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Rafayth Haque_Creative Portfolio
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Published by rafayth23, 2019-12-24 12:37:05

Creative Portfolio

Rafayth Haque_Creative Portfolio
MK 4300


Rafayth Haque

Table of Contents

Part 1

Page 1: Entreprenuer Media Kit and Rate Card
Page 2: Digital Ad Specs
Page 3: CPM Calculations
Page 4: Analysis 1: Hiscox
Page 5: Analysis 2: Courvoisier
Page 6: Analysis 3: Paper & Packaging
Page 7: Analysis 4: Jersey Mike’s Subs

Part 2

Page 8-9: 100 Years of Chevrolet Ads
Page 10: Ready, Fire, Aim
Page 11-12: The Sudden Cessation of Stupidity
Page 13: Write When You Get Work, Part 1
Page 14: Write When You Get Work, Part 2
Page 15: The Virtues of Simplicity
Page 16: Stupid, Wrong, Naughty, and Viral
Page 17: Why Is the Bad Guy Always More Interesting?
Page 18: Digital Isn’t a Medium, It’s a Way of Life
Page 19: Change the Mindset, Change the Brief
Page 20: In the Future, Everyone Will Be Famous for 30 Seconds
Page 21: Radio is Hell, But It’s a Dry Heat
Page 22: Only the Good Die Young--The Enemies of Advertising
Page 23: Pecked to Death by Ducks A Good Book or a Crowbar
Page 24: Selling Yourself

Page 25: Questions Sheet for Part 2

Advertising Contact


CPM= Cost of Insertion x 1,000
Rate Base of Circulation

CPM= $42,000 x 1,000

CPM= $84

Brand Name: Hiscox
Tagline: business insurance experts
Media Vehicle: Entrepreneur
Publication Date: October - November 2019
Primary Target: Business Professionals and CEO’s
Primary Benefit: Working with America’s #1 online business insur-
er, with custom-tailored policies to each small business’s particular

Strategy: Hiscox uses a rational strategy to leverage their brand. Using both a generic strate-
gy by identified themselves as “America’s #1 online business insurer.” And also, a product
feature strategy by promising a custom-tailored and unique experiences, they are disassociat-
ing themselves from regular insurance companies who are not as customer service forward,
which is a significant competitive advantage.

Creativity: This ad is creative and original; the image and copy work great together, adding
value to each other. They also had a unique approach to how they created everyday working
people with a unique barcode associated with them and their work, ranging from their distinct
key focus of marketing managers to janitors.

Execution: This ad has a straight sell style of execution, due to their presentation of simple
facts, which is accompanied by a rational strategy. It is also printed various times in a series of
similarly themed ads.

-Stopping Power and Clarity: This ad does have stopping power due to its bright red
background and unique graphics. The message is also clear to interpret due to their straight
sell approach. Both stopping power and clarity work together in this ad to send the reader its

-Style of Layout: Picture Window

-Design Principles: This ad achieves all the foundations in the principal of design.
They made Unity through their use of white space to help distinct the various types of copy,
create shapes within the visual. Unity also helped them achieve Balance by creating a sense of
symmetry, even though it is not quite perfectly symmetrical. Lastly, they created Dominance
through the size of the visual, shapes involved to visualize their message, brand colors used,
positioning as America’s #1. Their visual path is a Straight-Vertical, meaning the ad is read
straight down the middle, from top to bottom.

Type of Headline: Benefit

Analysis of Body Copy: This ad does not contain much body copy; they do have good
flow. After seeing the visual, you see their headline, followed by a brand claim, and a CTA to
visit their website or call. Then their logo and tagline on the bottom right of the ad.

Evaluation of Tagline: The straightforward “business insurance experts” tagline ties
everything in the ad together by answering what they do and what industry they are in.

Grade: A

Brand Name: Courvoisier
Tagline: N/A
Media Vehicle: Entrepreneur
Publication Date: October - November 2019
Primary Target: Higher income, classy cognac coinsurers
Primary Benefit: Providing high-quality and expensive cognac with superior

Strategy: Courvoisier is using an emotional strategy with a brand image. They are
creating a personality for their brand of high honor and quality.

Creativity: This is not very creative; it lacks originality and doesn’t have much to help
let it stand out from competitors.

Execution: This ad uses a Testimonial style of execution since they are promoting the
fact that they are the “most awarded cognac house, based on the top 25 spirits
competitions from 2013-2018.”

