ERIC Number: ED245240
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
Using Student Agencies to Produce Mini-Campaigns in the Principles of Advertising Course.
Lynn, Jerry R.; Gagnard, Alice L.
The use of mini-campaign projects in an introductory course in advertising can (1) provide students with actual experience in dealing with real advertising problems; (2) bring classroom lectures and laboratory assignments into a "real-world" perspective; (3) give students a broader perspective of advertising; (4) bring students into contact with persons they will be working with: printers, photographers, clients, artists, advertising representatives; and (5) help students decide whether advertising is an appropriate career choice. Students are divided into small groups and given an assignment that calls for the development of a marketing advertising plan, rough layouts and storyboards, and finished copy for ads and commercials, as well as the preparation of a media schedule and budget. The assignment also calls for a typewritten report and an oral presentation that include all the elements of campaign planning: situation analysis, marketing objectives and strategies, creative tactics, media objectives and strategies, media schedule, budget, and evaluation. Such mini-campaigns have been incorporated into the advertising program at Marquette University (Wisconsin), and by the time a student completes the program, he or she will have participated in at least four major advertising campaigns. (HOD)
Publication Type: Guides - Classroom - Teacher; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).