House Ad Project:Developing an Ad Campaign

R7

Using the “House Ad” as a projectThe “house ad” refers to a small ad agency that you might want to start. I suggest this as a possible a possible project. It can be done individually or with learning partners. The individual approach will be more effective for convincing people that you are capable

The format provided here can be used for any project requiring a proposal for an advertising campaign.

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

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Management Campaign Proposal

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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House Ad TaskAdvertise 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. The requirements are to provide a campaign proposal for your “advertising agency.” This is to include:

a. At least two full-page print ads,b. At least one videod. A website (Design pages. No need to create an functioning site.)

3. Write a management report to support your campaign proposal (See the preceding slide). This requires pretesting with the PPT and copy testing (with small samples.)

For those seeking credit from Wharton, the report and all elements must be posted on Canvas, and a hard copy must be submitted to the Instructor along with a signed statement that this was done “to the best of your ability given the time available.” The report will not be graded. The instructor will provide feedback as requested only up to the start of the last week of classes.Adprin.com

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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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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