Creative Portfolio

Creative PorTfolio

Sabah  Sohel

ProF.  Cobb  Walgren
MK  4300

Date:  4/16/2015

The Family Circle reader is a busy mom raising tweens and teens. Her top priority and greatest joy
is her family. She multi-tasks every day because she is doing it all—from running her household to
being involved in her kids lives and getting dinner on the table. She looks forward to her
well-deserved breaks and enjoys taking time for herself.

............................................................................. ...........................................................................

2015 National Rates Print Demographics

............................................................................. ...........................................................................

4-Color Audience (000)

Full Page $330,100 TOTAL WOMEN 16,273
2/3 Page $255,200
1/2 Page $201,300 AGE
1/3 Page $159,500
Center Island $217,900 18-34 1,933
18-49 6,300
Two Color $323,500 25-49 5,967
$241,200 25-54 7,782
Full Page $195,600
2/3 Page $133,600 Median Age 55
1/2 Page
1/3 Page RATE BASE: 4 MILLION

Black & White ............................................................................

Full Page $277,700 Cost Per 1000 Impressions
2/3 Page $203,700
1/2 Page $162,400 ............................................................................
1/3 Page $110,200
1/6 Page $56,500 CPM = COST OF ONE INSERTION X 1000
(FOUR COLOR, FULL PAGE)

RATE BASE CIRCULATION

Covers-Non Cancelable

Second Cover $432,400 CPM = $ 330,100 X 1000
Third Cover $399,300
Fourth Cover $514,800 4 MILLION



Table  of  Contents

PART  I
Advertising  Evaluation  TEMPLATE                              1
Eggo  Ad  evaluation                                                              2-­3
Hilshire  Farm  AD  Evaluation                                                                    4-­5
Curel  Ad  Evaluation                                                                                                        6-­7
OSCAR  MAYER                                                                                                                                            8-­9
PART  2
Creative  Portfolio  InsTRUCTIONS                       11-­12
ADVERTISING  THEN  AND  NOW  HANDOUT                                    13
CYCLE  OF  ADVERTISING                                                                                                14-­15
PRILOSEC  “MR.WHIPPLE”  AD                                                      16
TYLENOL  “MR.  BERNBACH”  AD                                                                              17
LIPTON  CREATIVE  BRIEF  HANDOUT                                                              18
LIPTON  CREATIVE  AD                                                                                                                      19
BEFORE  YOU  PUT  PEN  TO  PAPER....                                   20
NEW  AND  IMPROVED  HANDOUT                                          21
SUNSETTER  NEW  AND  IMPROVED  AD                                            22-­23
AIR   ASIA  SYNERGY  AD                                                                                                                24
PBR  NON-­TRADITIONAL  AD                                                                                          26
CAMPBEll’s  VISUAL  AD                                                                                                          27
FUN  HILLSHIRE  FARM  AD                                                           28
APPENDIX  A                                                                                  30-­31

PART  ONE

                                                                   

!









)JMMTIJSF'BSN

5"(-*/&#FDBVTFJUōT8PSUI%PJOH3JHIU
.&%*"7&)*$-&'BNJMZ$JSDMF
16#-*$"5*0/%"5&"QSJM
13*."3:5"3(&5.PUIFST
13*."3:#&/&'*52VJDLZBOEFBTZUPNBLFNFBMTXJUI

453"5&(: &9&$65*0/

5IJTBEVTFTUIFQSPEVDUGFBUVSF 5IFBEVTFTBEFNPOTUSBUJPOTUZMFPG

SBUJPOBMTUSBUFHZ5IFSFBEFSTPGUIJT FYFDVUJPO*UTIPXTUIFTBVTBHFTGVMMZ
NBHB[JOFBSFNPTUMZCVTZNPUIFSTXIP
BSFMPPLJOHGPSXBZTUPNBLFBGBTUBOE DPPLFEJOBNFBMBOEJODMVEFTBSFDJQFPG
EFMJDJPVTNFBMGPSUIFJSGBNJMJFT5IF
FNQIBTJ[FTUIFRVJDLOFTTPG IPXUIFNFBMXBTFBTJMZDSFBUFE
QSFQBSBUJPOJOUIFTVCIFBEJOHBOE
4UPQQJOH1PXFSBOE$MBSJUZ5IF

