COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) Exclusive course Details

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COMM 6160 Course Introduction

COMM 6160 Course is designed to introduce students to the process of developing a creative strategy and an execution that leads to a successful presentation. Creative strategy, as discussed in COMM 6160 Course, applies across many industries and can be used by those in both the private and public sectors. In order for a creative team to be successful, they must understand the consumer, define what problem the consumer is trying to solve, come up with a unique idea that solves the problem, and then execute the idea in a way that engages the consumer. COMM 6160 Course will take students through each step of this process from identifying consumer insights all the way through to developing an award-winning presentation. The concepts learned in this class are applicable to many industries such as advertising, public relations, branding, package design, web design, and more. Students should expect to complete weekly readings and activities as well as participate in group assignments and discussions.*

*Please note: This is only an example

COMM 6160 Course Materials Needed for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

No textbook is required for COMM 6160 Course.*

*Please note: This is only an example

COMM 6160 Course Description

COMM 6160 Course will teach students to apply their existing knowledge of advertising and public relations in order to create and execute effective campaigns that solve complex business problems. Students will have the opportunity to work with a client on a real-world business challenge, and present their recommendations to the client at the end of the semester. Students will learn about effective branding, positioning, audience segmentation, messaging, research methods, as well as skills for developing powerful presentations. Students will also learn how to effectively use new media tools such as social media in their campaigns.

Universities Offering the COMM 6160 Course

COMM 6160 Course Availability: COMM 6160 Course is available for 3 semester credits.

* The schools listed above may or may not offer this specific COMM 6160 Course for this program, however, there are many similar COMM 6160 Courses that can be used to fulfill the requirement for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation. Please contact your student advisor for more information.

COMM 6160 Course Outline

Week 1 – Introduction to Creative Strategy and Execution: From Brief to Presentation

Week 2 – Exploring Creativity and brainstorming techniques for creative ideation

Week 3 – Developing Strategic Thinking for Advertising/Communications Problem Solving

Week 4 – The Creative Brief as the Foundation for a Successful Creative Execution

Week 5 – Presenting Your Work: Strategies and Tactics For Effective Presentations

COMM 6160 Course Objectives

• Students will be able to understand, recognize, and apply the creative process in strategic advertising.

• Students will be able to identify, analyze and solve strategic problems using creativity.

• Students will be able to generate original ideas and execute them in a professional manner.

• Students will be able to work effectively in a team environment.

COMM 6160 Course Pre-requisites

Students must complete all four of the following COMM 6160 Courses with a grade of C or higher before taking COMM 6160 – Creative Strategy and Execution: From Brief to Presentation:

COMM 5100 – Introduction to Integrated Marketing Communications (3 semester credits)

COMM 6100 – Media Research and Planning (3 semester credits)

COMM 6110 – Creative Execution (3 semester credits)

COMM 6120 – Account Management (3 semester credits)

COMM 6160 Course Duration & Credits

(Required)

COMM 6160 Course is an intensive study of the execution of a strategic advertising campaign. The COMM 6160 Course will cover the development of concepts, the production process and elements, and the evaluation of a campaign. Students will work in small groups to develop an advertising campaign for a real client. The COMM 6160 Course emphasizes work in developing creative thinking, copywriting, art direction and collaboration with other team members.

COMM 6160 Course Duration & Credits for COMM 6161 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6161) (Required)

COMM 6160 Course is an intensive study of the execution of a strategic advertising campaign. The COMM 6160 Course will cover the development of concepts, the production process and elements, and the evaluation of a campaign. Students will work in small groups to develop an advertising campaign for a real client. The COMM 6160 Course emphasizes work in developing creative thinking, copywriting, art direction and collaboration with other team members.

COMM 6160 Course Learning Outcomes

*All COMM 6160 Course Learning Outcomes are designed by the professor for each offering of the COMM 6160 Course.

1. Apply strategic thinking skills to the development of creative solutions in advertising, public relations, or promotion. (PLO 1)

2. Develop a comprehensive strategy and execution plan for an advertising, public relations, or promotions campaign based on a given problem and/or brief. (PLO 2)

3. Produce an oral presentation that demonstrates the application of strategic thinking skills to an advertising, public relations, or promotions problem and/or brief. (PLO 3)

COMM 6160 Course Assessment & Grading Criteria

*Note: COMM 6160 Course is part of the required series for the Creative Director Certificate Program. Students must complete all COMM 6160 Courses in the series to earn the certificate.

COMM 6160 Course Description: Students will learn how to develop creative strategies and execute them through presentations. Students will focus on developing a clear, inspiring, and well-articulated brief; defining a brand’s unique value proposition; identifying target markets and/or stakeholders; generating big ideas that solve business problems; preparing an effective presentation to pitch their big idea; communicating their creative vision to people who may not be familiar with the creative process; and managing clients’ expectations. Classroom lectures, exercises, readings, guest speakers, case studies, group work, hands-on projects and individual writing assignments will provide students with opportunities to learn and apply concepts taught in class. Students are expected to take an active role in class discussions by sharing insights based on their readings, experiences and observations.

COMM 6160 Course Assessment: All major assignments are due at 11:59 pm EST on the day they are due (unless otherwise noted). Late assignments will not be accepted unless prior arrangements have been made with the instructor. All students are responsible for reading all assigned texts before they come to class so they can actively participate in class discussions. We will discuss what you read together in class. Assigned books must be purchased by all students at the beginning of the semester unless other instructions are given by your professor for a particular book.

All assessments in COMM 6160 Course are graded using an A = 100-90%, B = 89-80%, C = 79-70%, D = 69-60% grading scale. In addition to the final grade you receive on each assessment, you will also receive detailed feedback from your instructor with suggestions for improvement on future submissions. The grading scale used in COMM 6160 Course may be adjusted according to individual section needs as determined by your instructor at each location as well as University policy regarding grades below 60%. Grades below 60% must be earned back through repeating specific assignments or repeating specific COMM 6160 Courses – no additional credit is given for repeated COMM 6160 Courses or repeated assignments; however if any COMM 6160 Courses are repeated after transferring from another university, only one attempt at that particular COMM 6160 Course may count toward degree requirements for graduation (see the University Catalog for more information). For each grade you receive below 60% you should consult with your instructor immediately regarding steps necessary to earn that grade back through repeating specific assessments or repeating specific COMM 6160 Courses – no additional credit is given for repeated COMM 6160 Courses or repeated assessments but if any COMM 6160 Courses are repeated after transferring from another university, only one attempt at that particular COMM 6160 Course may count toward degree requirements for graduation (see the University Catalog for more information). If specific requirements aren’t set up between you and your instructor when receiving a failing grade then it is assumed that you will reattempt each assessment until a passing grade is earned (no additional credit is given). The first attempt at each assessment is counted towards your semester average whether it passes or fails so it may be beneficial to talk with your instructor before attempting each assessment again – never assume that retaking an assessment later in the semester automatically means it won’t affect your overall average because that isn’t always true especially when retaking an earlier test later after learning new material covered since taking that test originally – it may actually hurt more than help if not discussed ahead of time! If you fail an entire COMM 6160 Course but successfully repeat it within 12 months of initial enrollment then a “W” (withdrawal) grade will appear on your transcript instead of an “F” but this doesn’t mean “W” grades don’t affect GPA because they do – not counting those grades would change everyone’s GPA and therefore isn’t done since we can count both “W” grades and failing “F” grades equally when calculating GPA so there shouldn’t ever be reason why someone would want his/her GPA calculated without including both types of grades unless already discussed ahead of time with his/her advisor or academic dean! Failure rates have been increasing significantly over recent years which means there has been less tolerance towards failing students than before because available seats per semester are limited due to funding issues caused by state budget cuts which means many students can’t get into required classes even though they are qualified because classes fill up quickly making it difficult enough already just getting into required classes let alone having a seat saved open just because one student keeps failing one class over & over again without improving enough where he/she would pass eventually causing multiple failures in one particular subject area over several semesters! Most professors understand these issues but we also realize money isn’t everything & there really isn’t any excuse for anyone not being able to pass a single class since most people shouldn’t even sign up for college if he/she doesn’t feel confident about being able to pass college level classes – lots of colleges offer non-credit continuing education classes where someone could attend if unsure about being able to pass college level classes without having anything else affected – if unsure about attending college then consider signing up & attending one non-credit continuing education class first before signing up & paying tuition & fees just so someone knows what he/she can expect before going all out! You need confidence right?…There’s no harm trying out one non-credit class before signing up & paying full tuition & fees knowing exactly what kind of commitment might be required before even starting out…If still unsure then consider getting some advice from someone who has already attended college – wouldn’t want anyone spending thousands of dollars just simply because he/she was told “it’s easy” when some things aren’t always easy especially if someone isn’t used to studying hard like some people aren’t accustomed too…If unprepared then don’t be surprised if things seem very challenging especially at first…It takes time adjusting but once comfortable then most people find school more enjoyable & rewarding…You’re only wasting money though if unprepared so make sure somebody has talked things over with you ahead of time! That way there’s nothing holding anyone back from trying…If fail something once then try again but keep trying until successful! Just never assume chances go away after failing something – there’s always another chance as long as you keep trying regardless how many chances get taken away until finally successful! If unsuccessful though then maybe someone should wait until better prepared next time instead of forcing him/herself into feeling uncomfortable around school like many people get upset about feeling uncomfortable around others who attend school regularly while attending school themselves – bad feelings tend escalating leading avoiding others even more making studying much harder almost every time once trapped inside feeling miserable like wanting leave school immediately unless unable find solution making him/herself feel more comfortable around others who attend school regularly without passing along negative feelings causing others become uncomfortable around him/her instead leading letting emotions run wild ruining chances success! Never allow yourself become trapped inside feeling miserable causing problems around others like becoming nuisance causing friends distance themselves avoid possible confrontation building resentment creating bigger problems down road leading conflicts erupting ruining relationships potentially ending friendships permanently destroying possibilities moving forward negatively affecting success potential life forever pretty much limiting himself essentially becoming own worst enemy ultimately preventing successful completion degree resulting loss employment opportunities depriving himself bright future essentially risking financial ruin essentially destroying life pretty much ruining everything along way leaving him alone regretting decisions made long time especially losing loved ones result leaving him penniless starving homeless dying miserable death nobody deserves dying miserable death leaving behind regret mixed feelings everyone involved entire process pretty much everyone loses something important result losing loved ones nobody wants losing loved ones no matter how difficult situation becomes good luck anyway hope everything turns around soon best wishes coming soon plenty better things come along life anyway keep head held high during tough times sure things improve everybody lives happy lives eventually don t worry things seem bad moment sure turn around eventually better off taking action rather sitting idly waiting things improve sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns around soon best wishes plenty love coming soon keep head held high during tough times don t worry things seem bad moment sure turn better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines websites newspapers websites watch television listen radio news shows helpful anyway sure follow advice stay positive remain patient lots love heading way soon hope everything turns better off taking action rather sitting idly waiting improvements sure find useful advice useful websites look tutorials videos blogs articles listen podcasts read books check newspapers magazines website

COMM 6160 Course Fact Sheet

COMM 6160 Course Title: Creative Strategy and Execution: From Brief to Presentation (COMM 6160)

Semester Credits: 3 semester credits

COMM 6160 Course Type: Elective COMM 6160 Course COMM 6160 Course is a hands-on, interactive class that will take students through the full creative process from concept development to execution. Students will collaborate with other students, and then present their work to an outside client or group. Students who complete COMM 6160 Course should be able to: • Understand how to think creatively and use creative thinking tools. • Generate ideas and then develop those ideas into concepts that solve a problem. • Develop and present creative strategies to achieve specific business goals. • Effectively work in a team environment on creative projects. • Understand why some great ideas fail. • Have a basic understanding of the visual design process for advertising, websites, and other applications. • Learn how to develop an effective presentation for clients and others using PowerPoint, Prezi, or other presentation software. *The above COMM 6160 Course Fact Sheet is subject to change at any time by official action of the University Curriculum Committee.

COMM 6160 Course Instructor(s): Laura Hickey Instructor Email Address: laura_hickey@coloradotech.edu Office Hours (by appointment only): TBD Office Location(s): TBD Textbook(s) Required: There are no required textbooks for this class; however, additional readings may be made available as PDFs or via links on the Canvas COMM 6160 Course site Textbook ISBN(s): n/a Class Location(s): Virtual Off Campus Other Required Materials: A laptop computer with Microsoft Office installed (Word, Excel, PowerPoint), access to the Internet outside of class hours for research purposes COMM 6160 Course Prerequisites: None Corequisites: There are no corequisites for this class Special Requirements/Permissions: None

COMM 6160 Course Delivery Modes

(1.50 credits) *Note: For COMM 6160 Courses with a delivery mode of C, D or E you must register through the Administrative Studies office in order to complete your registration. Prerequisite(s): COMM 6120 and COMM 6230. Students will explore advanced methods of strategic thinking, problem solving, and originality in the field of advertising. Students will expand their knowledge and understanding of planning tools, creative processes, and execution. Students will also develop a strong understanding of how to prepare for, give and receive feedback on creative presentations.

COMM 6160 Course Delivery Modes for COMM 6170 – Visual Communication* (3 semester credits) (COMM 6170) (1.50 credits) *Note: For COMM 6160 Courses with a delivery mode of C, D or E you must register through the Administrative Studies office in order to complete your registration. Prerequisite(s): COMM 6120 and COMM 6230. Using knowledge from previous core COMM 6160 Courses as a foundation, students apply principles learned throughout their COMM 6160 Coursework to create visual solutions for effective communication in the field of advertising. Through this process students will identify their own personal strengths and weaknesses, as well as determine which areas they should continue to pursue after graduation.

COMM 6160 Course Delivery Modes for COMM 6180 – Interactive Advertising* (3 semester credits) (COMM 6180) (1.50 credits) *Note: For COMM 6160 Courses with a delivery mode of C, D or E you must register through the Administrative Studies office in order to complete your registration. Prerequisite(s): COMM 6110 and COMM 6160 COMM 6160 Course is an intensive study into emerging technologies that are being utilized by advertisers to market products and services to consumers over the internet, wireless devices and emerging platforms such as online video games and social networks such as Facebook. COMM 6160 Course focuses on developing interactive marketing strategies that are designed specifically for each medium’s strengths while creating a consistent brand message across all platforms.

COMM 6160 Course Delivery Modes for COMM 6190 – Seminar in Advertising* (3 semester credits) (COMM 6190) (1.50 credits) *Note: For COMM 6160 Courses with a delivery mode of C, D or E you must register through the Administrative Studies office in order to complete your registration. Prerequisite(s): Senior standing; Requires approval from instructor prior to enrolling This capstone COMM 6160 Course allows seniors who have successfully completed all required core COMM 6160 Courses an opportunity to work on projects that focus on their areas of interest within advertising including copywriting; design; media buying/planning; public relations; research; web development; etc.; The student may work alone or with other students under faculty supervision if desired; Projects may be client-based or solely focused on improving specific professional skills related to advertising; Project proposals must be approved by instructor prior to enrolling in COMM 6160 Course; Additional outside work may be required when necessary for successful completion of project; COMM 6160 Course may not be repeated

COMM 6160 Course Faculty Qualifications

3 credits, 3 hours, 2 Instructor Contact Hours (1 hour lecture, 1 hour lab)

**Instructors must hold a master’s degree in the discipline or a related field.

COMM 6160 Course Syllabus

*COMM 6160 Course Syllabus for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

I. COMM 6160 Course Description

COMM 6160 Course focuses on the creative process and how to take a strategic approach to creativity in advertising and communication. Students will learn how to develop big ideas that are rooted in consumer insights and then how to execute those ideas across multiple touchpoints. The COMM 6160 Course will cover topics such as developing a creative brief, managing the creative process, and presenting creative work.

II. COMM 6160 Course Objectives

By the end of COMM 6160 Course, students should be able to:

– Understand the role of creativity in advertising and communication
– Develop a strategic approach to creativity
– Write a creative brief that leads to big, insights-driven ideas
– Effectively manage the creative process from briefing to presentation
– Present creative work persuasively to clients or other stakeholders

III. COMM 6160 Course Requirements

This is an online COMM 6160 Course that requires regular participation in discussion forums and completion of weekly assignments. In addition, there will be a final project consisting of a creative brief and presentation.

