Advertisements & Video Segment: BU504 SUMMATIVE COURSE PROJECT A. Utilizing your understanding of message strategies and advertising effectiveness, design and prepare TWO advertisements for your selected product, which demonstrate a cohesive and integrated brand image, personality, and identity. (Advertisements may be print media, broadcast media, digital media, public relations platforms, trade promotions, etc…) B. Prepare a 5-12 minute narrated video which introduces the class to your selected product, briefly explains your research and analysis process (Part I: A, B, C), and showcases your TWO advertisements. A. DESIGN 2 ADS FOR YOUR PRODUCT (must be two different types of advertisements): Print Media ads: Magazine ad, Coupon-Book ad, Distributable Flyer, Window Sign, etc... Broadcast Media ads: 30-45 second video broadcast ad (tv/cable spot) or audio ad (radio spot), etc… Digital Media ads: Facebook scroll ad, 3x3photos fake “Instagram” spread (see photo #5 below), User-generated content promo (photo #7), web-page ad, email “club” ad, etc… B. PREPARE A VIDEO (PRESENTATION) FOR YOUR CLASSMATES (5-12 mins with the following): 1) Introduction— “Hook/Attention Getter” Personal intro of yourself (name, etc…) Intro to your project (product/service): Read your “product description” from Wksht 1 Share which two “types” of advertisements you selected to design 2) Body-- Explain your reasoning for selecting to design advertisement #1 for target market SHOW ADVERTISEMENT #1 Explain your reasoning for selecting to design advertisement #2 for target market SHOW ADVERTISEMENT #2 Share your “conceptualized” cohesive & integrated brand image/personality/identity- (I recommend choosing to make a 3x3photos fake “Instagram” photo spread as ONE of the ads in the project—Much easier to explain your idea on integrated brand image) 3) Conclusion-- Conclude your video presentation with your own advertising “words of wisdom”… (This may be a reminder of the most important aspects of advertising/marketing, OR a quote, OR a challenge, OR a vision of the future of advertising/marketing, OR anything thought provoking.) AND Thank the audience for watching. Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner Scanned with CamScanner BU 504 PROJECT COVER SHEET STUDENT NAME: ________________________________________ Name of your selected product: _________________________ Real product / Fictional product (circle one) WORKSHEET ONE: FULL PRODUCT WORKSHEET TWO: (2) TARGET MARKET WORKSHEET THREE: FULL DESCRIPTION, MAIN COMPETITORS, PROFILES, CHOSEN ADVERTISING/MEDIA CREATIVE BRIEF, DESIGN FORMER MKTG, FULL 4P ASSESSMENT PREFERENCES OF EACH GROUP & WHY .

1. Advertisements & Video Segment: BU504 SUMMATIVE
COURSE PROJECT
A. Utilizing your understanding of message strategies and
advertising effectiveness, design and prepare
TWO advertisements for your selected product, which
demonstrate a cohesive and integrated brand image,
personality, and identity. (Advertisements may be print media,
broadcast media, digital media, public relations
platforms, trade promotions, etc…)
B. Prepare a 5-12 minute narrated video which introduces the
class to your selected product, briefly
explains your research and analysis process (Part I: A, B, C),
and showcases your TWO advertisements.
A. DESIGN 2 ADS FOR YOUR PRODUCT (must be two
different types of advertisements):
Print Media ads: Magazine ad, Coupon-Book ad, Distributable
Flyer, Window Sign, etc...
Broadcast Media ads: 30-45 second video broadcast ad (tv/cable
spot) or audio ad (radio spot), etc…
Digital Media ads: Facebook scroll ad, 3x3photos fake
“Instagram” spread (see photo #5 below),
User-generated content promo (photo #7), web-page ad, email
“club” ad, etc…

