Advertising Project Packet
Your Task
The Situation: Your group works for an advertising agency. An already existing company needs a new ad
campaign, either because theirs has been unsuccessful, or needs to be rebooted (suspend reality; this does not
necessarily have to be true of the actual company). Your campaign will need an original slogan and original symbol.
For example, you may want to advertise for Nike. This will be acceptable, but you cannot use the Nike Swoosh sign,
nor can you use the “Just Do It” slogan.
The Campaign: Your group will create an original, unique advertising campaign for the already existing company.
Use persuasive techniques to create effective advertisements that appeal to a specific target audience. See list of
mediums and project rubric for details. This campaign will be complied into a portfolio to house all of your work.
The Pitch: Just because you created a campaign does not mean the company will hire you. You will Your group
will present the components of your campaign to the company (your teacher and classmates). See rubric for details.
You will be required to dress professionally!
Advertising Project: Portfolio
_____ Cover sheet on front of binder (includes company/product and all group members’ names, logo,
slogan)
_____ Table of Contents (includes page numbers, identify team leader for each medium)
_____ Brochure (double sided)
_____ Radio Spot (script; provide electronic copy)
_____ Magazine Ad (full sided)
_____ Television Commercial (script; provide visual copy)
_____ Billboard Display (scaled down full color copy)
_____ Website (screen shots of every page)
_____ 3D Display (picture of actual display)
_____ Social Network (screen shots)
_____ Sales Pitch Outline (page numbers in top right corner)
_____ MLA Works Cited
_____ Individual Writing (add a cover sheet to remain private, individual sleeve per group member)
_____ Checkpoint Completion Sheets
_____ Blank Sleeve (for rubrics after they have been graded)
and
Turn in before Presentation:
_____ Sales Pitch Outline for the teacher to follow during your presentation
____ 1 per Group -- Advertising Project Rubric: Group Grade
____ 1 per Person -- Advertising Project Rubric: Individual Grade
_____ Portfolio (hand this after the presentation!)
Checkpoints
You will meet with your teacher on dates below to officially discuss your progress on this project. On these dates,
you will show your completion of the worksheets at the end of the document and present any other progress to
your teacher.
___
___
___
___
Ad Project Checkpoint #1: Friday 11/20
Ad Project Checkpoint #2: Monday 11/30
Ad Project Checkpoint #3: Friday 12/4
Ad Project Checkpoint #4: Friday 12/18
Campaign Direction Questions:
Group Members:
Company that you are rebranding:
Company’s Current Logo:
Company’s Current Color Scheme:
Company’s Current Slogan/Tag Line:
Company’s Current Target Audience:
New Logo:
New Color Scheme:
New Slogan/Tag Line:
New/More Specific Target Audience:
Group Members:
Product / Company:
Checkpoint Date:
Advertising Checkpoint Sheet
Your group has 7 minutes of my time to receive feedback. Make sure you use it wisely! Make
sure you are organized and specific with your questions. Don’t just ask “what do you think?” or
“would this get an A”. You need to have a solid focus to receive accurate feedback: “by
using/doing X we are trying to appeal to Y. Do you think X achieves this purpose?” Rank your
questions in order of importance in case you run out of time!
Pre-Checkpoint
Here you should list your specific questions and/or decide what you need feedback on.
Checkpoint
Here you should write down all of my feedback. Even if you think you will remember – write it
down!
Post-Checkpoint
Here you should write down what alterations you are going to make, your ideas/goals for the
future, etc. I should be able to look here and understand exactly what your group is going to
accomplish before the next checkpoint.
AD Campaign Mediums
The following advertising mediums will be the format of your advertising campaign:
Claim, Evidence, Analysis Warrant for each Medium (paragraph in MLA format discussing how it appeals to
ethos pathos logos) 250 words for your medium with 2 examples of each due on your mediums due date to
turnitin.com!
Checkpoint 1: Friday 11/20
1) 3 Fold Brochure (20 points)—Team Leader:_______________________
Requirements: - Find a 3 fold template on Microsoft Word, Microsoft Publisher, etc.
2) Radio Spot (20 points) —Team Leader:_______________________
Requirements: -Exactly 30 or 60 seconds.
-No mistakes or background noise.
-Include script that you will use for the radio spot.
3) Magazine Ad (20 points) —Team Leader:_______________________
Requirements: -Traditional size, colorful, shiny, professional.
Checkpoint 2: Monday 11/30
4) Television Commercial (20 points) —Team Leader:_________________
Requirements: Video, exactly 30 to 60 seconds, no errors, cut well, must have music and slogan.
5) Billboard (20 points) —Team Leader:_______________________
Requirements: Poster board, no “curls,” full color, large letters.
6) Website (20 points) —Team Leader:_______________________
Requirements: Website must include “For Educational Purposes, not affiliated with company.”
Checkpoint 3: Friday 12/4
7) 3D Display (20 points) —Team Leader:_______________________
Requirements: An in-store display, Life size, large.
8) Social Media (20 points) —Team Leader:_______________________
Requirements: Choose a form of social media and create a promotional event/special.
Checkpoint 4: Friday 12/18
___
___
___
____
Outline for Speech
MLA Works Cited (at least 5 citations used and listed on works cited page in the company history and
previous advertising section)
Individual Writing
Visual that can be projected behind you (ie. Powerpoint) that can organize all the mediums in one
place
Campaign Direction Outline
Agency Name: ___________________ Group Members:________________________
Date: ____________________________Recorder: ______________________________
Product: ______________
I.
What is the tagline for the campaign?
________________________________________________________________
________________________________________________________________
______________________________________________
A. Target Audience: ___________________________________________
a.
Why are they your target audience:
__________________________________________________
_______________________________________________________
_____________________________________________
b. Do you have a secondary target audience, explain:
__________________________________________________
_______________________________________________________
_____________________________________________
B. Theme and Tone:
__________________________________________________
__________________________________________________
a.
Why will this theme be effective in reaching your target audience?
_______________________________________________________
___________________________________
b. Why will this tone be effective in reaching your target audience?
_______________________________________________________
_____________________________________________
C. Common Links Between Mediums:
_______________________________________________________
_____________________________________________________________
_________________________________________________
D. Symbol (attach draft), explain why this symbol will be effective:____________
_______________________________________________________
E. Slogan/Tagline: ____________________________________________
Notes/Comments: _____________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
______________________________________________
Advertising Project Rubric: Portfolio Checklist
Portfolio Checklist:
_____ Cover sheet on front of binder (includes company/product and all group members’
names, logo, and slogan)
_____ Table of Contents (includes page numbers, identify team leader for each medium)
_____ Brochure (double sided)
_____ Radio Spot (script; provide electronic copy)
_____ Magazine Ad (full sided)
_____ Television Commercial (script; provide visual copy)
_____ Billboard Display (scaled down full color copy)
_____ Website (screen shots of every page)
_____ 3D Display (picture of actual display)
_____ Social Network (screen shots)
_____ Sales Pitch Outline (page numbers in top right corner)
_____ MLA Works Cited
_____ Individual Writing (add a cover sheet to remain private, individual sleeve per group
member)
_____ Checkpoint Completion Sheets
_____ Blank Sleeve (for rubrics after they have been graded)
Turn in before Presentation:
_____ Sales Pitch Outline for the teacher to follow during your presentation
____ 1 per Group -- Advertising Project Rubric: Group Grade
____ 1 per Person -- Advertising Project Rubric: Individual Grade
_____ Portfolio (hand this after the presentation!)
Group Members Names
Teacher’s Name
Freshman A English—1
Due Date
Example: Sales Pitch Presentation Outline
I. Research Component
A. Attention Getter (creative, engaging, make the audience want to listen)
B. History
C. Previous Campaign
1. Example of previous advertisements
2. Analysis of previous advertisements
D. Explanation of Why the New Campaign is more powerful
II. Introduction of New Campaign
A. Target Audience
B. Overall Vision and Direction
C. Logo
1. Color
2. Shape
3. Meaning
4. Effect
D. Slogan
1. Meaning
2. Effect
E. Specific and Consistence Choices (if applicable )
1. Front Choice
2. Partnerships
III. Presentation of New Campaign
A. Brochure – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details (where will these brochures be placed, handed out?)
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
B. Radio Spot – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details (what radio station will it air on? What time of day? How often
will it run?)
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
C. Magazine Ad – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details (what magazine, or types of magazines, will the ad run in? Where
will these magazines be sold?)
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
D. Television Commercial – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details (what station will it air on? What type of shows will it play
between? What time of day? How often will it run?)
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
E. Billboard Display – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details (where are the billboards located?)
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
F. Website – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
G. 3D Display – Speaker
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details (where will the display be located? How could it be
manufactured?)
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
H. Social Network
1. Detailed Description (what are the facts?)
2. Meaning (what is it saying?)
3. Additional Details
4. Effect (why is it persuasive? How does it target the audience? What and how were
ethos, pathos, logs used? What and how were other specific advertisement techniques
used?)
IV. Conclusion
A. Thank the Audience
B. Summarize the New Campaign
C. Reiterate why the New Campaign is more Persuasive
D. Clincher (creative, engaging, why is your campaign the best?)
Ad Campaign Research Component
This research component will kick off your sales pitch! You must do a little
bit of digging into the history of your company or product in order to prove
that your pitch is more persuasive.
You must use AT LEAST one fact from each of the five sources in the
history and campaign strategies section of your outline. Make sure you
utilize all of them in the presentation!
Research one of the campaigns that has already occurred within your
company and analyze the strategy/impact based on an article/site about
advertising and the history of your company.
 Step 1: Analyze the history of the company
Look at how the company started and how it has developed over time. How
has it grown and expanded? Where are the headquarters located? How do
they make their product?
 Step 2: Analyze one of their campaigns/its strategies and the
impact of those strategies (infer here, unless you have hard
evidence)
Be specific and look at the techniques used within the campaign. Who do you
think the target audience is and why? What are the advertisements “saying”
and how effective are they?