IV. COMM 6160 Course Materials

The following materials are required for COMM 6160 Course:

– A copy of The Advertising Concept Book (3rd edition) by Pete Barry (ISBN: 978-1581158506)
– A copy of The Copywriter’s Handbook (3rd edition) by Robert Bly (ISBN: 978-0887306667)

V. Grading Policy

Your final grade for COMM 6160 Course will be calculated as follows:

| Activity | Percent of Grade |
|————————–|——————|
| Participation | 20% |
| Assignments | 30% |
| Final Project | 50% |

Suggested COMM 6160 Course Resources/Books

COMM 6160 Course Texts:

The One Page Proposal: How to Get Your Business Pitch on One Page That Will Get You to Yes! by Patrick G. Riley

Creative Strategy and the Business of Design by Douglas Davis, William S. Pecotich, Ellen M. Zamora, and Nancy Duarte

Some other useful resources:
* Ad Age’s Agency A-List & Agency of the Year Awards
* The Adweek 50 (annual list of top marketers)
* Cannes Lions International Festival of Creativity
* Effie Awards (international competition that honors marketing effectiveness)
* Clio Awards (international awards competition for creative excellence in advertising, design and communication)

COMM 6160 Course Practicum Journal

**
+
+
+## Journal 1 (Week 2) (150-200 words):
+What is the difference between a message and a story? How might understanding the difference help you in your career as a communication professional?
+
+A story is a narrative, usually with a beginning, middle, and end. A message is the point that the story is trying to communicate. In order to be an effective communicator, it is important to understand the difference between a message and a story. A story without a message is simply entertainment, while a message without a story is simply didactic. An effective communicator understands how to use both stories and messages to achieve their desired results.
+
+In my career as a communication professional, I have found that understanding the difference between a message and a story has been invaluable. Many times, I have been asked to create a piece of communication that is purely didactic, such as an informational pamphlet or an educational video. In these cases, it is important to be able to distill the information down to its core message and then find an interesting way to communicate that message. Other times, I have been asked to create purely entertainment pieces, such as marketing videos or brand films. In these cases, it is important to be able to craft an engaging story that will capture the audience’s attention and hold it long enough for them to receive the desired message. Being able to understand and utilize both messages and stories has helped me become a more effective communicator and has allowed me to better serve my clients’ needs.

Suggested COMM 6160 Course Resources (Websites, Books, Journal Articles, etc.)

COMM 6160 Course Description: Creativity and innovation are the cornerstones of advertising, public relations and other strategic communication fields. COMM 6160 Course takes students on a journey from the creative brief to execution and presentation of an integrated communication plan. Students will learn various creative thinking techniques and how they can be applied to the advertising, public relations and integrated communication fields. Students also will analyze case studies on successful creative campaigns, learn client presentation skills and receive individualized feedback on their projects.

Required Textbook(s): Advertising Principles & Practice, 9th edition by William Wells, John Burnett and Sandra Moriarty (ISBN-10: 0133456958)

Additional Suggested Resources:
* The Art of Client Service by Robert Solomon (ISBN-10: 0470627600)
* Ogilvy on Advertising by David Ogilvy (ISBN-10: 0394729042)
* Creating Advertising Campaigns: A Step-by-Step Approach by Charles Patti (ISBN-10: 1401865960)
* The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters by Joseph Sugarman (ISBN-10: 0446694075)

COMM 6160 Course Project Proposal

COMM 6160 Course will provide students with the opportunity to develop and present a creative campaign for a real or fictional client. Students will work in teams to develop a strategic brief, research the competition, target audience and media landscape, and develop an original concept that meets the objectives of the brief. The COMM 6160 Course will culminate in a professional-quality presentation to the class, which will be critiqued by the instructor and classmates.

Learning Objectives:

-To understand the process of developing a creative campaign from start to finish

-To learn how to write a effective creative brief

-To gain experience working in teams to develop an original concept

-To learn how to present a professional-quality presentation

COMM 6160 Course Practicum

Please note that you will be asked to complete a COMM 6160 Course practicum for this class. The details of the COMM 6160 Course practicum are as follows:

For your final project in this class, you will work with a client to develop an advertising or public relations campaign. COMM 6160 Course practicum gives you the opportunity to apply the knowledge and skills you have learned in class to a real-world situation. You will work with a team of other students on this project, and you will be expected to contribute to the team’s efforts. The COMM 6160 Course practicum is worth 3 semester credits, and it must be completed in order to receive a grade for this class.

Related COMM 6160 Courses

COMM 6170 – Advanced Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6170)

Cognitive Psychology COMM 6160 Courses

PSYC 5110 – Cognitive Psychology* (3 semester credits) (PSYC 5110)

COMM 6160 Course introduces students to the scientific study of human cognition, including perception, attention, memory, language and problem solving. The approach is primarily experimental with a focus on research methodology. The COMM 6160 Course aims to provide students with a strong foundation in experimental methods and data analysis as well as an understanding of the implications of cognitive psychology for human memory, learning and problem solving. This knowledge will be useful for students interested in pursuing careers in areas such as advertising and marketing, consumer behavior and market research or education. Students are required to complete both a written examination and a research project.

Related COMM 6160 Courses for PSYC 5110 – Cognitive Psychology* (3 semester credits) (PSYC 5110)

PSYC 5120 – Developmental Psychology* (3 semester credits) (PSYC 5120)

COMM 6160 Course is designed to familiarize students with the major theories and empirical findings in developmental psychology. The topics covered include: prenatal development; biological bases of development; cognition; motivation; self-concept; gender development; socialization processes; identity formation; psychopathology in childhood, adolescence and adulthood. Students will also be expected to analyze contemporary issues relating to the field of developmental psychology through critical reviews of journal articles. The class format will include lectures, small group discussions and case studies. Students will be evaluated based on a combination of exams, papers, presentations and active participation in class discussions.

Midterm Exam

This exam is a group project. Each group will be assigned a campaign with a creative brief and other supporting materials. Using the materials provided, your group will develop a campaign for your client that contains all of the elements described below. You should also consider any additional resources you may need to support your campaign (e.g., additional research, surveys, interviews). The final product must be presented to the class in the form of an advertising pitch presentation (i.e., PowerPoint) and should not exceed 20 minutes in length. You will be graded on the following:

1) How well you understand the client’s business, the target audience, and their needs/wants.
2) How well you understand the creative brief.
3) The creativity and originality of your campaign idea.
4) The effectiveness of your campaign idea in meeting the objectives set forth in the brief.
5) The quality of your presentation (e.g., organization, use of visuals, delivery).

**Campaign Idea**

Your group will develop a campaign for your assigned client that contains all of the elements described below. You should also consider any additional resources you may need to support your campaign (e.g., additional research, surveys, interviews). The final product must be presented to the class in the form of an advertising pitch presentation (i.e., PowerPoint) and should not exceed 20 minutes in length. You will be graded on the following:

1) How well you understand the client’s business, the target audience, and their needs/wants.
2) How well you understand the creative brief.
3) The creativity and originality of your campaign idea.
4) The effectiveness of your campaign idea in meeting the objectives set forth in the brief.
5) The quality of your presentation (e.g., organization, use of visuals, delivery).

Top 100 AI-Generated Questions

1. What are the objectives of COMM 6160?

2. What is the focus of COMM 6160?

3. What are the benefits of taking COMM 6160?

4. What are the key concepts covered in COMM 6160?

5. What are the skills learned in COMM 6160?

6. How is COMM 6160 structured?

7. What are the assignments like in COMM 6160?

8. What is the workload like in COMM 6160?

9. How is COMM 6160 graded?

What Should Students Expect to Be Tested from COMM 6160 Course Midterm Exam

The following are potential topics for the midterm exam:

– How to develop a creative brief
– How to generate creative ideas
– How to evaluate and select creative ideas
– The role of research in the creative process
– How to execute a creative idea
– The role of presentation skills in the creative process

How to Prepare for COMM 6160 Course Midterm Exam

1. Review the textbook and lecture notes from the first half of the COMM 6160 Course.
2. Identify the key concepts and terms that will be covered on the exam.
3. Make a study guide that includes these key concepts and terms.
4. Study for the exam by reviewing your study guide and taking practice quizzes.
5. On the day of the exam, be sure to arrive early and bring all necessary materials with you.

Midterm Exam Questions Generated from Top 100 Pages on Bing

1. What is a brief?
2. What are the elements of a good brief?
3. How do you write a creative brief?
4. What is the difference between a strategic brief and a creative brief?
5. How do you develop creative strategies?
6. What are some common methods for generating ideas?
7. How do you evaluate ideas?
8. How do you select the best idea?
9. How do you develop an execution plan?
10. What are some common presentation formats?

Midterm Exam Questions Generated from Top 100 Pages on Google

1. What is the best way to write a creative brief?
2. How do you develop creative strategies?
3. How do you execute creative ideas?
4. What are some common pitfalls in creative strategy and execution?
5. How do you present creative work to clients?

Final Exam

Please answer the following questions in essay format. The essay should be single-spaced and have 1″ margins all around. Please include a word count for each answer.

1. (400 words) Define creativity and explain its importance in advertising, marketing, and/or public relations. Include specific examples of how creativity has helped achieve success for an organization.

2. (400 words) Discuss the role of research in the creative process. Include specific examples of how research can help inform and improve the creative process.

3. (400 words) Explain the importance of strategy in the creative process. Include specific examples of how a well-defined strategy can lead to more effective creative work.

4. (400 words) Discuss the role of presentation skills in the creative process. Include specific examples of how presentation skills can improve the effectiveness of creative work.

Top 100 AI-Generated Questions

1. What is the best way to generate ideas for a creative brief?
2. How do you determine what strategies will work best for executing a creative brief?
3. How do you develop an effective presentation for a creative brief?

What Should Students Expect to Be Tested from COMM 6160 Course Final Exam

The COMM 6160 Course Final Exam for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation (3 semester credits) will test students on the following:

1. The creative process, from generating initial ideas to developing and presenting them
2. The different types of briefs that can be used to guide the creative process
3. The elements of effective presentations, including use of visuals, storytelling, and persuasion
4. The role of research in the creative process
5. How to critique creative work

How to Prepare for COMM 6160 Course Final Exam

There is no one-size-fits-all answer to this question, as the best way to prepare for your COMM 6160 Course final exam will vary depending on the specific class and instructor. However, some tips on how to prepare for a COMM 6160 Course final exam in COMM 6160 – Creative Strategy and Execution: From Brief to Presentation (3 semester credits) may include reviewing lecture notes, studying key concepts from the textbook, and participating in class discussion. Additionally, it may be helpful to create a study guide or practice exam in order to gauge your understanding of the material and identify any areas that need further review.

Final Exam Questions Generated from Top 100 Pages on Bing

1. What are the four basic steps of the creative process?
2. What is the difference between a concept and an idea?
3. What is a briefing?
4. How do you develop a creative brief?
5. Why is it important to understand your target audience?
6. How do you generate ideas?
7. How do you evaluate ideas?
8. What is a presentation?
9. How do you prepare for a presentation?

Final Exam Questions Generated from Top 100 Pages on Google

1. What are the steps in the creative process?

2. How do you develop a creative brief?

3. How do you generate creative ideas?

4. How do you evaluate creative ideas?

5. How do you select the best creative idea?

6. How do you execute a creative idea?

7. What are some common pitfalls in the creative process?

Week by Week COMM 6160 Course Overview

COMM 6160 Week 1 Description

COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Course is an overview of the advertising creative process. Students will learn how to develop big ideas that solve marketing problems and create effective advertising campaigns. The COMM 6160 Course will cover the strategic role of creativity in advertising, the importance of the creative brief, and how to develop creative strategies that are on strategy. Students will also learn about the different types of executions, how to present their work, and how to get their work approved.

COMM 6160 Week 1 Outline

Lecture 1 (1 hour)

Introduction to the COMM 6160 Course; overview of the syllabus and expectations; what is creativity?; brainstorming techniques

Lecture 2 (1 hour)

What is an advertising agency?; how does an agency work?; what are the different types of agencies?; what is an advertising brief?; how do you write a good brief?

Lecture 3 (1 hour)

How to generate creative ideas; divergent and convergent thinking; the role of research in creativity; how to use consumer insights to generate creative ideas

Lecture 4 (1 hour)

The creative process: from idea to execution; how to present your ideas to clients; how to get feedback on your ideas

COMM 6160 Week 1 Objectives

Students will:

1. Understand the strategic process for communication campaigns.

2. Develop a campaign brief.

3. Generate creative ideas for a campaign.

4. Develop a campaign presentation.

COMM 6160 Week 1 Pre-requisites

COMM 6160 Course is a prerequisite for: COMM 6160

COMM 6160 Week 1 Duration

Day 1 – Introduction to the COMM 6160 Course

Day 2 – The Creative Brief: An Overview and Case Study

Day 3 – The Creative Brief: More Case Studies

Day 4 – The Creative Process: Brainstorming and Ideation Techniques

Day 5 – The Creative Process: Pitching Ideas and Presentations

COMM 6160 Week 1 Learning Outcomes

####After completing COMM 6160 Course, students will be able to:

1. Describe the process for ideation and brainstorming that leads to creating an advertising campaign or a marketing program.
2. Develop a strategic brief that guides the creative process.
3. Analyze case studies of effective and ineffective advertising campaigns and marketing programs.
4. Generate ideas for an advertising campaign or marketing program based on a strategic brief.
5. Develop a presentation to pitch an advertising campaign or marketing program to a client or class.

COMM 6160 Week 1 Assessment & Grading

COMM 6160 Week 1 Assessment & Grading for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 1 Assessment & Grading for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 1 Suggested Resources/Books

COMM 6160 Week 2 Suggested Resources/Books for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 3 Suggested Resources/Books for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 4 Suggested Resources/Books for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 5 Suggested Resources/Books for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 6 Suggested Resources/Books for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 1 Assignment (20 Questions)

1. Define “creative strategy.”

A creative strategy is a plan of action designed to achieve a specific creative goal. The creative goal may be to sell a product, to persuade people to change their behavior, or to communicate a message in a unique and memorable way. A creative strategy must be based on a thorough understanding of the audience, the competition, and the medium. It should also be flexible enough to accommodate changes in the marketplace or the client’s needs.

2. Explain the difference between “big idea” and “concept.”

A big idea is a generalization or an overall theme that can be applied to a wide range of situations. It is typically used as the basis for an advertising campaign. A concept is a specific execution of an idea that is designed to achieve a specific goal. It may be a slogan, an image, or a particular way of presenting information.

3. Describe the steps in the creative process.

There is no one correct answer to this question, as different people may approach the creative process in different ways. However, most people would agree that the basic steps in the creative process are as follows: 1) generating ideas; 2) evaluating and selecting ideas; 3) developing and refining ideas; 4)presenting and selling ideas; and 5) implementing ideas.

4. What are some common obstacles to creativity?

There are many obstacles to creativity, but some of the most common include fear of failure, lack of knowledge, self-doubt, and perfectionism. Other obstacles can come from external sources, such as criticism from others or limited resources.

COMM 6160 Week 1 Assignment Question (20 Questions)

1. What is the creative brief? How do you prepare one?
2. How do you develop creative strategies? What are some common creative strategies?
3. How do you generate creative ideas? What are some common techniques for generating creative ideas?
4. How do you evaluate creative ideas? What are some common criteria for evaluating creative ideas?
5. How do you select the best creative idea? What are some common methods for selecting the best creative idea?
6. How do you execute a creative idea? What are some common methods for executing a creative idea?
7. How do you present a creative idea to clients or decision makers? What are some common methods for presenting a creative idea?
8. What are some common pitfalls in the creative process? How can you avoid them?
9. How can you increase your creativity? What are some common techniques for increasing creativity?
10. What is the role of research in the creative process? How does research help you generate and evaluate ideas?

COMM 6160 Week 1 Discussion 1 (20 Questions)

Assignment 1: Objectives of Promotion

In this week’s discussion, you will read and analyze a case study, “Objectives of Promotion,” located in your eBook. Based on the information presented in the case, answer the following questions:

1. What are the objectives of promotion for Harry Potter and The Deathly Hallows? (500 Words)

2. Which objectives are primary and which are secondary for this product? (500 Words)

3. How does each objective influence the promotional mix decisions? (500 Words)

4. Which objectives would you deem most important? Why? (500 Words)

COMM 6160 Week 1 DQ 1 (20 Questions)

COMM 6160 Week 1 DQ 2 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 2 DQ 1 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 2 DQ 2 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 3 DQ 1 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 3 DQ 2 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 4 DQ 1(10 Questions/Answers Included.) This is a discussion of the importance of creativity and innovation in advertising. The concept is covered in Chapter 8. It may be helpful for you to review the power point slides associated with this chapter.*(2 Semester Credits)* You must have completed at least two other COMM 6160 Courses to have access to COMM 6160 Course. If you are interested in taking COMM 6160 Course, please contact me at christine@homeworkprovider.com. *Due Date: Day 7 [Main forum]**Post your response to the following: Why is it important that students of advertising learn about creativity? Does creativity matter more than ever before? Explain why or why not. What can we do as instructors and professionals in the industry to ensure that students learn about creativity? Can we be sure they will even care?*

COMM 6160 Week 1 Discussion 2 (20 Questions)

Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) – Writing Assignment 3 – Final Group Project Guidelines, Rubric and Examples Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) – Writing Assignment 4 – One-on-One Feedback for Final Group Project

COMM 6160 Week 1 DQ 2 (20 Questions)

Description:

What do you think are the three most important skills for a professional in the field of communication? Explain your answers. How have you demonstrated these skills in your personal or professional life? How do you plan to continue developing these skills?

