Create the first part of the advertising portion of the Marketing Communications Plan using the business and information presented in the case study. Meet the following requirements:
In 750-1250 words, explain the creative media strategy that will be used for the plan for television, direct marketing, magazine, newspaper, and/or other media discussed this week. Choose at least two media. Provide a rough sketch, blueprint (use ClipArt), or detailed explanation of the premise of the ads. (pdf files will be accepted) Using feedback, update and make changes to the previous section of the plan. Adhere to the Publication Manual of the American Psychological Association, (6th ed., 2nd printing) when writing and submitting assignments and papers.
The requirements below must be met for your paper to be accepted and graded:
Use font size 12 and 1” margins. Include cover page and reference page. At least 80% of your paper must be original content/writing. No more than 20% of your content/information may come from references. Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement. Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style. References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.
A detailed explanation of how to cite a source using APA can be found here (link).
Download an example here
PACT: Positioning Advertising Copy Testing. (1982). Journal of Advertising, 11(4), 3-29. (HERE) Ewing, M. T. (2013). The good news about television: Attitudes aren’t getting worse: Tracking public attitudes toward TV advertising. Journal of Advertising Research, 53(1), 83-89. doi:10.2501/JAR-53-1-083-089 (HERE) Romaniuk, J. (2012). Lifting the productivity of TV advertising. Journal of Advertising Research, 52(2), 146-148. doi:10.2501/JAR-52-2-146-148 (HERE) Nyilasy, G., Whitehall King, K., & Reid, L. N. (2011). Checking the pulse of print media. Journal of Advertising Research, 51,167-175. (HERE) Miller, R. K., & Washington, K. (2013). PART V: PRINT MEDIA: 21. NEWSPAPERS. Entertainment, Media & Advertising Market Research Handbook, (13), 135-139. (HERE) Baek, T., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. (HERE) Dominiak, M. (2007). Creating Powerful Media Ideas. Television Week, 26(20), 14. (HERE) Dominiak, M. (2008). The Right Moment for the Message. Television Week, 27(18), 10. (HERE) Dominiak, M. (2005). Map Behavior for Brand Messaging. Television Week, 24(17), 65-66. (HERE) Dominiak, M. (2008). Don’t Just Go With the Flow Chart. Television Week, 27(30), 32. (HERE) Dominiak, M. (2007, November 26). Break Out of Conventional Approach. Television Week. p. 12. (HERE) Dominiak, M. (2007). When Good Plans Go Wrong. Television Week, 26(14), 14. (HERE) Dominiak, M. (2006). Mixed Messages Hurt Your Brand. Television Week, 25(41), 34. (HERE) http://vimeo.com/46439060 Grading Criteria Assignments Maximum Points Meets or exceeds established assignment criteria 40 Demonstrates an understanding of lesson concepts 20 Clearly presents well-reasoned ideas and concepts 30 Uses proper mechanics, punctuation, sentence structure, spelling, and APA style 10 Total 100