Final Advertising Project

Final Advertising Project

Name:______

Your Task:

Develop a print ad for a new line of cereal being produced by Kellogg. As the head of the department, Mrs. Wagaman is the CEO and will be making all final decisions. During the meeting all ads will be presented and we will vote on which ad should be sent to production. The winning group will receive bonus points for their project.

The Roles:

The Secretary’s Role: The Secretary will fill out the brainstorming sheet and write the final explanation paper for the whole group. They will keep track of attendance and participation of all group members.

The Artist(s)/Designer(s) Role: Be in charge of developing the visual components of the ad: the pictures, the fonts, etc. They must keep in mind the message and the target group. They are also responsible for the execution of the art – through digital, hand-drawn, or other methods.

Writer(s): The writer(s) will be in charge of developing the slogan and message. The slogan should be based on the message the company is trying to send about the product. They must take into consideration the demographics of their target group. They must also think about which persuasive technique to incorporate into the ad. They must consult with the Artist(s)/Designer(s) about what the slogan should look like, where it should be in the ad, etc.

Producer: It is the Producer’s job to keep the group organized, focused, and on time. They are also responsible for making sure the final product, whether it is on paper or on the computer, is finished, edited/proofread, and ready to go on the day of the meeting. They will lead the presentation, making the sales pitch as to why their ad is the best one.

The Process:

While each person should have their own role, it is important for all members of the group to be actively helping during the brainstorming meeting to develop ideas. You will be graded on how well you complete your role and how you participate in the group. Remember, being able to communicate and work in groups is a skill that will help you all through life.

We will spend some time in class working on this, but be prepared to meet outside of class to finish producing the ad. I will write passes for the library or to my room, as long as the group is productive and not disruptive.

On the day of the presentations it is the Producer’s job to make sure the ad is ready; failure to print/send before coming to class is your responsibility and not being ready will result in your ad not being considered for publication. In the real world your boss will not accept the “my computer wouldn’t let me send it” or “I forgot it on the kitchen counter” excuses and it’s your job to figure out a way.

Other Requirements:

Research (should be a group effort):

Go to YouTube and find one TV commercial for a cereal. Analyze it using the Analyzing Persuasive Techniques in Cereal Advertising in this packet.

Final Explanation Paper: 1-2 pages double spaced. Discuss the following:

1.  What kind of product did your group develop? Why?

2.  What kind of ad did your group develop? Why?

3.  How well did your group work together? Were there any problems? How were they resolved?

4.  What surprised your group or what did your group learn the most about the advertising business?

Sales Pitch. 4-7 minute speech by Producer. Should discuss the following:

1.  What product you developed. Why is this product special/a good idea for Kellogg to make?

2.  Show us the ad. Walk us through the design, the slogan, and why this ad would be an effective beginning for an ad campaign.

3.  Discuss what magazines this ad should appear in and why.

4.  How could this ad campaign be expanded to TV, the Internet, etc.?

You will turn in the following on ______in this order

1.  The Ad

2.  Secretary’s Log

3.  Analyzing Persuasive Techniques in Cereal Advertising

4.  Final Explanation Paper

5.  Outline or notecards for Sales Pitch

6.  All group member’s Rubric Sheet – if you want a grade, you must turn in the rubric

Brainstorming Worksheet

Group Name: ______

Secretary:

Artist(s)/Designers(s):

Writer(s):

Producer:

Product: Kellogg Company wants to roll out a new brand of cereal. It is up to you to decide the flavors, shapes, nutritional value, target audience, and any games or prizes within the box. Are you going to have a ‘celebrity spokesperson’ like Tony the Tiger or the bunny for Trix?

1: Demographic Profile? (What kind of consumer would eat this cereal? Which magazines would we put this ad into?)

2. What flavors, shapes, and nutritional value will this cereal have? Look at cereal in stores/your home as examples.

3. What words would we use to describe this to a consumer?

3. What images or thoughts do we want to associate with this cereal?

4. What persuasive technique(s) should we use?

5. What will our slogan be?

6. What medium are we going to do this? Remember this is going to appear in a magazine ad. The ad should be no bigger than 8 1/2 by 11, the standard magazine size. Consider how you will present the ad. You should also design the cover of the cereal box and include it somewhere in the ad.

7. Sketch a rough idea of what the ad will look like below.

Tips for How to Work on an Advertising Team

"Perhaps the reason creativity is so popular in advertising is because there is so little of it. Creativity is in short supply because we persist in regarding it as an isolated phenomenon."

--Howard Gossage, Communication Arts, 1961, reprinted in CA, 1995

The creative team in an advertising agency consists of the writer and the artist. They both work together to think of appropriate words and pictures to communicate the goal according to the specifications of the strategy. Like other creative processes, the path that different writers and artists use is unpredictable, but spending together time talking, thinking, writing and drawing is important to the task. Creative ideas have to be more than just creative-- your ideas must get across your persuasive goal. Here's what the process entails:
STEP ONE. BRAINSTORMING. It's important to use brainstorming in the creative process. Brainstorming is the process of creative collaboration, where people build on each other's ideas through free association and playful imaginative thinking. A good brainstorming session usually involves some informal rules and processes; no evaluating each other's ideas-- criticism stops the playfulness that's needed to get people's imagination going and somebody needs to document the ideas that get talked about-- without this, some good ideas get presented and forgotten .