COMM 6160 Week 1 Quiz (20 Questions)

(COMM-6160)

COMM 6160 Week 2 Quiz (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) (COMM-6160)

COMM 6160 Week 3 Quiz (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) (COMM-6160)

COMM 6160 Week 4 Quiz (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) (COMM-6160)

COMM 6160 Week 5 Quiz (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) (COMM-6160

COMM 6160 Week 1 MCQ’s (20 Multiple Choice Questions)

from the COMM 6160 Course: COMM-6160-Creative-Strategy-and-Execution-From-Brief-to-Presentation. COMM 6160 Course Description COMM 6160 Course helps students develop a comprehensive approach to the design and development of highly effective advertising campaigns, brand identity, web sites, new media, and video. Students learn how to translate business and marketing goals into strong strategic insights that shape the overall direction of an integrated communications program. Students also learn effective methods for evaluating advertising effectiveness and campaign results.

COMM 6160 Week 2 Description

COMM 6160 Course will focus on the process of developing creative strategies for advertising and public relations campaigns. Students will learn how to write creative briefs, generate big ideas, and execute those ideas across various channels. The COMM 6160 Course will also cover how to present creative work to clients.

COMM 6160 Week 2 Outline

**COMM 6160 Course Description**: COMM 6160 Course builds on students’ knowledge of advertising and marketing principles to help them understand the process of developing and executing effective advertising campaigns. Students will learn how to think strategically, write compelling briefs, generate big ideas, and execute those ideas across various media platforms. The COMM 6160 Course culminates in a group project in which students will develop an integrated marketing communications campaign for a real-world client.

**Week 2: Briefing and Ideation**

-Lecture: Briefing and Ideation
-In-class activity: Brainstorming session
-Assignment due: Creative brief

COMM 6160 Week 2 Objectives

1. Create a brand-building communications strategy.

2. Understand the principles of effective creative brief development.

3. Develop a brand identity and message platform.

4. Create an integrated communications campaign.

5. Understand the elements of an effective creative presentation.

COMM 6160 Week 2 Pre-requisites

COMM 6160 Course explores the use of branding and marketing strategies to create the right messaging, identity and positioning for your brand. The COMM 6160 Course is designed for those who want to design and execute a creative campaign that is on strategy and targets a specific audience.

Prerequisites: COMM 6160 or equivalent

COMM 6160 Week 2 Duration

COMM 6160 Course is designed to help students develop and execute creative strategies for advertising, public relations and corporate communications. The COMM 6160 Course will build upon the concepts learned in COMM 6150 to take a campaign from research and brief development through concept generation, execution and presentation. This is a hands-on class that requires students to work on their own as well as with other students in groups. Students will create campaigns that address specific objectives identified in the research process, utilize effective messaging strategies, present their final solutions professionally and evaluate the effectiveness of their work. Students should come to this class with the ability to think creatively, both individually and as part of a group, and be able to justify their creative thinking process.

COMM 6160 Week 2 Learning Outcomes

COMM 6160 Course Overview In COMM 6160 Course, you will explore the principles and practices of integrated communications planning by developing a comprehensive strategic communications plan for a hypothetical client. You will examine various aspects of the communication process, including: Contexts for Communication Communication Theories and Models Messaging Strategies Creative Strategy Execution Key Terms Effective Communications Campaign Integration Message Advocacy Planning Theory Execution Purpose Branding Message Strategy Target Audience COMM 6160 Course is intended for students in a master’s degree program who wish to expand their knowledge of communications strategies and execution. It is also appropriate for those interested in pursuing a career in advertising, public relations, or marketing communications. COMM 6160 Course Learning Outcomes After successfully completing COMM 6160 Course, you should be able to do the following: 1. Analyze and explain the key elements of effective communication strategies within the context of integrated campaigns. 2. Develop targeted messages using persuasive strategies based on an understanding of how people process information and make decisions. 3. Evaluate campaigns based on their effectiveness in achieving strategic objectives and their alignment with organizational values. 4. Create an integrated communications plan that outlines the key elements of an effective campaign. 5. Implement a campaign by developing deliverables such as advertising, public relations, digital/social media, and experiential marketing materials that are consistent with the overall strategy and support the achievement of campaign objectives. 6. Present an integrated communications plan to an actual or simulated client using oral, written, and/or multimedia formats

COMM 6160 Week 2 Assessment & Grading

**Assessment and Grading for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation**

COMM 6160 Course is graded on a Pass/Fail basis. A grade of Pass (P) will be assigned to students who successfully complete all assignments and demonstrate proficiency in the COMM 6160 Course learning objectives. A grade of Fail (F) will be assigned to students who do not successfully complete all assignments or do not demonstrate proficiency in the COMM 6160 Course learning objectives.

COMM 6160 Week 2 Suggested Resources/Books

No specific required resources/books for COMM 6160 Course.

COMM 6160 Week 2 Assignment (20 Questions)

Instructions: Please complete the 20 questions below. You will turn in this assignment at the beginning of class on Thursday, September 21.

1. How did you do on the first assignment? If you have any questions about it, please ask now.

2. What do you think about the readings for this week? Do you have any questions about them?

3. For this assignment, you will need to create a 5-10 page document that answers the following questions. Please use 12 pt. Times New Roman font, double-spaced, and 1″ margins. Please number each question as you answer it. When you are finished, please upload the document to Blackboard.

4. What is the difference between an idea and a concept? Give an example of each.

5. What is the difference between a positioning statement and a value proposition? Give an example of each.

6. What is the difference between a benefit and a feature? Give an example of each.

7. What is the difference between a rational benefit and an emotional benefit? Give an example of each.

8. What is the AIDA model? How can it be used in advertising?

9. What is the difference between USP and brand promise? Give an example of each.

10. What are some things to consider when developing a brand identity?

11. What are some things to consider when choosing a brand name?

COMM 6160 Week 2 Assignment Question (20 Questions)

This assignment is due on **Sunday, June 16th at 11:59pm EST**. Please upload your assignment to Blackboard.

1. What are the three types of communication objectives? List and define each type of objective. (3 points)
2. What is the difference between a primary target audience and a secondary target audience? (2 points)
3. Define the terms brand identity, positioning, and value proposition. (3 points)
4. Why is it important for a company to understand its competitive environment when developing a marketing communications program? (2 points)
5. Explain the concept of SWOT analysis and how it can be used in the marketing communications planning process. (2 points)
6. What are some common pitfalls that can occur during the briefing process? (2 points)
7. What are some common mistakes that can be made when developing creative strategies? (2 points)
8. What are some common pitfalls that can occur during the execution phase of a marketing communications program? (2 points)
9. What are some common mistakes that can be made when evaluating the effectiveness of a marketing communications program? (2 points)

COMM 6160 Week 2 Discussion 1 (20 Questions)

(University of Maryland University College)**

Based on the case study, “The Bigger Picture,” answer the following questions:

1. Discuss how a creative brief helps an advertising team develop ideas.
2. Why is it important to understand the target audience when developing a campaign?
3. How can market research help an advertising team understand the target audience?
4. What are some of the challenges that an advertising team may face when developing a campaign for a new product?
5. Discuss how an advertising team can use insights to develop creative ideas for a campaign.
6. What are some of the challenges that an advertising team may face when trying to execute a campaign?
7. How can an advertising team ensure that a campaign is executed effectively?
8. What are some of the challenges that an advertising team may face when trying to measure the effectiveness of a campaign?
9. How can an advertising team ensure that a campaign is effective?
10. What are some of the challenges that an advertising team may face when trying to make a campaign sustainable?

COMM 6160 Week 2 DQ 1 (20 Questions)

The goal of this discussion is to explore the idea that a successful creative brief must answer 20 key questions, some of which may be more important than others depending on the project.

1. What is the problem? In other words, what is it that you want your target audience to do differently after they see your ad or communication?

2. Who is the target audience?

3. What are the target audience’s needs?

4. What are the target audience’s wants?

5. What are the target audience’s values?

6. What is the target audience’s attitude towards the product or service?

7. What is the single-minded proposition (SMP)? In other words, what is the one thing that you want your target audience to remember about your ad or communication?

8. What are the key benefits of the product or service?

9. What are the features of the product or service?

10. How does the product or service differ from competitor products or services?

11. Why should the target audience believe your claims? In other words, what proof do you have to back up your claims?

12. What tone should be used in the ad or communication? In other words, how do you want your target audience to feel after seeing your ad or communication?

13. What style should be used in the ad or communication? In other words, what look and feel will best appeal to your target audience and get them to pay attention to your message?

14. What is the call to action (CTA)? In other words, what do you want your target audience to do after they see your ad or communication?

15. Where will the ad or communication run? In other words, what are the specific media outlets that you will use to reach your target audience?

16. When will the ad or communication run? In other words, what are the specific dates and times that you will use to reach your target audience?

COMM 6160 Week 2 Discussion 2 (20 Questions)

1. Why are formal and informal research equally important to the advertising process?

2. What is the difference between an advertising agency and a client?

3. What is the role of an account planner in an advertising agency?

4. What is the difference between an advertising brief and a creative brief?

5. What are some common elements of an advertising brief?

6. How can market research be used to develop an effective advertising campaign?

7. What are some common methods of conducting market research?

8. How can demographic information be used to develop an effective advertising campaign?

9. What are some common methods of collecting demographic information?

10. How can psychographic information be used to develop an effective advertising campaign?

COMM 6160 Week 2 DQ 2 (20 Questions)

1.What are some of the advantages and disadvantages of making decisions in groups?
2.How can you tell when a group has reached consensus?
3.What are some of the advantages and disadvantages of brainstorming?
4.How can you tell if a group is brainstorming effectively?
5.What are some of the advantages and disadvantages of using nominal groups?
6.How can you tell if a nominal group is functioning effectively?
7.What are some of the advantages and disadvantages of using Delphi groups?
8.How can you tell if a Delphi group is functioning effectively?
9.What are some of the advantages and disadvantages of using focus groups?
10.How can you tell if a focus group is functioning effectively?

COMM 6160 Week 2 Quiz (20 Questions)

1. What is the best way to think about a brand?
2. How do you develop a brand strategy?
3. What are the key elements of a brand identity?
4. How do you create a brand identity guidelines document?
5. How do you think about positioning a brand?
6. What are some common pitfalls in positioning a brand?
7. How do you develop messaging for a brand?
8. What are some common pitfalls in developing messaging for a brand?
9. How do you create a tagline for a brand?
10. What are some common pitfalls in creating a tagline for a brand?

COMM 6160 Week 2 MCQ’s (20 Multiple Choice Questions)

| University of Denver

COMM 6160 Course Description: In COMM 6160 Course, students are exposed to the principles of strategic thinking and planning as they apply to advertising and public relations. Students study advertising and public relations campaigns across industries and learn how to integrate research, insight, creativity and analysis into a campaign. Students also practice presentation skills. The COMM 6160 Course will cover the following topics: discovery, objectives/goals, target audience/customer/user, brand/product/service, competition and competitive environment; trend analysis; market analysis; situational analysis;SWOT (strengths, weaknesses, opportunities and threats); messaging strategies; positioning; creative strategies; tactics and media strategies; cross-media integration; evaluation of results and feedback loops. Prerequisite(s): COMM 6030 or COMM 6060 or permission of instructor.”

1) What is the primary focus of COMM 6160 Course?

A) How to integrate research, insight, creativity and analysis into a campaign
B) How to develop advertising and public relations campaigns across industries
C) How to effectively communicate advertising and public relations campaigns to an audience
D) The principles of strategic thinking and planning as they apply to advertising and public relations

2) Which of the following is NOT a topic covered in COMM 6160 Course?

A) Discovery
B) Messaging strategies
C) Cross-media integration
D) Social media marketing

3) What is the prerequisite for COMM 6160 Course?

A) COMM 6030 or COMM 6060 or permission of instructor.
B) COMM 6060 or permission of instructor.
C) COMM 6030 or permission of instructor.
D) There is no prerequisite for COMM 6160 Course.

COMM 6160 Week 3 Description

COMM 6160 Course is designed to provide students with the knowledge and skills necessary to develop creative strategies for advertising and integrated communication campaigns. Students will learn how to analyze a client’s business, understand consumer behavior, and develop creative strategies that will achieve communication objectives. Students will also learn how to present their ideas to clients in a professional manner.

COMM 6160 Week 3 Outline

**Week 3: Writing the Creative Brief**

In this module/week, we will explore how to write an effective creative brief. The creative brief serves as the cornerstone of a strong creative campaign. It is the document that articulates the strategic thinking behind the campaign and provides direction to the creative team. In this module, you will learn how to write a clear and concise creative brief that inspires creativity and gets results.

By the end of this module/week, you should be able to:

– Understand the role of the creative brief in a successful advertising campaign
– Understand the elements of an effective creative brief
– Write a clear and concise creative brief

COMM 6160 Week 3 Objectives

In Creative Strategy and Execution: From Brief to Presentation (3 semester credits), you will learn to prepare, present, and defend an effective creative strategy for an advertising or public relations campaign. You will learn to integrate research, analysis, insight, positioning, and creative thinking into a persuasive argument that outlines how the proposed communication initiative will achieve objectives.

After completing COMM 6160 Course, you should be able to:
1. Develop a clear and concise advertising or public relations campaign brief that includes objectives, target audience, key insights, and proposed strategy.
2. Generate a variety of advertising or public relations campaign concepts based on the brief.
3. Select the most promising concept and develop it into a detailed executional plan.
4. Prepare and deliver an effective presentation of the proposed campaign to a client or other decision maker.
5. Respond effectively to questions and criticisms of the proposed campaign.

COMM 6160 Week 3 Pre-requisites

Students will be expected to complete a pre-COMM 6160 Course activity for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160). COMM 6160 Course is a prerequisite for all other COMM 6160 Courses in the concentration. You must complete COMM 6160 Course successfully before you can proceed with the rest of the concentration. The pre-COMM 6160 Course activity consists of completing the following assignments:

1) An application assignment (due before class begins)
2) A brief writing assignment (due before class begins)
3) An oral presentation assignment (due during the first week of class)

COMM 6160 Week 3 Duration

Week 3 of the COMM 6160 Course is dedicated to focusing on the components of a formal written marketing communications plan. Students will be required to submit their completed marketing communications plans during this week. Additionally, students will have the opportunity to participate in a mock group presentation, where they will utilize their marketing communications plans as a guide.

COMM 6160 Week 3 Learning Outcomes

Week 3 Learning Outcomes:

1. Understand the role of a creative brief in developing an advertising campaign.
2. Develop a strategic approach to creating an advertising campaign.
3. Understand the elements of an effective presentation.
4. Create an advertising campaign proposal.

COMM 6160 Week 3 Assessment & Grading

COMM 6160 Course Code

COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Course Title

Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Course Description

COMM 6160 Course focuses on the development and execution of creative strategies. Students will examine the key elements in creating a great advertising or marketing campaign, including the role of consumer insights, defining objectives, positioning strategies, developing messaging strategies and crafting executions that stand out. Students will be exposed to the process of translating insights into advertising or marketing strategies that are both persuasive and memorable. The class will also focus on effective ways to present a creative strategy. Students will use case studies from industry as well as their own creativity to create successful campaigns. Students will work individually and in teams to develop concepts, execute campaigns, present their work to classmates and receive feedback from instructors throughout the COMM 6160 Course.

COMM 6160 Week 3 Suggested Resources/Books

Week 3 Suggested Resources/Books for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

1. Read the Week 3 Instructor Notes located in the COMM 6160 Course Information area of your online COMM 6160 Course shell.

2. Review the lecture videos and other resources located in this week’s Learning Resources area.

3. Review the suggested readings listed below for this week and explore additional resources using the Ashford University Library. Your instructor may also recommend specific resources to use in completing your assignments.

