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ABOU

T THE AD

AGEN

CY PROJECT

ABOUT THE AD AGENCY

GOALThe goal of your agency is to develop an ad campaign that will boost sales for your client. Each client has a specific target audience that must be identified and reached. In addition, it is your job to identify any new audiences for your client. Your client’s product will determine what types of advertisements are needed for their market.

Your ad agency will also have the opportunity to make and loose income. Your marketing department will be responsible for keeping track of these earnings and loses.

EARN MONEY

You earn money for each assignment that each member of your agency completes. While these payoffs range fro $100 to $2000, their total value could mean the difference between winning and not winning at the end of the simulation.You can earn money from FATE CARDS, which will be drawn daily.You earn money for each as campaign that you design and sell. A set price will be awarded to the agency for their campaign. Example:

Wriggly: the super bubble gum contract, $100,000. Only the agency that prepared the best campaign presentation for their products will be awarded a renewed contract and earn extra money. All other agencies that prepared other campaigns will not have their contract renewed.

LOSE MONEY

If the wrong fate card is pulled, anywhere from a few hundred dollars to several thousand dollars can be lost.Your agency can also lose money if Mrs. Potokar imposes fines for noise pollution, unethical practices or leaving your classroom are “a condemned waste area.” –a mess. These fines can range from $100 for the first major offense to several thousand dollars for a repeated major offense.

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THE ARG

UM

ENT

THE RHETORICAL TRIANGLE ARGUMENT MODEL

MEDIA

The media – advertisements, and often TV shows and movies, are visual arguments. They attempt to persuade readers to buy a product/viewpoint using the same kinds of appeals authors use when constructing a written argument. So, when you analyze a piece of media, it is important to remember the rhetorical triangle. Ask yourself: Who is the author? How is the author trying to represent himself/herself? What is the message and how is that message coming across? Is the argument logical/emotional? Who are the intended receivers of the message? Is the argument having its desired effect on those receivers?

MESSAGE/LOGOS/RATIONAL

AUDIENCE/PATHOS/EMOTIONALAUTHOR/ETHOS/ETHICAL

MEDIA ORARGUMENT

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THE ARG

UM

ENT

THE RHETORICAL TRIANGLE ARGUMENT MODEL

LOGOS, PATHOS, ETHOS

Logos: Rational or Logical Appeals. Appeal to logical reasoning ability of the audience through use of facts, case studies, statistics, experiments, logical reasoning, analogies, anecdotes, authority voices, etc. Are writer’s claims reasonable? Is there sufficient evidence to support those claims? Does the speaker make logical conclusions? Does he/she talk about counter-arguments, other opinions or points of view? Pathos: Emotional Appeals. Appeal to beliefs/feelings of the audience. An appeal of pathos can move an audience to anger or tears as a means of persuasion. May attempt to invoke particular emotions such as fear, envy, patriotism, lust, etc. Or, an appeal of pathos may stem from shared values between the author and the audience, or from an argument that caters to an audience’s beliefs. Ethos: Ethical Appeals. Appeal based on the character, persona, and/or position of the speaker. This kind of appeals give the audience a sense of the author as competent/fair/an authority figure. Such an appeal may highlight the author’s trustworthiness, credibility, reliability, expert testimony, reliable sources, fairness, celebrity, etc.

MESSAGE/LOGOS/RATIONAL

AUDIENCE/PATHOS/EMOTIONALAUTHOR/ETHOS/ETHICAL

MEDIA ORARGUMENT

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QU

ESTION

S TO CO

NSID

ERTHE RHETORICAL TRIANGLE ARGUMENT MODEL

THE AUTHOR

Who is the author? Is it a business firm trying to sell you a product or a service, a public organization seeking to inform you about its policies, a politician trying to win your allegiance, an interest group or media member trying to change your opinion about an issue? Other? What is the ethos (general credibility) of the author?What is the ad trying to accomplish? In other words, what is the sender’s “problem?” There is often some kind of communication problem behind an ad or campaign. For example, the authors may seek more awareness on the part of the receiver, or more legitimacy for themselves. Are you aware of any problems the sender (company) may be having within that specific industry, market, or area of activity?

