Test #3

Advertising Principles • JOU 165

Test III (Take-home)

50 Points • Due Friday 11-19 at Midnight

Rules: 

1. Your main source for this test is the book, but you are free to use outside sources or our lecture. Please cite any outside sources (besides your book) at the end of the paper (you can choose the citation style: MLA, APA, etc.)

2. You can use fellow classmates.

3. The test must be written 100% by yourself. That means you can talk about the answers with a classmate, but when you sit down to write it has to be all yours. If it is too similar to another classmate's, I either won't take them or make both students redo it with new questions, depending on how similar they are.

Please type your answer, double spaced.  It might help to make an outline for each question, although you don't need to turn it in.  

Answer ONE of these questions (3-4 double spaced pages):

1. What two media would you pick and why?  You are tasked with planning an ad campaign.  Here are the details:

The product: A new sports bar opening up downtown.

Target audience: Young urban professionals and 21+ year old college students.  They might be college juniors or seniors, but for the most part they are college graduates that live downtown or are willing to drive downtown to hang out.  Mostly baseball and football fans.

Campaign goal: High frequency and selectivity of audience.  However, advertiser wants one lower cost option, on medium cost option, and wants to know what the most expensive option would be.  The advertiser doesn't care about reaching EVERYONE, but the people who do see it need to be exposed repeatedly.  And it needs to be a very specific audience that is reached.  Local customers only.

Creativity: "Always a home run at Joe's bar" is the slogan.  The advertiser doesn't care about adding much more copy than that (other than the location and website).  However, it is important that at least one medium gives the opportunity for high quality color graphics and illustrations.  

If your pitch is good, they will hire you.  Since the client is new to business, they don't know a lot about advertising, so you will have to justify your two choices. Remember to list the pros and cons of the media you pick and the media you wouldn't pick.

2. From Chapters 8 and 9, what are the different types of creative components in a print ad (layout, visuals, headline styles, approaches to body copy, etc.) and describe how they are used to guide consumers through the steps of the advertising pyramid:  awareness, interest, credibility, desire and action.