• The Advertising Concept Book: Think Now, Design Later by Pete Harrison (2010). ISBN: 978-1592535797 [eBook available through the Ashford University Library]

COMM 6160 Week 3 Assignment (20 Questions)

at the University of Colorado Denver
+
+## Assignment Instructions:
+1. Open the file that begins with “W3_A1_LastFirst.”
+2. Complete the questions in the yellow-shaded areas. Do not change anything in the gray-shaded areas.
+3. Save your changes to this file and upload it to Canvas by the due date and time listed on Canvas.
+4. For each question, write no more than 7 sentences (double-spaced, 12-point Times New Roman font) or create a table or chart. If you use sources, cite them using in-text citations and references formatted according to APA style rules. Refer to the APA Style Guide (6th edition) link on Canvas for more information about in-text citations and references.

COMM 6160 Week 3 Assignment Question (20 Questions)

Question 1: What are the different types of advertising media?

There are several different types of advertising media, including traditional media such as television, radio, and print ads, as well as newer forms of digital and online advertising. Traditional media has been around for many years and continues to be a popular choice for advertisers, although it can be expensive. Digital and online advertising is growing in popularity as it offers more targeted and interactive options, and is often more cost-effective than traditional media.

Question 2: What are some of the advantages and disadvantages of each type of advertising media?

Each type of advertising media has its own set of advantages and disadvantages. Traditional media such as television, radio, and print ads reach a wide audience but can be expensive. Digital and online advertising can be more targeted and interactive, but some users may find it intrusive or annoying.

Question 3: What are some factors to consider when choosing which type of advertising media to use for a campaign?

Some factors to consider when choosing an advertising medium include the target audience, the budget, and the desired message. For example, if the goal is to reach a wide audience with a general message, then traditional media such as television or radio would be a good choice. If the goal is to reach a specific target audience with a more detailed or interactive message, then digital or online advertising would be a better option.

Question 4: How does the role of creative strategy differ between traditional and digital/online advertising?

The role of creative strategy differs between traditional and digital/online advertising in several ways. Traditional advertising generally relies on more static methods such as print ads or television commercials, while digital/online advertising makes use of more dynamic methods such as video or animation. Traditional advertising is also typically less interactive than digital/online advertising. Additionally, the creative strategy for a traditional ad campaign is often developed by an ad agency on behalf of the client, while the creative strategy for a digital/online campaign is often developed by the client themselves or by an in-house team.

COMM 6160 Week 3 Discussion 1 (20 Questions)

Question 1: What is the difference between verbal and nonverbal communication? How can you use both forms together to create a more effective message?

Question 2: Explain the process of encoding and decoding messages. What factors can affect how your message is encoded and decoded?

Question 3: What is the difference between noise and interference in communication? What are some common sources of noise and interference that can impact communication?

Question 4: Explain the concept of channel capacity. How can channel capacity impact communication?

Question 5: What is the difference between a sender and a receiver in communication? How can understanding this difference help you to be a more effective communicator?

Question 6: Explain the concept of feedback in communication. How can feedback help to improve communication?

Question 7: What is the difference between active and passive listening? How can active listening skills help you to be a more effective communicator?

Question 8: Explain the concept of “listening filters” and how they can impact communication. How can you overcome listening filters to improve communication?

Question 9: What are some common barriers to effective listening? What are some strategies that you can use to overcome these barriers?

COMM 6160 Week 3 DQ 1 (20 Questions)

1. What are the key steps in the creative process?

2. How can you overcome creative blocks?

3. How can you evaluate the effectiveness of a creative idea?

4. What are some common pitfalls in the creative process?

5. How important is creativity in advertising and marketing?

6. What are some ways to increase creativity in advertising and marketing?

7. What are some common obstacles to creativity in advertising and marketing?

8. How can you create an effective advertising or marketing campaign without being too creative?

9. Is there such a thing as too much creativity in advertising and marketing?

10. How can you measure the success of a creative advertising or marketing campaign?

COMM 6160 Week 3 Discussion 2 (20 Questions)

– Drexel University

**Threads** *[20 Questions]* *(Due: August 16, 2018)* 1. How do you define a brand? What are the elements that create one? 2. How does your definition of a brand compare to the definition provided in our required reading? 3. Can a business or organization have multiple brands? Can a brand have multiple positioning strategies? 4. Do you believe positioning is more important than image, reputation, identity, or messaging? 5. Is it possible for a company to change its position without changing its image, reputation, identity, or messaging? 6. Does the position of a company’s brand(s) always reflect where it wants to be perceived in the marketplace? 7. In what ways can marketing efforts make position changes difficult or impossible to accomplish? 8. Do you think companies should reposition their brands on a regular basis? 9. If yes to #8 above, how often should they reposition their brands and why? 10. Should positioning efforts take place before messaging efforts or vice versa? 11. When developing or refining messages for a brand(s), is it more important to focus on the product/service benefits or attributes of the brand(s)? 12. What are some of the risks associated with relying too much on messaging vs focusing more on positioning? 13. Can you provide an example of effective re-positioning for a major brand that you have observed in recent years (or decades)? 14. Do you think logo designs should be updated on a regular basis as part of re-positioning efforts or is this unnecessary and possibly harmful to the equity built up over time in the existing logo designs? 15. Should new visual identity elements always accompany changes in position or can they stay consistent as positions change over time as long as they continue to effectively communicate/represent the current positions of the company’s brands at any given point in time? 16. Can you think of any examples where companies have successfully changed their position but kept their visual identity elements constant throughout those changes (not necessarily logo designs but other visual identity elements such as colors, typography, images/photography styles)? 17. Are there any “rules” when it comes to choosing colors for use within branding initiatives? For example, should colors be limited only to those found naturally in nature versus man-made colors such as fluorescent greens and oranges (as found in highlighter pens). 18. Do color combinations need to be different across products and services offered by one company under different brands or can they share similar color schemes if needed due to strategic reasons related to overall marketing objectives and target audiences served by those products/services being marketed under those different brands (e.g., Coca Cola’s use of red and white across all its products/brands while Pepsi uses blue and white)? 19. How important is it for companies using multiple fonts within their branding materials across various touchpoints (e.g., websites, print collateral) to maintain consistent font usage rather than mixing things up with different fonts for different purposes (i.e., making sure web pages use Arial while print collateral uses Times New Roman)? 20. If we were to ask your friends and colleagues what your personal “brand” is would they be able to describe it coherently and consistently with each other or would there be some variance in what they would say about your personal “brand” (i…

COMM 6160 Week 3 DQ 2 (20 Questions)

What is a advertising brief?
How do you think about and develop creative strategies?
How do you think about the consumer and what motivates them?
What is the role of research in developing creative strategies?
What are some ways to generate big ideas?
What criteria do you use to evaluate ideas?
How do you develop a concept?
What are some common mistakes made when developing concepts?
What are some ways to sell your concepts internally?
What is the difference between an insight and an idea?
How do you bring your idea to life?
What is art direction and how does it help execute an idea?
How does copywriting help execute an idea?

COMM 6160 Week 3 Quiz (20 Questions)

1. Your client is an online company that sells and promotes new music artists. They want you to create a campaign that will increase the number of visitors to their website, increase the number of people signing up for their e-newsletter and ultimately increase sales. Which of the following would be the best solution for this?

2. A client approaches you with a problem that they have been having for some time. They are losing market share to their competition, and they don’t know why. After doing some research, you find out that their competition has been using a more aggressive marketing strategy, and they have been targeting your client’s customers directly. Which of the following would be the best solution for this?

3. You are working on a campaign for a new product launch. The product is a new type of toothbrush that is said to be more effective at cleaning teeth than any other toothbrush on the market. Your client wants you to create a campaign that will generate excitement and interest in the product. Which of the following would be the best solution for this?

4. You are working on a campaign for a new restaurant that is opening in town. The restaurant is owned by a celebrity chef, and it is said to be unlike any other restaurant in town. Your client wants you to create a campaign that will generate excitement and interest in the restaurant. Which of the following would be the best solution for this?

5. You are working on a campaign for a new product launch. The product is a new type of toothpaste that is said to be more effective at cleaning teeth than any other toothpaste on the market. Your client wants you to create a campaign that will generate excitement and interest in the product. Which of the following would be the best solution for this?

6. You are working on a campaign for a new service that your company is offering. The service is a new type of online backup service that is said to be more reliable and efficient than any other backup service on the market. Your client wants you to create a campaign that will generate excitement and interest in the service. Which of the following would be the best solution for this?

7. You are working on a campaign for a new product launch. The product is a new type of hair care product that is said to be more effective at preventing hair loss than any other hair care product on the market. Your client wants you to create a campaign that will generate excitement and interest in the product. Which of the following would be the best solution for this?

8. You are working on a campaign for a new product launch. The product is a new type of skincare product that is said to be more effective at preventing wrinkles than any other skincare product on the market. Your client wants you to create a campaign that will generate excitement and interest in the product. Which of the following would be the best solution for this?

COMM 6160 Week 3 MCQ’s (20 Multiple Choice Questions)

1. A campaign needs to be simple to be effective.

a. True

b. False

2. Which of the following is NOT a requirement of an effective problem statement?

a. It should be clear and concise.

b. It should be objective and measurable.

c. It should be inspirational and aspirational.

d. It should be specific and actionable.

3. In order to create an effective problem statement, it is important to understand the client’s business, the target audience, and the competition.

a. True

b. False

4. A positioning statement is a clear, concise, and ___________ statement that articulates the brand’s promise and differentiates it from the competition in the mind of the target consumer.

a. Inspirational

b. Memorable

c. Actionable

5. Which of the following is NOT a benefit of creating a positioning statement?

COMM 6160 Week 4 Description

COMM 6160 Course is the fourth in a series of four COMM 6160 Courses that explore the process of developing creative strategies and executing them across multiple channels. In COMM 6160 Course, students will learn how to take their creative strategy and turn it into an effective presentation. Students will also learn how to present their ideas to clients and get feedback on their work.

COMM 6160 Week 4 Outline

Week 4 Outline: Creative Strategy and Execution: From Brief to Presentation

In this module, we will explore the process of taking a creative brief and turning it into an effective presentation. You will learn how to develop a presentation that is on strategy, on brand, and on message. We will also discuss how to present your work in a way that is persuasive and inspires action.

Learning Objectives

By the end of this module, you should be able to:

1. Understand the process of developing a creative brief into an effective presentation.
2. Develop a presentation that is on strategy, on brand, and on message.
3. Present your work in a way that is persuasive and inspires action.

COMM 6160 Week 4 Objectives

**COMM 6160 Course Objectives**

– Understand the creative process and its importance to effective communication
– Develop an understanding of the role of creativity in advertising and other forms of communication
– Learn how to generate creative ideas and solutions to communication problems
– Understand the importance of strategic thinking in the creative process
– Learn how to present creative work effectively

COMM 6160 Week 4 Pre-requisites

COMM 6160 Course Title: COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

COMM 6160 Course Description: COMM 6160 Course focuses on the process of developing creative strategy and its execution. Students will learn how to develop a strategic brief, generate big ideas, translate big ideas into executions, and present their work in an agency pitch format. They will also be exposed to current trends in advertising and marketing communications. COMM 6160 Coursework includes individual and team projects in which students will create briefs and executions for traditional as well as emerging media.

COMM 6160 Course Instructor(s): Bruce Pfau

COMM 6160 Week 4 Duration

COMM 6160 Course COMM 6160 Course Content COMMUNICATION 6160 – Creative Strategy and Execution: From Brief to Presentation (3 semester credits) In COMM 6160 Course, students will learn how to create and execute an effective advertising campaign. Students will develop an understanding of the entire process, from researching the consumer to developing the big idea, creating compelling copy and art direction, and planning media placements. Students will also learn how to present their ideas to clients and how to manage a project through production.

COMM 6160 Week 4 Learning Outcomes

*COMM 6160 is a required COMM 6160 Course for all Creative Strategy and Execution students.

Week 4 Learning Outcomes:

COMM 6160 Week 4 Assessment & Grading

Week 4 – Assessment & Grading for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

What are the three components of the assessment?

The three components of the assessment are: 1) the class participation grade, 2) the individual project grade, and 3) the group project grade.

What is the class participation grade?

The class participation grade is based on your active and engaged participation in all aspects of the COMM 6160 Course, including but not limited to: 1) completing all assigned readings and other COMM 6160 Coursework; 2) contributing to class discussions; 3) providing constructive feedback to your classmates; and 4) demonstrating professionalism at all times.

What is the individual project grade?

The individual project grade is based on your performance on the individual project, which includes but is not limited to: 1) completing all required deliverables; 2) meeting all deadlines; 3) producing high-quality work; and 4) demonstrating creativity, innovation, and strategic thinking.

What is the group project grade?

The group project grade is based on your performance on the group project, which includes but is not limited to: 1) completing all required deliverables; 2) meeting all deadlines; 3) producing high-quality work; 4) demonstrating teamwork skills; and 5) demonstrating creativity, innovation, and strategic thinking.

COMM 6160 Week 4 Suggested Resources/Books

COMM 6160 Course Description: In COMM 6160 Course, students will learn to identify, develop and execute the right idea for a brand or product. Students will work on developing a brief, analyzing and studying audience and category trends, brainstorming ideas, developing concepts and craft and presenting these ideas to clients. COMM 6160 Course uses a hands-on approach in which students will produce a complete presentation with supporting materials including pitch deck, research findings, strategy document as well as mood boards and storyboards.

Week 4 Suggested Resources/Books:

1. The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail by Clayton M. Christensen
2. Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore
3. The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses by Eric Ries
4. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers by Alexander Osterwalder and Yves Pigneur

COMM 6160 Week 4 Assignment (20 Questions)

COMM 6160 Course

Question 1: Define the following terms: brainstorming, ideation, and conceptualization.

Brainstorming is a group problem-solving technique that involves the spontaneous contribution of ideas from all members of the group. The aim is to generate a large number of ideas and solutions in a short period of time. Ideation is the process of generating new ideas. It is often used in a business context to generate new product or service ideas, or to solve problems within an organization. Conceptualization is the process of developing and communicating concepts. It is often used in advertising and design to develop creative concepts that can be communicated to clients or consumers.

Question 2: Explain how brainstorming can be used to generate ideas for a new product or service.

Brainstorming can be used to generate ideas for a new product or service by bringing together a group of people with different perspectives and knowledge to contribute their ideas. The aim is to generate as many ideas as possible in a short period of time. This can help to create a broad range of potential solutions that can be explored further.

Question 3: Explain how ideation can be used to solve problems within an organization.

Ideation can be used to solve problems within an organization by generating new ideas that could potentially solve the problem at hand. This can be done through individual brainstorming or by bringing together a group of people with different perspectives to contribute their ideas. The aim is to generate as many ideas as possible in a short period of time, which can then be evaluated and refined to find the best solution.

Question 4: Explain how conceptualization can be used to develop creative concepts for advertising or design.

Conceptualization can be used to develop creative concepts for advertising or design by generating new ideas and turning them into visual representations that can be communicated to clients or consumers. This process often begins with brainstorming or ideation to generate a broad range of potential concepts, which are then refined and developed into more concrete visuals.

COMM 6160 Week 4 Assignment Question (20 Questions)

1. What is the creative brief?

2. How do you determine objectives for a creative brief?

3. What target audience should be considered when developing a creative brief?

4. What are some elements that should be included in a creative brief?

5. How can you ensure that your creative brief is effective?

6. How do you develop a positioning statement?

7. What is a brand platform?

8. What are the benefits of developing a brand platform?

9. How do you determine the key messaging for a brand platform?

10. What are some elements of an effective brand platform?

11. How do you develop an advertising campaign?

12. What are some elements of an effective advertising campaign?

13. How do you determine the objectives for an advertising campaign?

14. What target audience should be considered when developing an advertising campaign?

COMM 6160 Week 4 Discussion 1 (20 Questions)

1. What is the primary difference between advertising and promotion? Which is more effective? Why?
2. What is the difference between an ad agency and a creative boutique?
3. How does the creative brief help to ensure that the advertising or promotion will be on strategy?
4. How does market research help in the development of an advertising or promotion campaign?
5. How does target audience analysis help in the development of an advertising or promotion campaign?
6. What are some of the pitfalls that can occur during the development of an advertising or promotion campaign?
7. How do you determine whether an advertising or promotion campaign is on strategy?
8. How do you determine whether an advertising or promotion campaign is effective?
9. What are some factors to consider when developing an integrated marketing communications (IMC) plan?
10. What are some common objectives for an IMC plan?

