print advertisement task background you are a copywriter working for an advertising firm. your...
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Print Advertisement Task
Background
You are a copywriter working for an advertising firm. Your company engaged a market research firm to conduct tests on the effectiveness of the advertisements they created on their target audience.
Print Advertisement Task
Background
The marketing research firm reported that the following advertisements have visuals that appeal to the target audience but was not effective in getting them to act on their initial interest.
Print Advertisement TaskYour Task Improve ONE of the following
advertisements by writing a copy (headline and body copy) that will help you to sell the product to the intended audience.
Since the visuals were found to be effective, do not change the visuals. You can choose to resize them. However, you must have a good reason for doing so.
Print Advertisement TaskYour Task Your copy should address the
“problems” mentioned in the report from the market research firm. It should not be more than 150 words.
You may choose to change the headlines if you think it that will help to address some of the problems mentioned.
Print Advertisement TaskYour Task Present the revised advertisements
to a panel of advertising executive (your classmates) and explain how you have tried to address the “problems” highlighted.
Explain where you would place the advertisement (a particular magazine? Newspaper?) and why.
Print Advertisement Task
Evaluation A panel of advertising executives
(aka your classmates) will decide if your advertisement will be used by evaluating it with the Print Advertisement Task Rrubric.
Print Advertisement Task RubricCategoryCategory AdvancedAdvanced ProficientProficient BasicBasic Below BasicBelow Basic
Headline (Verbal Primary Annoucement)
7-8 marks It speaks directly
to the target audience.
It grabs the reader’s attention. It is catchy and easy to remember.
It makes the ideas from the visuals even clearer.
It uses specific words to convey the key benefit of the product being advertised effectively and succinctly.
5-6 marks It speaks directly
to the target audience.
It is easy to remember.
It is connected to the message in the visuals.
It is able to convey the key benefit of the product being advertised.
3-4 marks It speaks directly
to the target audience.
It is easy to remember.
It is somewhat connected to the message in visual, though the connection is not clear.
The key benefit of the product being advertised is not clearly conveyed.
1-2 marks It speaks
directly to the target audience.
It is easy to remember.
It does not relate to the message from the visual.
It does not convey the key benefit of the product being advertised.
Print Advertisement Task RubricCategoryCategory AdvancedAdvanced ProficientProficient BasicBasic Below BasicBelow Basic
Body Copy 19-24 marks It uses language
that will appeal to the target audience.
It elaborates on the ideas/theme in the headline and illustration.
The benefits of the products can be easily and clearly understood by the target audience.
It addressed the problems mentioned in the task.
13-18 marks It uses language
that will appeal to the target audience.
It elaborates on the ideas/theme in the headline and illustration.
The benefits of the products are mentioned.
It addresses most of the problems mentioned in the task.
7-12 marks It uses language
that will appeal to the target audience.
It repeats the ideas/theme in the headline and illustration.
The benefits of the products are mentioned.
It addresses only some of the problems mentioned in the task.
1-6 marks It uses
language that will appeal to the target audience.
It does not elaborate on the ideas/theme in the headline and illustration.
The benefits of the products are not clearly mentioned.
It addresses only some of the problems mentioned in the task.
Print Advertisement Task RubricCategoryCategory AdvancedAdvanced ProficientProficient BasicBasic Below BasicBelow Basic
Mechanics 4 marksCapitalization,
spelling, grammar, and punctuation are correct throughout the ad.
3 marksThere are less than
3 errors in capitalization, spelling, grammar, or punctuation.
2 marksThere are about 4-5
errors in capitalization, spelling, grammar, or punctuation.
1 markThere are more
than 5 errors in capitalization, spelling, grammar, or punctuation.
Text-formatting
4 marksFont formats (color,
bold, italics, size) have been carefully planned to enhance readability of content.
3 marksFont formats have
been planned, for the most part, to enhance readability.
2 marksFont formatting
chosen makes it a little hard to read.
1 markFont formatting chosen makes it difficult to read.
Total
40
Target Audience: Young adults who are health conscious
Purpose:Highlight the health benefits of this new cereal from Post
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• Not clear what benefits the product provide
• Consumers want to know how this is different from other similar products
• Consumers do not know what to do in order to purchase this product
Target Audience: Teenagers who are adventurous
Purpose:Highlight what is new from Chupa Chups and why it will appeal to teenagers
Problems to address: • While the visual is interesting, the
message of the advertisement is not clear.
• Not clear what benefits the product provide
• Consumers want to know how this is different from other Chupa Chups lollipops
Target Audience: Amateur photographers
Purpose:Highlight the benefits of the camera: small, easy to use, provides quality pictures
Problems to address: • Not clear what benefits the product
provide.• Consumers want to know how this is
different from other cameras. • Consumers do not know what to do in
order to find out more about the products. They are interested in the technical specifications.
Target Audience: Amateur photographers
Purpose:Highlight the benefits of the camera: small, easy to use, provides quality pictures
Problems to address: • Not clear what benefits the product
provide.• Consumers want to know how this is
different from other cameras. • Consumers do not know what to do in
order to find out more about the products. They are interested in the technical specifications.
Target Audience: Bird watchers
Purpose:Highlight the benefits of the binoculars
Problems to address: • Not clear what benefits the product
provide.• Consumers want to know how this is
different from other binoculars.
Target Audience: Music lovers who want a pair of quality headphones
Purpose:Highlight the benefits of the headphones
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• Consumers want to know how this is different from other headphones.
Target Audience: Music lovers who want a pair of quality headphones
Purpose:Highlight the benefits of the headphones
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• Consumers want to know how this is different from other headphones.
Target Audience: Music lovers who want a pair of quality headphones
Purpose:Highlight the benefits of the headphones
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• Consumers want to know how this is different from other headphones.
Target Audience: Fashion conscious teenagers
Purpose:Highlight the key benefit of being able to customise the look of your shoe
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• Not clear what benefits the product provide
• Consumers do not know what to do after they read this advertisement
Target Audience: Fashion conscious teenagers
Purpose:Highlight the key benefit of being able to customise the look of your shoe
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• Not clear what benefits the product provide
• Consumers do not know what to do after they read this advertisement
Target Audience: Fashion conscious teenagers
Purpose:Highlight the key benefit of being able to customise the look of your shoe
Problems to address: • While the visual is unusual and
somewhat interesting, the message of the advertisement is not clear.
• The company would like to use the advertisement to emphasise how unique its product is.
• Not clear what benefits the product provide
• Consumers do not know what to do after they read this advertisement