MESSAGE/LOGOS/RATIONAL

AUDIENCE/PATHOS/EMOTIONALAUTHOR/ETHOS/ETHICAL

MEDIA ORARGUMENT

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QU

ESTION

S TO CO

NSID

ERTHE RHETORICAL TRIANGLE ARGUMENT MODEL

THE MESSAGE

What is the simple message of the media? What product is the ad trying to sell? What is the subject of the movie/TV show?What is the true message of the media? Are there any hidden meanings the receiver is intended to observe? Do any connotations come to mind when you view the media?What ideologies or values does the piece of media invoke? In other words, what images, discourses, concepts, myths, etc. of the culture does the media use when making an appeal?How is the message presented? In an advertisement, what is the layout? What images, text appear, etc.? If it is a TV Show or movie, who are the characters? What is the setting, etc?How does the media connect concrete features with abstract values? In other words, how does the presentation of the message communicate deeper/abstract meanings (our values/norms) in addition to the simpler meaning (what is being sold)?

MESSAGE/LOGOS/RATIONAL

AUDIENCE/PATHOS/EMOTIONALAUTHOR/ETHOS/ETHICAL

MEDIA ORARGUMENT

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QU

ESTION

S TO CO

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ERTHE RHETORICAL TRIANGLE ARGUMENT MODEL

THE RECEIVER

Who is the targeted audience? What individuals/group of individuals is/are intended to receive the message?Is the media having the desired affect on the targeted audience? Are the logical/emotional/ethical appeals working? Is the audience being persuaded to buy what the media/advertisers are selling? If yes, why? If not, why not?If the desired message comes across effectively, might there be any consequences for the receivers? For society as a whole? In-Class Activity: Break students into small groups of 3 or 4, and ask each group to elect a recorder and a presenter.Teacher comes prepared with several ads from magazines, newspapers, etc. for students to analyze.Hand out one advertisement to each group, and ask them to consider the questions above regarding the author, message, and receiver of their chosen ad. They should also consider what appeals the advertisers are using to sell their product. The recorder should note down the most important points discussed by the group.The presenter should present the group’s ideas to the class.

MESSAGE/LOGOS/RATIONAL

AUDIENCE/PATHOS/EMOTIONALAUTHOR/ETHOS/ETHICAL

MEDIA ORARGUMENT

THE ART OF PERSUATIONHinsdale Central High School

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TECHN

IQU

ESHOW TO CHANGE SOMEONE’S MIND

This is the main 'how to' section. Below it, in the website, are generalized principles of changing minds and the psychological details of explanations and theories. In this section we cover specific techniques by which people change minds and otherwise persuade.

* Assertiveness: Being neither passive nor aggressive. * Body language: A large part of communication is non-verbal. * Change techniques: Ways to make change happen. * Closing techniques: From the discipline of sales, a myriad of ways to gain closure. * Confidence tricks: Ways people get tricked out of their money. * Conversation: How to hold down a conversation with others. * Conversion: Converting and retaining people in different beliefs. * General persuasion techniques: Approaches and things that don't fit elsewhere. * Happiness: How to be happy. * Hypnotism: How people are hypnotized. * Interrogation: Getting answers to questions.

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TECHN

IQU

ESHOW TO CHANGE SOMEONE’S MIND

CONT:

* Negotiation tactics: Getting what you want. * Language: Much about subtle use of words. * Listening: Hear the person as well as what they say. * Objection-handling: Ways of handling objections to the sale. * Propaganda: covert persuasion of populations. * Public speaking: Presentation and speech-making. * Questioning: Using questions to get the results you want. * Resisting persuasion: A big list of ways to avoid being persuaded. * Self-development: Becoming who you want to be. * Stress Management: Keeping it down, building it up. * Tipping: How to get a bigger tip. * Using humor: Changing minds can be (and use) fun.

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USIN

G FATE CARD

SFATE CARDS

To add to adventure and to simulate some of the many things that can happen daily in an advertising agency, this simulation has fate cards. On the first day after the agencies are formed, each agency draws one fate card. Some fate cards help the agency; some do not. The fate cards give each agency opportunities to earn or to lose income. Fate may just make a slight difference between a highly successful and profitable agency and a agency that never quite makes a profit. Unexpected New Income from an old account adds $1000 to your balance.An error on last year’s income tax costs the agency $750 in back taxes.Do some research before the fate card takes affect- You will earn a $900 bonus if by tomorrow, you provide Mrs. Potokar with two newspaper ads that use one of the advertising strategies to help sell a product.