-Stopping Power and Clarity: This ad does not have stopping power, it’s not
unique in any way, and with its neutral colors, it does not stand out in a magazine full
of more vibrant ads. The message is also not clear; there are 25 other spirits
ewarded in the badge that they are promoting. I am unsure if the headline is asking
to share the drink with friends or if Courvoisier is sharing the fact, they won an

-Style of Layout: Poster

-Design Principles: The visual path is a Straight-Vertical, meaning the ad is read
straight down the middle, from top to bottom. The ad does achieve unity by
eliminating all clutter, but they do lack in white space since they have the image in
the background. They have symmetrical balance throughout the ad. They also create
dominance through rich gold colors, aesthetic shapes of the bottle, and the
background image.

-Type of Headline: News

-Analysis of Body Copy: N/A

-Evaluation of Tagline: N/A

Grade: C-

Brand Name: Paper & Packaging
Tagline: How life unfolds.
Media Vehicle: Entrepreneur
Publication Date: October - November 2019
Primary Target: Corporate employees and businesses looking to become more pro-
Primary Benefit: Paper stands out when everyone else is staring at a computer screen.

Strategy: Paper & Packaging is using an Emotional Lifestyle Advantage strategy by
telling a story and sharing the benefits of taking notes on paper. Along with a Unique
Selling Proposition, since they are trying to convince consumers to buy the product for
a specific benefit and ending the body copy with "choose paper" and a CTA to their

Creativity: The idea of this ad is unique. They anthropomorphized their products with
human characteristics, which allows for a lot more creativity in the ad. They also have a
very realistic scenario in their body copy, which anyone who's been in a meeting room
before could relate.

Execution: Paper & Packaging uses a Slice-of-Life style of execution, by portraying a
real-life situation and solution for selling a common for everyday product like paper.

-Stopping Power and Clarity: The ad has stopping power due to its creative
visual, attracting consumers to learn more about the visual. The ad is also obvious;
they're selling paper, not much to it.

-Style of Layout: Poster

-Design Principles: The ad uses a Z-pattern visual path, meaning the ad reads
from the top left to the bottom right in a Z shape path, which gives the reader time to
take in the visual before going into the copy and ending with the brand logo. The ad
also uses asymmetrical balance along with geometric shapes to create dominance.

-Type of Headline: Benefit

-Analysis of Body Copy: The body copy is impressive in the ad. It flows with
everything in the ad, tying the visual and header together. It is a short body copy and
placed under the header, which are both located on the bottom left side of the page.

-Evaluation of Tagline: The tagline "How life unfolds." Also ties into the ad, it
relates to the body copy in how real-life scenarios are brought to life as Paper & Pack-
aging unfolds the benefits of their product.

Grade: B+

Brand Name: Jersey Mike’s Subs
Tagline: N/A
Media Vehicle: Entrepreneur
Publication Date: October - November 2019
Primary Target: Entrepreneurs looking into franchising opportunities
Primary Benefit: Giving people a chance to become successful in their terms.

Strategy: Jersey Mike’s is using a Lifestyle Emotional Strategy to share testimonials of
current franchisers lifestyle to help convince their target market to make the change
they’ve always wanted to do finally.

Creativity: I have seen ads like this one before. For some reason, the lifestyle scenario
doesn’t feel authentic to me; it seems a little fabricated.

Execution: The ad uses aa Testimonial Style of Execution by having a current family of
multi-unit franchisers give a statement about the benefits tools provided by Jersey
Mike’s to help them achieve their goals and establish their business.

Stopping Power and Clarity: There is not much stopping power, I wouldn’t look
twice at this ad. The message is clear but hard to read.

Style of Layout: Silhouette

Design Principles: The ad uses a Z-pattern visual path, meaning the ad reads
from the top left to the bottom right in a Z shape path, which gives the reader time to
take in the visual before going into the copy and ending with the brand logo. I believe
this ad failed to create dominance with their use of a low saturated image of the Acuna
family. They also have errors in the ad starting with the quotation mark at the begin-
ning of the header, but never closing out the quotations. Another mistake is that their
logo is too big; it is cut off a little on the right side, which makes it look very unprofes-
sional. I am also not a fan of the various uses of fonts throughout the add and the cur-
sive font on the header.

Type of Headline: Quotation

Analysis of Body Copy: The body copy ties in with the header as they are both
testimonials from the Acuna family, which seems very scripted by how it reads. Place-
ment of the body copy is set as a silhouette along the top of the page, wrapping
around a person's head.

