Advertising+WebQuest

TEKS: 5A, 5B, 7E, 8B, 8E, 9A, 9B, 9C, 9D, 10A, 10G, 10H, 12E, 12C
 * ​​Advertising Web Quest **

You will take on the role of a Copywriter and design a campaign for a specific product.
 * Introduction**

A copy editor is someone that writes, proofreads and edits copy brochures, print and other documents for a living. The starting salary for a Copywriter in our area is about $40,000; but with experience a copywriter can earn as much as $100,000. www.salary.com  Explore a Copywriter's website to get a better idea of what she does: kristaralynch.com/k/work.html Here is the company she works for: www.rehak.com/index.shtml Look through the examples of what they do.

To develop an appealing, professional advertising campaign. You will become an expert in the types of advertising techniques. This will not only help you design a better campaign, but it will also help you be aware when you encounter advertisements in the everyday life.
 * Purpose**

You will work with a partner to gather information about advertising and use that information to develop an advertising campaign for your product. In order to do a quality job on any project, it is important to research the options. This adventure begins with a little exploration on the web. You will define propaganda techniques, make an outline of historical ads, learn the necessary elements in a good ad promotion, listen to famous slogans, and critique ads found on the internet. After you’ve developed an understanding of propaganda techniques, you’re ready to develop your own ad campaign. Choose one of the five products listed below to develop an Ad Campaign around (it will be an original company) · A Toy · A Car · An article of clothing · A Music CD · A Book · A Professional Sports Team · A Shampoo
 * Task**

Step 1:** **Investigating Advertising Techniques** In your own handwriting, list and define the common advertising techniques listed here. (EACH group member must turn their own handwritten paper in for a grade) []
 * Process

Find examples of seven of the techniques from online advertisements. Save a copy of the advertisement and put in a PPT presentation. The presentation must include a picture of the ad and an explanation of the sample technique used. You will add to the presentation in step 3 and 4. Save a copy in your LMS group folder so both partners have access all the time.(I added to remind the students where to save for sharing) You will complete one presentation for both partners. Here are some websites to help you get started.  Professional Advertising,  Ad Access,  Magazine Ads,  Estenet  If these sources do not work for you, then look for your own. Remember, all ads must be school appropriate (that means no beer, cigarettes, or nudity).
 * Step 2:** **Examples of Advertising Techniques**

**Step 3:** **Past Advertising** It is wise to learn from the past, for it helps us live better in the future. Explore the history of advertising. Develop a timeline that outlines at least ten popular advertising campaigns from the 1920’s through the 1990’s. Be sure to include some war propaganda from the WWII era. You will add a slide to your presentation of the timeline. Some Resources for #3: [|Brief History], [|Reader's Companion] , [|1850-1920] This link is out of the scope of what we asked them to do. ​, [|19th Century] , [|Classic TV] , [|Historic Ad Campaigns]
 * If these sources don't give you enough information, try your own search for advertising timelines, advertising campaigns, etc.

On the next slide, list ten real-life popular slogans from the last 70 years and their products. For each slogan listed, write a one-paragraph explanation of why you think the slogan listed is popular and effective. *Your explanation must include discussions of advertising techniques and insights and how the product in question successfully combined these techniques with their slogan to create a popular ad campaign **AND** include a graphic copied from the internet to accompany your analysis. In other words, you're to list the product and its slogan, and discuss the entire ad campaign that went (or is currently going with) it.
 * Step 4:** **Investigating Slogans -**

 Develop an advertising campaign for your product. It must include a [|**Slogan**]  that is used in each of the following items, and an original LOGO created in Photoshop (the logo can **NOT** just be a copy and paste of an existing logo – you may use an existing logo for a starting point, but it must be altered to be originally yours – Logos should be between 1X1 inches and 2X2 inches at 200 dpi). <span style="font-family: Arial,Helvetica,sans-serif;"> <span style="background-color: #ffffff; color: #000000; font-family: Arial,Helvetica,sans-serif;">**Step 6: Ad Campaign Kickoff:** <span style="background-color: #ffffff; color: #000000; font-family: Arial,Helvetica,sans-serif;">Turn in the following **BEFORE** you do any work on Step 7:
 * Step 5:** **The** **Logo**
 * <span style="font-family: Arial,Helvetica,sans-serif;">List the members of your group,
 * <span style="font-family: Arial,Helvetica,sans-serif;">the product you chose and the company name,
 * <span style="font-family: Arial,Helvetica,sans-serif;">your slogan, and
 * <span style="font-family: Arial,Helvetica,sans-serif;">a printed copy of your ORIGINAL LOGO (make sure you keep a .psd version of your logo on your :N drive that does not have flattend layers).

Each advertisement **MUST** clearly use at least one of the **Advertising Techniques** studied.
 * Step 7: The Ad Campaign -** Magazine Ads, Newspaper Ads, Flyers, and a Billboard
 * 1) Magazine Ads:
 * EACH person will create a magazine advertismentusing Photoshop or InDesign. (Individual grades) (If using Photoshop do not rasterize any type.)
 * Magazine ad should be a full page 8.5 x 11 inches with 150 dpi. //Shouldn't this be 300 dpi for print? Yes //
 * Each Ad must use the same slogan and logo, and color scheme, but be different in every other aspect
 * 1) Newspaper Ads:
 * ​Each person will create a newspaper Ad using Photoshop or InDesign. (If using Photoshop do not rasterize any type.
 * Newspaper ad should 5 x 3 inches, 200 resolution
 * Newspaper ads are BLACK and WHITE - absolutely NO COLOR
 * 1) Flyers:
 * Each person will create a flyer using Photoshop or InDesign.
 * Flyer should be 8.5 x 11 and should look VERY different from the magazine and newspaper advertisement
 * 1) Billboard: // I like this aspect. This could be for bonus points or an extension activity if one of the partners are faster than the other. I do too. I think so too.  //
 * Find a "Billboard" photo off the internet and save it to your :N drive. It must be a **miniumum** of 1000 x 1000 pixels.
 * Open the billboard image in Photoshop, use the polygonal lasso tool to select the billboard itself and delete the existing advertisement so you are left with a bland white space.
 * Do all your work in this file, filling the blank white space with your own advertisement

Final Presentation of your Ad Campaign (each item from Step 6). Approach the presentation as if you are an advertising company presenting your ideas to a company in the hopes of being hired as their advertising company. Rubric Here is what I am thinking about doing. One daily grade that will be shared by the group and one major grade for the actual campaign that will be a major grade for them all. I will also take a daily grade for the notes in Step 1. If this takes longer than anticipated, then I will have to double the major grade. I also decided that I will make the students keep up with a timeline while they are working. This will be a daily grade as well.
 * Step 7: The Presentation**