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The Process
Your Advantage Advertising team has many tasks ahead of you in order to complete a comprehensive advertising portfolio for Beyond Average, Inc. You have decided to split the work into the following phases so that you can concentrate on each phase one at a time. The numbered phases must be done in order. However, the lettered phases can be completed in any order that your team decides to tackle them.
Phase 2 - Researching Elements of Design
Phase 4 - Above and Beyond Logo and Slogan
Phase 5 - Above and Beyond Letterhead and Business Cards
Phase 7 - Product Logo and Slogan
Phase B - Product Print Advertisements
First you'll be assigned to a team of three students. Your team is the Advantage Advertising Agency.
Within your team you will have to look at your individual talents and decide who will be best in each of the three following roles:
Once you've picked a role to play, your team needs to do a little research to review the elements of effective design. Look through the links below for ideas.
Elements of Advertising Design
Spyders Empire Design Elements
Next, you need to decide on the age and socio-economic group to whom you will be trying to sell the new Above and Beyond product line. Look through the types of products that will be marketed by this new line and decide who your target audience should be. Begin to fill out the Layout Specs Sheet to record your ideas.
Above and Beyond Products (Look through all four pages of the Awesome Gadgets and Gizmos on this web site and imagine that these are some of the products from the Above and Beyond product line.)
Keeping with your design roles, come up with an Above and Beyond logo and slogan that will fit the entire product line and its target audience. Look through the examples on the sites below for inspiration.
Q1 Communications - Logo Examples
Create general letterhead and business cards that contain the logo and slogan for the Above and Beyond employees. Use Microsoft Publisher and its catalog to help get you started. View some of the samples on the sites below.
Look back through the products manufactured for the new Above and Beyond product line. Choose one product to focus your advertising portfolio around. (You can choose a product from the Awesome Gadgets and Gizmos page or you can use a product or invention that you have previously created and it can be included as a part of the Above and Beyond line of products.) Go back and look at the Layout Specs Sheet to record further information.
Create a logo and slogan for your chosen product while still keeping your target audience in mind. Review these Web sites if necessary.
Q1 Communications - Logo Examples
For the Letter Phases that follow, you will be using your chosen product from the Above and Beyond line to create the media advertisements for this one product. Remember to use the product logo and slogan that you designed in each piece of advertising media you create.
Products always come in some type of packaging and this one is no exception. Decide what type of packaging would be best for this particular product and use the elements of design that you are now familiar with to create a package that will capture a consumers attention and make him/her want to buy it. Remember your target audience and think about the important information that a consumer might be interested in knowing, that will need to be placed on the package. Use any desktop publishing program that you are familiar and comfortable with to create the packaging for this product.
There are many ways to advertise a product in print. Your team needs to decide on at least one type of print advertisement for your chosen product. Be sure to discuss and choose the best type of print advertisement for both your product and your target audience. Examples of print advertising includes:
Use the "Print Ad Example Folder" in the classroom for ideas as well as the link below. Use any desktop publishing program you are familiar and comfortable with to create your print ad(s).
Television is a large part of everyday life in the U.S. and around the world. Therefore some of the most effective advertising is done through commercials and infomercials. Your team needs to decide if a commercial or an informercial will be best to showcase your chosen product. Use the links below to look at some examples of short and long form television advertising. Also review the video tape of commercials and your notes on those discussed earlier in the course. Finally, look at the Television Advertising Worksheet to map out what you want to do.
Using PageMill, your team needs to create a Web site to both showcase and sell the chosen product. Your web site should include a product advertisement page with all necessary information and also link to an order form page where the product can be ordered online. Don't forget to include the Above and Beyond logo and slogan as well as the product logo and slogan on the site. Look at the following links for ideas on designing an advertisment Web page.
You have completed all of the research, design and development for the Above and Beyond product line as well as the one product you will be showcasing. Now you are at the most crucial stage of the portfolio process ... the BIG SELL.
Your final task as a team is to put together a PowerPoint presentation showcasing your ideas and hard work. You will have to create a visual presentation showing all of your design creations as well as using keypoints to discuss the reasons behind each of your decisions. Remember, you are going to try to sell your ideas to Ima Bigwig, the CEO of Beyond Average, Inc. Make your ideas clear in a way that she can easily see and understand why you have made the choices you have and why they will be the best ways in which to sell the new Above and Beyond product line. You will also need to decide how you will orally present your information to Ms. Bigwig while using the PowerPoint presentation as your portfolio. Make it informative, creative, and memorable. Your company's future could be resting on this client!
