CAMPAIGN REPORT AND ADVERTS

Based on part 1 of your assignment where you developed your big idea, develop a detailed advertising campaign based on the concepts you have learnt and discovered in the course. You will have to create a submission in a jpeg poster at A3 and also a written report

Based on your pitch presentation, where you researched your client, target market and competitors and created your big idea you need to create your advertising campaign where you will create at least 3 specific adverts using 3 different media. There are several things you need to submit to Blackboard:

1. Pre-finished Adverts: You will need to create finalized versions of all of your adverts using execution tactics and media format elements covered in class. The do not need to be the final production but should show the details of the advert – for instance you could provide a detailed storyboard for a video advert, rather than an actual video if that is what you choose to do.

2. A report explaining your campaign

Your campaign should address the message delivery, source and channel factors and explain the psychology and reasoning behind your strategy using relevant theory. Explain how your campaign fits with the objectives and brief of the client. The written report should be a MAXIMUM of 3000 words. Be creative! And remember, a picture says a 1000 words, so provide some images or basic drawings where possible. Sections should include:

Message, Source and Channel Factors:
Message Appeal (What appeal or appeals will you use – rational or emotional? Which type? Explain how the appeal works to affect your consumer.)
Message Structure (How will you present your message? Order of your arguments? One or two sides? Verbal of visual? Will you be refuting any specific claims? Explain how the structure affects your consumer)
Source Characteristics (Will you be using any in-advert sources? What characteristics do they need? Credibility? Attractiveness? Power? Will you use a celebrity, company representative or regular model? What did you consider? How will these characteristics affect the processing of the advert?)
Channel Factors (Which specific media/channels are you using and how will this affect the processing of your advert (i.e. are you using radio, TV, magazines, social media? Why? How do consumers process information via this channel)? Are they very involved in the media? Is the media interactive or is it more of a passive audience?)
Advertising Execution (How will you execute your big idea and the appeal will you use to convey your message within the advert? Are you using any particular execution style? Explain how it will influence your consumer.)
How it will meet your client’s objectives: Remember to discuss relevant theories of motivation and persuasion throughout to reinforce your decisions. For instance, how will you persuade? what factors will you use to grab attention? and what will you use to get them to interpret your message correctly?