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AA 215: Advertising Design I

Instructor: Steve Simmerman

Librarian: Elijah Scott

 

 

Design Brief

Methodology:
Phase I.

Select a consumer goods product (preferably one that you have previously done an illustration of).
Research your product and the company that makes it, using the outline provided and write a 2 page paper (typed,
double-spaced) that addresses the appropriate concerns.


Phase II.

Use the research to develop two positioning statements (to be discussed). Once completed, begin developing conceptual approaches to creating two advertisements that reposition the product within the brand’s category. Both concepts should focus on different ways of targeting the message to affect market share. For each ad, imagery and headline will be very important both aesthetically and conceptually. Be creative in identifying your target groups with an emphasis on contrasting viewpoints or “added value” of  product.

STEPS IN DEVELOPING THE DESIGN BRIEF:

1) Research a Product.

2) Do the following:

a. Market analysis — What is the product? It has to be an existing product.

b. Competitive Analysis— Who is the competition? What are they doing?

c. Product Positioning Statement — First Issue and Second Issue

The positioning and advertising objectives not only provide direction for the advertising campaign, but they also provide different kinds of directions and are arrived at through different processes.

 

 

 

 

 

Use the library catalog to find books in our library about your chosen topic.

 

 

General OneFile provides access to almost 50 million articles from magazines, journals, newspapers, and other sources.

Search for the company or product that you're interested in, then follow through to the "Subdivisons" and look relevant topics (i.e. "Advertising" or "Product information" or "Product Introduction").

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will be an excellent place to begin your research.  You will be able to find newspaper, magazine, and professional journal articles about your company, as well as company profiles, market analysis, and other business-related information. 

You may choose the option to find information about your company, including Hoover's Company Records.

Selecting the option will allow you to search for the company or specific products in the news.
 

Internet Resources

CAUTION!  Always be EXTREMELY careful when searching the Internet for sources. 

Remember that ANYONE can publish a web page . . . so always ask yourself if the person who published the web page you may be looking at actually KNOWS more about the topic than you do!

Below are some resources that have been carefully selected and critically evaluated by librarians.  Check them out! 

 

Check the Company's Official Website!!!
Once you have explored the company information in InfoTrac OneFile Plus and LexisNexis® Academic, you may want to research the company's official website.
10k Wizard
Obtain company 10k reports and other financial filings required of public companies by the Securities Exchange Commission. Register for a free guest pass if you are a full-time student or teacher.
(http://www.10kwizard.com/)
CorporateInformation
Offers links to international company information and to U.S. industry (sector) specific pages. Its search engine also accesses over 300,000 company profiles at other sites. Free registration is required.
(http://corporateinformation.com)
Fortune.com Company Profiles
Access stock, financial, and industry information or link directly to a company's home page.
(http://www.fortune.com/companies/)
Hoover's Online
Financials, company news, top competitors, and other brief information on public and private companies are available to non-subscribers.
(http://www.hoovers.com/)
Industry Trade and Technology Review (ITTR)
The quarterly ITTR publications of the Office of Industries "are intended to provide analysis of important issues and insights into the global position of U.S. industries, the technological competitiveness of the United States, and implications of trade and policy developments."
(http://www.usitc.gov/ind_econ_ana/research_ana/ier_ittr/ittr/index.htm)
Researching Companies Online
"This business research tutorial presents a step-by-step process for finding FREE company and industry information on the World Wide Web. "
(http://www.learnwebskills.com/company/)
Yahoo! Finance
Find stock quotes, market news, mortgage and currency rates, and other financial information.  Also allows users to set up alerts for stock market rates and other information.
(http://finance.yahoo.com/)
 

Need help citing sources ?

Be sure to visit the MLA Citation Examples for Electronic Databases or MLA Citation Examples for World Wide Web Sites!

 

Ask your librarian or instructor for the user id and password to access these databases off campus--or view instructions online.

 

Still have questions?

Visit the library

or call the Reference Desk at 697-4436.

Fall 2007