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*In groups of three to four
decide on the name of your advertising agency. You might also
want to develop a logo for your company (Adobe Photoshop) and
business cards (Microsoft Publisher 2002)
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Select a product you
wish to design a new Advertising Campaign.
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You and your group will now
take on the role of market
researchers. As market researchers you want to find
out as much information about the people who use the product
you are representing. This group of people are referred to as
your target
audience . Once an audience for your product has been established,
a marketing strategy can be developed.
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*What is a marketing
strategy ? A marketing strategy will help to increase awareness
of the product that you are focusing on. Your advertising campaign
will focus on making the product more appealing for your target
audience.
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*What is the basic appeal of your
product? What does your product offer your target audience?
Does it offer a change in lifestyle? Does it make their lives
easier? Does it enrich their lives? The product's appeal will
help determine the approach you take in your campaign.
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* Conduct an opinion survey.
Your advertising agency needs
to find out more about your target audience. Conduct an
opinion
survey where you find out information about the likes/dislikes
of your target audience. Try to ask at least 10 to 15 people
in your target group.
Keep in mind, the information
you collect will help you to design you whole advertising campaign.
Some questions might include people?s opinions on the product
you are preparing the campaign for? Ask questions relating to
your target audience?s habits. Do they watch television? Do
they listen to the radio? What are the favourite radio and television
shows of your target group? What kind of music do they listen
to? Try to come up with 7-10 survey questions.
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Organize
your survey questions into graphs. Copy them on to Star
Office Presentation, Microsoft Powerpoint, or Corel presentation.
If these programs are not availbale to you consider placing
your graphs on posters.
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Analyze
your data. Be sure to include an explanation on how your graphs
influence your advertising campaign. For example, your survey should
give you some insight as to the habits of your target
audience. For example, if your target audience is into skateboarding
you might design your campaign and a commercial based around
your product and skateboarding. If their favourite kind of music
is 'Rock and Roll' you might want to use this
type of music in a commercial. Once you have interpreted
your graphs, give a brief explanation of how this information
will help you shape your campaign. This will reveal to both
your classmates and your teacher that your campaign is based
on factual information about your target audience.
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The FUN PART! You may now
begin to design your advertising campaign. Try to base your
decisions on your surveys. You want to grab the attention of
your audience. For example, if your target audience is into
the colour blue. You might want to change the packaging or logo
of the product. You may have a famous celebrity promote your
product. You might want to consider placing ads on billboards,
newspapers, city buses and magazines. You might consider
designing radio, television and Internet ads. You and your groups
members need to brainstorm about the direction you would like
to take in your campaign.
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The FUN Continues! At this point,
the writer
, graphic
designer , and media
buyers come into play. It's the writer's job
to come up with a slogan, catchy phrase and a commercial
that will grab the attention of the target group. The graphic
designers job is create a new look that will make the product
stand out. The media buyer will help decide what types of advertisements
you will be developing and where they will be shown (radio,
t.v. billboards). It is recommended that everyone
in your group help out will all tasks.
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Implementation
of Ideas! Now its time to get down to business!!!!
Take all your ideas and bring them to life. You need to be really
creative. Remember you are trying to persuade you classmates
and teachers to give you the contract of designing an advertising
campaign.
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Presentation: You and your group
members will present your advertising campaign ideas to the
class. Organize your presentation by going over your surveys
regarding your target audience. Keep in mind that you work for
an advertising agency and you're presenting your findings
to people who work for your product company. Be professional.
Know your topic!