BQFUJTJOHWJTVBMPGUIFŏ4BVTBHF"MGSFEPŐ

EJTIIBTTPNFTUPQQJOHQPXFS5IFBEJT

WFSZDMFBSJONFTTBHFUIBUUIFTBVTBHFTBSF

TIPXTBWJTVBMPGUIFEJTIUIBUDBOCF GBTUBOEFBTZUPQSFQBSF
DSFBUFEXJUIUIFJSTBVTBHF5IFZBMTP
4UZMFPG-BZPVU5IFBEVTFTB1JDUVSF

JOMDVEFUIFSFDJQFVOEFSOFBUI3FDJQFT 8JOEPXTUZMFPGMBZPVU5IFWJTVBMUBLFTVQ
BSFVTVBMMZWFSZQPQVMBSXJUIDVTUPNFST NPTUPGUIFQBHFBOEUIFSFDJQFJTTUZMJ[FE
BTDPQZVOEFSOFBUIJU5IFIFBEMJOF
5IFSFDJQFJTBMTPDMFWFSMZFEJUFEUP IPXFWFSJTPOUIFWJTVBMJOTUFBEPG
TIPXIPXVTJOH)JMMTIJSF'BSNTBVTBHFT VOEFSOFBUIJU

DBODVUEPXOUIFUJNFUPNBLFBNFBM %FTJHO1SJODJQMFT5IFNFTTBHFJT
GSPNIPVSUPNJOVUFT
DPOTJTUBOUUISPVHIPVUUIFBEDSFBUJOHB

$3&"5*7*5: VOJUZCFUXFFOUIFFMFNFOUT5IF)FBEMJOF
ŏ%POōU#F$IJDLFOŐTFFNTPVUPGQMBDFBU

5IFBEPWFSBMMJTOPUWFSZDSFBUJWF*U ţSTUBTUIFWJTVBMTIPXTBTBVTBHFEJTICVU
MPPLTMJLFBUZQJDBMGPPEBE5IFSFDJQF UIFFEJUFESFDJQFIFMQTJOUJFJUUPUIFFOUJSF
JTIPXFWFSFEJUFEDSFBUJWFMZUPSFMZUIF BE5IFWJTVBMJTWFSZCPMEBOEEPNJOBOUBOE
NFTTBHFPGUIFBE UIFCBMBODFJTBMJUUMFPŢTFUCZUIFTNBMM
GPOUVTFEGPSUIFSFDJQF5IFBEGPMMPXTB

(3"%&# WFSUJDMFWJTVBMQBUI
GSPNUPQUPCPUUPN

5ZQFPG)FBEMJOF$PNNBOE
& W B M V B U J P O P G 5B H M J O F 5 I F U B H M J O F J T O P U

VTFEJOUIJTBE
CVUJUSFTPOBUFTXJUIUIF

PWFSBMMNFTTBHF5IFZFWFOJODMVEFUIF

SFDJQFUPTIPXZPVIPXUPCFŏ%PJOH JU


3J H IU Ő



$VSFM

5"(-*/&4FFUIFDVSFJO$VSFM
.&%*"7&)*$-&'BNJMZ$JSDMF
16#-*$"5*0/%"5&"QSJM
13*."3:5"3(&58PNFO
13*."3:#&/&'*56MUSB)FBMJOHGPSESZTLJO

