Messaging Strategy, Appeal Selection, & Design

BUS506 Strategic Integrated Marketing Communications

Unit 4 Assignment  

Part 3 – Messaging Strategy, Appeal Selection, & Design

Part 4 – Media Strategy Selection

For this assignment you will build on your paper from part’s 1 and 2 to add your primary messaging strategy, the primary appeal selection(s) and showcase specific design elements that tie these concepts together.

The requirements for your paper are:

• Messaging Strategy – with your product and target in mind – you will select the primary messaging strategy that you will use from our reading.

• Appeal Selection – with your product and target in mind – you will choose your primary advertising appeals that you will use from our reading. You can select more than one  appeal if it is appropriate.

• Mock Design – using the brand name, product choice, and logo developed in Unit 1, you will design a mock media specific advertisement – be creative and have fun! Be sure you identify the media for which the ad will appear (examples of campaign media: TV, Print, Billboard, Out of Home, Email, Direct Mail, Flyers, Signage, In-store, Social Media)

• Narrative – provide a short narrative of your advertisement explaining your choices of       messaging strategy, appeals selection, and how the design of your ad fits the appeals selection. Note the messaging strategy and appeals selection must be evident in the design and copy. You can hand sketch this or use design software – simply save the image and insert this into your document along with the required narratives.

This section will be 2-3 pages double-spaced (excluding cover and reference pages), APA formatted pages, Times New Roman font, 12 point.

This will be the fourth part of your major project paper. Building on what you have prepared in part’s 1-3, in this section you will choose the appropriate media strategies to reach your intended audience.

• Using the traditional and digital media options from our reading, select 3-4 advertising mediums.

• Provide a brief rationale for each of your choices. Be sure to justify the goal of the media strategies and intended audience of each strategy.

This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.

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