COM 383 | Assignments | DAVIS
________________________________________________________
Overview
PARTICIPATION
This is credit for submitting drafts on time and completing in-class activities and participation.
OVERVIEW OF PROJECTS
Assignment
Type:
Ad #1 Draft: Descriptive (Vacation Destination)
Group
Ethnographic Research
Group
Ad #2 Draft: Target Audience Shift
Group
Ad #3 Draft: Creative Ad
Group
Ad #4 Draft: Produced Ad
Individual
Portfolio (the above ads, revised)
Group / Individual
Campaign – Thumbnails / Ideas
Group
Final Campaign / Presentation
Group
MIDTERM TEST
This test includes: 1) multiple choice, 2) short answer, 3) headline writing, 4) body-copy
editing, and 5) ad-concept development. Items 1 and 2 are on the in-class portion of the test,
whereas the writing, editing, and creative work is the take-home portion.
FINAL EXAM
The format of the exam will be explained in class.
Projects

PRINT AD PORFOLIO
Collect your statement and ads #1-#4 below with a Jumbo Clamp paper clip (portfolios with
regular paper clips will not be accepted). Collect the final drafts (to be graded) in the front,
and collect the participation drafts (which you submitted for feedback) in the back (please
do not intersperse). Create a cover sheet using the convenient template in this document
and include the individual grade sheet and group report. Set realistic goals for
improvement (e.g., one letter grade) between first and final drafts. See copy platform
worksheet and print ad checklist if helpful. Do not mimic other ads you have seen before, and
make sure to provide enough copy and conceptual originality for me to grade you fairly
(writing one sentence in a body copy assignment or submitting a wholly derivative concept is
not advised).
Ad #1) Descriptive Ad: Vacation Destination
Use the print ad template in this document to write copy for a print ad (8.5” x 11”) that
includes headline, description of visual, and body copy persuades viewers to take a vacation to
the destination of your choice (select one with which you are familiar). Demonstrate the
writing principles you have learned in your textbook and in class. Target an audience of
choice, include a unique selling proposition, and use descriptive language in the body copy
that is specific enough to make this destination unique to its competition. Include at least one
metaphor or simile. Feature a “call to action.”
Ad #2) Target Audience Shift
Use the print ad template in this document to create copy for a print ad (8.5” x 11”) that
includes headline, description of visual, and body copy that builds desire and persuades an
adult target audience that is significantly different than you (e.g., different age, ethnicity,
gender, and/or income bracket, etc.) and which expands an existing product’s target audience
to a new audience. An example of “older” might be 35 to 54 or seniors 65-plus. Etc. if you
are unfamiliar with the product/service, do some research. Interview at least one person in
your target audience to find out how to appeal to this audience, get attention, and build desire
(include notes about your interview stapled to your ad). Think about the questions in Chapter
5 regarding your product and audience.
Ad #3) Creative Ad: Your Choice
Use the print ad template in this document to create copy for a print ad (8.5” x 11”), including
headline, description of visual, and body copy (you might not need much body copy in this
one), that features highly creative work to sell a product/service and target audience of your
choice. Even though the ad will be creative, it must still indicate a benefit (either directly or
indirectly). The creative work should be unusual/unexpected (something we haven’t seen
before) and “sticky” (it will get attention and “stick” in our minds long after we’ve seen it).
Ad #4) Produced Ad (indiv. Consultations for feedback)
Completed individually (not in groups). Using your choice of technologies (graphics software,
MS Word, cut-and-paste collaging, photography, drawing, or combinations), “lay out” a
magazine ad (8.5” x 11”) for the product/service and target audience of your choice (do not
use an ad you’ve already written). See layout tips in the power point presentation, and see
MS Word production tips at the end of this sheet. Apply all of the lessons you have learned
about creating an effective ad. You are advised to make sketches first and discuss them in
consultation with your instructor. I’m looking for original ideas, not rehashes of existing ads.
Your ad will be submitted in hard copy with your midterm portfolio and uploaded to
turnitin.com if possible (not required).