453"5&(: &9&$65*0/

5IF$VSFMBEVTFTBQSPEVDU 4UPQQJOH1PXFSBOE$MBSJUZ5IFBE
GFBUVSFSBUJPOBMTUSBUFHZ5IFBEōT
WJTVBMBOENFTTBHFFNQIBTJ[F EPFTOPUIBWFNVDITUPQQJOHQPXFS5IF
UIFŏ6MUSB)FBMJOHGFBUVSFPGUIF WJTVBMGFBUVSFTBMPUJPOBOEJUJTOPUWFSZ
QSPEVDU5IFMPUJPOJTBMTP JOUFSFTUJOH*UJT
IPXFWFS
WFSZDMFBSJOJUT
Ő%FSNBUPMPHJTU3FDPNNFOEFEŐ NFTTBHJOH
XIJDICVJMETPOUIFDSFEJCJMJUZPG
UIFBE5IFBEJTSVOOJOHJO"QSJM
4UZMFPG-BZPVU5IFBEVTFTB1PTUFS
UIFCFHJOJOHPG4QSJOHXIFO
XPNFOBSFTUBSUJOHUPTIPXNPSF TUZMFPGMBZPVU5IFWJTVBMPDDVQJFTUIF
TLJOBOEUIFBEJTGFBUVSJOHUIF FOUJSFTQBDFBOEUIFNFTTBHJOHJTQMBDFE
MPUJPOōTFYUSBIZESBUJOHRVBMJUJFT PWFSUIFWJTVBM
UPUIFN
%FTJHO1SJODJQMFT5IFSFQFBUJOHDPMPST
$3&"5*7*5:
PGUIFBOEUIFNFTTBHJOHPGUIFBEDSFBUFE
5IFBEJTPOMZTMJHIUMZDSFBUJWFJOJUōT BVOJţFEEFTJHO5IFWJTVBMJTWFSZ
VTFPGUIFSPVHICBSLUPJNQMZSPVHI CBMBODFE
UIFTIBQFTBSFBMMBMNPTUUIF
TLJO0UIFSXJTFJUMPPLTMJLFBOZPUIFS TBNFTJ[FBOEUIFCMVFOFHBUJWFTQBDF
MPUJPOBEJOUIFNBHB[JOF CFIJOEUIFCPUUMFDSFBUFTBTPGUGFFM
DPNQBSFEUPUIFSPVHICBSL5IFCPUUMF
(3"%&$ CFUXFFOUIFCBSLJTWFSZEPNJOBOU*UJTUIF
ţSTUUIJOHZPVOPUJDFXIFOZPVMPPLBUUIF
BE5IFBEGPMMPXTBŏ$ŐWJTVBMQBUI5IF
QBUITUBSUTXJUIUIFDPQZUIBUJTUPUIFUPQ
SJHIUPGUIFSFECPMEŏ6MUSB)FBMJOHŐMBCFM
PGUIFCPUUMFBOEFOETBUUIFUBHMJOFUIBUJT
UPJUōTCPUUPNSJHIU

5Z Q F P G ) F B E M J O F # F O F ţ U
"OBMZTJTPG#PEZ$PQZ5IFCPEZDPQZ

VTFTBMJUFSBUJPO*UJTWFSZTIPSUBOETJNQMF

POMZUBMLJOHBCPVUUIFCFOFţUPGUIFMPUJPO

& W B M V B U J P O P G 5B H M J O F 5 I F U B H M J O F U J F T

UIFNFTTBHFPGUIF"EUPHFUIFS*U
FNQIBTJ[FTUIFXPSEŏDVSFŐXIJDICSJOHT
VTCBDLUPUIFŏ%FSNBUPMPHJTU
3FDPNNFOEFEŐNFTTBHJOHBOETQFBLTGPS
UIFDSFEJCJMJUZPGUIFQSPEVDU



0TDBS.BZFS

5"(-*/&*UōT)PMJEBZ
"OZ%BZ'PPE*UōT0TDBS.BZFS
.&%*"7&)*$-&'BNJMZ$JSDMF
16#-*$"5*0/%"5&"QSJM
13*."3:5"3(&58PNFOXJUIGBNJMJFT
13*."3:#&/&'*53PBTUFE)BNXJUIHSFBUUBTUF