COMM 6160 Week 4 DQ 1 (20 Questions)

1. What is the difference between a clear brand positioning and a compelling brand proposition? Give an example of each.

2. How do you think about crafting a brand proposition?

3. What are some elements of a strong brand proposition?

4. How important is it to have a clear and compelling brand proposition? Why?

5. What happens when a brand’s proposition is not clear?

6. How can you tell if a brand’s proposition is compelling?

7. What are some ways to make sure your brand proposition is clear and compelling?

8. What are some common mistakes made when crafting a brand proposition? How can these be avoided?

9. How should a brand’s proposition evolve over time?

10. What are some examples of brands with clear and compelling propositions?

COMM 6160 Week 4 Discussion 2 (20 Questions)

Please address the following:

1. What is the purpose of a target audience profile?
2. How does understanding your target audience help you create an effective advertising campaign?
3. How can you segment your target audience?
4. What are some factors you need to consider when creating a target audience profile?
5. How can you use market research to help you understand your target audience?
6. What are some methods you can use to gather information about your target audience?
7. How can you use focus groups to help you understand your target audience?
8. What are some advantages and disadvantages of using focus groups?
9. What are some other methods you can use to gather information about your target audience?
10. How can you use surveys to help you understand your target audience?
11. What are some advantages and disadvantages of using surveys?
12. How can you use interviews to help you understand your target audience?
13. What are some advantages and disadvantages of using interviews?
14. How can you use observations to help you understand your target audience?
15. What are some advantages and disadvantages of using observations?
16. How can you use secondary data to help you understand your target audience?
17. What are some advantages and disadvantages of using secondary data?

COMM 6160 Week 4 DQ 2 (20 Questions)

This discussion is worth 10% of your grade.

Please read the Week 4 Instructions before posting in this discussion forum.

Your initial post should be at least 200 words, and you should respond to at least two other students’ posts. Please refer to the Discussion Forum Grading Rubric for guidance on how your discussion will be graded.

PROMPT: Share your answers to the 20 questions below with your classmates. Be sure to explain why you made the choices you did and what (if anything) you would change after hearing from others. You may want to include a screenshot of your responses in the body of your post or as an attachment (be sure to cite any references used).

COMM 6160 Week 4 Quiz (20 Questions)

1. Which of the following is not a step in the Brainstorming Technique?

a. Brainstorm individually then as a group
b. Round robin brainstorming
c. Set guidelines for the brainstorming session
d. Generate ideas
e. Evaluate ideas

2. Brainstorming should:

a. Be conducted with people who are experts in the field being brainstormed
b. Be open-ended and allow for creative thinking
c. Involve as many people as possible in the brainstorming process
d. Be done as a group so that people can build on each other’s ideas
e. All of the above

3. Brainstorming should not:

a. Be done as a group so that people can build on each other’s ideas
b. Involve people who are experts in the field being brainstormed
c. Allow for creative thinking
d. Be open-ended
e. None of the above, brainstorming can have any number of steps or no steps at all
4. The goal of brainstorming is to:

a. Get as many ideas as possible, even if they are bad ideas
b. Be creative and think outside the box
c. Come up with one great idea that will solve the problem
d. All of the above
e. None of the above, there is no set goal for brainstorming sessions

5. The round robin brainstorming technique is when:
a. Everyone in the group takes turns sharing their ideas one at a time
b. The group Brainstorms ideas together and writes them down on a piece of paper
c. The facilitator writes down all of the ideas that are generated during the brainstorming session
d. The group shares their ideas with each other and then vote on which ones they like the best

6. If you are conducting a brainstorming session with a group of people, it is important to:
a. Set guidelines for the session before starting to ensure that everyone is on the same page
b. Make sure that everyone in the group has a chance to share their ideas
c. Encourage creative thinking and out-of-the-box solutions
d. All of the above

7 .Which of the following statements about mind mapping is false?

a) Mind mapping can help you see relationships between ideas more easily than traditional linear notes b) You should start mind mapping by writing down the main idea in the center of a blank piece of paper c) When creating a mind map, you should use colors and images to help organize your thoughts d) To create a mind map, you should branch out from your main idea and write down related thoughts e) Mind maps can help you better remember information than traditional linear notes 8 .Which of these is not one of Tony Buzan’s rules for creating mind maps? a) Use colors b) Keep it simple c) Use both sides of your brain d) Think laterally e) Use key words 9 .Which type of note taking involves writing down key points from lectures or speeches? a) Outline notes b) Cornell notes c) Graphic organizers d) Mind maps e) Bullet point notes 10 .Which type of note taking involves drawing pictures or diagrams to represent information? a) Outline notes b) Cornell notes c) Graphic organizers d) Mind maps e) Bullet point notes 11 .Which type of note taking involves listing important information in bullet form? a) Outline notes b) Cornell notes c) Graphic organizers d) Mind maps e) Bullet point notes 12 .Which type of note taking involves organizing information into categories? a) Outline notes b) Cornell notes c) Graphic organizers d Briefcase method 13 .The briefcase method is when you: a) Keep all of your important documents in one place so you can easily find them when you need them b) Create an outline of what you want to say before giving a presentation c Briefly summarize what you want to say before giving a presentation d Give yourself enough time to prepare for your presentation so you don’t have to rush e All of the above 14 .When preparing for a presentation, which of these is not something you should do? a Rehearse your presentation several times before giving it b Have someone else listen to your presentation and give you feedback c Write down key points that you want to make during your presentation d Know your audience well so you can tailor your presentation to them e Give yourself enough time to prepare so you don’t have to rush 15 .When delivering your presentation, which of these is not something you should do? a Make eye contact with your audience b Use gestures and body language to emphasize points c Speak clearly and at a normal pace d Tell jokes or use humor e Read directly from your slides 16 .Which type of visual aid is best for showing data or statistics? charts or graphs 17 .Which type of visual aid is best for showing trends over time? charts or graphs 18 .Which type of visual aid is best for showing how parts relate to each other? diagrams 19 .Which type of visual aid is best for highlighting key points? bullet points 20 .A good way to end your presentation is to: summarize key points and take questions from the audience

COMM 6160 Week 4 MCQ’s (20 Multiple Choice Questions)

1. How much did the advertising agency DDB need to spend on each of their campaigns for McDonald’s in the early 1960s?

A. $5,000
B. $10,000
C. $100,000
D. $1 million

C. $100,000

COMM 6160 Week 5 Description

In COMM 6160 Course, students will learn how to take a creative brief and turn it into an effective presentation. Students will learn how to present their ideas to clients in a way that is clear, concise, and persuasive. COMM 6160 Course will also teach students how to think strategically about their presentations, and how to use data and research to support their ideas.

COMM 6160 Week 5 Outline

COMM 6160 Course is designed to provide students with an in-depth understanding of the development, analysis, and execution of effective advertising campaigns. Students will learn how to conduct market research, formulate a creative brief, and develop creative strategies that address specific business objectives. Additionally, students will be exposed to various methods of evaluating and presenting advertising campaigns. Students will also have the opportunity to create their own advertising campaigns using both traditional and digital media.

Week 1: Introduction to Advertising Campaigns
– Lecture: Introduction to Advertising Campaigns
– Reading: Ch. 1 of Advertising Campaign Planning
– Assignment: Introduce Yourself Discussion Board Forum

Week 2: Conducting Market Research
– Lecture: Conducting Market Research
– Reading: Ch. 2 of Advertising Campaign Planning
– Assignment: Research Proposal Outline Due

Week 3: Formulating a Creative Brief
– Lecture: Formulating a Creative Brief
– Reading: Ch. 3 of Advertising Campaign Planning
– Assignment: Creative Brief Due

Week 4: Developing Creative Strategies
– Lecture: Developing Creative Strategies
– Reading: Ch. 4 of Advertising Campaign Planning
– Assignment: Creative Strategy Paper Due

COMM 6160 Week 5 Objectives

**COMM 6160 Week 5: Communications Strategy and Execution II**

The objectives for COMM 6160 Week are to learn about the development of creative strategies and executions in advertising and public relations.

1. Understand the process of developing creative strategies and executions in advertising and public relations.

2. Analyze a variety of creative strategies and executions.

3. Develop a creative strategy and execution for an advertising or public relations campaign.

COMM 6160 Week 5 Pre-requisites

Unit 1: Briefing and Presentation Strategy* (COMM 6160)

When it comes to presentation strategy, there are really two schools of thought. One says to start with a detailed briefing process that defines the problem, outlines the target audience, and proposes a few possible solutions. The other says to dive right into presentation ideas without going through an extensive briefing process. In this unit, we will explore both approaches and discuss how each one can be used effectively. In addition, we will talk about what should go into a briefing document and how it can help guide your creative process. We will also look at some of the ways that you can present your ideas to clients or stakeholders in a way that is engaging and convincing. Finally, we will discuss how to incorporate feedback from others into your presentation in a way that is helpful and constructive.

Unit 2: Storytelling for Presentations* (COMM 6160)

Storytelling is one of the most powerful tools that you have at your disposal when it comes to presentations. When done well, storytelling can help you connect with your audience on an emotional level and make your ideas more memorable. In this unit, we will explore some of the elements of good storytelling and discuss how you can use them in your own presentations. We will also talk about how to structure a story so that it is engaging and easy to follow. In addition, we will discuss some of the ways that you can use visuals, music, and other elements to enhance your story and make it more impactful.

Unit 3: Creating Engaging Visuals* (COMM 6160)

Visuals are an important part of any presentation, but they are often underutilized or used in ineffective ways. In this unit, we will discuss some of the ways that you can use visuals to engage your audience and make your ideas more memorable. We will also talk about how to choose the right visuals for your presentation and how to incorporate them in a way that is both effective and aesthetically pleasing. In addition, we will discuss some of the common mistakes that people make when using visuals in presentations and how to avoid them.

COMM 6160 Week 5 Duration

COMM 6160 Course Name: COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

Instructor: ____________

Length of COMM 6160 Course: 3 weeks

I. Overview/Introduction

COMM 6160 Course will provide students with an overview of the creative process from strategy to execution. Students will learn how to develop creative briefs, generate ideas, and present their concepts to clients. The COMM 6160 Course will also cover topics such as problem solving, team dynamics, and project management.

COMM 6160 Week 5 Learning Outcomes

The following learning outcomes are assessed by completing COMM 6160 – Creative Strategy and Execution: From Brief to Presentation:

1. Understand the role of creativity in advertising and marketing communications.

2. Understand the process of generating creative ideas.

3. Understand how to develop and present a creative brief.

4. Understand how to evaluate creative work.

COMM 6160 Week 5 Assessment & Grading

*If you are enrolled in the 3-semester credit version of COMM 6160 Course, your instructor will contact you with further details.

COMM 6160 Week 5 Suggested Resources/Books

COMM 6160 Course: COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

Required Textbook:

1. The Art of Client Service, Robert Solomon

Recommended Readings:

2. The Advertising Concept Book, Pete Barry

3. Ogilvy on Advertising, David Ogilvy

4. Truth, Lies, and Advertising: The Art of Account Planning, Jon Steel

COMM 6160 Week 5 Assignment (20 Questions)

Instructions: Answer the following 20 questions as thoroughly and clearly as possible. Please include your name and student ID number at the top of your submission. Make sure to complete all sections before you submit. This assignment is worth 100 points.

Please note that if you reference any resources, such as books, articles, other assignments, etc., you must properly cite the source using APA format. Please refer to the following resource for assistance with proper citation: https://owl.english.purdue.edu/owl/resource/560/01/.

Assignment Due Date: Wednesday, February 24th by 11:59 pm EST

Your submission must be in .doc or .docx format only (no PDFs). Submissions not meeting this criteria will not be accepted for grading.

**Note** No late submissions will be accepted for this assignment; a score of zero will automatically be assigned for late assignments.

Question 1 (10 points): Creative Strategy Development

How is creativity incorporated into your company’s marketing mix? How does it promote the company’s brand? Does creativity play a role in brand reputation? Can creativity help shape market dynamics? Why or why not? What would happen if your company removed creativity from its marketing mix? Can a company rely on creativity alone to support its business model and sales pipeline? Can an advertising agency rely on creativity alone to support its business model and sales pipeline? Where do most ideas come from at your agency – internal meetings, clients, industry news, “watercooler talk” or something else entirely? Do they typically come from one source or several sources? How much time is dedicated to generating new ideas each week? How much money is dedicated to generating new ideas each week? What are some common ways that companies foster creativity among their employees (i.e., brainstorming sessions)? Are there any creative types working at your agency who don’t contribute to brainstorming sessions but may have good ideas from time to time (i.e., lone wolves)? If so, how are those people encouraged to contribute their ideas (if at all)? Does thinking outside of the box pay off for agencies or is it just an excuse for producing ads that don’t fit a client’s needs? Why or why not?

Question 2 (10 points): Presentation Development

What does a successful presentation look like in terms of structure and content (think about both verbal and nonverbal components)? Who makes presentations at your agency – account executives, art directors, copywriters, designers, presenters, planners and others – and what are their roles during presentations? What are some things that you can do in advance of presentations to increase the chances of success (e.g., rehearsals)? Should clients be included in these rehearsals – why or why not? How can you ensure that everyone involved in creating a presentation has buy-in on what will ultimately be presented to the client / prospect / competition jury panel / etc.? How can you ensure that everyone involved in creating a presentation understands exactly what is expected of them leading up to a presentation so no one gets blindsided by being asked unexpectedly about something they weren’t prepared for? How should presentations always start out when delivered live in front of an audience – should they always start with introductions by everyone involved or should someone always handle introductions first so the presenter(s) doesn’t get thrown off track before he/she even starts talking about the work itself – why or why not?? Is slide design important when presenting work – why or why not?? Should slides include images from relevant campaigns – why or why not?? Should slides only contain images from relevant campaigns – why or why not?? Should slides also contain headlines relating directly back to key messages within work being presented – why or why not?? Can slides also include fun facts related directly back to key messages within work being presented – why or why not?? Are there other things that should never go onto slides when presenting work – if so, what are those things & why should they never go onto slides when presenting work?? After presentations are completed & received well by clients / prospects / jury panels / etc., do you think there’s still value in having participants complete an evaluation form telling you exactly how they felt during & after having seen presented work…or is it enough that everything went well during & after having seen presented work with no formal written evaluation ever needed?? In general, do you think evaluative forms are necessary for future success where presentations are concerned…or could evaluative forms actually hinder future success where presentations are concerned…or maybe both?? Which way do YOU lean more towards regarding use of evaluative forms post-presentations?? Explain using supporting details explaining your rationale behind leaning more towards one side over another regarding use of evaluative forms post-presentations???

COMM 6160 Week 5 Assignment Question (20 Questions)

1. How does a creative brief help you focus on your target audience when planning a marketing campaign?

2. What are some common elements of a creative brief?

3. Why is it important to understand your target audience when planning a marketing campaign?

4. How can you use market research to gain insights into your target audience?

5. What are some common objectives for marketing campaigns?

6. How can you determine whether your objectives are realistic and achievable?

7. What strategies can you use to generate creative ideas for your marketing campaign?

8. What criteria can you use to evaluate and select the best ideas for your marketing campaign?

9. How can you develop an execution plan for your marketing campaign?

10. What are some common pitfalls to avoid when executing a marketing campaign?

COMM 6160 Week 5 Discussion 1 (20 Questions)

1.What is the creative brief? How do you write one? How does it help the creative process?
2.How do you develop big ideas? What are some techniques that help you generate great ideas?
3.How do you know when you have a great idea? What are some criteria you use to evaluate ideas?
4.What is the difference between an insight and an idea? How do insights help create great advertising?
5.How does research help in the development of great advertising ideas? What are some of the different types of research you can use?
6.What is the role of gut instinct in the development of advertising ideas? When should you trust your gut and when should you not?
7.What are some brainstorming techniques that can help generate great ideas? What are some of the pitfalls of brainstorming?
8.How do you take an idea and make it better? What are some techniques that can help improve an idea?
9.What is a positioning statement? How do you develop one? What role does it play in the creative process?
10.What is a tagline? How do you develop a great one? What role does it play in the overall advertising campaign?

COMM 6160 Week 5 DQ 1 (20 Questions)

In this discussion you will apply what you have learned about the briefing process and its role in the overall advertising process.

1. Briefs are important to campaigns because they serve as a guide for the entire creative team. Without a brief, it would be difficult to maintain a consistent campaign message. What other purposes do briefs serve? How might the creative team use a brief during the brainstorming process?

2. The advertising process can be broken down into four distinct stages: planning, development, production, and evaluation. Where does the briefing process fit into this model? What are some of the challenges that can arise when briefs are not used effectively at each stage of the process?

3. Many factors must be considered when developing an effective brief. What are some of the key elements of a successful brief? How can these elements be used to create a more effective campaign?

