November 1, 2010 - Ad Campaign Project

Ad Campaign Project

Due in the next week. BEFORE the Mid-term report cards. Or, you can have a low mark.
1. Come up with an original and fun product (that you make up yourself)
2. Describe the product in a one-page cover letter to me, Mr. The Lobb, in which you give me a “pitch”. (three paragraphs)
3. Come up with a Campaign Strategy (a paragraph or two)
4. Create a script for a TV ad for the product- 1 page
5. Create a target audience description (maybe a page)

How Do I Get Level 4?

- design a product that solves a problem that some target group has – even if the problem is ridiculous and not important – ie I Want to Fit in With This Peer Group!
- Your script refers to some of those manipulation tricks we discussed
- You campaign indicates that you have an overall plan to follow that uses the strategies of hooking people, attracting attention, etc
- Good use of language, spelling, grammar
- Follow the structure that we learn in class – ie the TV ad script, the pitch letter.
- Creativity (interesting, new, fresh way of doing something, surprises me)
- Done well – presentation and effort is obvious

What is a Pitch Page? 

A three-paragraph business letter in which you excite someone about your idea, project, product or whatever.

First paragraph!
- will introduce your product and make it sound exciting with a few dramatic claims
- eg – Tom’s Armpit Sauce is twice as funky as our leading competitor! (this is a claim)

Second Paragraph!!
- this is where you tell a bit about why this product is necessary – what problem does it solve? Who needs it? Why do they want it?
- Link the product with a daily use, a need, an audience
- Eg Chocolate Chimp cookies are the perfect afterschool snack for those spindly children who need more protein but only want to eat junk food – moms are worried about their children getting healthy food, but kids love the taste of these meaty, chocolatey cookies

Third Paragraph!!!
- compare it with some competitors – what is out there that is like it, and why is this more suitable or better –
- what separates it from the competition

If you really want Level 4, you can add this:

Product Design and Components
- any drawings, scientific data about the product, how it used, etc
- if you actually make the product, that is good for a super bonus and I will wear it around for a day (unless it is saucy)

Campaign Strategy
-this is where you describe how you will manipulate your audience in specifics
- will you use a celebrity?
- will you use sexual imagery?
- will you use before and after?
- will you use science and numbers?
- describe how and then explain why you make those choices
eg – We’re going to use Katy Perry in the ad campaign we’re planning
- we describe how we use her, why we use her, what the effect will be, etc
- be detailed here – “show all your cards”

Target Audience Description
- Two parts to this element
Part 1 – demographics
- give me a list of data about your product’s target market – the people who will buy X
- what kind of data? –
- age, race, where they live, hobbies, interests, religion, type of clothing they buy, bands they like, foods they prefer, etc
- Part 2 – A Day In The Life
- Describe a day in the life of your Typical Audience Member – make up a fake person who has the attributes you want in a perfect buyer
- Tell me about that person’s day – describing what they do, who they do it with, where they go, etc
Eg = Tammy wakes up at 6:30 to her iPod playing Katy Perry song “
- she spends 55 minutes getting ready with these products
- she eats PopTarts and drink coca cola for breakfast
- she walks to school with her best friend talking about the latest clothes from The Gap