KEY ADVERTISING CONCEPTS: Use a real-world advertiser

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.

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