Transcript Lecture_20a_COM_210_Spring_2016

Week 11: Advertising
 Lab 11: Advertising assignment
 You need a large envelope for Tuesday
 Return Labs 9 and 10
 Style Watch T-U-V
 Speed Lede on Tuesday
Quote of the day
“Starbucks is not an advertiser. People think
we are a great marketing company, but in fact
we spend very little money on marketing and
more money on training our people than
advertising.”
—Howard Schultz
AP style issues
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principles v. principals
Sheikh Zayed
Al Ain
United Arab Emirates (noun)
UAE or Emirati (adjective); e.g., UAE Army
Mother’s Day
television; TV
T-shirt
vacuum
vote-getter
Labs 9 and 10 post-mortems
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College of Communication and Media Sciences
Majors are lower case: converged media
Spell out numbers from one to nine: seven children
No underlines (emails and website URLs)
Mother v. mother (Mom v. mom)
Famousperson
testimonial
Snob
appeal
Hiddenfear
appeal
Common
sense
appeal
Bandwagon
appeal
Ad assignment
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Research Nike’s Air Zoom Elite 8 women's running shoe
Go to nikeruning.com for more information
Decide on a target publication
Determine USP
Write ad copy of not more than 10 words (not counting
headline and contact information)
Write five headlines; choose most appropriate one for your
ad
Create ad with designer software or make a dummy ad
Write a memo to your account executive (your professor, in
this case); use business memo format; give rationale for
why you have made the ad the way you have
Writing your memo
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Tell me why you made the ad the way you made it
Use business mail format
Memorandum
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How to write a memo
You must tab each line
Four paragraphs
Single space
Memorandum
 Formal intra-office mail
 It is written in business style (single space, no
indents)
 Include the following:
To:
From:
Re:
Date:
Dr. Bulla
Dana Al Mutawa (initial with a pen)
Nike shoe ad
12 April 2016
Memorandum
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Use proper memo form
Due today at the end of class
Four paragraphs in length
Rationale for your ad
Contact information (yours)
Example
Example
Example
Example
Ad due …
• Tuesday at the end
of class
• Put all three
elements in a big
folder
AP quiz No. 3
 Next Sunday
Questions
 If you have questions about missing
assignments, please see me during office
hours this week
 Warning: Several of you are missing more
than one assignment; this could severely
affect your grade
Zajel
See me about writing an article for Zajel for
extra credit
Next week
AP Style Quiz #3 on Sunday
Writing a press relase on Tuesday