MAJOR WRITTEN ASSIGNMENT ON KEY ADVERTISING CONCEPTS
FORMAT: MLA or APA. Use 12 point font and double spacing
LENGTH: 3 TO 4 pages (1050 to 1400 words) for body of paper. Title page and references are additional. Appendix is additional
REFERENCES: Cite any sources used with in-text citations within the body of the paper and a References page.
Include:
Introduction – provide background on the selected advertiser and preview points to come.
Body of paper as follows:
Using a real-world advertiser of your choice, respond to the following:
i)MEDIA TOPICS Ch 8-11
Identify and describe the advertiser’s use of at least 2 of these media:
·Print – newspapers or magazines advertising
·Out of home – outdoor or transit advertising
·Broadcast – TV or radio
·Interactive or alternative media – Internet, web site, email, mobile/texting
(Provide samples in the Appendix.)
ii)MESSAGE & VISUAL STRATEGIES CH 12 – 14
Identify and describe the advertiser’s use of at least 2 of these creative tools:
·Copywriting
·Design or visual communication
·TV art direction
·Web design
(Provide samples in the Appendix.)
iii)INTEGRATION STRATEGIES CH 15 – 18
Identify and describe the advertiser’s use of two (2) of these tools:
·Brand advertising
·Direct response
·Sales promotion
·Retail advertising
·Global or international advertising
(Provide samples in the Appendix.)
4.Conclusion – summarize major points of the paper
5.References page
APPENDIX
Provide images of sample advertising for all 3 sections – at least 3 samples.
