Transcript House Ads or other Campaign Proposal

House Ad Project:
Developing an Ad Campaign
R7
Using the “House Ad” as a project
The “house ad” refers to a small ad agency that you might want
to start. I suggest this as a possible a possible project.
It can be done individually or with learning partners. The
individual approach will be more effective for convincing people
that you are capable
The format provided here can be used for any project requiring a
proposal for an advertising campaign.
To extend it to a project for a client, one would need to obtain
information from the clients and to report back to them.
Those currently working for an organization could do a project
for their organization.
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Management Campaign Proposal
Prepare a management report to persuade others that
this is an effective advertising campaign. Use this outline.
Describe tests of your advertisements to show that they
follow the principles. Also, use copy testing.
This exercise allows you to apply tools and techniques
(e.g. creativity and evaluation).
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House Ad Task
Advertise yourself as a new advertising agency. You might find this to be especially
useful if you want to seek a career in advertising.
1. Select and justify a name by using concepts and techniques from the section on
“Names” on AdPrin.
2. The requirements are to provide a campaign proposal for your “advertising
agency.” This is to include:
a. At least two full-page print ads,
b. At least one video
d. A website (Design pages. No need to create an functioning site.)
3. Write a management report to support your campaign proposal (See the
preceding slide). This requires pretesting with the PPT and copy testing (with
small samples.)
For those seeking credit from Wharton, the report and all elements must be
posted on Canvas, and a hard copy must be submitted to the Instructor along
with a signed statement that this was done “to the best of your ability given
the time available.” The report will not be graded. The instructor will provide
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feedback as requested only up to the start of the last week of classes.
House Ad Task
• This project would carry through the course and be
part of your certification report. It would
demonstrate your ability to apply principles and
techniques.
• Remember that as advertisers. you should not make
any false statements.
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Samples of House Ads
See samples of house ads by companies and by
students from earlier courses.
Which ads do you think were more effective: those by
the professionals or by the students?
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