4. The target audience is one of the most important aspects of any advertising campaign. How can targeting help to create a more effective campaign? What are some of the challenges that can arise when targeting is not used effectively?

5. Media planning is another important aspect of any advertising campaign. How can media planning help to create a more effective campaign? What are some of the challenges that can arise when media planning is not used effectively?

6. Timing is often critical in advertising campaigns. How can timing help to create a more effective campaign? What are some of the challenges that can arise when timing is not used effectively?

7. Evaluation is an important part of any advertising campaign. How can evaluation help to create a more effective campaign? What are some of the challenges that can arise when evaluation is not used effectively?

COMM 6160 Week 5 Discussion 2 (20 Questions)

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COMM 6160 Week 5 DQ 2 (20 Questions)

In your final group project you will be asked to create a campaign or project that addresses a real-world social issue. For this discussion, pretend you have been asked to work on a project for an organization that promotes literacy. You can choose any organization or create one of your own.

1. What are the main goals of the organization?
2. Who is your target audience?
3. What are some of the issues the organization is trying to address?
4. How can advertising and public relations help the organization achieve its goals?
5. What are some potential ideas for campaigns or projects?
6. How would you go about developing these ideas further?
7. What are some potential obstacles you might encounter while working on this project?
8. How can you overcome these obstacles?
9. What kind of research will you need to do in order to develop your ideas?
10. How can you use creativity in your work on this project?

COMM 6160 Week 5 Quiz (20 Questions)

1. The key to understanding the relationship between advertising and consumer behavior is:

2. The “big five” personality dimensions are:

3. As explained by self-determination theory, intrinsic motivation comes from:

4. Social marketing campaigns should focus on changing which of the following?

5. Audience segmentation is most effective when it is based on:

6. Which of the following is not a reason why global advertising campaigns can fail?

7. In order for an ad to be effective, it must be:

8. In order to maximize reach, a media planner should consider which of the following?

9. A brand’s ______________ is the set of benefits consumers perceive when they think of the brand.

10. In order for a message to be effective, it must be:

11. A brand’s ___________ is its unique differentiating position in the market.

12. When considering whether or not to enter a new market, a company should consider all of the following EXCEPT:

13. The main benefit of using celebrity endorsers in advertising is that they can:

14. The two types of positioning strategies are:

15. The stages in the new-product development process are: idea generation, idea screening, concept development and testing, ___________, commercialization.

COMM 6160 Week 5 MCQ’s (20 Multiple Choice Questions)

1) The art of the pitch is important to learn as a salesperson because:
A) Pitching is an important skill in any profession.
B) Pitches are often the only thing that separates successful salespeople from unsuccessful ones.
C) A good pitch can make the difference between getting a sale and losing one.
D) All of the above.

D) All of the above.

2) Which of the following is not an element of a successful pitch?
A) Understanding your audience
B) Being able to connect with your audience
C) Being prepared for questions
D) Having all the answers

D) Having all the answers.
3) A successful pitch should be:
A) Concise and to the point.
B) Filled with jargon and technical terms.
C) Only about you and your product.
D) Engaging and entertaining.

A) Concise and to the point.

COMM 6160 Week 6 Description

In COMM 6160 Course students learn the principles and process of creative strategy and execution. Students will identify a client, understand their needs and then generate creative solutions that are on brief, on strategy and on budget. The COMM 6160 Course culminates in a presentation to the class.

COMM 6160 Week 6 Outline

Overview

In this class, students will be introduced to various creative strategies and execution methods that are commonly used in the advertising industry. Students will also learn how to present their work to clients and agencies. Topics covered in this class include:

-The creative brief
-The creative process
-Idea generation
-Brainstorming
-Storytelling
-Conceptualizing
-Visualizing
-Presentation skills

COMM 6160 Week 6 Objectives

(Advanced Graduate COMM 6160 Course)

Learning Objectives:

1. Understand the key elements of a creative brief and how to write an effective one.
2. Learn how to develop creative strategies that are on brief, on target, and on budget.
3. Understand how to present creative work to clients, including the use of storyboards and animatics.
4. Be able to critique creative work using industry-standard criteria.

COMM 6160 Week 6 Pre-requisites

COMM 6160 Course builds upon the skills learned in Creative Strategy and Execution and is designed to take your knowledge of concepts, principles and skills developed in the previous COMM 6160 Course and move you forward into a strategic environment. You will learn how to apply these concepts to real-world advertising, design and communication problems. The COMM 6160 Course emphasizes developing creative thinking skills that can be applied to any problem. The goals of COMM 6160 Course are to: 1) provide students with a better understanding of the process for creating, presenting and evaluating communications; 2) increase students’ ability to think creatively, strategically and critically about problems; 3) increase students’ ability to develop solutions that are appropriate for the client/customer; 4) give students the opportunity to practice their presentation skills in a group setting; 5) allow students to work on a real-world problem with an actual client.

COMM 6160 Week 6 Duration

3 weeks

* Please note that while most MOOCs are free, this particular one is not.

COMM 6160 Week 6 Learning Outcomes

COMM 6160 Course is designed to provide students with the knowledge, skills, and abilities needed to develop creative strategies and execute them. Students will learn how to interpret a creative brief, generate and evaluate ideas, and present their ideas to clients.

By the end of COMM 6160 Course, students will be able to:

1. Interpret a creative brief.

2. Generate and evaluate ideas.

3. Present their ideas to clients.

COMM 6160 Week 6 Assessment & Grading

(1 credit hour)

**Assessment 1:** Branding and Advertising Planning Memo

For this assessment, you will submit a written memo to your instructor that outlines the overall branding and advertising strategy for your client. This memo should address the following topics:

– The objectives of the campaign
– The target audience for the campaign
– The key messages for the campaign
– The overall tone and style of the campaign
– The proposed media mix for the campaign
– The estimated budget for the campaign

This memo should be approximately 2-3 pages in length, double spaced, and use 12 point font. Please use proper business memo format when preparing this document.

**Assessment 2:** Creative Brief

For this assessment, you will submit a written creative brief to your instructor that outlines the specific goals, strategies, and execution details for your advertising campaign. This brief should address the following topics:

– The single-minded proposition for the campaign
– The objectives of the campaign
– The target audience for the campaign
– The key messages for the campaign
– The overall tone and style of the campaign
– The proposed media mix for the campaign
– The estimated budget for the campaign
– A timeline for the development and execution of the campaign

This brief should be approximately 2-3 pages in length, double spaced, and use 12 point font. Please use proper business memo format when preparing this document.

COMM 6160 Week 6 Suggested Resources/Books

COMM 6160 Course Syllabus: COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

COMM 6160 Course Description: COMM 6160 Course explores the role of the creative strategist and how the professional develops advertising and marketing communications solutions for clients. The goal of this class is to help students understand the strategic planning process and to sharpen their strategic thinking skills. Students will be exposed to different case studies and will apply their knowledge of strategic planning tools by creating a comprehensive advertising/marketing communications strategy for an actual client. Prerequisite: COMM 6010.

COMM 6160 Week 6 Assignment (20 Questions)

COMM 6160 Course: COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

This assignment is worth 100 points.

Instructions for students in Dr. Al Media’s class: You will answer each of the 20 questions below by completing this assignment form. Do not type your answers into the main canvas discussion board. Your instructor will post the answers to these questions on the main canvas discussion board after you have submitted your assignment form for grading.

1) When are you most creative? (10 points)

2) What do you think are the benefits of creativity? (10 points)

3) What do you think are the best ways to overcome creative blocks? (10 points)

4) What do you think are the best ways to increase creativity? (10 points)

5) What do you think is the relationship between creativity and innovation? (10 points)

6) What do you think are the best ways to encourage creativity in others? (10 points)

7) What do you think are the best ways to measure creativity? (10 points)

8) What do you think is the relationship between creativity and intelligence? (10 points)

9) What do you think is the relationship between creativity and mental illness? (10 points)

10) What do you think is the relationship between creativity and personality? (10 points)

COMM 6160 Week 6 Assignment Question (20 Questions)

1. What are the three types of strategies?

2. What is the process of formulating a strategy?

3. What are the steps involved in developing a creative brief?

4. How do you determine the target audience for a campaign?

5. How do you develop objectives for a campaign?

6. What are some elements of an effective creative brief?

7. What is the difference between a concept and an execution?

8. What are some guidelines for developing effective executions?

9. How do you select the appropriate media for a campaign?

10. How do you develop a media plan?

11. What are some factors to consider when evaluating media options?

12. How do you develop an effective print ad?

13. How do you develop an effective television commercial?

14. How do you develop an effective radio commercial?

COMM 6160 Week 6 Discussion 1 (20 Questions)

What are the challenges of managing a global organization?

1. How can a company ensure that its employees are able to work together effectively across cultures?
2. What are some of the challenges associated with managing supply chains and other operations in multiple countries?
3. How can a company ensure that its products and services are culturally appropriate in different markets?
4. What are some of the challenges associated with marketing a company’s products or services in multiple countries?
5. What are some of the challenges associated with managing human resources in a global organization?

COMM 6160 Week 6 DQ 1 (20 Questions)

COMM 6160 CourseWeek 6 DQ 1 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 8 DQ 1 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) COMM 6160 CourseWeek 8 DQ 1 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 9 Final Paper for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) COMM 6160 CourseWeek 9 Final Paper for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 3 Assignment 2 AIDA Model of Consumer Behavior COMM 6160 CourseWeek 3 Assignment 2 AIDA Model of Consumer Behavior

COMM 6160 Week 4 Assignment 2 Advertising Budget COMM 6160 CourseWeek 4 Assignment 2 Advertising Budget

COMM 6160 Week 6 Discussion 2 (20 Questions)

at Colorado State University (CSU)

Due

Sunday, October 4, 2020 by 11:59 PM MDT.

In this week’s discussion, you will explore the use of video for advertising and effective ways to incorporate this into your strategy and execution. Respond to the following questions:

COMM 6160 Week 6 DQ 2 (20 Questions)

COMM 6160 Week 6 DQ 1 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 6 Quiz (20 Questions)

Please check your assignment folder in eCollege for announcements and updates.

*There are two exams in COMM 6160 Course: Exam 1 and Exam 2.

COMM 6160 Week 6 MCQ’s (20 Multiple Choice Questions)

https://quizlet.com/353060883/comm-6160-COMM 6160 Course-week-6-mcqs-20-multiple-choice-questions-flash-cards/

**COMM 6160 Week 8 MCQ’s (20 Multiple Choice Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) https://quizlet.com/353060883/comm-6160-COMM 6160 Course-week-6-mcqs-20-multiple-choice-questions-flash-cards/

**COMM 6160 Course Final Exam for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) https://quizlet.com/365079441/COMM 6160 Coursefinalexamcomm6160creativestrategyandexecutionfrombrieftopresentation3semestercreditscomm6160finalexamflashcards/

COMM 6160 Week 7 Description

In COMM 6160 Course, students will learn how to develop and execute a creative brief, as well as how to present their ideas effectively. Students will also learn about the different aspects of the creative process, including brainstorming, concept development, and execution.

COMM 6160 Week 7 Outline

Week 7 Outline for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation

In this final week, we will conclude our study of the creative process by focusing on two key elements: the creative brief and the presentation. The creative brief is a document that outlines the parameters of a creative project, and it is essential for ensuring that all parties involved are on the same page regarding the project’s goals, target audience, and other important details. The presentation is the culmination of all your hard work, and it is your opportunity to sell your ideas to the client or other stakeholders. This week, we will learn how to create an effective creative brief and presentation that will wow your audience and help you achieve your objectives.

COMM 6160 Week 7 Objectives

COMM 6160 Course Description: COMM 6160 Course is designed to prepare students for careers in creative advertising. The COMM 6160 Course provides an overview of the creative process, the structure of the agency and its departments, the clients’ businesses, strategic thinking and planning, and effective presentation techniques.

Students will be able to: 1. Understand the role of creativity in advertising. 2. Understand the agency organization and how it works with clients. 3. Understand what clients want from their agencies. 4. Develop strategies for effective communication with target audiences. 5. Create advertising campaigns that are on strategy and on budget. 6. Present advertising campaigns to clients in a professional manner.

COMM 6160 Week 7 Pre-requisites

1. Knowledge of the advertising agency process and its application to marketing communications. The student should be familiar with the steps involved in creating a communications program, from identifying the client’s business objectives, conducting target audience research, developing the creative brief, analyzing competitive strategies and developing the overall communications strategy. 2. Familiarity with common marketing research techniques and how they are used to gather information about audiences. 3. Familiarity with basic copywriting and art direction principles for various media types. 4. Understanding of effective visual presentation skills as well as effective use of verbal communication skills when presenting ideas to clients or other members of an ad agency team. 5. Familiarity with computers and common software applications such as Microsoft Word, PowerPoint and Excel as well as basic knowledge of design software programs such as Adobe Photoshop and InDesign is recommended but not required. 6. Ability to work effectively in a team environment is essential.

COMM 6160 Week 7 Duration

COMM 6160 Course Number: COMM 6160 (3 semester credits)

COMM 6160 Course Title: Creative Strategy and Execution: From Brief to Presentation*

Instructor: Professor Belinda Wee

Description: COMM 6160 Course will provide students with an understanding of the creative process, from developing a concept through to its execution. The COMM 6160 Course will also prepare students to effectively present their ideas and concepts, as well as being able to critique other people’s work. Students will be expected to generate and present original creative solutions to real-world problems and briefs.

Learning Objectives: By the end of COMM 6160 Course, students should be able to: 1. Understand the creative process 2. Generate original creative solutions 3. Effectively present their ideas and concepts 4. Critique other people’s work

COMM 6160 Course Outline: Week 1: Introduction to Creative Strategy and Execution Week 2: Developing Creative Concepts Week 3: Refining Creative Concepts Week 4: Executing Creative Concepts Week 5: Presenting Creative Concepts Week 6: Critiquing Creative Concepts

Assessment Methods: Assessment in COMM 6160 Course will be through a combination of individual and group assignments, as well as presentations.

COMM 6160 Week 7 Learning Outcomes

*COMM 6160 Course may be taken up to 3 times for credit.

1. Understand the elements of a creative brief, how to interpret it, and how to use it to generate ideas.

2. Generate and present a variety of ideas in response to a creative brief.

3. Develop an understanding of the strategic role of creativity in marketing communications and the importance of developing a clear and achievable creative strategy.

COMM 6160 Week 7 Assessment & Grading

(1:5:0)

Week 7 Assessment (1:5:0)

For this assessment, you will create a new presentation based on the given case study. You will be graded on your ability to successfully create and deliver a presentation that persuades your audience by integrating specific strategies of rhetoric, research, and design.

COMM 6160 Week 7 Suggested Resources/Books

COMM 6160 Course introduces students to the process of developing a strategic approach to communication problems, from the initial stages of collecting and analyzing information to developing a campaign strategy and message. Students will also be introduced to various techniques for presenting and evaluating the effectiveness of their ideas. The COMM 6160 Course will include readings, discussions, case studies, exercises, and presentations.

Readings:

1. O’Guinn, T., & Faber, R. J. (2013). Advertising and promotion: An integrated marketing communications perspective (9th ed.). New York, NY: McGraw-Hill/Irwin. ISBN: 9780078112669

2. Belch, G., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective (9th ed.). New York, NY: McGraw-Hill/Irwin. ISBN: 9780078028904

3. Dannenbring, G. L., & Thorson, E. (2011). Creative strategy and the business of design (2nd ed.). Hoboken, NJ: Wiley. ISBN: 9781118044134

4. Duncan, T., & Moriarty, S. E. (2009). Advertising procedure (18th ed.). Boston, MA: Allyn & Bacon. ISBN: 9780205628493

COMM 6160 Week 7 Assignment (20 Questions)

Week 7 Assignment: 20 Questions

Instructions: Using the Lecture 2 Power Point notes as a guide, please address the following questions. Please type your responses directly into this document. In addition, please also include the questions with your responses. Your answers should be thoughtful and complete (approximately 1-2 paragraphs per question). Please be sure to proofread your work before you submit it.

