MKT 4123: Advertising
Creative Advertising Group Project
Due Date: April 20, 2007
Format: The assignment should be titled “Creative Advertising” followed by your team name
and word processed in 12-point font with one-inch margins. Your name, first and last, should
appear in the upper right hand corner of the assignment with “MKT 4123” directly underneath
your name. Make sure that all of the group member’s names are present on the document.
Description: You are part of a creative team that has been assigned one of three advertising
accounts. Your first responsibility as a team is to create a team name. Next, you should
determine who will be the creative director (group leader ultimately responsible for the finished
project), copywriter/s (develops the written and verbal message), art director/s (develops the
nonverbal aspect of the message), and support team (help with all aspects of the project). You
may assign as many members to the positions as the team sees fit, but there can only be one
creative director and each position must be filled. This information must be word processed
(form is provided in this handout as well as on the course website under “Creative Advertising
Project”) and turned in to the professor by Wednesday, February 7th. Any teams not accounted
for on that day will receive a deduction of 10 points for the final project.
Take the account your group has selected and begin the creative process. The project has been
broken down into eight parts (outlined in this handout). Each creative team is encouraged to
complete each part in order. First, define your marketing strategy and decide on your
communications media. The instructor will then provide you with a specific advertising
objective. Your next task is to select appropriate message strategies. Then, go through the
creative process of brainstorming and searching for the big idea. Each team member will be
required to turn in at least one full-page front and back of brain storming ideas for each
advertising message. Next, present the layout of the advertisement (turning in appropriate items
such as thumbnails, roughs, comps, dummies, scripts and storyboards when appropriate). The
final task is to present your Creative Advertising Project. Your goal is to produce at least four
top-quality advertising messages.
If you have any questions they can be discussed with me on an appointment basis. I suggest at
least one meeting with me to obtain information. The more creativity your team uses, the better
the grade. Also, the only things that must remain are the names of the accounts.
New Accounts
The Dawg Bowl:
Starkville’s first and only sports bar has 15 jumbo, high definition, flat screen, plasma televisions
tuned in to sporting events for every fan! The Dawg Bowl offers an extensive menu of
American foods guaranteed to satisfy all hungry Dawgs and an electrifying night life for those
who seek excitement. Once the sporting events end, live bands entertain crowds on Friday
nights while DJ “Bully” cranks out the tunes on Saturday nights for your dancing pleasure. The
Dawg Bowl is open seven days a week: Mondays-Thursdays 2:00pm until midnight, Fridays and
Saturdays 10:30am-1:00am, Sundays 10:00am-10:00pm. You pick the location; however you
must adhere to all local laws (concerning location and alcohol sales).
The Dawg Hydrant:
Starkville’s all-inclusive quick-stop can meet all of your re-fueling needs. The Dawg Hydrant
offers several amenities including a one-stop convenience store, gas station, car wash, coffee
shop, and ice cream parlor. Need a break? Get energized at the Coffee Table—the newest
coffee shop in town offering wireless internet, plenty of workspace, and comfortable chairs and
couches. In addition, the Coffee Table sponsors an open-mic night every Thursday from 8:00pm
until 10:00pm. Not a coffee drinker? Come treat yourself with some ice cream from the Scarlett
Scoop ice cream parlor. The Scarlett Scoop brings a bit of nostalgia to Starkville offering ice
cream, old-fashioned candies, and an atmosphere right out of the 1950s. You pick the location
and the hours.
The Starkville Sports Complex
The Starkville Sports Complex is a family owned and operated facility. We are all about kids and
families. We provide a FUN, safe environment in which kids learn and grow through sports. Our
goal is not only to physically train a child, but to build their character giving them the tools
necessary to succeed in all areas of their life. We are teaching children to have self confidence
and increasing self-esteem through our programs as well as emphasizing self worth, mutual
respect, personal growth, teamwork, and responsibility.
Our 40,000 plus square foot state of the art, multi-sport facility houses all the equipment needed
for recreational and competitive gymnastics, tumbling, cheerleading, fitness, and dance. Parents
can also get in a quick workout while waiting at our new adult fitness facility. In addition, we
offer before and after care, summer camp, Bully’s Café, field trips, an arcade, Kids Fun Night
and birthday parties. You chose the location and the days and hours of operation.