Evaluation of Tagline: N/A

Grade: C


Chevrolet took back the No. 1 position

among car brands after falling behind

Ford in 1935 U.S. sales. Owners of a

1923 Chevrolet U.S. 1913 Chevrolet roadster won a contest Chevrolet ran its first
color TV commer-
Campbell-Ewald was to find the oldest Chevy still in use. cials. A frame from a
hired for its first vehicle sales: 322,746 Chevrolet presented the winners with commercial featuring
Chevrolet project, an the Corvette and
all-text ad appearing the 1 millionth Chevy built in 1935 and
U.S. market share: 11.5% featured them in ads.

in 45 newspapers. The > other models ("That

ad said Chevrolet 1947 Chevrolet U.S. Chevy feeling") is
vehicle sales: 794,497 shown here.
"meets completely

the national need for

dependable and U.S. market share: 20.8%

economical transpor-

tation. The first cost is

low. The upkeep is

never a burden."

1923 1947

1919 1936 1957

1936 Chevrolet U.S.
vehicle sales: 1,134,594

U.S. market share: 28.8% 1957 Chevrolet U.S.
vehicle sales: 1,688,224

> U.S. market share: 25.7%
A Chevy ad promoted "Man's
1919 Chevrolet U.S. conquest of time." Copy: "More Chevrolet encouraged Americans to
vehicle sales: 129,717 than any other single factor of "continue to conserve your present car"
civilization, the automobile has and to "buy war bonds," but a 1945 ad
U.S. market share: 6.5% multiplied the producing power of looked forward to "C-Day" - "when new
man, by decimating time and Chevrolet roll off the assembly line."
distance, and by
providing a broad and flexible
means for the transportation of
men and their products."


Chevrolet promoted Chevrolet ran a national Span- GM in April 2010 decided to
ish-language TV campaign on consolidate Chevrolet's U.S.
the 1973 Impala with a Univision and Telemundo, its first account at Publicis, drop-
national campaign specifically for ping Campbell-Ewald.
remake of its 1964 the Hispanic market.
Chevrolet had estimated
1967 Chevrolet U.S. "Stands Alone" spot, Chevrolet, working with Campbell 2010 U.S. measured-media
Ewald, launched its website, ad spending of $1.129 billion
vehicle sales: 2,460,687 shot atop Castle Rock (52% of GM's U.S. total),
in Utah. making it the third-most
advertised brand in the U.S.
U.S. market share: 25.7% >
1988 Chevrolet U.S.
vehicle sales: 2,816,023

U.S. market share: 18.2% 2004 Chevrolet U.S.
vehicle sales: 2,747,368

U.S. market share: 16.2%

1967 1988 2004

1973 1995 2010

1973 Chevrolet U.S. 1995 Chevrolet U.S. 2010 Chevrolet U.S.
vehicle sales: 3,378,252 vehicle sales: 2,474,910 vehicle sales: 1,563,881

U.S. market share: 24.2% U.S. market share: 16.8% U.S. market share: 13.5%

One of various Chevrolet Chevrolet launched "An Ameri-
Chevrolet and Campbell-Ewald vs. Ford pickup ads that can Revolution" as the theme
faced intense pressure to have run over the years. At for its 2004 models on Dec. 31,
perform. "With Ford car(s) creep- times, the two companies 2003, on Dick Clark's New
ing up on Chevrolet, and with the have done lookalike ads as Year's Eve broadcast. The
quick success of Ford's Mustang, they try to one-up the rival. campaign set the stage for the
both Chevrolet and the agency introduction of 10 new products
[are] under the gun," Ad Age over 20 months. The tag line
reported. replaced "We'll be there."

Ready, Aim, Fire

Before putting pen to paper Sullivan’s advice is to:

1. Examine the Current Positioning of the Product or Brand
2. Try the Competitor’s Product
3. Develop a Deep Understanding of the Client’s Business
4. Value Staying Stupid
(don’t get too involed in your clients business, to avoid thinkinging
like the client)
5. Get to know the Client’s Customers as Well as you Can
6. Listen to the Consumers Talk
7. Ask Yourself What Would Make You Want the Product
8. Imagine a Day in the Life of Your Customer
9. Imagine the Buying Process
10. Study the Client’s Previous Work
11. Look at the Competitor’s Advertising
12. Read the awards Books; Study the Sites
After completing these 12 steps, you are now ready to put pen to
paper and begin crafting a draft for your client. Your knowledge of
the client by doing background work will help you and your team
better assit to the needs of a client

Strategy vs. Tactics

As Luke Sullivan explains in Hey Whipple, Squeeze This!, strategy is
what we want to happen, and tactics are how we will do it. He lists
10 tactical approches we can use to get our mental engines started.
Starting with 1. Do a straight-on versus them approach and ends
with 10. Instead of trying to change how people think, change what
they do.