Step 3: Explain how your campaign is different/more powerful
than the company’s previous campaigns
Your Names
Martin
English p. #
## Month Year
Works Cited
"Blueprint Lays Out Clear Path for Climate Action." Environmental Defense Fund.
Environmental Defense Fund, 8 May 2007. Web. 24 May 2009.
Clinton, Bill. Interview by Andrew C. Revkin. “Clinton on Climate Change.” New York Times.
New York Times, May 2007. Web. 25 May 2009.
Dean, Cornelia. "Executive on a Mission: Saving the Planet." New York Times. New York
Times, 22 May 2007. Web. 25 May 2009.
Ebert, Roger. "An Inconvenient Truth." Rev. of An Inconvenient Truth, dir. Davis Guggenheim.
rogerebert.com. Sun-Times News Group, 2 June 2006. Web. 24 May 2009.
GlobalWarming.org. Cooler Heads Coalition, 2007. Web. 24 May 2009.
Gowdy, John. "Avoiding Self-organized Extinction: Toward a Co-evolutionary Economics of
Sustainability." International Journal of Sustainable Development and World Ecology
14.1 (2007): 27-36. Print.
An Inconvenient Truth. Dir. Davis Guggenheim. Perf. Al Gore, Billy West. Paramount, 2006.
DVD.
Leroux, Marcel. Global Warming: Myth Or Reality?: The Erring Ways of Climatology. New
York: Springer, 2005. Print.
Milken, Michael, Gary Becker, Myron Scholes, and Daniel Kahneman. "On Global Warming
and Financial Imbalances." New Perspectives Quarterly 23.4 (2006): 63. Print.
Nordhaus, William D. "After Kyoto: Alternative Mechanisms to Control Global Warming."
American Economic Review 96.2 (2006): 31-34. Print.
---. "Global Warming Economics." Science 9 Nov. 2001: 1283-84. Science Online. Web. 24 May
2009.
Shulte, Bret. "Putting a Price on Pollution." Usnews.com. US News & World Rept., 6 May 2007.
Web. 24 May 2009.
Basics:

The purposes of MLA Works Cited (1) your audience knows where to find more
information, (2) your audience knows that you are creditable, and (3) avoid plagiarism!
 Entries are listed alphabetically by the author's last name (or, for entire edited collections,
editor names). Author names are written last name first; middle names or middle initials
follow the first name:
Burke, Kenneth
Levy, David M.
 For every entry, you must determine the Medium of Publication (where did the find the
publication). Most entries will likely be listed as Print or Web sources, but other
possibilities may include Film, CD-ROM, or DVD.
 Writers are no longer required to provide URLs for Web entries.
 Work with no author: Alphabetize works with no known author by their title; use a
shortened version of the title in the in-text citations in your paper.

Books / Novels
When you are gathering book sources, be sure to make note of the following
bibliographic items: author name(s), book title, publication date, publisher, place of
publication. The medium of publication for all “hard copy” books is Print.
Lastname, Firstname. Title of Book. City of Publication: Publisher, Year of Publication. Medium
of
Publication.

More than one author: The first given name appears in last name, first name format;
subsequent author names appear in first name last name format.
Gillespie, Paula, and Neal Lerner. The Allyn and Bacon Guide to Peer Tutoring. Boston: Allyn,
2000. Print.

No author: List by title of the book. Incorporate these entries alphabetically just as you
would with works that include an author name.
Encyclopedia of Indiana. New York: Somerset, 1993. Print.
*Remember that for an in-text citation of a book with no author, provide the name of the
work in the signal phrase and the page number in parentheses. You may also use a
shortened version of the title of the book accompanied by the page number.
“Articles”

Cite by listing the article's author, putting the title of the article in quotations marks, and
italicizing the periodical title. Follow with the date of publication. Remember to abbreviate the
month. The basic format is as follows:
Author(s). "Title of Article." Title of Periodical Day Month Year: pages. Medium of publication.
Poniewozik, James. "TV Makes a Too-Close Call." Time 20 Nov. 2000: 70-71. Print.
Buchman, Dana. "A Special Education." Good Housekeeping Mar. 2006: 143-48. Print.