2. B. PREPARE A VIDEO (PRESENTATION) FOR YOUR
CLASSMATES (5-12 mins with the following):
1) Introduction— “Hook/Attention Getter”
Personal intro of yourself (name, etc…)
Intro to your project (product/service): Read your “product
description” from Wksht 1
Share which two “types” of advertisements you selected to
design
2) Body-- Explain your reasoning for selecting to design
advertisement #1 for target market
SHOW ADVERTISEMENT #1
Explain your reasoning for selecting to design advertisement
#2 for target market
SHOW ADVERTISEMENT #2
Share your “conceptualized” cohesive & integrated brand
image/personality/identity-
(I recommend choosing to make a 3x3photos fake “Instagram”
photo spread as ONE of
the ads in the project—Much easier to explain your idea on
integrated brand image)
3) Conclusion-- Conclude your video presentation with your
own advertising “words of wisdom”…
(This may be a reminder of the most important aspects of
advertising/marketing, OR
a quote, OR a challenge, OR a vision of the future of
advertising/marketing,
OR anything thought provoking.) AND Thank the audience
for watching.

3. Scanned with CamScanner
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4. Scanned with CamScanner
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BU 504 PROJECT COVER SHEET
STUDENT NAME:
________________________________________
Name of your selected product: _________________________
Real product / Fictional product (circle one)
WORKSHEET ONE: FULL PRODUCT WORKSHEET TWO:
(2) TARGET MARKET WORKSHEET THREE: FULL
DESCRIPTION, MAIN COMPETITORS, PROFILES, CHOSEN
ADVERTISING/MEDIA CREATIVE BRIEF, DESIGN
FORMER MKTG, FULL 4P ASSESSMENT PREFERENCES OF
EACH GROUP & WHY STRATEGY—PROJECT ADS

5. BU 504 COURSE PROJECT: WORKSHEET 1
STUDENT NAME:
________________________________________
Name of your selected product:
______________________________
What interests you in this product, and what is your experience
with it?
_____________________________________________________
_
_____________________________________________________
________________________________
FULL PRODUCT DESCRIPTION (Also include a
comprehensive list of features and benefits):
MAIN MARKET COMPETITORS AND WHY (Also include the
current competitor pricing structure vs. your product pricing):
DESCRIPTION OF MOST NOTABLE HISTORICAL
MARKETING CAMPAIGNS OF COMPETITORS AND YOUR
SELECTED PRODUCT:

6. IN EACH OF THE 4P SECTIONS BELOW, USE YOUR
PROJECT RESEARCH TO PROVIDE YOUR ANALYSIS OF
THE FOLLOWING:
1) PRODUCT:
2) PRICE:

7. 3) PLACE:
4) PROMOTION:
BU 504 COURSE PROJECT: WORKSHEET 2
STUDENT NAME:
_________________________________________
Name of your selected product:
______________________________

8. CHARACTERISTICS PRIMARY TARGET MARKET
SECONDARY TARGET MARKET
DEMOGRAPHIC
M/F/Gender complex?
Ethnicity?
Religion?
Income?
Education?
LIFE STAGE
Age (range)?
Living situation?
(with parents, away
from parents with
support,
independent/single,
independent/coupled,
independent
w/dependents)
Health/Health Issues?

9. Life Experience?
CHARACTERISTICS PRIMARY TARGET MARKET
SECONDARY TARGET MARKET
GEOGRPAHIC
Where do they live?
(Local, regional,
national, global
description)
PSYCHOGRAPHIC
Lifestyle?
Social Class?
Influences and Social
perceptions?
(Attitudes, values,
opinions)
(Motivated by
expectation,

10. aspiration, inspiration,
membership, lifestyle)
Life Experience?
BEHAVIORAL
Typical Usage
Patterns?
Typical Loyalty
Patterns?
Risk/Avoidance
Patterns?
CHARACTERISTICS PRIMARY TARGET MARKET
SECONDARY TARGET MARKET
NEEDS / DRIVES
Motivated by problem
resolutions?
Motivated by
improved benefits?

11. MOST EFFECTIVE
MARKETING MEDIUMS
AND REASONING
PRIMARY TARGET MARKET SECONDARY TARGET
MARKET
Specify TWO most
relevant media
preferences for each
target market and
explain.
**Write a brief paragraph that explains your main conclusions
about marketing your product to the particular
groups you selected. Any of the following may be included, but
are not all required to be included: SWOT analysis, insights
about marketing message objectives to your specific target
markets, insights about positioning strategies, insights about
media strategies or media selection.