Statement (w/portfolio)
Write a statement (approximately one page) discussing your experience in the class so far.
What do you believe you have learned, how do you see your work developing, and how will
your knowledge might support your career goals (if applicable)? What are your strengths and
weaknesses? What are the strengths and weaknesses of the class, and how could they
improve to serve you better? Please explain.
CAMPAIGN
In a group, complete the following items (stapled or clamped) with the cover sheet
template, group report, and typed explanation of the campaign and strategy (see
templates). Please keep work in 8.5” x 11” format. You will submit all items to turnitin.com by
uploading them into ONE DOCUMENT.
- 2 Produced Print Ads
- 1 TV Storyboard and Script (see templates)
- 1 Description of a viral marketing concept
For the TV storyboard, use 6-12 frames. Under each frame, write one line of camera direction
(e.g., CU: Grampa’s face) and any dialogue you might have (e.g., ANNCR: Fred is a dancing
King). The campaign should rely on an original creative concept. You have no budget (sky’s
the limit).
___________________________________________________________________
PRODUCTION TIPS
- Find Photos and Clip Art Feel free to use stock photography from the Internet, such as those
at www.photos.com (these are speculative “spec” ads, and this is industry practice).
- Copy a photo from the Internet into MS Word: 1) right mouse click and select “copy”, and
then 2) move to your document, right mouse click and select “paste”.
- Move images freely around on a page, click on the image and go to FORMAT>TEXT
WRAPPING >BEHIND TEXT (or IN FRONT OF TEXT).
- Create borders for ads and coupons, create a box by going to INSERT>TEXT BOX. Click and
drag to create box. Then, click on one edge of the box and go to FORMAT>COLORS & LINES to
set solid or broken borders. Select LAYOUT>BEHIND TEXT, to be able to drag and drop freely.
- Create movable text (drag and drop). Follow the same directions above for creating text box,
but type text inside. You may have a border or no border if you choose.
- Create columns of text, use a table with three columns (the middle column provides space
between columns). To make the table border invisible, highlight it and go to
FORMAT>BORDERS & SHADING>BORDER None
- Brochure Template: In MS Word, NEW>TEMPLATES>PUBLICATIONS>BROCHURE
Print Ad Template:
Use this for your print ads. Write copy only.
YOUR NAME(S):
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
ASSIGNMENT: ________________________________________________
TARGET AUDIENCE: ____________________________________________
PUBLICATION: ________________________________________________

HEADLINE: _________________________________________________________

VISUAL(S) (Describe in words and/or insert image(s)):
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
BODY COPY:
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
CALL TO ACTION:
___________________________________________________________________
___________________________________________________________________
PRINT AD PORTFOLIO | COM 383
You must submit these forms on top of your submission
in order to receive a grade.
[COVER SHEET TEMPLATE]
Submission Date: ___________ Course Day/Time: _______________

CHECKLIST: Compile your portfolio in this order:
 cover sheet template (this form)
 individual project grade sheets (form on next page)
 group work report
 1 statement per student
 turnitin.com receipt
(All documents are copied and pasted into one document upload)
 print-outs of final drafts
 print-outs of first drafts with my comments, if any (submit in the back)
 stapler or binder clip (clamp), NO paperclips, no ring binders, no plastic sleeves,
no fancy-schmancy stuff like that.


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Assignment #
Name of The Ad (Write it Here)
Score
(leave blank)
#1 Descriptive
#2 Target Audience Shift
#3 Creative Ad
#4 Produced Ad
Student #1: ___________________
Ad Name: _____________________________
Student #2: ___________________
Ad Name: _____________________________
Student #3: ___________________
Ad Name: _____________________________
Student #4: ___________________
Ad Name: _____________________________
Statements
COMMENTS FOR THE GROUP:

