Creating Ads

For this assignment, you will create two ads: one for print (magazine or newspaper) and the other for broadcast (TV or radio) for your invented product.

First, create a print ad that would appear in a newspaper or magazine. Identify the medium and employ the strategies that work for that option. For newspapers ads, the goal is to make a sale and create a sense of urgency. Pages 156-159 offer good advice for how to create newspaper ad copy and art that work together. For magazine ads, visuals dominate and create the personality of your product/service but there can be more copy to inform your target. Magazine ads create a mood that links your product/service to the self-image of your target. You can also create more dialogue (interactivity) with your target that encourages them to seek info on your product/service. Pages 171-172 offer good advice for how to create strong magazine ads. With print ads, every design element (from the headline, images, taglines, copy, font) must work together with the overall IMC concept you developed in your Creative Brief for your product or service.

Then, create a broadcast 60 ad (only the script) to air on either radio or TV during a particular time or channel/network (choose carefully and use the strategies that are a part of that particular form of advertising). For radio, develop a distinctive sound-only narration that visually stimulates your target. Pages 182-188 offer good advice for how to create a radio script of 60 seconds (150-180 very carefully chosen words) and a sample radio script is on page 188. For TV ads, consider whether your product/service is unique enough to warrant an expensive TV ad. Pages 200-207 focus on strategies for creating a TV ad, but for the purposes of this writing class all I want is the script of your TV ad consisting of each Frame that describes the scene and the dialogue or narration. You don’t need to draw story boards or learn the abbreviations for audio instructions. See page 213 for a sample script.

For each ad you create you will also write a paragraph explaining and justifying your choice. Discuss what key consumer benefit you’re emphasizing, who your target audience is (their demographic and lifestyle), what your objective is (create brand awareness, maintain brand loyalty, sell, etc.), and why you chose that medium. If you create a newspaper ad and chose a local newspaper, why? If you create a TV ad, when and where would it air, and why? As much thought must go into the placement of the ad as in its creation. Remember, you’re working to create a campaign that reflects the personality of the product or service you’ve developed. In other words, “Don’t lose the strategy laid out in the creative brief” (Blakeman 156).

Knowing the different advantages and disadvantages of each media option will help you with creating ads that also maintain the consistency of your message. As Blakeman points out, “Not all ideas can transfer between media” (155). Plus, knowing the key consumer benefit of your product, service or company will help ensure it’s emphasized in your ads, while knowing your target audience and objectives will help you with deciding what media option make sense. If your target audience is senior citizens, a magazine ad in Teen Vogue wouldn’t work. You’re not going to see a Ford Truck ad during Keeping up with the Kardashians or an ad for L’Oréal cosmetics in the sports section.

Requirements: This assignment will be four-full to six-full pages long in MLA format. While this assignment will be part of your final portfolio and you will have the ability to revise it based upon my feedback, you are required to turn in a completed assignment in order to earn the 10% of your grade allocated to Completion of Major Assignments. NOTE: The various chapters in our textbook covering different types of ads will help. It would also benefit you to pick up a newspaper and/or magazine to get a feel for how print ads in these mediums look and to annotate some radio and TV ads you hear and see.


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