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You are continuing to work with the same business used in the Units 1, 2 and 3 Individual Projects. The U3 IP was a creative brief which will evolve into the creative strategy.

Part 1: Campaign Theme

  • Campaign theme overview
  • Advertising appeal
  • Advertising execution

This section of the paper should be 2 pages in length.

Part 2: Traditional Media

Creative concepts for two of the following: print, TV, radio, direct mail, outdoor. Describe the following (share existing examples if needed).

  • Headline
  • Copy
  • Visual Elements

This section of the paper should be 2 pages in length.

Part 3: New Media

Creative concepts for two new media options. Describe the following:

  • Headline
  • Copy
  • Visual Elements

This section of the paper should be 2 pages in length.

Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 6 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 9–11 pages in length.

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