ADVERTISING / PUBLIC INFORMATION CAMPAIGN
The purpose of an Advertising / Public Information campaign is to "position" a product (or brand), service or information in the mind of the consumer. As an integral part of a marketing strategy, the advertising campaign seeks to create awareness about the product/service and stimulate/encourage its consumption, use and/or consideration (adoption). Although most often associated with purchasing transactions, the concept of "selling" also applies to dissemination of information and acceptance of ideas, individuals and groups; as in the case of public service information/education efforts and of political campaigns. In both, commercial advertising and public communication, the campaign is the result of strategic planning based on a thorough analysis of the product/service characteristics and attributes, the consumer's needs and behavior, and an understanding of the product/service's "stage" in its natural life cycle (new product, growth, maturity and decline).
A well thought out campaign must take into account the three basic strategic aspects of advertising: recall (memorable), persuasion (convincing sales argument), and likeability (attractive/appealing). Although the creative philosophies or approaches will vary depending specific cases and particular considerations, most experts agree that in order to be effective the message has to be conveyed with vitality, and be original, and imaginative. Still, they all agree that the message must be presented in clear, relevant, and believable terms, and that it has to be in good taste (not offensive or threatening to the prospective consumer).
Usually, campaigns are built around a particular "positioning" concept and/or message and involve the design of various individual advertising "elements" which may include but are not limited to: organization/product logo and corporate identity elements, packaging and labeling, printed/electronic media ads or publications, points of sale, as well as other promotional pieces. All these must be well integrated and work as a unit to convey the intended message effectively and facilitate the recall.
- ADVERTISING / PUBLIC INFORMATION CAMPAIGN PROJECT
Because of the magnitude of these projects and in an effort to emulate the way in which this process is carried out in advertising agencies and graphic design studios, the class will be divided in groups or be convened as one creative group which will operate as an independent "contractor." As a "creative unit" the group(s) will make collective decisions and assign specific tasks to individual members who will report to the group. Groups may decide and agree to meet outside of class meeting hours (all participants should be available and engaged.)
In an effort to minimize "problematic" situations with regards to individual participation and collaboration with the group, the evaluation of this project will be divided in two aspects: group effort and presentation and individual work and presentation.
1. GROUP EVALUATION (50%) - The evaluation of the group's work will be based primarily on the analysis of the product/service, the development of a positioning concept and/or message, the advertising campaign strategy and the development of "collective" materials (name, logo, slogan etc.). These aspects will be primarily evaluated in process and as reflected in the formal presentation of the campaign. Each student will prepare and submit a group work log of the project. Presentation should be short, complete and cohesive (tight) and must involve all the members of the group and each of the campaign pieces.
2. INDIVIDUAL EVALUATION (50%) - The evaluation of individual creative "elements" which should be in adherence to the group's strategy and also reflect the considerations listed before. Each student must complete and present at least one (1) advertising/communication "element" in a comprehensive format (close to the final form) for individual evaluation. The group as a whole is responsible for the basic (common to all) design elements/materials such as product (service) name, logo design, slogan(s) etc, and no individual participant can claim the design of these basic elements as their individual contribution.
Group organization will be completed and product / service selection approved on or before Tuesday, May, 8th (class time).
GROUP PRESENTATION OF THE CAMPAIGN AND COMPONENTS SHOULD BE PLANNED FOR THE DATE ASSIGNED FOR FINAL EXAM (WILL BE POSTED WHEN ANNOUNCED)
THE FINAL PORTFOLIO INCLUDING:
- SELF-PROMOTION PIECE AND SUPPORTING MATERIALS (INCLUDING: RESUME INFORMATION AND 5 PIECE PERSONAL PORTFOLIO)
- THE FINAL AD CAMPAIGN PROJECT (GROUP AND INDIVIDUAL CAMPAIGN PIECES
- ALL OTHER WORK NOT PREVIOUSLY EVALUATED ARE ALL DUE ON THAT SAME DATE (WILL BE POSTED WHEN ANNOUNCED)