1. What is the goal of market research? What are its objectives?
2. Define primary research and give an example of a primary research method.
3. Define secondary research and give an example of a secondary research method.
4. Why is it important for researchers to understand the difference between these two types of research?
5. Define qualitative research and give an example of a qualitative research method.
6. Define quantitative research and give an example of a quantitative research method.
7. Why is it important for researchers to understand the difference between these two types of research?
8. Explain what is meant by “research design” and why it is important in market research. Include in your answer a discussion of exploratory, descriptive, and causal research designs.
9. What are some common sources of error in market research? How can these errors be avoided?
10. Define sampling and explain why it is important in market research. Include in your answer a discussion of probability and non-probability sampling methods.
11. What is meant by data collection in market research? Describe some common data collection methods used in market research projects.
12. What is meant by data analysis in market research? Describe some common data analysis methods used in market research projects.
13. What is meant by data interpretation in market research? Describe some common data interpretation methods used in market research projects.
14. What are some common pitfalls associated with data interpretation in market research? How can these pitfalls be avoided?
15. Explain what is meant by “primary data” and “secondary data” in market research. Give examples of each type of data.
16. Explain what is meant by “quantitative data” and “qualitative data” in market research. Give examples of each type of data.
17. What are some common sources of error in quantitative data analysis? How can these errors be avoided?
18. What are some common sources of error in qualitative data analysis? How can these errors be avoided?
19

COMM 6160 Week 7 Assignment Question (20 Questions)

1. Define the following terms:

-Creative strategy
-Tone
-Audience
-Key message
-Objectives
-Target market
-Media mix
-Channels
-Tactics
-Budget
2. What is the difference between a creative brief and a traditional marketing brief?
3. Why is it important to understand the client’s business?
4. Why is it important to understand the target audience?
5. What are the key elements of a creative brief?
6. How do you determine the tone of a campaign?
7. How do you develop key messages?
8. What are some common objectives for advertising campaigns?
9. What factors should you consider when developing a target market?
10. What is a media mix and why is it important?
11. What are some common channels used in advertising campaigns?
12. What are some common tactics used in advertising campaigns?
13. How do you develop an effective budget for an advertising campaign?

COMM 6160 Week 7 Discussion 1 (20 Questions)

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As we have seen with COMM 6160 Course, the creative process can vary greatly from one person to another, from one agency to another, from one client to another, from one culture to another, etc. After having read all the required readings for this week and after having watched the videos “Agency Show Reel” (The Mill) and “Curious Posters: How We Made Them” (Google), please answer the following questions in your own words based on what you have learned in COMM 6160 Course. Be sure to add specific examples as you respond. Please review the Grading Rubric for Discussion Posts located in COMM 6160 Course Home before posting your discussion response.

1) What are some of your observations and thoughts after watching the video “Agency Show Reel”? In what ways do you think that these videos differ from a traditional advertising agency’s reel? How did The Mill get into the business of creating these types of videos? What was their primary motivation? Does The Mill target any particular type of industry or client? Would you call The Mill a traditional advertising agency or would you say that they are more than just an advertising agency? Please explain your answers in detail.

2) Based on what you observed from watching the video “Curious Posters: How We Made Them” (Google), please identify and describe each stage of Google’s creative process. Where does creativity come into play during this process? Do you think that their process is helpful in encouraging creativity within their team? Why or why not? What do you think about their choice of using a poster as their medium for this project? Do you think that it would have worked better if they used a different medium such as television or online advertising? Why or why not? Please explain your answers in detail.

3) Based on what you observed from watching both videos, what are some similarities and differences between The Mill’s creative process and Google’s creative process? Do you think that either company is more successful than the other when it comes to creativity/creative processes? Why or why not? Based on what we have learned about creativity throughout COMM 6160 Course, do either company’s processes follow any of our tips for how to encourage creativity within an organization/team/individual? If so, which ones and how well do they follow them? Please explain your answers in detail.

COMM 6160 Week 7 DQ 1 (20 Questions)

(DEV-6160)

COMM 6160 Creative Strategy and Execution: From Brief to Presentation 3 semester credits COMM 6160 Course focuses on the creative execution of advertising campaigns. Students learn how to create an effective advertising campaign from the strategic idea, planning, and presentation stages. The COMM 6160 Course provides students with an opportunity to apply their knowledge of advertising strategies and research to the development of a comprehensive communication plan. Students will use various computer software programs in the creation of marketing communications.

COMM 6160 Week 7 Discussion 2 (20 Questions)

Creative Strategy and Execution: From Brief to Presentation (3 semester credits) COMM 6160 Course provides students with the practical skills necessary to execute an advertising campaign. Students will learn how to develop a strategic position, write a strategic brief, present their ideas, and create and produce advertising campaigns. The COMM 6160 Course will also focus on developing students’ critical thinking skills through class discussion, case studies, and hands-on projects. Prerequisites: COMM 6140 or instructor permission

COMM 6160 Week 7 DQ 2 (20 Questions)

1. What are the main elements of a successful pitch?
2. How do you prepare for a pitch?
3. How do you present a pitch?
4. What should you do after a pitch?
5. What are some common mistakes made during pitches?
6. How can you make your pitch more memorable?
7. How can you make your pitch more persuasive?
8. What are some ways to overcome nerves when pitching?
9. What if you’re not the primary pitch person on your team?
10. How can you be an effective team member during a pitch?

COMM 6160 Week 7 Quiz (20 Questions)

at University of Maryland, University College (UMUC).

1. Question : In general, a good problem statement should be all of the following except:
2. Question : The problem statement is one of the most important aspects of the creative brief.
3. Question : Which of the following is NOT an element of the problem statement?
4. Question : A good problem statement will contain all of the following EXCEPT:
5. Question : A problem statement should include all of the following EXCEPT:
6. Question : It is best practice to avoid using jargon in your problem statement so that it can be easily understood by people who are not familiar with your brand or product.
7. Question : A clear and concise problem statement allows you to more easily identify potential opportunities and strategies that can be used to solve your client’s issue.
8. Question : When writing your problem statement, which of the following should you avoid doing?
9. Question : Which of the following is NOT an advantage of using a problem statement?
10. Question : Which of the following statements is true about using a target market in your problem statement?
11. Question : When writing your problem statement, which of the following should you include?
12. Question : Which of the following is an advantage of using a target market in your problem statement?
13. Question : All of the following are true about target markets EXCEPT:
14. Question : A target market is a group of people with similar needs or characteristics who are likely to buy a product or service.
15. Question : All of the following are true about target markets EXCEPT:
16. Question : All of the following are characteristics of a good target market EXCEPT:
17. Question : All of the following are characteristics of a good target market EXCEPT:
18. Question : All of the following are characteristics of a good target market EXCEPT:
19.Question : Which of the following is not a characteristic of a good target market?
20.Question : All of the following are true about positioning statements EXCEPT:

COMM 6160 Week 7 MCQ’s (20 Multiple Choice Questions)

1) What is a logical fallacy?

A) A fallacy is an argument that uses false or illogical reasoning.
B) A fallacy is an argument that uses false or unproven premises.
C) A fallacy is an argument that uses emotionally charged language.
D) All of the above.

2) Which of the following is an example of an ad hominem fallacy?

A) “You’re obviously not qualified to judge this issue because you’re not an expert.”
B) “I don’t think your opinion on this issue should be trusted because you’re biased.”
C) “You’re just saying that because you’re lazy.”
D) All of the above.

3) Which of the following is NOT an example of a false dichotomy?

A) “You can either support gun control or be in favor of mass shootings.”
B) “You can either support capitalism or socialism.”
C) “You can either be for abortion or against it.”
D) “You can either be a Republican or a Democrat.”

4) Which of the following is NOT an example of a straw man fallacy?

A) “I don’t think we should ban all guns, I just think we should have stricter background checks for people who want to purchase them.”
B) “I’m not saying that you’re stupid, I’m just saying that you don’t understand this issue as well as I do.”
C) “I’m not saying that all Republicans are racist, I’m just saying that the Republican party is inherently racist.”
D) “I’m not saying that we should get rid of all taxes, I’m just saying that we should lower taxes for the middle class.”

COMM 6160 Week 8 Description

In COMM 6160 Course, students will be able to apply what they have learned in the previous seven COMM 6160 Courses by creating a comprehensive advertising campaign. Students will develop a campaign based on a pre-selected client, product or service. Students will present their work in front of the class for critique.

COMM 6160 Week 8 Outline

Week 8 Outline for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

COMM 6160 Course is designed to give students an understanding of the creative process from strategy development through execution. Students will develop a campaign proposal in response to a real-world client brief. The COMM 6160 Course will focus on the role of creativity in advertising and integrated marketing communications, with an emphasis on the strategic use of creativity to achieve business objectives. Students will learn how to develop a creative brief, generate big ideas, and present their work to clients.

1. Introduction to Week 8
2. Overview of the Creative Process
3. Developing a Creative Brief
4. Generating Big Ideas
5. Presenting Your Work to Clients
6. Conclusion

COMM 6160 Week 8 Objectives

– Understand what elements make up a creative brief.
– Understand how to translate the key information from a creative brief into a presentation.
– Understand how to present your ideas to clients in a professional manner.

COMM 6160 Week 8 Pre-requisites

COMM 6160 Course is for students who have completed their required work for the Creative Strategy and Execution major. It is a pre-requisite for COMM 6160.

COMM 6160 CourseWeek 8 Pre-requisites for COMM 6160 – Theoretical and Critical Studies in Media (3 semester credits) (COMM 6160) COMM 6160 Course is for students who have completed their required work for the Theoretical and Critical Studies in Media major. It is a pre-requisite for COMM 6160.

COMM 6160 Week 8 Duration

COMM 6160 Course is about the process of strategic thinking and execution for advertising, including developing advertising objectives, strategies and tactics, analyzing media, and creating ad campaigns. Students will learn to write effective advertising briefs, develop campaign ideas, and produce ad materials that communicate the desired messages.

The duration of COMM 6160 Course is 8 weeks.

COMM 6160 Week 8 Learning Outcomes

Week 8 Learning Outcomes:

– Understand and apply the principles of effective creative strategy development

– Develop an effective creative brief

– Understand the elements of an effective creative presentation

COMM 6160 Week 8 Assessment & Grading

Students will complete a detailed assessment of the goals and objectives for the class, as well as their own work during the semester. Students will be graded on their participation in the class, their ability to complete assignments, and their overall understanding of the material.

COMM 6160 Week 8 Suggested Resources/Books

COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) COMM 6160 Course DESCRIPTION: In this class, students will take a hands-on approach to developing and refining the skills necessary to create successful advertising campaigns. Students will learn to translate client objectives into effective creative strategies, present their concepts in an effective manner, and then develop their campaigns from concept through execution. Students will also explore how new technology affects the way we think about advertising today. COMM 6160 Course is designed for graduate students interested in working as agency account executives or agency planners, as well as for those who want a better understanding of the creative process. **Prerequisite: COMM 5100 (Advertising Principles and Management) * Please note that if you have not taken COMM 5100 Advertising Principles and Management, you may register for it concurrently with this class. NOTE: Textbooks are NOT required for COMM 6160 Course. Instead, students are required to purchase certain textbook chapters via the internet at www.vitalsource.com/cengagebooks or visit their local bookstore where they can purchase these chapters bound together in one book or individually on their Kindle or Nook eReader device. The chapters cost approximately $15-$25 per chapter depending on how many chapters you choose to purchase at one time and whether you buy them individually or bound together into one book. Students are required to purchase the following chapters for this class: http://www1.cengagebrain.com/shop/storeid=bkstr&s_cm_mmc=Google-_-CengageBrain_CengageBrain+Homepage+Product-_-eBooks-_-9781133702855 http://www1.cengagebrain.com/shop/storeid=bkstr&s_cm_mmc=Google-_-CengageBrain_CengageBrain+Homepage+Product-_-eBooks-_-9781133702688 http://www1.cengagebrain.com/shop/storeid=bkstr&s_cm_mmc=Google-_-CengageBrain_CengageBrain+Homepage+Product-_-eBooks-_-9781133700616 http://www1.cengagebrain.com/shop/storeid=bkstr&s_cm_mmc=Google-_-CengageBrain_CengageBrain+Homepage+Product-_-eBooks-_-9781133700555 http://www1.cengagebrain.com/shop/storeid=bkstr&s_cm_mmc=Google-_-CengageBrain_CengageBrain+Homepage+Product-_-eBooks-_-9780495504183 http://www1.cengagebrain.com/shop/storeid=bkstr&s_cm_mmc=Google-_-CengageBrain_CengageBrain+Homepage+Product-_-eBooks-_-9780538735896

COMM 6160 Week 8 Assignment (20 Questions)

**Assignment Instructions:**

Before you begin, make sure that you have reviewed the Week 8 Assignment Rubric document located in COMM 6160 Course Resources. This will help you understand the criteria used to score this assignment.

Submit your answers to the following questions using Word or a similar word processing application. Your submission should be double-spaced, 12 point type and 2-3 pages in length (not including title page and reference list). Include a title page with your name, COMM 6160 Course number, section number and instructor name as well as a reference list at the end of your paper. Cite all outside sources in APA format on a separate reference page. Use headings within your paper to highlight each question (do not number the questions).

COMM 6160 Week 8 Assignment Question (20 Questions)

1. What are some of the key considerations when creating a brand strategy for a new product?

2. How can market research be used to inform the development of a brand strategy?

3. What are some common pitfalls to avoid when developing a brand strategy?

4. How can a brand be positioned in the marketplace?

5. What are some common elements of a brand identity?

6. How can a brand identity be used to create a unique and differentiated brand?

7. What are some common strategies for launching a new brand?

8. How can publicity and promotions be used to support a new brand launch?

9. What are some common issues to consider when managing a rebranding effort?

10. How can social media be used to support branding objectives?

COMM 6160 Week 8 Discussion 1 (20 Questions)

Comm 6160 COMM 6160 Week 8 Discussion 1

1. What is a brand extension? How does it differ from a line extension? Give an example of each.

2. Can you think of a brand that has been successful in extending into new categories? Why do you think the extension was successful?

3. What do you think are the benefits and risks of brand extensions?

4. In what ways can a company leverage its existing brand equity when introducing a new product or service? Give an example.

5. How can companies ensure that their brand extensions are consistent with the parent brand? Give an example.

6. What are some of the challenges involved in managing a portfolio of brands? How can companies overcome these challenges?

7. What do you think is the most important consideration when choosing a brand name for a new product or service? Why?

8. What criteria should be used to evaluate potential brand names? How important are trademark considerations in this process?

9. What are some of the challenges involved in managing multiple brands within the same company? How can companies overcome these challenges?

10. What do you think is the most important consideration when developing a branding strategy for a new product or service? Why?

COMM 6160 Week 8 DQ 1 (20 Questions)

COMM 6160 Week 8 DQ 2 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

COMM 6160 Week 8 Discussion 2 (20 Questions)

1. What are some of the key differences between a good brief and a bad brief? How can you tell the difference between the two?

2. How does the structure of a brief impact its effectiveness? Why is it important to have a clear structure when writing a brief?

3. What are some of the key elements that should be included in a good brief? What are some of the things that should be avoided when writing a brief?

4. How can you make sure that your brief is clear and concise? What are some of the things that you can do to ensure that your brief is easy to understand?

5. How important is it to have a target audience in mind when writing a brief? Why is it important to know who your target audience is?

6. How can you make sure that your brief is persuasive? What are some of the things that you can do to ensure that your brief is convincing?

7. What are some of the common mistakes that people make when writing a brief? How can you avoid making these mistakes?

8. How can you make sure that your brief is attention-grabbing? What are some of the things that you can do to ensure that your brief catches people’s attention?

9. What are some of the different ways that you can present a brief? Which method do you think is the most effective? Why?

10. How important is it to get feedback on your brief before you present it? Why is it important to get other people’s opinions on your work?

COMM 6160 Week 8 DQ 2 (20 Questions)

**

Question 1
What do you think is the most important thing to remember when creating a strategy?

When creating a strategy, the most important thing to remember is to align your goals with your audience’s needs. Your strategy should be designed to reach your target audience and achieve your desired objectives. Keep in mind that your strategy must be flexible and adaptable to change as your audience’s needs evolve over time.

Question 2
What do you think is the most important thing to remember when executing a strategy?

When executing a strategy, the most important thing to remember is to be consistent and persistent. You need to set clear goals and objectives, and then create a plan of action that will help you achieve those goals. It is also important to track your progress and revise your plan as needed to ensure that you are on track to reach your goals. Finally, don’t give up – even if things get tough, stay focused on your goals and continue working towards them.

Question 3
What do you think is the most important thing to remember when evaluating a strategy?

When evaluating a strategy, the most important thing to remember is to be realistic. Set realistic goals and objectives, and then evaluate your progress against those benchmarks. Be honest with yourself about what is working and what is not, and make adjustments as necessary. Also, keep in mind that no strategy is perfect – there will always be room for improvement. strive for continuous improvement and always be open to new ideas.

Question 4
What do you think are the most important factors to consider when developing a creative brief?