No Author: Cite the article title first, and finish the citation as you would any other for
that kind of periodical.
"Business: Global Warming's Boom Town; Tourism in Greenland." The Economist 26 May
2007: 82. Print.
For More Help:
Purdue OWL (Online Writing Lab)
https://owl.english.purdue.edu/owl/resource/747/01/
Purdue OWL has explains how to cite every type of source (i.e. Interviews, Pictures,
Movies, etc.) and answers those random questions that pop up!
Easybib
http://www.easybib.com/
Easybib.com allows you to copy and paste sources to guide your formatting. However,
you need to “fill in the blank” to the best of your ability. Always double check
easybib.com’s citations – they aren’t perfect! It can be difficult to format if you copy and
paste the citation into your works cited.
Noodletools
http://www.noodletools.com/
Similar to easybib.com! I suggest that you select NOODLETOOLS EXPRESS at the
bottom left!
Product:
Group Members:
Advertising Project Rubric: Group Grade
Research Component (includes a creative attention getter, accurate history of the
company/product, deep analysis of previous campaign by using evidence/examples, powerful
explanation of why the new campaign is more persuasive)
Works Cited / Bibliography (includes MLA heading and title, sources are creditable, 3+
sources are used, sources are alphabetical, correctly cited, hanging indent is used if necessary)
Introduction of New Campaign (target audience is specific and logical for product, overall
vision is precise and has meaningful direction, the logo and slogan are thoroughly explained
and the effect is persuasive)
Portfolio (includes all items on the checklist, clean, neat, and professional)
Verbal Presentation (follows sales pitch outline, a clear tone is established during the
presentation that is appropriate for the audience, well-rehearsed and doesn’t completely rely
on outline, few filler words (umm, like), each member makes a valuable contribution to the
presentation, volume is appropriate for audience, conclusion is strong and brings closure to
campaign, overall presentation is creative, imaginative, engaging, and authentic)
Nonverbal Presentation (appropriate body language is used by facing out towards the
audience, listens to the group members while presenting, transitions are smooth between
mediums and group members, personal appearance is professional, posture is attentive)
Quality of Persuasiveness (presentation’s purpose is to persuade, information is broken
down and explained to audience, persuasive appeals and techniques are identified, persuasive
appeals and techniques are purposeful, a clear contrast has been made between previous
campaign and new campaign, all decisions are logical and aimed at the target audience)
Mediums *Please write Team Leader in Left Margin!
3 Fold
Brochure
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Radio
Spot
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Magazine
Ad
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
T.V.
Commercial
Billboard
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
Website
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
3D
Display
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Social
Media
Persuasion: Uses adequate persuasive appeals needed to sell to your target audience.
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
Professionalism: Quality of the advertisement (Aesthetic appeal and level of effort).
__________ / 150 Points Total (Group Grade)
A – 150 – 135 Points (exceeds expectations, persuasion is instinctive, professional quality)
B – 134 – 120 Points (reaches beyond requirements, persuasion is significant, majority professional quality)
C – 119 – 105 Points (meets requirements, persuasion is logical, attempts professional quality)
D – 104 – 90 Points (attempts to meet requirements, persuasion is ineffective, lacks professional quality)
Product:
Group Member:
Advertising Project Rubric: Individual Grade
Group Effort / Participation (contributions to the group based on peer evaluations and
teacher’s observations, quality of participation during class discussions)
_____ / 25 Points
22.5/25=90%
20/25=80%
17.5/25=70%
15/25=60%
Individual Presentation (appropriate presentation skills are demonstrated, eye contact,
volume, congruent tone, posture faces audience and is professional, contributions are
significant, avoids filler words, prepared, fluid transitions between mediums and speakers,
accurate information and details, articulates thoughts and ideas clearly)
_____ / 25 Points
22.5/25=90%
20/25=80%
17.5/25=70%
15/25=60%
Individual Writing (argumentative style refection proves that your advertising campaign
appeals to your target audience, 3+ pieces of evidence are used (3 different mediums from
your campaign), deep analysis of how these pieces of evidence persuades the audience, clear
and logical writing structure, displays thorough understanding of advertisement appeals and
techniques, follows the conventions of formal writing, conclusion paragraph is a self and peer
evaluation that details what you learned, how you contributed to the group, and the effort of
your group members)
_____ / 50 Points
45/50=90%
40/50=80%
35/50=70%
30/50=60%
_____/ 100 Points Total (Individual Grade)