College of CommunicationSpecial Advertising Studies Project

CM 419 Advertising ManagementProfessor Chris Cakebread

CM 417 Fundamentals of CreativeProfessor Sue Parenio

Ad Management Course

Prepares future Advertising Account Executives with critical skills:

--Leadership

--Analysis

--Understanding of current trends

--Ability to partner with a Creative team

Management teams assigned the creation of a “strategy” plan for specific brands

Each strategy spells out:

--What is the brand problem/opportunity?--What is our advertising objective?--What is our primary benefit?--Who is our ideal consumer?--Who is our competition

Fundamentals of Creative Course

Prepares future Agency Copywriters and Art Directors with creative skills:

--Persuasion

--Writing and design

--Adherence to strategic goals

--Partnerships

Creative teams assigned 2 print ads plus an “emerging media” execution

Print ads must be part of a related consumer campaign

“Emerging media” choices may include:--cell phone advertising--event marketing--out of home advertising--social media, I.e. Facebook, Twitter--guerilla marketing, etc

The Project: to simulate a “New Business” Pitch

1)Management students present strategy plans to Creative teams;

2)Creatives develop campaigns;

3)Teams meet together and separately to

--finalize goals

--critique developing campaigns

--rehearse presentations

The Pitch

--12-14 brand teams of 5-6 students each;--Professional-grade presentations to an audience of

both classes, 5 minutes each;--Discussed objectives, creative campaigns;--We award 1st, 2nd and 3rd place prizes, but

ALL ARE WINNERS!

OUTCOMES

--Relevance of course material to the professional world comes alive for students;

--Outstanding advertising samples for student portfolios;

--Strategic, partnership and creative skills strengthened.

Winning Project:

Eclipse Chewing Gum

CLIENT: Wrigley’s Eclipse Sugar-free Chewing Gum Purpose of Campaign: Reinvigorate the brand with hip, fresh image that appeals to a younger audience. Objectives of Campaign: Generate awareness and interest among college studentsCreate a new, cohesive brand image that appeals to target audience 

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Target Audience: Males and females (18-24) who rely on chewing gum to freshen their breath during the day. This segment leads a hectic lifestyle, between school, work, and activities. Spencer Reese (22) shares, “I have a lot going on in my life between my school work, ROTC Airforce, and my social life. All of my responsibilities consume me and I am very conscious of my personal hygiene, but I honestly don’t have the time to stop in the middle of the day and wash my face or brush my teeth.” Most importantly, this segment values social interactions and feels the pressures of conforming to society.

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Current audience perception: Eclipse is old and bland; my mom chews Eclipse gum. When I purchase gum, Eclipse is not a brand that comes to mind. Desired audience perception: Eclipse is a delicious gum with a variety of long-lasting minty flavors. It cleans my teeth while I chew it, providing me with an easy solution to fresh breath so I never have to worry about how my breath smells when I am in professional or social situations.

Tone and Emphasis of campaign: Humorous, charismatic, energetic tone, emphasizing that Eclipse is a simple, effective breath freshening tool that relieves the pressure of maintaining fresh breath in your everyday hectic lifestyle.

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Key Message: Eclipse Sugar-free gum provides advanced fresh breath solutions for people whose on-the-go lifestyle demands a breath freshener that always delivers.