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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!