The Sudden Cessation of Stupidity

How to Get Ideas:

1. Uncover the Central Human Truth About Your Product
2. What is the Emotion at the Center of the Brand?
3. Identify and Leverage the Central Conflicts Within
Your Client's Brand or Category
4. Find a Villain
5. Put the Pill Inside the Bologna, Not Next to It
6. Let Your Subconscious Mind Do It
7. “Embrace the Suck”
8. Allow Yourself to Come Up With Terrible Ideas
9. Come Up With a Lot of Ideas. Cover the Wall
10. Write. Don't Talk. Write
11. Never be the “Devil's Advocate”
12. Read the awards Books; Study the Sites

Write When You Get Work, Part 1

Brand Manefisteo

A brand manefisteo is a company or brands overall ideology on what they
plan to acheive and why their goals are what they are. In other words a
Brand Manifesto is a companies Magna Carta, Rosetta Stone, and Declaration
of Independence all rolled into one. It is what a brand uses to insipre a
consumer to go out an purchase their products.


Keep your body fit- We believe if you can't pronounce an

ingredient, it shouldn’t go into your body.

Inspire your taste buds- We believe that people don’t need to

choose between health and taste when it comes to snacking.

Not only for you, for your world- We believe that kindness can

change the world.

Do the kind thing for your body, your taste buds & your world®

Write When You Get Work, Part 2

What Makes Good Body Copy?

Sullivan believes that body copy is becoming irrelevant today. With the
younger generations having shorter and shorter attention spans, due to rise of
technology. They will no longer be reading past the 8th word in your body
copy. Well, unless words 1-7 are stating "OMG! FREE booze and $$$$ for
everyone!!" Again this is just one mans opinion.

But for those of whom who do make it past eight words, Sullivan suggests
working for those people and working hard at it. He suggests a couple
pointers including;

1. Write like you'd talk if you were the brand, but at the same time, remember
to write like you speak.
2. Follow Winston Churchill's Five Rules of effective speechwriting.
3. Eschew Obfuscation. (Be clear in your message)
4. When you're done writing the copy, read it aloud.

Pearl iZUMi

This brand does a great job telling a
story with its advertising. They start of
with an ALL CAPS header, bold and
white on a black background. The
header is a great attention grabber,
pulling in all runners who may be con-
cerned about finding a dead body. As
you read on, you get pulled deeper into
the story, which then targets runners,
and differentiating them from joggers.
The copywriter boasts the runner, as
outdoorsy, acutely aware, and having a
sense of life. They then end their story
with “Because someone, somewhere, is
missing. So do your civic duty. Run like
an animal.”

The Virtues of Simplicity

What are the Virtues of Simplicity in Advertising?

Simple has Stopping Power
Simple is Bigger
Simple is Easier to Remember
Simple Breaks Through Clutter
Keep Paring Away Until You Have the Essence of Your Ad

Stupid, Wrong, Naughty, and Viral

A GOOD ad that is WRONG

When first looking at the ad, you get
uncomfortable due to a "naughty" word
displayed across 50% of the ad. It
catches your attention, least to say. But
as scroll down to the slogan, you see, "a
wr-ong cut ruins everyt-hing." Selling a
Brinox Knife and an image of CUMIN. It
is humorous and one of multiple ads in
this Brinox ad series.

A BAD ad that is STUPID

Maybelline's Curl Mascara ad is flat out
distasteful. It shows a female model
with a black eye, which had no context
to the brand or product; in my opinion,
it advocates domestic abuse and is just
plain stupid.

Why is the Bad Guy Always More Interesting?

Truth + Conflict = Platform

Eliminates Odors + Toxic= A Platform for Febreze

Digital Isn’t a Medium, It’s a Way of Life

What are the Virtues of Simplicity in Advertising?

Sullivan states, "It's not about making Digital Advertising; it's about making
advertising for a digital world." There are two kinds of Digital Advertising:

1. Work that is digital: Ads built using technology, which can include
everything from sensors to apps to augmented reality. Digital Developers
and Creative Technologists usually are required to create these ads.

2. Work that gets digital: A digital idea created with an understanding
of how content gets consumed and how to spread it.

These two methods can lead to building awareness, attracting attention,
generating actions, and raising money. The possibilities are endless with
digital advertising.

