The following textbook will be used for this course:
Robinson, Tom. (2015). Insights, Strategy, & Creative: An Introduction to Great Advertising. Available from Great River Learning. Log onto www.grtep.com. Click the tab that says “Click Here to Purchase” under the First Time User (without access code) field. Click here for further instructions to complete. The cost for the book is $50 which includes the printing, binding, and shipping.
After completing this course, you should possess:
How This Course Works and What Will Be Expected of You
You are to develop an advertising campaign for a national product (one that is advertised to a national audience). As part of this assignment, you will turn in an advertising plans book (see outline from chapter 7), which must contain the following:
In addition, include a title page (with your product’s name and your name) and a table of contents with page numbers.
This assignment should be no more than 20 total pages. Take great care in creating this book. It is an important part of your campaign. It should look very professional.
Target Market: 18–26-year-old males and females
Business Objective: to increase product usage by 10%
Your media plan will consist of the media vehicles you recommend using for the campaign and how much money you would allocate to each. Be creative with this—don’t just use radio, TV, newspaper, and magazines—look for creative alternative media to buy. Remember your media should match up with your target market and the product. Your budget for this national campaign is $10,000,000.
Books are due at the completion of the course.
The campaign assignment is worth 200 points—situation analysis and strategy = 100 points; creativity, media use, and promotion = 100 points
I will expect excellent work. I am both your boss and your client, and I will grade your campaign accordingly. Excellent work receives an A, good work will receive a B, average work will receive a C, and below-average work—or if you don’t try—will receive a D or E (that’s really an F).
Start by working on the situation analysis and then determine the benefit you want to sell to your target market. From there, develop the strategy and then the creative concept.
You will submit your completed campaign assignment electronically through your course.
If you have any questions or if you need help along the way, please feel free to e-mail me at email@example.com. Remember, I am your boss and client—it’s my job to help you.
Have fun with this assignment (remember it could be worse—it could be a math or science assignment)—but most of all, learn something!
All of the work from this assignment can be and should be included as part of your personal portfolios.
There are two proctored exams for this course. They are not comprehensive. To study for the exams, review your computer-graded assignments, know the information in the review questions, look over and review the main sections of the text, and review the terms and homework assignments in the text.
Grades will be based on the following:
|2 Exams||200 points (100 each)|
|Ad Campaign||150 points|
|Homework Assignments||80 points (10 points each)|
|12 Computer-Graded Quizzes||120 points (10 points each)
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12 computer-graded assignments and 10 instructor-graded assignments; may not be resubmitted.
2 proctored computer-graded exams; may not retake; must pass the final exam with a 60% to earn credit for the course.
Please use the help menu in this course to contact Independent Study or your instructor. You can find a list of free tutors available to BYU Independent Study students on the Free Tutoring Services website.
Note: The Harold B. Lee Library website provides a number of online resources and librarians are available via phone, chat, and email to answer questions about library-related issues.
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Department of Independent Study
Division of Continuing Education
Brigham Young University
Provo, Utah 84602-1514