Key questions (advertising team)

· What special features does the product or service have?

· Who is your target audience?

· What media will you use? Several, or just one or two?

If you use:

an advertisement - write the text and do rough art work.

a TV commercial - use a story board to illustrate your idea.

a radio spot - write the script, including sound effects and music.

other media - indicate what pictures, text, slogans, etc. will be used.

· What special promotions will you use at the start of the campaign?

ASSESSMENT SHEET (MANAGERS)

Give a score of 1-5 for each category: 5 outstanding 1 = poor

Campaign concept	Presentation
1 Will it get the target audience's	l Was it interesting? Did it impress
attention?	you?
2 Will it capture their imagination?	2 Was it clear?
3 Does it have a clear, effective	3 Was there enough eye contact?
message?	4 Was the pace too quick, too slow,
4 Will it differentiate the product	or just right?
or service?	5 Was the language fluent, accurate
5 Will it persuade the target audience	and appropriate?
to buy the product or service?	6 Was the voice clear enough?
6 Will the target audience remember	Was it varied in pitch or
the campaign?	monotonous?
TOTAL: 30	TOTAL: 30

Writing

As leader of one of Focus's advertising teams, prepare a summary of your concept for your Managing Director. The summary will be used as a discussion document at a forthcoming board meeting.