Just like how TV ads break way in the 1950's took over radio advertising,
digital ads are doing the same right now. Digital ads can spread messages
to the world with the right idea in just seconds, whereas previously used
mediums could take weeks or even months to deliver one ad.

CChhaannggee tthhee BMriinedfset, SIZEmatters

Heinz Ketchup Creative Brief Longer Lasting Heinz
Organic Ketchup
Product: Heinz 32oz Organic Ketchup

What problem are we trying to solve
for our user?
We want to provide a healthier and
more organic and natural ketchup to
keep up with demands.

Who is having this problem?
Consumers who are more health-con-
scious but still want to enjoy their
favorite condiments are having this

What could we do or make?
Promote the release of our new and
improved Heinz Organic Ketchup in

What would make people share it?
The best way to have people share it
would be by posting the advertise-
ment on social media to our loyal fans
and get them excited about the new

How can they participate in the
We can share custom made recipes
for gourmet foods, including Heinz
Ketchup, to get people involved from
the comfort of their own home while
trying out our new flavors.

What is the context for engaging?
Context for engaging should be via
digital and print mediums during the
beginning of summer when people
are dusting off their grills.

In the Future, Everyone Will
Be Famous for 30 Seconds

Radio is Hell, But it’s a Dry Heat

Effective Radio Ad

When listening to a radio station, I heard this really
good hip-hop beat come on, and I was wondering to
myself, "What song is this? I have never heard it
before." And as soon as I finished asking myself that,
a woman comes onto the beat rapping about a local
law firm with a catchy jingle to it. The ad is
attention-grabbing, entertaining, and all-around very
creative, just like how Sullivan recommends.

Ineffective Radio Ad

On a different occasion, this DJ was promoting, what
sounded to be a night club event. The whole time the DJ
was yelling, playing random record scratching sounds, and

was overall being a neusence. I ended up changing the
radio station, with a lack of patience. This ad was atten-
tion-grabbing at first, but they lost me after the before 5
seconds, they also misused sound effects. Both of which

are against Sullivan's recommendations.

Only the Good Die Young -
The Enemies of Advertising

The Pablum Park The Koncept The Bully
Krusher 2000work with since they don't
This type of client is rude,
offer valuable products to inappropriate, and lack de-
the market. They seem to cency at points. They are
focus on intangible selling subjective and manipulative
propositions like how much
the organization cares for to get what they want
their customers because they instead of doing the hard
don't have any other feature work. It is hard to change the
in which they can advertise mind of a bully once they set

due to a lack of their way.
These clients are tough to

When you feel like you're
making progress with the
client, they swoop in and
yank the rug from under you.
Research results drive these
clients and lead to cut ideas

and campaigns. It is
soul-crushing to have your
thoughts consistently being
pushed down, with no real


The Hack The Prima Donna The Whiner

Hacks are so-called This person believes they are This person finds anything
"has-beens" of the industry. god's gift to advertising. and everything to whine/
They only really talk about They are demanding and complain about. Nothing
seems ever to be going right
one successful campaign picky. Essentially they think for them, and they seem to
they had decades ago. that they are better than always carry a raincloud over

Creative Directors who fall in everyone else and stick their their heads.
this category seem to shut nose up at others.
down other people's ideas,

due to their lack of creativity.

Pecked to Death by Ducks


Some of Sullivan's expert advice is to learn the client's culture, present your work,
practice selling your campaign before you present, don't memorize a speech,
don't ramble too much, don't hand out material before presenting, and don't
overhype your idea.

Protecting Your Work

Sullivan suggests not to let clients take full control of your idea, and it kills the
creativity to make "minor changes" constantly.

A Good Book or a Crowbar

What it Takes to Get into the Ad Business

The advertising business is a hard market to get into nowadays with college grad-
uates pouring out left and right. Sullivan highly recommends going into an Adver-
tising school, if you can afford the tuition. He also states that you don't only have
to focus on Ad Agencies. Every major organization and even the smaller guys are
looking for creative to help with advertising. Advertising is consistently heading
on an upward trend, and with fierce competition, any and every organization will
likely hire creatives to help compete in their respected marketplace. Sullivan also
states anyone who is trying to get into advertising should seek a promising Art
Director as a mentor and team up with them. Teaming up with an Art Director is a
great way to help improve your writing skills and also allow you to have a critic
for your designs as a beginner. Lastly, Sullivan says it's okay to come up with
monstrous ideas, not just monstrous ads. Don't be scared to come up with big,
marvelous, and wonderful ideas, that's the only way you can improve and
become more comfortable with advertising.

