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Developing a detailed advertising campaign

Based on part 1 of your assignment where you developed your big idea and media choices, develop a detailed advertising campaign based on the concepts you have learnt and discovered in the course. Your campaign should address the specific message delivery, source and channel factors and explain the psychology and reasoning behind your strategy using relevant theory. Ensure that your proposal fits with the objectives of the client. The written report should be approximately 4000 words. Be creative! And remember, a picture says a 1000 words, so provide some images or basic drawings where possible
Message, Source and Channel Factors:
a. Message Appeal (What appeal or appeals will you use – rational or emotional? Which type? Explain how the appeal works to affect your consumer.)
b. Message Structure (How will you present your message? Order of your arguments? One or two sides? Verbal of visual? Will you be refuting any specific claims? Explain how the structure affects your consumer)
c. Source Characteristics (Will you be using any in-advert sources? What characteristics do they need? Credibility? Attractiveness? Power? Will you use a celebrity, company representative or regular model? What did you consider? How will these characteristics affect the processing of the advert?)
d. Channel Factors (Which specific media/channels are you using and how will this affect the processing of your advert (i.e. how do consumers process information via this channel)? Are they very involved in the media? Is the media interactive or is it more of a passive audience?)
• Advertising Execution (How will you execute your big idea and the appeal will you use to convey your message within the advert? Are you using any particular execution style? Explain how it will influence your consumer.)
• Pre-finished Adverts: You will need to create finalized versions of all of your adverts using execution tactics and media format elements covered in class. If you have some video or links to online material, please copy the links into the report, and upload the video material to Blackboard also if possible. The do not need to be the final production but should show the details of the advert (see types of prefinished adverts in the slides) – for instance you could provide a detailed storyboard for a video advert, rather than an actual video.
Remember to discuss relevant theories of motivation, perception, learning and persuasion throughout to reinforce your decisions. For instance, how will you enable exposure? what factors will you use to grab attention? and what will you use to get them to interpret your message correctly?

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