ADV 215: Extra Credit Assignment In this written assignment you will focus on message strategy in advertisements. Find an article in the trade press (e.g., Advertising Age, Ad Week, and Brand Week) that describes a new marketing communication campaign or program. Critique the message strategy, using the information given in the article. Then, answer the following questions: What is missing? Who is the intended target audience? If you were working on this account as a planner, how would you develop the message strategy brief? After addressing the questions, write a memo to your instructor describing the approach you would take. Include a short, but complete creative brief at the end of the memo using the creative brief outline found in the textbook or in the course lessons. Assignment Guidelines Include a citation and digital link to the article in the final report. Work carefully and thoughtfully. Use complete sentences to write a thought provoking essay to address the assignment questions. An assignment that uses only lists or bullet points (except in the creative brief) will not receive the extra credit award. DO NOT USE OR REPEAT INFORMATION FROM DISCUSSION ASSIGNMENT THREE (3). The length of the analysis should be 5-6 pages. A paper of only 4 1/2 pages, for example, will not receive the extra credit award. Use 12pt. Times New Roman font. Pages should be double-spaced with 1 in. margins all around. No bold or italicized type should dominate the page. Tabs should be no more than 1/4″. If you don’t know how to set tabs, get someone to show you how. Have your name and the page number in the header on each page. Write in business-communication style. Do not use first-person and avoid passive voice when possible. When you use sources use APA citation and reference style. Spell and grammar check your paper before turning it in. Read your paper before turning it in. Be sure to watch out for grammar and spelling errors. A final paper with numerous major errors will not receive the extra credit award. This is the Textbook we are using: Arens, W., Schaefer, D. & Weigold, M. (2017). 3rd Edition. M: Advertising. Dubuque: McGraw-Hill Education. ISBN: 9781259815942