453"5&(: &9&$65*0/

*OUIJTBE0TDBS.BZFSVTFTB 4UPQQJOH1PXFSBOE$MBSJUZ5IFBE

QSFNQUJWFSBUJPOBMTUSBUFHZ5IFZ NBZIBWFTPNFTUPQQJOHQPXFSGPS
DMBJNUIFOPUJPOUIBUZPVDBO
IVOHSZSFBEFSTXIPXJMMOPUJDFUIF
UBTUFUIFIPMJEBZTJOUIFN5IJT TBOEXIJDI5IFBEJTWFSZDMFBSXJUIJUōT
DBOCFBWFSZHFOFSJDDMBJNBTBT NFTTBHJOHBTJUJTFNQIBTJ[FEJOUIF
QFPQMFFBUIBNEVSJOHUIF
WJTVBMBTXJMMBTUIFNFTTBHJOH
IPMJEBZT5IJTXPSLTPVUGPS
4UZMFPG-BZPVU5IFBEVTFTB1JDUVSF
0TDBS.BZFSTBTUIFZBSF
XJOEPXTUZMFPGMBZPVU5IFWJTVBMUBLFT
EPNJOBUJOHUIFMVODINFBUT
VQUXPUIJSTPGUIFTQBDFBOEUIFOUIF
TFHNFOU5IFJEFBPGUIFIBN
IFBEMJOFBOEDPQZGPMMPXT
UBTUJOHMJLFIPMJEBZIBNHJWFT %FTJHO1SJODJQMFT5IFWJTVBMBOEUIF

UIFJSQSJNBSZUBSHFUTBTFOTFPG NFTTBHJOHPGUIFBEBSFBMNPTUJOUIFJS
UIFBVUIFOUJDUBTUF
PXOCMPDLT
QMBDFEPOFBGUFSBOPUIFS

BOEUIFBEUIFSFGPSFGFFMTWFSZ

$3&"5*7*5: VODMVUUFSFE
VOJţFEBOECBMBODFE5IF
TBOEXIJDIJOUIFWJTVBMJTUIFNPTU
5IFBEJTRVJFUDSFBUJWF5IF EPNJOBOUPOUIFQBHF5IFNFTTBHJOH
WJTVBMFNQIBTJ[FTUIFNFTTBHF CFMPXJUDSFBUFTBTPGUPGMFBEJOHMJOFUP
PGUIFBEXJUIBIBNTBOEXJDI UIFQJDUVSFPGUIFQBDLBHJOHBOEUIF
TIBQFEMJLFBDISJTUNBTUSFF PUIFSDPQZCFMPXJU5IFBEDMFBSMZVTFT
PSOBNFOU*UEFNPOTUSBUFTUIF UIFWFSUJWBMWJTVBMQBUI
IBNJOBTBOEXIJDIXJUIPVU
NBLJOHJUMPPLCPSJOH 5Z Q F P G ) F B E M J O F # F O F ţ U
"OBMZTJTPGUIF#PEZ$PQZ5IF

NFTTBHJOHJOUIFCPEZDPQZJTWFSZ

(3"%&# SFEVOEBOU5IFZTBXUIFTBNFUIJOJO
UIFDPQZBTUIFZEPJOUIFIFBEMJOF

" O B M Z T J T P G U I F 5B H M J O F 5 I F U B H M J O F

JTWFSZSFMFWBOUUPUIFBE*UDPVME

FŢFDUJWFFWFOSFQMBDFUIFIFBEMJOF

PART  TWO

                                                                   

MKT 4300 CREATIVE

30% of Final Grade.
Refer to syllabus for additional instructions.
Part 1 – Evaluation of 4 Magazine Ads using Advertising Template
plus Analysis of Press Kit.
Part 2 – Complete the assignments below. Chapter Titles refer to
Luke Sullivan’s Hey Whipple, Squeeze This! (4th edition)

Place assignments for Part 2 in the following order in a portfolio with acetate sleeves. Where a
separate handout is provided for an assignment, place the handout on the left and your work on
the right. Before turning in, add Part I evaluation of magazine ads (along with press kit analysis),
make a creative cover page for your project, and create a complete Table of Contents (see
syllabus for tips). The due date is provided in the syllabus.

