Find and explain how a creative ad or campaign utilizes a specific USP, brand image, inherent drama or positioning to sell their idea. Next, use the ad to develop a creative brief (i.e. Figure 8-3). Although this is a backward approach towards creative strategy development, I believe you will learn a great deal about creative brief writing from this assignment. Be sure to discuss the various elements of a creative brief, why each element is important, and how each element relates back to the selected creative ad or campaign.
Discussion Board Instructions
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The content of this course is pretty extensive and will require you to look at a variety of concepts in a variety of ways. You will have to think analytically, articulate carefully, and work quickly. Each Discussion Board (DB) assignment will follow the same set of instructions (excluding the introduction video during week 1). Here is what you will need to accomplish, on time, in order to receive full credit for the DB assignments.
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Towards the beginning of class, students will self-admit themselves into one of three groups. The names of these groups are pretty straightforward (e.g. Group 1, Group 2, and Group 3). Please note. These groups are not set aside for group work. These groups are merely set aside as an organization tool used to help students navigate through DB engagements.
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DBs will appear during week 2, 3, 5, and 6. For each DB week, students will be presented with three sets of questions. Students in group 1 will answer the question directed to group 1. Students in group 2 will answer the question designed for group 2. And question 3 will be answered by group 3. It’s that simple. Instructions regarding student replies (2 peer replies) will be discussed towards the end of these instructions.
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Initial thread- Students are required to provide at least 400 words in response to the provided prompt/question. Additionally, since this is a grad level course, quotes are not accepted in these initial threads. Instead, students are required to paraphrase/summary and cite all of their work. As for references, students must include at least 3 citations in current APA (the textbook may be included in this count). Lastly, students must include a word count in parenthesis before they list their references in order to get full credit for this assignment.
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Replies- Students must reply to one member for each other group. So, a person in group 1 must reply to one person from group 2 and one person from group 3. Additionally, students must direct the theme of one reply towards a professional reflection, and the other reply towards a Christian application. In other words, students must provide professional insight to one reply, and a Christian worldview perspective to their second reply. Replies must include a minimum of 250 words each for the professional insight reply, and 150 words each for their Christian worldview reply. As for references, students are required to properly cite at least one additional source beyond our textbook or Bible in APA. Students must also include a word count in parenthesis before they list their references in order to get full credit for this assignment. (Students can only quote biblical references. All additional insight must be paraphrased/summarized and cited according to APA standards).
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