A Good Book or a Crowbar

more than just a
thousand words

rafayth haque


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 and CPM Calculation.
Part 2 – Complete the assignments below. Chapter Titles refer to
Luke Sullivan’s Hey Whipple, Squeeze This! (5th edition)

Place assignments for Part 2 in the order listed below, using 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 1’s 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 additional tips). The due date is
provided in the syllabus. Note that advertising examples in Part 2 DO NOT have to come
from your assigned magazine. But they should not come from the Sullivan book.

1. Advertising Then and Now—Refer to the handout given in your workbook (and in
this packet) to create a timeline of Chevrolet ads over the past 100 years.

2. “Ready, Fire, Aim”—Chapter 3. FIRST, summarize Sullivan’s advice on what to do
before you put pen to paper. SECOND, briefly explain the difference between
strategy and tactics. THIRD, working from the list of good tactical approaches on
page 45, provide a few examples of ads that use these executional devices.

3. “The Sudden Cessation of Stupidity”—Chapter 4. FIRST, list, in a creative way,
some of Sullivan’s suggestions for how to get ideas. SECOND, one of his creative
thinking techniques is the use of metaphor. Use metaphor to tackle the Metaphor
Making assignment. See handout for specific instructions.

4. “Write When You Get Work, Part 1”—Chapter 5. FIRST, explain what a brand
manifesto is, in your own words. SECOND, write a brand manifesto for Kind
protein bars.

5. “Write When You Get Work, Part 2”—Chapter 5. FIRST, summarize Sullivan’s
observations regarding what makes good body copy. SECOND, find a CURRENT
example of exquisitely written body copy. Point out what makes the copy so good.
DO NOT USE AN OLD AD. It should be from the last five years.

6. “The Virtues of Simplicity”—Chapter 6. FIRST, what ARE the virtues of simplicity

in advertising? SECOND, use these principles to tackle the New and Improved

creative assignment. Make sure that you turn a magazine ad into a billboard (using

the appropriate dimensions of outdoor) and include the magazine ad in your

project. See handout for specific instructions.
7. “Stupid, Wrong, Naughty, and Viral”—Chapter 7. Find and explain one example of

a GOOD ad that is “wrong” and a BAD ad that is “stupid.” Explain your reasoning.

If possible, place your write-up in a boxed insert in the negative space on each ad.
8. “Why Is the Bad Guy Always More Interesting?”—Chapter 8. Use the author’s

formula: truth + conflict = platform. Come up with a platform for any brand of your

choosing. Make sure that the platform will fit on a post-it note.
9. “Digital Isn’t a Medium, It’s a Way of Life”—Chapters 10-15. FIRST, summarize

what makes successful digital advertising and separates it from traditional

advertising. SECOND, show several current examples of effective digital advg.
10. “Change the Mindset, Change the Brief”—Chapter 11. FIRST, use one of the

author’s suggested formats for a Creative Brief and write a Creative Brief for any

of the new and healthier flavors of Heinz Ketchup. SECOND, create a magazine

ad for Heinz Ketchup, based on your Creative Brief. (See fact sheet in packet.)
11. “In the Future, Everyone Will Be Famous for 30 Seconds”—Chapter 16. 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. (Ex: Fig.16.3).
12. “Radio is Hell, But It’s a Dry Heat”—Chapter 17. Read what the author says about

writing effective radio commercials. Listen to radio ads on the way to and from

school. Pick one current effective ad and one current ineffective ad. Describe each
briefly and explain which of Sullivan’s principles were used or not used in the ads.
13. “Only the Good Die Young--The Enemies of Advertising”—Chapter 18. Read
Sullivan’s descriptions of BAD CLIENT AND AGENCY types. Then pick 3 bad

client types and 3 bad agency types. In your own words (and pictures), describe

and illustrate each. If you go to work in advertising, most likely it will be on the

client side, since most of you are business majors. The last thing you want to be

is a bad client. This assignment will help you identify the traits you want to avoid

(in yourself AND in your agency).
14. “Pecked to Death by Ducks”—Chapter 19. Explain Sullivan’s expert advice for

a) presenting and b) protecting your work.
15. “A Good Book or a Crowbar”—Chapter 20. FIRST, summarize Sullivan’s advice on

what it takes to get in the ad business. SECOND, do the Selling Yourself

assignment, where you write an ad using yourself as the product. Think outside

the box. A good suggestion is to think of a visual metaphor for your best attributes.

See handout for additional guidance.

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