where you are headed. You should
help the listener prepare for your argument by clearly listing the kinds of analysis and the
amount of analysis that you will provide.
TRANSITIONS: Please be sure to give appropriate “signposts” when you transition
from a major point or a minor point. Remember that your “major transitions” may
involve multiple sentences (when you recap what you argued and shift to a new
argumentative section). The “minor transitions” are the signals you give when you list
catalogues of evidence (first, then, moreover, etc.).
RESEARCH RESOURCES
www.AdvertisementAve.com
This site lists the newest and top-rated television ads. It also provides a list of ads
by company, product, and category.
While this website focuses on television ads, often campaigns cross mediums and
it’s a great resource to see the type of campaigns that are out there. It provides the
title of the ad, the advertiser (client), the product, the duration of the ad, and the
rating.
www.adage.com/century/century.html
“The Advertising Century” is edited by David Klein and Scott Donaton, former
editors of Ad Age. It is a valuable resource for historical background and trends in
advertising. It lists the top 100 campaigns, top 10 jingles, top 10 ad slogans, top
10 ad icons. It also provides an interesting timeline of historical facts about
advertising.
www.sit.wisc.edu/~rarabe/adref.htm
This website provides some annotated bibliographic information about books on
advertising. Some books like “Great brands,” and “A Century of American Icons:
100 products and Slogans from 20th Century Consumer Culture” are classics and
will provide you with insight and inspiration.
www.stthomas.edu/libraries/guides/bus/findads.htm
This website, sponsored by University of St. Thomas, provides a list of online
databases on advertising available. It includes a brief description of databases and
some really useful suggestions for how to find company web sites or articles.
www-sul.stanford.edu/catdb/e_resources/images.html
Stanford University has an image collection that is online. You might want to
explore these to use in your advertisement. It also provides links to search for
images on the web.
**Remember, all images online must be cited properly if you use them in your
advertisement campaign or in your presentation.**
Don’t forget to visit Databases and do some old-fashion research at the
library as well!