Final Project: Advertising Proposal
DUE DATE: Slides must be emailed to me by April 18th at 12pm. The earlier the better.
Summary: Students are becoming Advertising Consultants and will create a proposal for a real emerging business or idea. Your proposals should be worthy of potentially being accepted by the clients (businesses). This is why you’re going to send your proposals to the businesses, following completion of the project.
This will be done in groups of 4 (talk to Mr Robson if your proposed group is not four people). Choose your group members wisely!
Project to be completed on Google Slides
Rubric: see link HERE. Please refer to this frequently to help guide your progress. I will be marking your projects using this rubric.
Instructions:
Total possible marks: 50
To get high marks in this project, you don’t necessarily need many slides and lots of written work. Concise points are acceptable. High marks will be awarded to thoughtful, logical, realistic ideas that are communicated clearly and accurately (no spelling / grammar errors). The best way of ensuring your ideas meet those standards is to regularly communicate with Mr Robson.
2.5 marks: Title Page: Incorporate business logo / slogan (if any) / visuals. Max one slide.
2.5 marks: Introduction: Start with a (surprising) statistic, quote, picture, video – anything to surprise the reader and make them curious to go on. Max 5 sentences or two slides about who you are and what the project is all about.
2.5 marks: Target audience & objectives: Be sure to include the company purpose or mission statement. (if there isn’t one, make one up). Max two slides.
2.5 marks: Product / service description: max two slides.
10 marks: Current advertising / PR strategy (if there isn’t one, just discuss the products’ perception in media: check review sites, Facebook, Twitter, etc.). 5 marks for describing the strategy comprehensively and accurately. Where are they advertising? (locally / nationally / globally) Through what channels? What is their aesthetic, or style? Another 5 marks for critically analyzing the strategy: What has worked? What hasn’t? Why?
10 marks: Competitors’ advertising strategy: Identify at least two competitors and describe their advertising strategies: Where are they advertising? (locally / nationally / globally) How / through what channels? What is their aesthetic, or style? (and how appropriate is that aesthetic for their target audience?) Compare competitor strategies to your company.
20 marks: Proposed strategies: Take a risk. What does this mean? Your proposals should be cheeky. Silly. Funny. Bizarre. Ads don’t usually succeed by being mundane, or worse, musty. Have a look at http://www.freuds.com/ or http://rethinkcanada.com/work/ for insight and examples. These companies are boundary-pushing leaders in the field – sometimes they cause controversy intentionally. Great example of Science World advertising:
Describe at least two channels your strategies will use: groups must employ social media, and at least one other (the more channels, the higher your mark).
Explain how your strategies achieve AIDA.
Pick three laws and/or codes from The Competition Act and the ASC’s Code. Explain how your ad strategies would improve (or get worse) if you broke these. Discuss the effects on your sales and reputation: are you better off complying or breaking the laws / codes?
To be awarded high marks (B or higher) for this section, you should create sample(s) of your ad. Perhaps create a social media page for it. Or Photoshop or photo-edit a billboard into a street scene.
To be awarded average to above average marks for this section, you can simply describe in detail what the ads would contain, but not create samples.