Lesson Plan Draft

Sponge activity:  Visual Communication: I will pick two completely opposing items or ideas, the goal of this activity is for each person (or pair) to combine these ideas with one image! The image must scream clearly show off both items/ideas. (ex. of items/idea/thing: Paris and Rock Concert, Love and Hate, Duck and alligator)

Introduction:  What is the most important element in a successful ad campaign? A campaign is a group of ads with the same concept, selling the same product. An element is any part of the campaign/ad. And successful means that the campaign needs to sell, remind people of the brand, and evoke some type of emotional response. I chose advertising because I love it. Its my life's plan, my career choice, I have so much enthusiasm for ad that I want to share that with other people. My plan for the day will be:

1. My first answer: Speaks to the Target.
2. My first answers activity: Perfect Consumer.
3. My second answer: Evokes an Emotional Response.
4. My second answers activity: Make an Ad!

Foundation: First off, I would like to explain my sponge activity. Visual communication is very key to advertising, you need to engage the consumer within 2 seconds of them seeing your ad. Engagement means understanding, and if that image up on the billboard makes no sense, your chance at engagement is gone! Advertising is the art of selling. And I say art because if a form of expression that can engage an audience at a glance, make a person feel something, and maybe even act on those feelings. The creatives are the people that create the ads - think them up. I will be referring to them a lot throughout my presentation. Creatives consist of Art Directors, Copywriters, and Creative Directors. I personally want to be an art director, which is a person that thinks up the ads and then comps them up quick! That comp is given to a producer which then makes the final product. Lastly, I would like to explain what concept is. Concept is the essence of an ad, the main idea, the underlying theme. Concept is what links the ads into campaign, it is the thing that speaks to your target, the thing that can bring emotion. Concept is the main idea, and it is SO important to creative advertising.

Body:

Answer 1: Speaks to the Target 

-----Activity 1: Perfect Consumer: This activity will involve a product for each group. They will make up a person, and a person with personality! They need to make up the perfect consumer for the product I have given them. I want: age, income, education, marital status, occupation, hobbies, music, interests! And lastly I would like them to give me what they would tell that person for them to buy the product (concept)! Materials: Paper, Markers, Product.

Answer 2: Evokes an Emotional Response

-----Activity 2: Make an Ad: In this activity the group will make a commercial selling the product they were given. BUT the commercial must strive to get some sort of response from the class - laugh, smile, envy, a cry! (Ideally, I might ask them to use the concept that they came up with in the previous activity but I'm not sure if that'll be too difficult.)

Conclusion

My best answer is that it speaks to its target, because if the ads cannot reach the people that are even willing to consider to buy the product it will be a waste of money. It will go ignored, therefore not sell, not create brand remembrance, and definitely not create an emotional response. Which is the definition of an UNsuccessful campaign.

My 3 most important sources were: Jessica Cuevas, The Advertising Concept Book, and my service learning (I'm not sure if I could consider this only 1 source because it's a lot more than 1 person that I felt was important)! Jessica Cuevas gave me my answers. The Advertising Concept Book was my ad class on paper, it will teach anyone how to make an ad! My service learning was an internship at Conil Advertising, it was a taste of my future life! I loved it, and I got to see how an ad agency works, from inception to completion.

My product is my chosen career choice. I know a lot of you have heard that this project will make you hate what you initially loved, but for me it only made me love it more. Every single thing I did, read, and learned throughout my project just reinsured that this was the correct path for me. I loved everything that I did, and after spending a whole year on it, I know that I want to do this for the rest of my life. Advertising to me is so amazing, and since the start of senior year - it's been my life.