1. Advertising Then and Now—Refer to handout given in class.
2. “Salesmen Don’t Have to Wear Plaid”—Find a current example of what the author refers

to as a “Mr. Whipple” ad (hard sell, irritating) and then do the same with a “Mr. Bernbach”
ad (soft sell, entertaining). You’ll note that these labels are in quotation marks. (Do NOT
find an ad with Mr. Whipple in it!) In one paragraph, explain why you chose each of these
ads. Place your write-up in a boxed insert on each ad.
3. “A Sharp Pencil Works Best”—Read Sullivan’s advice on what to do before you put pen to
paper. FIRST, list and present his advice in a creative way. SECOND, use these
suggestions to create a magazine ad for Lipton Iced Tea in 16 ounce bottles. THIRD,
write a creative brief for your newly created ad, using the attached sample creative brief
as a starting point.
4. “A Clean Sheet of Paper”—This is one of the most useful chapters in terms of explaining
creative thinking techniques. FIRST, present a list of some of Sullivan’s creative thinking
principles in a creative way. SECOND, use these techniques to tackle the New and
Improved creative assignment. See handout for specific instructions.
5. “Write When You Get Work”—Read about SYNERGY between the verbal and visual
elements in an ad. Find a current print ad that illustrates “a perfect marriage of word and
picture.” In one paragraph, explain why you chose this ad. Place your write-up in a boxed
insert directly on top of a section of the ad.

6. “Concepting for the Hive Mind”—Read Sullivan’s analysis of traditional
versus digital media advertising. FIRST, present in a creative way five
differences between traditional media and new, digital media when it
comes to advertising. SECOND, explain what effective new media ads
SHOULD look like. Feel free to show examples, just not ones that are in
the book.

7. “Big Honkin’ Ideas”—Read Sullivan’s suggestions on how advertisers can
get more bang for their buck by using nontraditional media. (For example,
The Economist plastered the following message on the top of city busses:
“Hello to all our readers in high office.”) Then take a brand that has been
around for many years—Pabst Blue Ribbon beer. PBR doesn’t have a
very big advertising budget. Your job is to recommend a
NONTRADITIONAL way to convey a very simple Pabst Blue Ribbon
message. Hint: Make sure you use Sullivan’s definition of nontraditional
media. (You are not creating a traditional ad.)

8. “In the Future, Everyone Will Be Famous for 30 Seconds”—Read what the
author says about solving the problem visually. Then design an ad that is
entirely or predominantly VISUAL for any product that is currently on the
market. Don’t just show the product or logo. But make your point visually.
See the Maxell ad for an example.

9. “Making Shoes versus Making Shoe Commercials”—Find a current ad
that illustrates Jerry Della Femina’s famous quote, “Advertising is the most
fun you can have with your clothes on.” In other words, look for an ad that
looks like it was incredibly fun to create. Explain your choice using a small
boxed insert that will be placed directly on the ad.



