Advertising Project 7th Grade
Welcome to the wild world of advertising! You are a small marketing agency that is trying to win a
contract to sell a brand new soda product. You have one week to put together your advertising
campaign (all presentations are due Monday, March 30th).
Collaboration (working with others) is an important part of the real business world. Your group will
receive a grade based on how well you worked together. This means that EACH one of your group
members must contribute and actively participate in your project; everyone is responsible for
completing specific tasks according to their job description.
A. Create an agency name. ___________________________________________________________
B. Identify your group members:
Product Development Manager: __________________________________ (100)
Advertising Copywriter/Editor: ___________________________________ (100)
Creative Director: ______________________________________________ (100)
Marketing Strategist: ___________________________________________ (100)
C. Introduce your demo product (the can) with an 8½” by 11” magazine advertisement (a printed
sheet). Decide on a target audience, a specific advertising strategy, a brand name, slogan and a jingle.
___ 1. Target Audience: elderly, adults, young adults, teens, children
___ 2. Promotion Strategy: health, energy, diet, taste, or other techniques discussed in class
___ 3. Brand Name: easy to pronounce, original, memorable
___ 4. Slogan: Create a slogan for your product that is unique and works well with your strategy
___ 5. Jingle: Create a song that is quick, simple and easy to sing (only one or two phrases)
___ 6. Print advertisement is appealing and well-designed (google images: advertisement templates)
___ 7. Product demo is appealing and well-designed (can design images)
Product Development Manager: This person is the visionary of the group; he/she must be able to work
well with everyone, to organize and make sense out of a variety of ideas and strategies, and to
ultimately be responsible for making sure that everyone and everything works toward the ultimate goal:
a great product and a great marketing campaign. The development manager works with the marketing
strategist to outline the basic structure of the advertising campaign. This person is also in charge of
making sure that everyone is completing tasks in a timely manner and with exceptional workmanship.
Recommended Skills: excellent negotiation and problem-solving skills; people-person
(able to see and use the talents of everyone in the group); able to organize a number of
details into a unified marketing campaign; good time-management skills. Positive
attitude and strong motivator
Advertising Copywriter/Editor: This person is in charge of creating and putting together all of the final
language associated with your product, including EDITING the submitted copies of the print ad, the
jingle, and the demo product. The advertising editor has final say over spelling (especially for the name
brand), word choice, content (what you decide to talk about or use to sell your product) and all final
editing decisions.
Recommended Skills: able to type 40+ w.p.m.; excellent grammar and vocabulary; solid
writing skills and creative use of language; strong work ethic and willing to rewrite and
revise as many times as necessary (perfectionist)
Creative Director: This person works closely with the advertising editor and is in charge of layout and
design for both the advertisement and the demo product. The creative director ultimately decides what
colors to use for the text, the background, the slogan and the name brand; he/she is also responsible for
choosing the fonts, font size, layout and design, making final image/picture selections, and ensuring that
the overall creative presentation works well with the advertising strategy.
Recommended Skills: strong artistic talent and creative vision; excellent eye for color
and coordinating text with images (layout and design of titles, captions, logo, etc.) as
well as precise completion of demo product
Marketing Strategist: This person performs market research and presents the print ad and demo
product. The marketing strategist has to make sure that the group’s ideas are original and have
targeted a specific niche in the market. He/she is the only group member who can interface with other
agency strategists to make sure that logo/product design and advertising campaigns are unique. This
person is also in charge of presenting the final product to the class. They have to “sell” their agency’s
ideas to the prospective buyer (DMW Industries, Inc.) and must have a complete understanding of the
marketing strategy and product.
Recommended Skills: excellent public speaking and presentation skills; good
collaboration techniques with team members and rivalry agencies; ability to finesse
overall production and presentation of marketing campaign in a way that sets product
above the competition; honesty and integrity when working with competing agencies
Advertising Terms and Definitions (www.brighthubeducation.com)
Avante Garde – The advertiser suggest that the product will put the consumer ahead of the crowd by
having the product first.
Bait and Switch--When an advertiser attracts the attention of the consumer with a low-priced product
or service but is then encourages the consumer to buy a higher-priced one.
Bandwagon -- When a consumer is attracted to a cause, agrees to join an organization or club, or
purchase an item because its popularity. The consumer is persuaded to “follow the crowd” rather than
to use “evidence” to justify a choice.
Bias--An inclination of temperament or an outlook. A personal and sometimes unreasonable judgment
that consumers have already made about a topic, product or person.
Card Stacking – When an advertiser stresses only the positive qualities and does not tell any of the
negative ones. The consumer is given only one side of the story about a product.
Emotional Word Repetition -- When a consumer is conditioned to remember or persuaded to buy a
product or service by repeating, again and again in different tones, the name of the product or service.
Facts and Figures – When an advertiser uses statistical evidence and facts to prove that a product is
better than another product.
Glittering Generalities – When a consumer is persuaded by specially chosen words that can have many
different positive meanings. The advertiser implies that using their fabulous product will make the
consumer’s life wonderful.
Jingle--A light, rhythmical verse or short song used by advertisers.
Magic Ingredients – When an advertiser implies that a scientific or miraculous discovery makes the
product outstanding.
Patriotism – When an advertiser implies that buying the product will show a love of country.
Persuasive Techniques--A strategy or method that a person, group or company uses to persuade the
consumer to agree with the author or speaker’s point of view.
Plain Folks – When an advertiser implies that the product is a great value for every day, “plain folks.”
Propaganda--The spreading of ideas, information or rumor for the purpose of helping or injuring an
institution, a cause or a person.
Simple Solutions – When an advertiser implies that the product will help the consumer to avoid
complex problems, or the one product will fix several problems.
Slogan--Catchword or motto used by an advertiser.
Snob Appeal – When an advertiser implies that the product will make the consumer part of the rich,
famous or elite group.
Stereotyping--A standardized mental picture that is held in by members of a group that represents an
oversimplified opinion, prejudice attitude or uncritical judgment.
Target or Intended Audience--The age group and gender that the author wants to persuade.
Testimonial – When an advertiser connects a famous or respectable person with a product through the
use of quotations or endorsements from that famous or respectable person.
Transfer -- When a consumer is persuaded to buy a product or service because it is associated with
something attractive or respectable.
Weasel Words -- When an advertiser uses words to imply meaning or facts without actually making a
guarantee.
Wit and Humor – When the consumer is attracted to a product because the advertisement makes them
laugh, or it is entertaining.