12. BU 504 COURSE PROJECT: WORKSHEET 3
STUDENT NAME:
___________________________________________
Name of your selected product:
______________________________
CREATIVE BRIEF / DESIGN STRATEGY / PROJECT ADS
PRODUCT:
I.M.C. OBJECTIVES:
(Proposition/Selling Idea)
TARGET AUDIENCE:

13. BACKGROUND INFORMATION:
(Consumer insights/Support)
MESSAGE THEME:
(Creative Direction)
CONSTRAINTS:
(Brand Imperatives/Media Imperatives)
ADVERTISING DESIGN STRATEGY

14. **In the section below, explain your I.M.C. conceptual
advertising design strategy for this project. Do you ads
convince your target customer to assume that your
product/service/idea will lead them to any of the following
(personal values)?
Comfortable life Inner peace Self-fulfillment
Equality Mature love Self-Respect
Exitement Security Sense of belonging
Freedom Pleasure Social acceptance
Fun, exciting life Salvation Wisdom
Happiness Personal accomplishment
**Also, what type of advertising appeals or approaches are
effective for your target customer?
Fear Humor Sex
Music Rationality Emotions
Scarcity
(Be sure you explain your design strategy for both of your
advertisements):

15. BU 504 COURSE PROJECT: SOURCES
STUDENT NAME:
___________________________________________
REFERENCES

16. INTEGRATED MARKETING COMMUNICATIONS
RESEARCH & ANALYSIS SUMMATIVE COURSE PROJECT
The Summative Course Project Assignment demonstrates your
familiarity with and understanding of the
principles, techniques, and strategies utilized in contemporary
advertising platforms, as implemented through
an integrated marketing communications framework. This is a
two-part project.
PART I: RESEARCH & ANALYSIS (During research, maintain
a working bibliography)
A. Select ONE real or fictional product that you have personal
experience with and understanding
of (can be goods, services, or ideas). Gain knowledge about
your product’s competitive climate/environment by
researching the most likely significant direct and indirect
competitors. Next, informally strategize the marketing
mix (4P’s) components as relevant to your chosen product.
What is unique or desirable about your product? How
or where is the best place or way to distribute your product to
consumers? Research the competitive
environment for any remarkable or substantial HISTORICAL
marketing campaigns or promotions initiated by a
competitor’s product or your own product (if your product is an
actual existing product). Identify the existing

17. pricing structure (range) for existing similar products.
B. Identify two different and specific market segments that
would be likely consumers of your
product. Begin to develop a “profile” for each of your specific
target markets by identifying relevant
segmentation characteristics of each group (beginning on p. 89).
Your profile should fully examine and establish
which influences (p. 65-68) are relevant, which demographic
characteristics are relevant, which psychographic
characteristics are relevant, which behavioral and environmental
characteristics are relevant (geodemographic),
what geographic characteristics, as well as which personal
needs, goals, and values are relevant to each of your
market segments.
C. Determine the two most likely advertising mediums (media
preferences) that would be
effective for each of your proposed two market segments.
Engage in a full situation analysis (Figure 1.4 p. 7) and
analysis of the 3 C’s: Customers, Competitors, and
Communications (p. 86-88).
**After thorough research & analysis, prepare Worksheet A, B,
and C, & provide source page—
Worksheets will be provided at the end of WK 4

18. PART II: CREATIVE APPLICATION AND ONLINE VIDEO
CLASS PRESENTATION
A. Utilizing your understanding of message strategies and
advertising effectiveness (p. 178-197),
design and prepare two advertisements for your selected
product, which demonstrate a cohesive and integrated
brand image, personality, and identity. (Advertisements may be
print media, broadcast media, digital media,
public relations platforms, trade promotions, etc…)
B. Prepare a 5-12 minute narrated video which introduces the
class to your selected product,
briefly explains your research and analysis process (Part I: A,
B, C), and showcases your TWO advertisements.
**A step-by-step guide will be provided in WK 5 to assist with
preparation of your video.
SIGN UP BU504 (SUMMATIVE COURSE PROJECT——
PRODUCT OR SERVICE RESERVATIONS):
PRODUCT NAME
(NARROW DOWN/VERY SPECIFIC):
STUDENT NAME
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