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AD AG

ENCY RO

LESAD AGENCY ROLES

All students are assigned one major role in their team. In addition to the responsibility of your role, you will be graded on your individual designs that the team has decided upon for the presentation to the juried panel of experts. If you are absent during this mock ad agency, you are responsible to report to your Art Director to complete the work so your team does not fall behind.    Art Director

Practice Presentation Vision and mission of team Oversee presentation DAILY TEAM CONTACT! Marketing Weekly financial excel report Excel account maintained Fate cards: pick and record Identify target audience and ad types

Creative (Designer) Presentation giveaway Presentation look 

Writer Body Copy Headline Slogan Editing Psychologist Company is shown in a Positive light Double meaning Color Target Audience Photographer Video commercial Bring together the Parts – whole

presentation Products for ads

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COLO

R PSYCHO

LOG

Y & M

ARKETING

COLOR PSYCHOLOGY & MARKETING

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EXAMPLE BU

SINESS SU

MM

ARYMarket Share by Division

Product Division 2002 2003 2004 2005

Electronics 10.3 % 12.1% 13.2% 17.0%

Consumer Goods 1.3% 2.3% 2.2% 2.7%

Services 12.0% 11.0% 8.9% 9.2%

Widget Sales 78.0% 82.3% 82.5% 84.0%

Installations 5.3% 7.9% 12.2% 15.1%

1) Percentages based on domestic comparison to competitors in directly related industries.

2) Percentages based on standing at the end of each fiscal year.3) Values provided by a third party agency.

Organizational Structure

Business Process Model

Summary

Example: This has been a pivotal year for the company in growth, but also in development of our infrastructure and business processes. We’ll continue to focus on our internal systems over the next year.

Specific growth areas include Electronics where (your Company Name) has seen a 6.7% increase in market share over the last three years. An area to monitor closely is the Services division, where market share has dropped slightly.

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EXAMPLE AN

NU

AL REPORT

Fiscal Year 2010 Annual Report (Millions)

Quarter Ended 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Total

Fiscal year 2003

Revenue $7,746 $8,541 $7,835 $8,065 $32,187

Gross profit 6,402 6,404 6,561 6,761 26,128

Net income 2,041 1,865 2,142 1,483 7,531

Basic earnings per share 0.19 0.17 0.2 0.14 0.7

Diluted earnings per share 0.19 0.17 0.2 0.14 0.69

Fiscal year 2004

Revenue $8,215 $10,153 $9,175 $9,292 $36,835

Gross profit 6,735 7,809 7,764 7,811 30,119

Net income 2,614 1,549 1,315 2,690 8,168

Basic earnings per share 0.24 0.14 0.12 0.25 0.76

Diluted earnings per share 0.24 0.14 0.12 0.25 0.75

Fiscal year 2005

Revenue $9,189 $10,818 $9,620 $10,161 $39,788

Gross profit 7,720 8,896 8,221 8,751 33,588

Net income 2,528 3,463 2,563 3,700 12,254

Basic earnings per share 0.23 0.32 0.24 0.34 1.13

Diluted earnings per share 0.23 0.32 0.23 0.34 1.12

1) Includes charges totaling $750 million (pre-tax) related to the Fabrikam settlement and $1.15 billion in impairments of investments.

2) Includes stock-based compensation charges totaling $2.2 billion for the employee stock option transfer program.

3) Includes charges totaling $756 million (pre-tax) related to Contoso subsidiaries and other matters.

Market Risk

Fiscal Year 2010

22%

28%25%

25% 1st Qtr2nd Qtr3rd Qtr4th Qtr

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr0

2000400060008000

10000Gross Profit Net Revenue

Interest rates Currency rates Equity prices Commodity prices0

40

80

120

160

200

2004 2005 Average

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HO

W TO

SET UP A D

ESIGN

BRIEFPROJECT GOALSCOMPANY PROFILE

Identify your primary audience and address new markets you want to reach. Be specific with any demographic figures about your audience that you have. These figures will be useful to the designer. Include age, gender, household income level, occupation, and geographic location.

Providing budget expectations will give the designer a good idea of the type of solution they will be able to provide. With holding this information for fear of being over charged is a common misconception about working with designers. Start with honesty up front and most likely you will receive good service in return. Let your designer know if there is a specific deadline, such as a holiday or special event, that has to be met.

TARGET AUDIENCE

Introduce your company with a short description of your organization. Tell your designer:

What product or service you provide. A company mission statement or philosophy Give a concise company history Describe your company niche and industry sector

If your project will involve the approval of other people in the organization make sure they have helped you write the brief or thoroughly reviewed it. Resolve any differences now to ensure the brief is as effective as possible. Also explain the approval process. It is helpful to include an organizational diagram of how the team will work together.

