Heather – ENG3C
Week 2. Session 1
Advertising/Branding Essay
(Option #1)
You are an employee of a cutting edge advertising firm. A new company would
like you to prepare the promotional material for their new dream
product/service. Not only does this company want you to provide top of the
line advertising, they also want you to brand their product within North
American society. The company has asked that you prepare a 5 paragraph
essay detailing your ideas about branding and advertising this new
product. Your advertising essay must follow the following structure:
A. TITLE PAGE:
 With the company/corporation name, a small illustration of the
logo, the slogan/motto in your specified colour scheme, your name,
the course code, and the date.
B. INTRODUCTORY PARAGRAPH:
 An introduction paragraph in which you describe in detail the dream
product/service. This requires that you name your product/service and
briefly describe its features. This is where you highlight what makes your
product/service unique.
 State your THESIS statement (1-2 sentence in which you
explain:
“I feel we can successfully brand the ____________ (new brand
new) ___________ by targeting __________ (new target audience)
_____________, promoting a ____________(new lifestyle
description)___________ lifestyle , and advertising by
____________(new advertising techniques)_______________.
C. BODY PARAGRAPH #1: Target Audience
You will need to ensure that you fully explain:
 All the factors of your target audience (e.g. age, gender, class,
location, marriage status etc)
 Why your product/service fits in this niche.
 Who your “ideal customer” is: For example:
“Our idea customer is Stephanie. She is a 20 year old female who attends
college full-time and shares an apartment downtown with a friend. She
has been vegetarian for 5 years and is passionate about animal rights.
Heather – ENG3C
Week 2. Session 1
Because of her busy schedule, she often needs a quick, affordable and
healthy snack. McVeg will be her solution”.
D. BODY PARAGRAPH #2: Lifestyle
You will need to ensure that you fully explain:
 The lifestyle the company will be selling/associated with (i.e.
our new fit, active, health-conscious lifestyle is promoted by our new
McVeg menu)
 How the new lifestyle will hook your demographic.
E. BODY PARAGRAPH #3: Advertising
You will need to ensure that you fully explain:
 Three persuasive advertising strategies that you will implement to
promote your new image. For this section, you’ll need to refer to your
“Persuasive Advertising Techniques” note.
(i.e. start using celebrity endorsement by getting a professional athlete to
appear in our advertisements, etc)
 Explain WHY these advertising strategies will work for the target
audience and the lifestyle you’re now selling.
F. CONCLUSION PARAGRAPH:
 This is where you sum up and amplify your marketing, branding, and
advertising strategies, and highlight why you think they’ll be successful.
Heather – ENG3C
Week 2. Session 1
Rebranding Essay
(Option #2)
You are an employee of a cutting edge marketing firm. A major international
corporation would like you to rebrand their image/product/services to meet
the demands of a new clientele. The company has asked that you prepare a 5
paragraph essay detailing your ideas about rebranding. Your rebranding
essay must follow the following structure:
A. TITLE PAGE:
 With the NEW company/corporation name, a small illustration of
the NEW logo, the NEW slogan/motto in your specified colour
scheme, your name, the course code, and the date.
B. INTRODUCTORY PARAGRAPH:
 What the company/brand currently looks like. Describe who the
current target audience is, what lifestyle they currently sell, what types of
advertising (techniques) they currently use and other important details
like their current motto/slogan, colour scheme, etc.
 State your THESIS statement (1-2 sentence in which you explain):
“I feel your company needs to re-brand to ____________ (new
brand new) ___________ and change its target audience to
__________ (new target audience) _____________, its lifestyle to
____________(new lifestyle description)___________, and its
advertising techniques to _____(new advertising
techniques)________.
C. BODY PARAGRAPH #1: Target Audience
You will need to ensure that you fully explain:
 All the factors of your new target audience (e.g. age, gender, class,
location, marriage status etc)
 Why your product/service fits in this niche.
 Who your “ideal customer” is: For example:
“Our idea customer is Stephanie. She is a 20 year old female who attends
college full-time and shares an apartment downtown with a friend. She
Heather – ENG3C
Week 2. Session 1
has been vegetarian for 5 years and is passionate about animal rights.
Because of her busy schedule, she often needs a quick, affordable and
healthy snack. McVeg will be her solution”.
D. BODY PARAGRAPH #2: Lifestyle
You will need to ensure that you fully explain:
 The new lifestyle you’ll sell compared to the old lifestyle sold by the
company (i.e. our new fit, active, health-conscious lifestyle is promoted
by our new McVeg menu which is the opposite of our traditional
“hamburger and fry” options).
 How the new lifestyle will hook your new demographic.
E. BODY PARAGRAPH #3: Advertising
You will need to ensure that you fully explain:
 Three NEW persuasive advertising strategies that you will
implement to promote your re-branded image. For this section, you’ll
need to refer to your “Persuasive Advertising Techniques” note.
(i.e. start using celebrity endorsement by getting a professional athlete to
appear in our advertisements, etc)
 Explain WHY these advertising strategies will work for the NEW
target audience and the lifestyle you’re now selling.
F. CONCLUSION PARAGRAPH:
 This is where you sum up and amplify your marketing, branding, and
advertising strategies, and highlight why you think it will be more
successful than the old image.