COMM 2339: FINAL RADIO/TV ADVERTISING CAMPAIGN

COMM 2339:  FINAL RADIO/TV ADVERTISING CAMPAIGN

Your assignment is to find and analyze one radio/television advertising campaign or public service campaign considered by the advertising industry to be one of the most successful ad campaigns.

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You should select one of the campaigns from the following website:  www.adage.com/lp/top15/#intro

First read about the campaign on the website and then type your answers to all the following questions regarding the campaign you’ve selected:

• Name of Product, Manufacturer or Distributor if provided, and Title of Campaign
• Discuss the campaign concept.
• Slogan/s: auditory? visual? print?  Briefly state and describe the slogans and discuss whether you think they are effective or ineffective and why.
• Discuss the campaign’s continuity elements. What elements are the same throughout the campaign?
• Who is the target market? Demographics/psychographics.  How does the concept appeal to the target market?
• Discuss 3 things you liked about the campaign and discuss 3 things you would change about the campaign. How would you make it better?
• Sources: You MUST use at least two additional sources other than the website for the product.  These websites must be highly credible.  Be sure to provide the link to all sources you used or a copy of the web pages used.  You don’t need to use any specific type of formatting.  But you must use mainly credible sources such as .edu and .org sites.  Use .com sites sparingly.  You may of course use the product’s website. You should also use scholarly websites and/or use the web sites devoted to the advertising and related industries.
• Type your answers and print out your work. Double space your answers and use 12 point font.  Be sure to number each question 1 through 6 so I can easily grade it.  Put your name, COMM 2339 and due date on the top left corner of the pages you turn in.
• One point off for each spelling/grammar error.
• The paper must be at least 5 pages.

See the grade rubric for the number of points allocated to each of the 10 questions.

Late work will be downgraded by 10 points for each day late.  Not each class day, each day.

Rubric

Ad Campaign Analysis

Ad Campaign Analysis