Print Ad Assignment (Visual Ad and Campaign Strategy)
Task: Using your understanding and knowledge of persuasive writing and advertising, you are going to
create a product and a magazine ad that incorporates at least three persuasive strategies. For this
assignment, you must submit the advertising strategy and the visual print advertisement.
An advertising strategy identifies who the prospective target is and defines his/her needs, wants and
desires. This meaningful information, when clearly and creatively executed, should translate to a call
to action: "I'm going to buy this product." The common form for a written strategy is:
Objective: States what you would like to convince consumers to feel or do as a result of the
advertising execution. This statement should be the central, singular marketplace problem facing
the brand.
Target Audience: Who is your prime prospect/customer? (Include age, gender and any other
pertinent demographic/psycho-graphic information and/or lifestyle explanation of who your target
customers are.)
Key Consumer Benefit: Must go beyond "Cleans your windows" or "Tastes great." What (singular)
thought/belief about consumers' lives, brand feelings, category assumptions, hopes, dreams,
expectations, worries, cultural beliefs, etc., will cause a strong reaction and get the target's
attention?
Reason to Believe: Which one or two product attributes will persuade the consumer to believe the
product will deliver the promised benefits? In other words, what is the single most important fact,
angle, direction, sentiment or emotion that can be communicated in order to meet business
objectives/solve the problem?
Proof: Provide support through data or research (the research could be through experience or
observation).
Tone and Manner: Affects the setting, look and feel of the execution. It must be relevant to the
target audience to drive the message.
Directions:
1. Decide on a product you want to develop an ad for. Some suggestions might be: sneakers, a soft
drink, candy, cereal, clothing brand, etc.
2. Develop an advertising strategy for the product. Include information the following information in a
write up: (Attach this sheet to the ad.)
Objective
Target Audience
Key Consumer Benefit
Reason to Believe
Proof/Support/Research
Tone and Manner (the purpose behind how it will look, what the ad will say)
3. Create a name for your product.
4. Design a slogan.
5. Design a logo and the visuals for the ad.
6. Incorporate persuasive strategies (at least 3) into the ad.
Assignment due date:
Example Ad: Note- boxes are only to help you understand the assignment, and should not be included
on your ad.
Product name
Proven to enhance your mood, provide unlimited
energy, and add sass to your day.
Persuasive strategy
Experience the
(urgency) Persuasive strategy
fizz, while (claim and research)
supplies last.
Logo
Official
Persuasive strategy
(big name)
drink of
the
Slogan
Advertisements should be colorful, aesthetically pleasing, neat and show
consideration for the intended audience.
Illustrations can be freehand, computer graphics, made up of magazine pictures or a
combination.
Print Ad and Campaign Strategy – Assessment
Each criterion will be graded on a scale of 4
(4 – Outstanding, 3 - Strong, 2 – Adequate, 1 – Weak, 0 – Not Evident)
Criteria Mark
Campaign strategy – All 6 areas of the campaign strategy have been
addressed and explained, in thorough detail. Response seems coherent.
Application of campaign strategy to print ad – The visual ad seems to
pertain to the campaign strategy and is appropriate for the target
audience; components have been addressed in the visual ad.
Use of persuasion – At least 3 persuasive strategies have been used
explicitly in the visual ad; persuasion is convincing.
Word Choice – Careful attention has been made to use specific and
effective word choices in the visual ad. Every word counts.
Conventions and Organization– The visual ad is error free for grammar,
spelling and punctuation. The ad is organized with effective layout.
Visual component – The visual ad makes use of colour, graphics, and
placement of text for visual impact.
Overall effect – Ad and campaign strategy have been given adequate
effort; overall the ad is convincing and makes good use of persuasion.
Total /28
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