5IF$ZDMFPG"EWFSUJTJOH

1POEōT&YUSBDU $PDB$PMB 'PSEŏ$MPTFE$BSTŐ
T

"EWFSUJTJOHJTGPSFWFSDIBOHJOH $PDB$PMB

%VSJOHUIFQFSJPEPGUPUIFNPEFSO
BEWFSUJTJOHJOTVEUSZCFHBOUPUBLFTIBQFTBX
UIFQBTTJOHPGUIF1VSF'PPEBOE%SVHBDU"ET
CFHBONPWJOHBXBZGSPNPVUSBHJPVTDMBJNTUP
ŏSFBTPOXIZŐBOEBEBHFODJFTXFSFCFHJOJOHUP
FYQFSJNFOUXJUIDPQZXSJUJOH%VSJOHUIFSPBSJOH
T
XPNFOTUBSUFEHBJOJOHJOEFQFOEFODFBOEUIF
SJHIUUPWPUF"ETCFHBOFNQIBTJ[JOHPOWJTVBMT
BOEJNBHFSZXJUIUIFHSPXUIPGUIFNBHB[JOF
NFEJVN5IJTQFSJPEPGQSPTQFSJUZGPDVTFEPO4PGU
4FMMJOH5IFOEVSJOHUIFTTUSVHHMFTPGUIF
(SFBU%FQSFTTJPO
XIFODMJFOUTXBOUFEBCBOHGPS
UIFJSCVDL
BETSFUVSOFEUP)BSE4FMMJOH*OUIF
T
UIFQFSJPEPG88**
BETSFUVSOFEUP4PGU
4FMMJOHBOEXFSFNBJOMZBEWPDBDZGPDVTFE

5FMFWJTJPOHSFXBTBNFEJVNEVSJOHUIFT1FPQMFCFDBNFJOUFSFTUFEJOOFXUFDIOPMPHJFT
BOETDJFODFţDUJPOBOEBETSFUVSOFEUP)BSE4FMM5IFTXBTUIF$SFBUJWF3FWPMVUJPOPG
"EWFSUJTJOH"ETSFWFSUFEUP4PGU4FMMJOH5IFTMPXJOHFDPOPNZBOEDPNQFUJUJWFOFTTPGT
CSPVHIUBETCBDLUPIBSETFMM5IFQPTJJUPOJOHDPODFQUCFHBOBQQFBSJOHJOBET%VSJOHUIF
TUPTBETCFHBOBQQFBSJOHNPSFQPTUNPEFSO"ETSFUVSOFEUPDSFBUJWJUZBOEWJTVBM
FNQIBTJTBOE4PGU4FMM

%S8FTUōT (FOFSBM&MFDUSJD (FOFSBM&MFDUSJD


(JWFODIZ %PEHF (FOFSBM&MFDUSJD









#FGPSFZPVQVUZPVQFOUP
QBQFS

4UBSUCZFYBNJOJOHUIFDVSSFOUQPTJUJPOJOHPGZPVSQSPEVDU
(FUUPLOPXZPVSDMJFOUōTCVTJOFTTBTXFMMBTZPVDBO

0OUIFPUIFSIBOEUIFSFJTWBMVFJOTUBZJOHTUVQJE
(FUUPLOPXUIFDMJFOUōTDVTUPNFSTBTXFMMBTZPVDBO
"TLUPTFFUIFFOUJSFţMFPGUIFDMJFOUōTQSFWJPVTXPSL
.BLFTVSFXIBUZPVIBWFUPTBZNBUUFST
*OTJTUPOBUJHIUTUSBUFHZ
5IFţOBMTUSBUFHZTIPVMECFTJNQMF
2VFTUJPOUIFCSJFG
5F T U J O H T U S B U F H Z J T C F U U F S U I B O U F T U J O H F Y F D V U J P O T
-JTUFOUPDVTUPNFSTUBML
4DBOUIFQMBDFTXIFSFZPVSXPSLXJMMBQQFBS
3FBEUIFBXBSECPPLTTUVEZUIFTJUFT
-PPLBUUIFDPNQFUJUPSōTBEWFSUJTJOH











$FSUJţFEIFBSUIFBMUIZCZUIF"NFSJDBO
)FBSU"TTPDJBUJPO
$FSUJţFE)FBSU)BQQZCZZPV



APPENDIX
                             A