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Creative Execution Format

OVERVIEW

The purpose of this assignment is for each team to demonstrate a thorought understanding of their recommended creative strategy and to illustrate this understaning with actual advertising executions.

Each team will submit three executions utilizing a minimum of two different mediums. For example, you may submit one radio, one tv and 1 magazine ad; or two tv ads and one magazine ad. Typically you will render your creative strategy 2 different ways i n one medium (eg magazine) then recommend one of the two renderings and produce it in the other 2 mediums you have selected.

FORMAT FOR MAGAZINE

Size: 8 1/2" x 11" full page; half page reduce accordingly (similar to Time magazine size)
Paper stock: layout bond paper which is mounted on black poster board allowing 22" margin on all sides/ Spraymount.

Format: Layout should not be rough for the client presentation. Try and make them look as realistic and professional as possible...while this is not an art class, the degree of finish should be quite tight. Headlines, Key visuals and themelines should be clearly identified. Body copy should be spraymounted on the reverse side of the ad with the copy block identified on the board. The client will be influenced by the degree of finish on your ads.

TELEVISION FORMAT

Storyboards must have a minumum of five and maximum of seven frames. Each frame should be drawn on layout bond paper with colored markers. You may purchase tv frame paper and utilize it. Mount six frames (3 across) on black poster board. Spray mount. The frames hsould be positioned in teo rows of three. A label for the product name, commericail name, and length of commercial must be in ther right hand corner. All copy should be immediately below each frame. Also supply a typed script.

RADIO FORMAT

Develop scripts utilizing the format you learned in ADV-211. All scripts must include directions for sound effects, etc. All scripts must be :60 length. You may wish to produce a final radio commercial on casette tape.

DUE DATE

Your rough visuals and campaign concepts are due to me on, April 13 or April 15. Do not spend an inordinate amount of time on the finish at this point. Make your visuals tight enough so that I can understand how you plan to execue your creative strategy. I will give feedback and suggestions which you may (at your option) include in revisions and final executions. You will then "tighten up" your work and have it finalized on April 27, 1998. We will get class feedback at that time and you may choose to re-work your creative again.

FINAL PRESENTATION:
APRIL 27, 1998

Send E-mail to Prof. Rich Lei.
or call (520) 523-2490