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MKT 4123: Advertising
Group Project Information Sheet
Group Name:
Account Name:
Creative Director:
Copywriter/s:
Art Director/s:
Support Team:
Personal Information
Name
Telephone Number
Email Address
Make copies for each member of the team and submit one to the instructor by Wednesday,
February 7th. Make sure the form is word-processed and on time to avoid penalty.
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Creative Advertising Project
Part I: Marketing Strategy (Chapter 6)
Segmenting – How did you segment the market? What type(s) of segmentation did you use?
Examples: usage patterns & commitment levels, demographic, geographic,
psychographic & lifestyle, and/or benefit (Note: You can use more than one type of
segmentation.)
Targeting – What target segment did you select & why? Who is your target audience?
Positioning – What will your distinctive position be in the minds of consumers? Be specific!
Which of the positioning themes mentioned in the text did you select?
Examples: benefit, user, or competitive
Value Proposition – What is your value proposition?
Part II: Advertising Objective (Chapter 8)
Information on Advertising Objectives is provided in Chapter 8. The instructor will provide
each group with a different advertising objective. Your job is to create an effective advertising
campaign to accomplish the advertising objective selected for your group.
Part III: Brainstorming (Chapter 10)
Each member of the group will be required to turn in one full page of brainstorming for the
account you selected. Brainstorming sheets should be hand written. Typed brainstorming sheets
are not permitted.
Part IV: The Big Idea (Chapter 10)
Your creative team should come together and discuss possible “Big Ideas” for each advertising
message. It is at this time that you combine and reflect upon the many ideas generated during
brainstorming. Once you decide on the “Big Idea” for each ad, your group should type up the
basic idea in simple terms. This part of the project will give you a chance to explain why you are
including certain elements and appeals in your ads and will also clue the instructor in on your
basic idea for each ad.
Part V: Message Strategy (Chapter 11)
For each advertising message that you create, you should have a message strategy. Nine
different message strategies are presented in Chapter 11. Make sure that the message strategies
that you select complement the Advertising Objective assigned to you in Part III. The message
strategies that you select will guide you through the creative process.
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Part VI: Communications Media (Chapters 15-17 may provide useful information)
What types of communications media will you use? Keep your target segment in mind when
selecting communications media. Select media most appropriate for reaching your target
segment.
Print Media – newspaper, magazine
Electronic Media – television, radio
Digital Interactive Media – Internet
Out-of-Home Media – outdoor advertising (billboards), transit advertising (bus, taxi,
subway)
Direct Mail – coupons, brochures, flyers
Other Media – nontraditional media (t-shirts, specialty advertising)
Please note that you are required to use at least three different types of communications media.
(Each type is underlined.)
Part VII: Layout of Advertising Messages (Chapter 12-13)
Each creative team is required to turn in the following elements for each advertising message.
Find the communications media that you selected to find out what to turn in. All comps must be
created using MS Publisher.
Print Media – thumbnail, rough, comprehensive (comp)
Electronic Media –
Television – script, storyboard, video (optional)
Radio – script, recording OR actual re-creation of radio ad
Digital Interactive Media – thumbnail, rough, comprehensive (comp)
Out-of-Home Media – thumbnail, rough, comprehensive (comp)
Direct Mail – thumbnail, rough, comprehensive (comp), dummy
Other Media – thumbnail, rough, comprehensive (comp), dummy
You are also required to turn in a disk or CD containing a copy of all of your MS Publisher files.
Part VIII: Presentation of Creative Advertising Project
Each creative team is required to present their Creative Advertising Project using MS
PowerPoint. Creative Advertising Project presentations should last approximately 15 minutes.
All members of the creative team must participate in the project presentation
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Creative Advertising Grading Information
Below is the point breakdown for each section of the Creative Advertising Project.
Part I: Marketing Strategy
worth 20 points
Part II: Advertising Objective
(Did you accomplish the objective?)
worth 10 points
Part III: Brainstorming
worth 5 points
Part IV: The Big Idea
(Does/Do your Big Idea(s) make sense?)
worth 10 points
Part V: Message Strategy
worth 4 points
Part VI: Communications Media
worth 6 points
Part VII: Layout of Advertising Messages
worth 60 points
Part VIII: Presentation of Creative Advertising Project
worth 15 points
Total Value of Creative Advertising Project
130 points
Please note that individual scores will be provided for the Brainstorming portion of this project.
A group member’s failure to turn in brainstorming sheets will not affect other group members’
grades.
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