To complete your campaign, follow the steps below, in the order presented: 1.

Decide upon an issue (not a product) to market. (The What?) 2. Identify the demographics and psychographics of your market audience. 3. Choose a specific target segment. (The Who?) 4. Research the issue. 5. Develop the campaign purpose. 6. Develop the message. (The What?) 7. Develop the campaign strategy. (The How?) 8. Storyboard one ad. 9. Construct the advertising mediums. 10. Create the advertising products. 11. Deconstruct one ad campaign. 12. Run the campaign. STEP ONE: Determine what issue is to be marketed. For the purposes of our campaign, we will advertise an important issue rather than a product or service. What issue should you promote? By definition, if we are looking at an issue, this implies that there are two sides to consider. Issues generally involve controversy. We want to choose an issue of significance and we need to have a purpose for choosing a specific issue. Below are a number of issues which are considered important for high school students. Examine each issue:

alcohol abuse drug abuse smoking (or smoking on school grounds) consumerism (or advertising in schools) harassment (or zero tolerance in schools) environmental concerns school spirit vandalism stereotyping body image health disabilities

school programs others as approved by the instructor

Before choosing an issue, you must ask yourself the following questions:

Does this issue exist in my school? Is this issue important to me? to my school? What controversy exists around this issue? What do I already know about this issue How could I find out more about this issue? What message might I like to present about this issue? To what group might I like to deliver this message? Can I change the existing attitudes and beliefs about this issue? Is there an issue of greater importance to my school that is not on the list?

Choose your issue now. Transfer your issue choice to the Ad Campaign Construction sheet. You will have to download two construction pages: one page withdescriptors and one page blank.

STEP TWO: Identify the demographics and psychographics of your school. This step was completed in Unit 4, Target Audience. Review the target segments that you found. You may want to make revisions to your psychographic analysis or, if working with a partner, you may want to combine your findings, or create entirely new clusters that you feel are more representative of your school. STEP THREE: Choose a specific target segmentation. From the information you generated about the demographics and psychographics of your school, choose one specific segment to whom you would like to deliver your message. This is the WHO of your campaign. NOTE: In developing this campaign, we do not want to go after a target group that already sympathizes with the issue. Our purpose should be to inform and to persuade others to accept our point of

view. Advertising influences perceptions, attitudes, and beliefs. Your campaign must do the same. Part of your evaluation will look at how successful your campaign appears to be in changing attitudes. In developing a marketing program to address the wants and needs of this target audience, you must have a clear understanding of this target segment.

Look at the world through their eyes. How do they feel about this issue? How could you persuade them to accept your message? What would be important to them?

Transfer your target segment choice to the Ad Construction page.

STEP FOUR: Research the issue. It is necessary to collect some data on the issue before you begin your campaign. You will have to develop some research strategies. These may include:

talking to segment students in your school creating and implementing questions/surveys related to the attitudes, beliefs, wants, and needs of your target audience as well as the issue being addressed examining your school closely, including the types of programs offered, the popularity of particular programs, the areas in which your school excels, possible disadvantages of your school, etc. talking/interviewing administrators, teachers, and guidance counselors reading information on your school collecting general information about the issue from published sources even though it does not pertain directly to your school

Collect all the information that you gathered from your research, remembering to consider how your target segment feels about the issue you are presenting? Key points of information must accompany the final product. Provide copies of any questions, surveys, or interviews you conducted. Provide summaries of research strategies. Cite any valuable information acquired from published sources. Identify the key information you discovered and transfer this information to the Ad Campaign Construction sheet.

STEP FIVE: State the purpose of your campaign. After examining the issue thoroughly, it is now time to formulate the purpose of your campaign. What do you hope to achieve through this campaign? State your purpose as concisely as possible. An example of an ad campaign purpose might be: To persuade students to become involved in school sports. Transfer this information to the Ad Campaign Construction page.

STEP SIX: Develop the message and message strategy of your campaign. Again, study your target segment carefully. Decide upon a message that would appeal to your target segment. Consider the particulars of your target group. This group is not the same as all other groups in your school. How do they differ? You must examine these differences and appeal to those needs. Make the message relevant to your audience.