included
Individual Project Grade Sheets
Write each group member’s name in a box below.
Student Name
Grp Portf (75%) +
Indiv (25%) =
Total Portfolio Grade
Participation
Grp Portf (75%) +
Indiv (25%) =
Total Portfolio Grade
Participation
Grp Portf (75%) +
Indiv (25%) =
Total Portfolio Grade
Participation
Grp Portf (75%) +
Indiv (25%) =
Total Portfolio Grade
Participation
GRADING COMMENTS:
Student Name
GRADING COMMENTS:
Student Name
GRADING COMMENTS:
Student Name
GRADING COMMENTS:
Group Work Report
Name
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Name
Percentage of time, effort, and skill devoted
%
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Name
Percentage of time, effort, and skill devoted
%
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Name
Percentage of time, effort, and skill devoted
%
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Percentage of time, effort, and skill devoted
%
TV Storyboard Template
(Use this template or your own storyboard)
[TELEVISION SCRIPT TEMPLATE]
From: _____________________________________________
Client: _____________________________________________
Commercial Title: ____________________________________
Contact: ___________________________________________
Date: _____________________________________________
TV COMMERCIAL (:30 seconds)
VIDEO
AUDIO
CAMPAIGN | COM 383
[COVER SHEET TEMPLATE]
Name: Group Member #1 ____________________________________
Name: Group Member #2 ____________________________________
Name: Group Member #3 ____________________________________
Name: Group Member #4 ____________________________________
Course day/time: ___________________________________________
Submission Date: ___________________________________________
CLIENT: __________________________________________________
CHECKLIST: Compile your portfolio in this order:
 cover sheet template (this form)
 group work report
 campaign explanation (1 per group—see template)
 turnitin.com receipt
(All documents are copied and pasted into one document upload)
 print-outs of final drafts
 original thumbnail sketches and ideas (in back)
 stapler or binder clip (clamp), NO paperclips, no ring binders, no plastic sleeves,
no fancy-schmancy stuff like that.

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
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Remember to back up all of your files before you submit, including a scan of
your storyboard, if needed.
Campaign Items
Notes / Grades
2 Print Ads
1 TV Storyboard

TV Script
(with the storyboard)

Viral Marketing Idea

 Campaign Explanation

Group Work Report
Name
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Name
Percentage of time, effort, and skill devoted
%
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Name
Percentage of time, effort, and skill devoted
%
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Name
Percentage of time, effort, and skill devoted
%
____________________________________________________________
Describe the work this group member contributed. Did this member contribute equally to
meetings, and to the production of the pieces, in time, effort, and skill? Yes No
Explain.

Percentage of time, effort, and skill devoted
%
Campaign Explanation
(write this professionally)
YOUR NAMES: _______________________________________________________
CLIENT: ____________________________________________________________
PRODUCT/SERVICE: __________________________________________________
1) Explain the big picture: What is going on in the market? What are the benefits
of this product over the competition?
2) What is the objective, the purpose of the ad?This is a concise statement of
the effect the ad should have on consumers. It is typically expressed as an action
and focuses on what the ad should make them think, feel, or do.
Example: We want people to download the free application and use it within 10 days
to buy the special offer, a $1 family size pizza from Papa John's.
3) Target audience: who are we talking to?
The more precise and detailed the better. Go beyond age and sex to describe
demographics and psychographics. Explain how the audience currently thinks, feels
and behaves in relation to the product category, the client's brand, and the client's
specific product or service.
Example: This campaign will be aimed exclusively at existing Citibank customers in
three test markets: Sacramento, CA, Houston, TX, and Washington DC. The primary
target will be segments of our customer database: male and female, 20 to 35 YO,
with at least one Citibank credit card. The target will be approximately 70% married,
with combined HH incomes of $85k on average.
This audience is comfortable with new technology, and quick to test new widgets that
leverage their time. They like to be among the first to have the latest and greatest
electronics. They make multiple online purchases monthly. We will call our
representative persona "Joe.”
DEMOGRAPHICS CHECKLIST (to help you brainstorm):
Age: 18-24 25-34 35-54 55-64 65+ Other: ________
Gender: Male Female Other: __________________________________
Ethnicity: ___________________________________________________________
Income: ____________________________________________________________
Education: __________________________________________________________
Location (if important): ________________________________________________
Other specifications: ___________________________________________________
4) What's the single most important thing to say?
What's the single most persuasive or most compelling statement we can make to
achieve the objective? This should be a simple sentence. No more than a few
sentences if absolutely necessary. Avoid generalities.
Example: "Joe - CitiClick will simplify and speed all of your online purchases, while
providing increased security."
5) What are the supporting rational and emotional 'reasons to believe and
buy?' Explain why the consumer should believe what we say, and why they should
buy. Include all the major copy points, in order of relative importance to the
consumer. In other words, 'What else can we say and show to achieve the
objective?'
Example: It's free, from Citibank - your trusted financial partner. 2) Get a PJ pizza
for $1. 3) Backed with a 100% purchase protection guarantee. 4) It has earned rave
reviews from real users. (See attached quotes.) 5) Takes just 3 seconds to download
the pre-personalized widget from your online account ... etc.
6) Where will this campaign appear?
Print Ads (Publications) ________________________________________________
TV (networks/dayparts/programming):____________________________________