House Ad Project:Developing an Ad Campaign

Using the “House Ad” as a project

I suggest the “House Ad” exercise as a possible project. It is most effective if done just by yourself, but a 2-person agency might also work well.

However, the format provided here can be used for any product or service.

To extend it to a project for a client, one would need to obtain information from the clients and to report back to them.

Those working for an organization could do a project for their organization.

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House Ad Task

Advertise yourself as a new advertising agency. You might find this to be especially useful if you want to seek a career in advertising. 1. Select and justify a name by using concepts and techniques from the section on “Names” on AdPrin.2. Develop a:

a. full-page print ad,b. Brochurec. videod. website

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House Ad Task

• This project would carry through the course and be part of your certification report. It would demonstrate your ability to apply principles and techniques.

• Remember that as advertisers you should not make any false statements.

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Management Report and Summary of Applications

Prepare a management report to persuade others that this is an effective advertising campaign. Use this outline.

Describe tests of your advertisements to show that they follow the principles. Also, use copy testing.

This exercise allows you to apply tools and techniques (e.g. creativity and evaluation).

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Samples of House Ads

See samples of house ads by companies and by students from earlier courses.

Which ads do you think were more effective: those by the professionals or by the students?

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