The Campaign.
The student will take the role of an intern preparing a final assignment for the Head Copywriter at Cosmos Cable's Pittsburgh office. The assignment was to write two 30 second TV commercials for Sam's Appliance Store, one aimed at the Hometown Cool demographics and one aimed at the older, traditional customers of Sam's store.
The Presentation.
Each intern (student) will have a maximum of two (2) minutes to present his or her total TV campaign to the Cosmos Account Executive (in this case the instructor) who handles the Sam's account. The presentation (which will be cut off at the end of 2 minutes) should include at least the following elements:
Spot #1 aimed at younger Hometown Cool demographics.Evaluation.1. Motivating appeals used for this audience.Spot #2 aimed at Sam's older, traditional customer base.
2. Products/services selected for targeting to this audience.
3. Format/approach used to reach this audience.
4. How you propose using John Wendel to appeal to this audience.1. Motivating appeals used for this audience.
2. Products/services selected for targeting to this audience.
3. Format/approach used to reach this audience.
4. How you propose using John Wendel to appeal to this audience.
Because this is a writing course, there will be no qualitative grade for this assignment. Each student who makes a presentation on the assigned day will receive full credit (5% of the course grade). Students who fail to make a presentation on the assigned day will receive a zero (0) for this assignment unless they present written documentation supporting an excused absence, in which case an attempt will be made to re-schedule the presentation.
Each student making a presentation will receive a brief, subjective evaluation form from the instructor rating how well selected elements were communicated. This evaluation will be based solely on clarity of communication, and not on the appropriateness or effectiveness of the elements, which will be graded as part of the written assignment.
While the presentation is scheduled on the date the written assignment is due, students are encouraged to present their ideas even if they have not completed the written assignment.