STEP TWO: SELECTING THE BEST IDEA. In selecting the best idea from the brainstorm, consider how the idea matches the strategy you developed earlier. Plenty of money has been wasted on advertising campaigns that are cute, funny or attention-getting, but that do not work toward the advertiser's persuasive goal.
STEP THREE: PUTTING THE IDEA ON PAPER.

Guidelines for designing a print ad

Print is very effective in conveying information and facts, and less effective in generating strong emotional responses. Use words to describe the specific benefits that the reader gets when adopting your persuasive goal.
But recognize that pictures carry multiple meanings and are likely to create less resistance among readers than words.
1. Consider the rule of thirds in designing your ad. 1/3 of your ad should be graphic elements (drawing, photograph, etc.) 1/3 of your ad should be written elements (headline, copy body) 1/3 of your ad should be white space

2. Make sure that each of the different elements of the ad support each other. Select a typeface that reflects the target audience, tone and goal of your ad. Think about how the headline and the artwork work together. Will your message be clear for readers who just glance at the ad?

3. Don't try to say too much in a print ad. A print ad needs to grab the reader's attention and should communicate one clear idea.

4. Make use of a "visual signature" to present your organization's name. In print ads, readers expect to have the author of the ad included in the message, usually with a web address and phone number.

Produce The Ad
"The production team is usually organized somewhat hierarchically. To work together effectively, a production team should also be cooperatively organized, so that individual specialists function collectively as a team."
--Gorham Kindem, The Moving Image, 1987
This stage of the process is where all the elements come together, and you complete the project. It's important to recognize that the process of production may change some elements of your original plan.
JUST DO IT!

Secretary’s Log

Name: ______

Date / Meeting Place/Time / Member’s Present / Topics Discussed/Work done / Problems

Other Notes/Observations about how the group has worked together, problem areas and how they were resolved, etc.

Analyzing Persuasive Techniques in Cereal Advertising

Homework due:______

Directions: Advertisers use persuasive techniques to make their advertising campaigns effective. Go to Youtube and find an ad for cereal. Watch the ad several times and then use the chart to analyze the messages and techniques used to advertise the product.

Group Member’s Names:______

Name of Product
Description of Commercial
(What pictures, video, sounds, etc. were used?)
Message
Slogan
Persuasive Techniques (give evidence to support your answer)

Web address of video or title of video on Youtube:

Name:______Role:______

Rubric: Individual.

10-8 / 7-5 / 4-2 / 1-0
Use of Class Time / Used time well during each class period. Focused on getting the project done. Never distracted others. / Used time well during each class period. Usually focused on getting the project done and never distracted others. / Used some of the time well during each class period. There was some focus on getting the project done but occasionally distracted others. / Did not use class time to focus on the project OR often distracted others.
Knowledge Gained / Student can accurately answer all questions related to facts in the poster and processes used to create the ad. / Student can accurately answer most questions related to facts in the poster and processes used to create the ad. / Student can accurately answer about 75% of questions related to facts in the poster and processes used to create the ad. / Student appears to have insufficient knowledge about the facts or processes used in the ad.
Collaboration with Peers / Almost always listens to, shares with, and supports the efforts of others in the group. Tries to keep people working well together. / Usually listens to, shares with, and supports the efforts of others in the group. Does not cause "waves" in the group. / Often listens to, shares with, and supports the efforts of others in the group but sometimes is not a good team member. / Rarely listens to, shares with, and supports the efforts of others in the group. Often is not a good team member.

______/30

Rubric: Group/AD/Presentation Group: ______

10-8 / 7-5 / 4-2 / 1-0
Required Elements
(Graphics, Slogan) / The ad includes all required elements as well as additional information. / All required elements are included on the ad. / All but 1 of the required elements are included on the ad. / Several required elements were missing.
Design/Visual Attractiveness / The ad is exceptionally attractive in terms of design, layout, and neatness. / The ad is attractive in terms of design, layout and neatness. / The ad is acceptably attractive though it may be a bit messy. / The ad is distractingly messy or very poorly designed. It is not attractive.
Mechanics/ Grammar / Capitalization, spelling, grammar, and punctuation are correct throughout the ad. / There is 1 error in capitalization, spelling, grammar, or punctuation. / There are 2 errors in capitalization, spelling, grammar, or punctuation. / There are more than 2 errors in capitalization, spelling, grammar, or punctuation.
Enthusiasm/ Presentation/ Participation / Facial expressions and body language generate a strong interest and enthusiasm about the topic in others. / Facial expressions and body language sometimes generate a strong interest and enthusiasm about the topic in others. / Facial expressions and body language are used to try to generate enthusiasm, but seem somewhat faked. / Very little use of facial expressions or body language. Did not generate much interest in topic being presented.

______/40

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