Start a “swipe file” of any visuals you like as you prepare the brief. Design is a visual medium so a verbal description of “the cool web site with a taupe background” has little meaning. Include a few of these examples in the brief describing what you like about the colors, imagery and typography. Also attach samples of your company's current marketing materials for further reference.

Write with professional language but you can also include a voice that reflects the unique personality of your company. Review and refine the brief before sending it out. This is the first step of the project and the attention spent now will guide its future success.

Define the project and desired outcomes. Good design can influence the success of a company but clear goals must be set. Sitting down to write the design brief will help you set those goals. For example, do you want to:

Design a direct mail piece to generate holiday sales? Design a web site with online store to reach young

athletes? Rebrand to reflect the changes in your company?

Share how these goals will be measured if testing or evaluation of the project is planned.

BUDGET & SCHEDULE

BUY IN

DESIGN EXAMPLES

TIPS

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CREATIVITY IN TH

E DESIG

N W

ORLD

THE CREATIVE ATTITUDECREATIVITY KEY CONCEPTS

1. creative abilities can be exercised and strengthened.2. creativity is needed to be an accomplished problem

solver.3. creativity involves imagination4. creativity and experience are complementary skills5. creativity involves phases: Maslow sites inspiration,

working out and development of the inspiration6. Experience helps you learn new skills-skills in

themselves are not the creative part7. creative inquiry-ask questions-the goal of the art

teacher is to guide the students into thinking deeply and originally so they make individual choices.

8. willingness to take risks9. creativity blooms best in an environment of relaxed

awareness10. creativity requires a positive attitude11. creativity is strengthened with motivation12. understand what blocks your creativity; emotional,

perceptual, cultural blocks

 Begin by asserting the simple statement “I am creative” Affirm your own creative abilities will minimize debilitation self-doubts and create a positive mind set that ; is an essential aspect of the creative attitude. Learn to relax. Being physically tense or mentally uptight is a crippling liability. Trying too hard to solve a problem sometimes moves you away form the answer. Learn to suspend your judgment for awhile. Give your imagination the green light and don’t stop.  Open your awareness and perceptions. Question, search, break down the problem into manageable components. Be receptive to your rhythms. Begin to trust your instincts and your hunches. Certain times of the day your minds are sharp and focused. Learn to take advantage of this ebb and flow to make the most of your creative energy. Give yourself permission to be creative. Learning to relax is part of it. Give yourself permission to be silly. Learn to accept your own self-worth. No criticism, no comments, no second guessing.

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CARETIVE CON

DITIO

NS

CREATIVITY CONDITIONS

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HO

W CREATIVITY W

ORKS

  

C. Cultural Blocks are caused by attitudes in society and among our peers that inhibit creativity. They define what is right and wrong.

i. “Now, let’s be logical” linear thinking is top dog. Intuit thinking, feelings are underdogs in our society.

ii. Role stereotyping. The assumption that gender determines our abilities is an example of a cultural block.

iii. Playing is for kids. As adults, we are expected to grow up and not play. Being creative means being able to play, with ideas, materials and reality.

iv. Fantasy and dreams are bad. Society teaches us that too many fantasies can be a symptom of maladjustment. Try to daydream.

v. Thou shalt try nothing new. Tradition, status quo are known, liked and comfortable. Change is unknown, disliked, and anxiety producing

1. You need a desire to flex your creativity2. Dreams are imaginative pieces of pure fantasy, short stories, plot,

rich symbolic references, visual imagery contribute to creativity.3. Creativity can be stunted by blocks A. Emotional Blocks

i. Fearii. Need to conformiii. Frustrationiv. Inappropriate motivation; boredom, not challenging,

too muchv. A tendency to judge ideas. Creativity requires a

positive outlook not a negative judgmental onevi. An intolerance for chaos may cause you to select a

solution prematurely resulting in a wrong or incomplete solution. Defer closure, incubate, make better choices

vii. Ego & self satisfaction-don’t commit to soon B. Perceptual Blocks involve your perceptions of a problem

as your mind goes about solving it.viii. Poor problem definition-Do you understand the

problemix. Using the wrong approach-use the right language

1. a drawing/diagram2. a mathematical equation3. words-written or spoken4. sounds5. emotion6. time7. physical change-movement8. logic9. intuition

x. using incorrect dataxi. failure to use your senses-each sense is a type of

language for creative problem solvingxii. the inability to use all of your abilities-behavior

repertoires vary in individuals. They are determined by our attitude towards ourselves. To be more creative, learn how to expand your repertoires and learn not to say “I Can’t”

