Advertisement Strategy Summary of Final Learning

Advertisement Strategy  Summary of Final Learning Assessment
You will develop an advertising strategy and design an advertisement. The project is completed in two parts. The first part consists of a two-page paper. The second part consists of the advertisement and a brief description of your creative strategy and copywriting approach. Parts 1 and 2 of the assessment are assigned in Unit 9 and due in Unit 11. The instructor grades the project using the rubric at the end of this document.
Objectives of Final Learning Assessment
At the completion of this Final Learning Assessment, you will be able to:
•	Determine a segmentation approach
•	Profile a target audience
•	Plan primary and secondary research
•	Develop a strategic plan including objectives and strategies
•	Choose an appropriate budgeting method
•	Design an effective advertisement
•	Describe a creative strategy
•	Explain a copywriting approach
Description of the Final Learning Assessment
You are the owner of a small retail store that sells camping equipment, hunting and fishing gear, ski accessories, and other outdoor sporting goods. You currently have 10 employees. Your store is ideally located near a state park and business has been good year round. Your business is noted for selling high-quality items and offering expert advice.
You have recently leased the space next door and have decided to use it to sell food items, toiletries, and other necessities. The two spaces will flow together, making it a true one-stop shop for outdoor enthusiasts of all types.
Part 1: Planning an Advertising Strategy
Up until now, you have not conducted any advertising or promotions. You would like to begin a limited advertising campaign using local print and/or out-of-home media.
Write a two-page paper that describes the following:
•	The segmentation approaches you intend to use and your reasoning
•	A profile of your target audience
•	The primary and secondary research you intend to conduct (on your limited budget) and your reasons for choosing those types of research
•	Your strategic planning process, including your
           o Objectives (they should be logical and measurable)
           o Strategies (they should include product features, competitive advantage, differentiation, and brand position)
•	The budgeting method you intend to use and your reasons for choosing that method
Part 2: Designing an Advertisement
Design an effective advertisement for print and/or out-of-home media that encompasses the strategy you explained in Part 1 of the project.
Note:
•	If using a computer, you can use clip art for your graphics.
•	If completing the advertisement by hand, you can cut and paste pictures from other print advertisements. Make sure your copy is neat and legible.
Specify which media your advertisement is designed for—newspaper, magazine, outdoor, or directory.
Write a few paragraphs describing your creative strategy and your copywriting approach.
Rubric for Final Learning Assessment
The Final Learning Assessment is worth 15% of your total grade.
60 points possible:
•	54-60 points = A
•	48-53 points = B
•	42-47 points = C
•	36-41 points = D
•	0-35 points = F
 
 
Part 1
6 Points	4 Points	2 Points
Describes appropriate segmentation approaches and provides valid reasoning	Describes appropriate segmentation approaches but provides limited rationale	Describes either inappropriate segmentation approaches or poor rationale
Provides a thorough profile of a target audience	Provides an adequate profile of a target audience	Provides a weak profile of a target audience
Chooses realistic sources of primary and secondary research and provides valid reasoning for choosing those types of research	Choices of sources of primary and secondary research are incomplete or reasoning for choosing those types of research is inadequate	Chooses unrealistic sources of primary and secondary research or provides inadequate reasoning for choosing those types of research
Develops a strong strategic plan including logical and measurable objectives and strategies that include product features, competitive advantage, differentiation, and brand position
 	Develops a satisfactory strategic plan including logical and measurable objectives and strategies that include product features, competitive advantage, differentiation, and brand position
 	Develops a weak strategic plan
 
Chooses an appropriate budgeting method and provides valid reasoning for choosing that method	Chooses an appropriate budgeting method but provides limited rationale for choosing that method	Chooses an inappropriate budgeting method or provides poor rationale for choosing that method
Total 30 points	Total 20 points	Total 10 points
 
Part 2

 
15 Points	10 Points	5 Points
Designs an appropriate advertisement that encompasses the strategy the student laid out in Part 1 of the project	Designs an appropriate advertisement that does not encompass all aspects of the strategy the student laid out in Part 1 of the project	Designs an inappropriate advertisement or one that ignores the strategy the student laid out in Part 1 of the project
Provides a complete description of the creative strategy and copywriting approach used in the advertisement	Provides an adequate description of the creative strategy and copywriting approach used in the advertisement	Provides an incomplete description of the creative strategy and copywriting approach used in the advertisement
Total 30 points	Total 20 points	Total 10 points




This is a 2 page paper plus a advertisement. The file attached has all info from the teacher including what she is looking for and the grading