What benefits are there for your audience? How could your message provide a solution to their problems? What might be the consequences of ignoring your message? How can you prompt your audience to act? How will you help the audience to see themselves taking action?

This is the WHAT of your campaign (for more information refer to Marketing Strategy from Unit Four). Please note that the presentation of the message may change slightly for each medium, but each medium will have basically the same ad message. A possible ad campaign message might be:

To identify the health benefits related to physical exercise To encourage sports involvement as a great source of entertainment/fun To highlight the social aspects of involvement in sports

Transfer your ad message to your Ad Campaign Construction page

STEP SEVEN: Develop the campaign strategy. How will you develop your message for your audience? How will you deliver this message to your audience? Again, consider the particular target group. What form of media would most appeal to this market? What details would most likely get their attention? You must communicate your message in three different media. Design each promotion according to the strengths and weaknesses of each medium (e.g. sound Vs image). This is the HOW of your campaign. At least one of your mediums must be taken from List A and the other two can be a combination of List A and List B (lists below). You may choose all three from List A if you so desire.

LIST B: two or less from this list

LIST A: at lease one from this list

Television Commercial Radio Spot Documentary Original Play Script

Poster and Buttons Billboard Print Ad T-Shirt Banner Internet Ad Music Video Original Music for a Radio or Television Commercial (this could be a parody of an original song) other as approved by instructor

. When deciding on your medium, you should consider the following:

accessibility of equipment knowledge of equipment operation number of people required amount of time required the codes and conventions of each medium (what do I know about the medium?)

Transfer your choice of mediums to the Ad Campaign Construction page.

STEP EIGHT: Identify important codes and conventions. Once you have decided on your media, try to find out something about the codes and conventions of each. You will already have knowledge from the course about some of these media, but others may require some research. Identify three important codes and conventions for each medium. Try to incorporate these into your campaign. Transfer the codes and conventions to the Ad Campaign Construction page.

STEP NINE: Create the advertising storyboard. You have already worked with storyboards when identifying target audiences earlier in Unit 4. You may want to review this information now. To create an effective storyboard consider the following:

review all that you know about the codes and conventions of the various mediums, as well as, the strengths and weaknesses of each medium. adhere to the Canadian Code of Advertising Standards. research any mediums not addressed in the course examine carefully the kinds of decisions to be made in an ad construction. This will help you remember the various elements that go into ad creation and the importance of making specific decisions. Remember that media messages are constructed. Make all your choices for a purpose.

Copy the storyboard sheets and create one storyboard for one advertising medium in List A. Your storyboard must accompany your final product. Although you will submit three final advertising products, only one product must be accompanied by a storyboard. which storyboard

STEP TEN: Create the advertising products.

You will probably find that you need extra people to produce some of the advertisements such as a television commercial or radio spot. You may use other members involved in the course, or you may want to use the assistance of friends. Transfer the names of those involved in the creation of the final ad and indicate their role/duty on the Ad Construction page.

Submit the completed Ad Construction page to your instructor.

STEP ELEVEN: Deconstruct your campaign. You have played a number of roles in this assignment that, in the real world, would be handled by several people. You have been a market researcher, a campaign manager, and an ad agency creative director. Obviously, you should know and understand your campaign thoroughly. It is now time to deconstruct your campaign by explaining why the various decisions were made. Go to Ad Deconstruction from Unit 4 for an example. Use this information as a guide to constructing your campaign and to deconstructing one of your advertisements. Use the categories that are applicable to your medium and transfer the information to the Ad Campaign Deconstruction page. How have these elements supported the ad message? Provide sufficient detail for the instructor to understand the mood and message you intended to create in the ad.

STEP TWELVE: Present the campaign. This will be the presentation segment of your project. How you present this material depends upon the form of advertising chosen. In one format or another, you will need

to submit your products to the instructor. You will not actually run the campaign; however, if possible, we will make an effort to share our presentation with other members in the course. Discussion of presentation methods will be addressed later.