 

HOW CREATIVITY WORKS

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GEN

ERATING

CREATIVE IDEAS

HOW TO CREATE IDEAS

Creativity is the ability to solve problems in imaginative ways. There are five steps that will help the search for new ideas.1. define the problem2. assemble all the information3. ideate (conceive or imagine) many solutions4. incubate, rest, and relax5. evaluate which idea is best. Here are 12 strategies to ideate a solution.6. Organize the problem by breaking it down into related sub-problems7. Make a list. One idea naturally leads to another. You have a written record.8. Free associate the subconscious mind often makes connections that the conscious mind is unable to perceive.9. Use a checklist10. Force connections11. Brainstorm12. Non-verbalize; visual, auditory, kinesthetic.13. Sketch or doodle14. Feel the solution: ask your self, What does it feel like?15. Communicate with the subconscious-lie awake for a few moments as you transition from sleep to an awake state.16. Play-relax some of the controls you live with all day.17. Incubation may resolve itself to drop the problem .

1. Do nothing, go for a walk, go fishing. What you are doing is putting the subconscious mind to work on the solution. Recognize the power of incubation but inspiration favors the prepared mind. It is only the lazy thinker who sits and waits for the flash of genius that may never come.

How to be More Creative, David D. EdwardsSummary by Pat Potokar       

CLIENTS SEMESTER 1Hinsdale Central High School

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CAMPAIG

NS

Organizational Structure

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DESIG

N BRIEF

THE DESIGN BRIEF

      

JOB NUMBER 2010.01.1

COMPANY NAME

COMPANY PROFILE

PROJECT GOALS

TARGET AUDIENCE

BUDGET AND SCHEDULE MAP

BUY IN

DESIGN EXAMPLES

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DESIG

N BRIEF

THE DESIGN BRIEF

JOB NUMBER 2010.01.____

DUE DATE

ART DIRECTOR

PHOTOGRAPHER

MARKETING

PSYCHOLOGIST

WRITER

CREATIVE

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DESIG

N BRIEF

THE DESIGN BRIEF

      

JOB NUMBER 2010.01.____

SLOGAN

PRODUCT 1

PRODUCT 2

PRODUCT 3

PRODUCT 4

PRODUCT 5

PRODUCT 6 (IF 6 IN GROUP )

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DESIG

N BRIEF

THE DESIGN BRIEF

      

JOB NUMBER 2010.01.____

LOGO NEW OR EXISTING

TRENDS IN THE MARKET

COMPETITORS

PANTONE COLORS -SPOT

CMYK 4 COLOR PROCESS

COLOR ANALYSIS

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COLLABO

RATION

COLLABORATION

      

Collaboration Means… It Does Not Mean…

• Divide up assignment into individual tasks for each group member

• Copy group members’ work or give answers to people in your group

• You can only explain your “section”

• Expect your group members to do your share of the work

When in doubt, ask yourself…Would your teacher approve of my “collaboration”?

• Students work together toward a common solution or product

• All members share equal responsibility from start to finish

• Each group member understands all aspects of the group’s work

• Being responsible for your presence and share of the work

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ArtAssessment

The art of praiseThe art of critique and the art of praise are entwined. Be specificPick a significant part. Focus on the specifics saying what the person did well, what was done poorly and how it could be changed. Offer a solutionLike all useful feedback, the critique should point the way to fix a problem if one exists. Be PresentCritiques, like praise, are most effective face to face. Allow the person receiving it an opportunity to respond or clarify. Be SensitiveThis is c a call for empathy. Be attuned to the impact of what you say and how you say it on the person at the receiving end of you criticism. Receiving AdviseAdvise to those on the receiving end of criticism include: How to do it BetterSee Criticism as valuable information about how to do better, not as a personal attack. Take ResponsibilityWatch out for the impulse to be defensive instead of taking responsibility. Work TogetherSee it as an opportunity to work together with the critic to solve the problem. Watching and ReceivingHow can you assess the shadow “between idea and reality, between motion and the act?” (T.S. Elliot, The Hollow Men)

Judge’s Rubric

Ad Agency Rubric

CLIENTS SEMESTER 2Hinsdale Central High School

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CAMPAIG

NS

Organizational Structure