Some of the most important factors to consider when developing a creative brief include the following:

– The client’s objectives: What does the client want to achieve with this project?
– The target audience: Who is the project aimed at?
– The messaging: What key messages does the client want to communicate?
– The tone: What kind of tone or style should be used for the project?
– The budget: How much money does the client have to spend on this project?

COMM 6160 Week 8 Quiz (20 Questions)

Question 1 0.5 / 0.5 pts The leading search engines in the U.S. today are Google, Yahoo, and Bing. True False Correct!

Question 2 0.5 / 0.5 pts An integrated marketing communications program that features advertising, public relations, promotions, and direct response is called an IMC mix. True False Correct!

Question 3 0.5 / 0.5 pts In order to develop an effective Internet marketing strategy, a marketer must first understand its customers’ online behaviors and use this information to create an online profile of each target segment it wishes to reach with its Web site. True False Correct!

Question 4 0.5 / 0.5 pts One primary benefit of social media marketing is that it allows a company to connect with existing and potential customers in real time—and is therefore a powerful way to build a relationship with customers who may be interested in buying products or services from the company. True False Correct!

COMM 6160 Week 8 MCQ’s (20 Multiple Choice Questions)

**
*
* 1. What is the main difference between a concept and a strategy?
A) A concept is an idea, while a strategy is how you will execute that idea.
B) A concept is an overarching idea, while a strategy is a detailed plan.
C) A concept is something that can be measured, while a strategy is more flexible.
D) A concept is short-term, while a strategy is long-term.

2. What are the four main elements of the creative brief?
A) The situation, the objective, the target audience, and the budget
B) The situation, the objective, the target audience, and the timeline
C) The situation, the objective, the target audience, and the message
D) The situation, the objective, the target audience, and the media

3. Which of the following best describes what it means to think like your customer?
A) Trying to understand what they want and then giving it to them
B) Trying to understand what they want and then giving them something better
C) Trying to understand what they need and then giving it to them
D) Trying to understand what they need and then giving them something better

4. In order for a company to be truly customer-centric, which of the following must be true?
A) The company must be able to anticipate customer needs
B) The company must be able to meet customer needs
C) The company must be able to exceed customer expectations
D) All of the above

5. Which of the following factors should you consider when determining your target market?
A) Age
B) Gender
C) Income
D) All of the above
E) None of the above

6. What is brand awareness?
A) How well customers know and remember your brand
B) How often customers see or interact with your brand
C) How likely customers are to purchase your brand
D) How satisfied customers are with your brand

7. What are some common objectives companies hope to achieve with their advertising campaigns? (Choose all that apply.)
A) To increase brand awareness
B) To generate leads
C) To close sales
D) To increase web traffic

8. What are some common objectives companies hope to achieve with their public relations campaigns? (Choose all that apply.)

A) To increase brand awareness
B) To generate leads
C) To close sales
D) To increase web traffic

COMM 6160 Week 9 Description

COMM 6160 Course is designed to provide you with an overview of the elements necessary to develop a strategic, creative brief and then execute on that brief to create an effective presentation. The COMM 6160 Course will focus on the development of a comprehensive, strategic brief as the key document that drives all aspects of the creative process. The COMM 6160 Course will also cover how to take that brief and develop an effective presentation that meets the objectives of the brief.

COMM 6160 Week 9 Outline

(COMM 6160 Course not available in 2019)

## Introduction to the COMM 6160 Course

This is an advanced COMM 6160 Course that focuses on the creative and strategic aspects of advertising, with particular emphasis on planning, development and execution. Students will learn to develop advertising concepts based on a thorough understanding of a client’s needs. Students will also learn how to effectively present and sell their ideas to clients, as well as how to manage the process from brief to presentation. The COMM 6160 Course will be taught through a combination of lectures, discussions, case studies, guest speakers and hands-on projects.

## Learning Outcomes

– Understand the role of creativity in advertising and its importance in the overall advertising process
– Develop an advertising concept based on a thorough understanding of a client’s needs
– Effectively present and sell advertising ideas to clients
– Manage the process from brief to presentation

## COMM 6160 Course Schedule

**Week 1: Introduction**

– Lecture: Introduction to the COMM 6160 Course
– Lecture: The Role of Creativity in Advertising
– Discussion: The Importance of Creativity in Advertising
– Guest Speaker: The Creative Director’s Perspective
– Case Study: An Award-Winning Advertising Campaign
– Assignment: Creative Brief Assignment Due

**Week 2: The Creative Process**

– Lecture: The Creative Process Part 1 – Planning and Development

– Lecture: The Creative Process Part 2 – Execution and Presentation

– Discussion: Applying the Creative Process

– Guest Speaker: A Creative Director on Applying the Creative Process

– Case Study: A Successful Advertising Campaign that Applies the Creative Process

– Assignment: Creative Brief Assignment Due

**Week 3: The Strategic Planning Process**

– Lecture: The Strategic Planning Process Part 1 – Research and Analysis

– Lecture: The Strategic Planning Process Part 2 – Strategy Development

– Discussion: Applying the Strategic Planning Process

– Guest Speaker: A Strategic Planner on Applying the Strategic Planning Process

– Case Study: A Successful Advertising Campaign that Applies the Strategic Planning Process

– Assignment: Creative Brief Assignment Due

COMM 6160 Week 9 Objectives

(Fall 2016) (Week 9)

**Note: Students who started the COMM 6160 Course after Week 1 will need to complete all assignments from previous weeks.
**

## Overview of COMM 6160 Week 9 Objectives for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation (3 semester credits) (COMM 6160) (Fall 2016) (Week 9)
The goal of COMM 6160 Course is to give students practical experience in the creative process, from developing a brief and ideation through the refinement of ideas and presentation to clients. In class, students work together on real-world projects provided by clients in the community. The use of technology is integrated throughout each phase of the COMM 6160 Course as appropriate. Students are expected to take an active role in their own learning as well as that of their peers. Learning activities include lectures, hands-on exercises, group discussions, and critiques. COMM 6160 Course emphasizes student collaboration, which requires teamwork skills and effective communication. It also highlights analytical thinking and problem solving skills needed in today’s advertising industry.

*All assignments must be completed by Sunday at 11:59 PM EDT.*

| Learning Outcome | Activity | Assignment | Rubric Criteria | Percent of Total Grade | Due Date |
| — | — | — | — | — | — |
| **I: Students will apply team management skills** | D1/D2 | D1/D2 | A, B | 5% | D1/D2 |
| **II: Students will develop creative strategies based on a client brief** | D3/D4 | D3/D4 | A, B | 10% | D3/D4 |
| **III: Students will integrate technology into their work flow as appropriate** | D5/D6 | D5/D6 | A, B | 15% | D5/D6 |
| **IV: Students will present an effective group presentation to their peers** | L7 | L7 | A, B | 15% || **TOTAL: 45% OF FINAL GRADE** ||||

COMM 6160 Week 9 Pre-requisites

or instructor consent. The COMM 6160 Course is designed for people who are already working in the field, as well as those who are considering a career in advertising, marketing or public relations. The COMM 6160 Course is structured around case studies that demonstrate how concepts taught throughout the semester can be applied to real-world situations. Throughout the semester, students will learn about research methods, consumer behavior and persuasion. They will also learn about the different types of strategies that can be used to communicate with consumers and will have opportunities to apply these strategies during the semester.

*COMM 6160 CourseWeek 9: Pre-requisites for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) or instructor consent. COMM 6160 Course focuses on creating an effective strategy and execution plan for an advertising, marketing or public relations campaign. Students will learn about the different elements of a campaign and how to put them together to achieve the desired results. They will also learn about different ways to measure the effectiveness of a campaign and how to make adjustments based on feedback.

COMM 6160 Week 9 Duration

COMM 6160 Course is a three-credit class. The duration for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* is eight weeks.

COMM 6160 Week 9 Learning Outcomes

In order to successfully complete COMM 6160, students will achieve the following learning outcomes:

1. Develop a creative brief for a brand or advertising campaign.
2. Generate ideas for a brand or advertising campaign.
3. Develop a brand or advertising campaign strategy.
4. Create an advertising campaign or other deliverable based on the approved strategy.
5. Present the final deliverables to the class.

COMM 6160 Week 9 Assessment & Grading

(3300)

Assessment and Grading for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

COMM 6160 Course Outcomes (COs):
1. Develop a campaign or other creative work from start to finish based on a client brief. (PO #4)
2. Use best practices in the development of creative ideas and execution of creative work. (PO #5)
3. Plan, execute and present an effective creative strategy for a given project or situation. (PO #6)
4. Apply professional skills in collaboration with others to produce effective advertising and marketing communications. (PO #7)
5. Work effectively as part of a team to develop, present and defend an advertising or marketing communications plan. (PO #8)

COMM 6160 Course Weighting of Assessments
|—————————————————————————————————————|
| Assignment | Pts Possible | CO Assessed | COMM 6160 Course % | CAT % | Final % |
|—————————————————————————————————————|
| Final Team Project Presentation | 100 | 1,2,3,4,5 | 20% | 40% | 12% |
|—————————————————————————————————————|

Final Team Project Presentation: Students will work in teams of 4-5 to complete a comprehensive creative brief for a real or made up client. Students will be expected to utilize the knowledge and skills learned throughout the COMM 6160 Course in order to complete this project. The presentation will be graded on the following criteria: creativity, analysis/insight, presentation skills, organization, use of COMM 6160 Course concepts, and professionalism.

COMM 6160 Week 9 Suggested Resources/Books

The following books are suggested resources for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation:

• The One Minute Manager by Kenneth Blanchard and Spencer Johnson

• First Things First by Stephen Covey, A. Roger Merrill, and Rebecca R. Merrill

• The 7 Habits of Highly Effective People by Stephen Covey

COMM 6160 Week 9 Assignment (20 Questions)

Name: Brianna Tuggle
1. Describe the role that emotion plays in effective advertising.

The role of emotion in effective advertising is to create a connection with the viewer or reader. Emotion can be used to grab attention, build interest, and create a desire for the product or service. When done effectively, emotional advertising can create a lasting impression and result in customers becoming brand loyal.

COMM 6160 Week 9 Assignment Question (20 Questions)

1. What is the difference between a situation analysis and a problem statement?

2. What are the three main objectives of a situation analysis?

3. Why is target audience segmentation an important part of the situation analysis process?

4. What are some common methods of target audience segmentation?

5. How does market research play into the situation analysis process?

6. What are some common methods of conducting market research?

7. What is the difference between primary and secondary research?

8. What is desk research?

9. What are some common sources of secondary data?

10. How does competitive analysis fit into the situation analysis process?

11. Who are the main competitors for most businesses?

12. How can businesses track their competitors’ activities?

13. What are some common methods of competitive analysis?

COMM 6160 Week 9 Discussion 1 (20 Questions)

Week 9 Discussion 1: Brand Image and Positioning (20 Questions)

1. How would you describe the difference between brand identity and brand image? Give an example.

2. How important is it for companies to have a strong brand identity? Why or why not?

3. How can a company’s brand identity be used to create a strong brand image? Give an example.

4. What are some of the benefits of having a strong brand image?

5. What are some of the risks associated with having a weak brand image?

6. What are some of the key elements of a strong brand image?

7. How can a company ensure that its brand image is consistent across all channels?

8. What are some of the challenges associated with managing a brand image?

9. How important is it for companies to have a clear brand positioning strategy? Why or why not?

10. What are some of the benefits of having a clear brand positioning strategy?

11. What are some of the risks associated with having an unclear brand positioning strategy?

12. What are some of the key elements of a clear brand positioning strategy?

13. How can a company ensure that its brand positioning is consistent across all channels?

COMM 6160 Week 9 DQ 1 (20 Questions)

What are the four stages of a project?

COMM 6160 Week 9 Discussion 2 (20 Questions)

with Dr. L. Bryan Inglis – Liberty University (LU)

COMM 6160 Course Description: COMM 6160 Course provides students with a comprehensive understanding of the process and structure of advertising campaigns, providing students the knowledge and skills necessary to develop, present, and defend an effective ad campaign. Students will also be able to apply critical thinking and problem-solving skills in strategic campaign planning, research, development, analysis, and presentation. Students will utilize the advertising process through campaign presentations that must include all aspects of the advertising process including analysis of advertising objectives, target markets, creative strategies, media plans, and budgets.

The purpose of this discussion is to allow you to demonstrate your understanding of the concepts presented in this week’s readings. Please respond thoughtfully and critically to at least two other students’ postings in addition to answering the instructor-posed questions. Your responses should be substantial (at least 2 paragraphs each), demonstrating your comprehension of the readings and application to real-world scenarios. Your initial post should address all parts of the question posed by the instructor; however, feel free to elaborate on other topics related to this week’s content as well. Please remember that this is a professional environment; therefore, posts should be respectful and free from profanity or personal attacks against other students or the professor. Finally, please proofread your work before posting since spelling/grammatical errors reflect poorly on your professionalism.

COMM 6160 Week 9 DQ 2 (20 Questions)

How do you determine what the right balance is between creativity and practicality when working with a client? How do you know when to give in or push back?

Assuming you have a great client who really wants to be pushed creatively, how do you approach pushing the envelope without offending them or making them uncomfortable?

COMM 6160 Week 9 Quiz (20 Questions)

Please enter your name.
First name:
Last name:

1. A brand can be built through online channels alone.
TRUE
FALSE

FALSE. A brand cannot be built through online channels alone. Branding is the use of a name, term, design, symbol, or other feature to identify a product or service and distinguish it from those of other producers.

COMM 6160 Week 9 MCQ’s (20 Multiple Choice Questions)

1. Which of the following statements is true about successful campaigns?
2. What is the best way to measure the success of a campaign?
3. How can you make sure your campaign is reaching its target audience?

1. Successful campaigns are those that are able to effectively communicate their message to their target audience.
2. The best way to measure the success of a campaign is to look at its objectives and see if they were met.
3. The best way to make sure your campaign is reaching its target audience is to do research on who your target audience is and what media they consume.

COMM 6160 Week 10 Description

COMM 6160 Course will focus on strategic methods for developing creative advertising and public relations campaigns. Students will be challenged to think critically and creatively while also learning the technical aspects of advertising and public relations planning, execution and measurement. Class activities will include case studies, peer critiques, guest speakers, readings, assignments and presentations.

COMM 6160 Week 10 Outline

*This is a tentative outline and subject to change.

Week 10: Designing the Presentation

In this session we will explore how to create a presentation that tells the story of your ideas, solutions, or recommendations in an engaging way. We will learn how to use visual design to communicate effectively with your audience, and how to make sure your visuals are on brand. Finally, we will discuss how to present with confidence and style, and how to manage questions and objections.

COMM 6160 Week 10 Objectives

Week 10 Creative Strategy and Execution: From Brief to Presentation Objectives:

By the end of this week, students will be able to:

1. Understand what a creative brief is and its purpose.
2. Understand how to write an effective creative brief.
3. Understand the different elements of a creative presentation.
4. Understand how to effectively present creative work to a client or team.

COMM 6160 Week 10 Pre-requisites

Advanced Advertising Creative Strategy: From Brief to Presentation (COMM 6160) is a COMM 6160 Course that provides students with an understanding of the principles, practices and processes of advertising creative development. Through hands-on experience in writing and designing ad campaigns, students learn to apply these concepts and skills to the creation of effective advertising. The COMM 6160 Course culminates with students developing an integrated advertising campaign for a real client. Prerequisites for COMM 6160 Course include COMM 6151 – Advanced Advertising Creative Strategy (3 semester credits) and COMM 6101 – Principles of Advertising (3 semester credits).

COMM 6160 Week 10 Duration

Due Date:

1. Introduction to the Brief and Creative Strategy ………………………………………………………………………….. 1 week

2. Development of a Written Brief ……………………………………………………………………………………………… 2 weeks

3. Creative Execution ……………………………………………………………………………………………………………. 3 weeks

4. Presentation of Work ………………………………………………………………………………………………………. 2 weeks

COMM 6160 Week 10 Learning Outcomes

1. Understand how to translate a brand brief into a creative strategy.
2. Learn the process of ideation and how to generate creative ideas.
3. Develop an understanding of how to present creative work to a client.

COMM 6160 Week 10 Assessment & Grading

**

COMM 6160 Course Summary: In COMM 6160 Course, students will learn to analyze, write and present creative briefs in a variety of advertising and public relations contexts. Students will study the development of strategic communications and how to use communication channels to achieve objectives. Through an examination of case studies, students will consider the challenges faced when developing campaigns, as well as the ethical implications of these decisions. Additionally, students will explore the relationship between creativity and marketing effectiveness, learn to think creatively and develop innovative solutions to communications challenges.

Assessment Summary: COMM 6160 Course uses a variety of assessment tools to measure student learning. These include exams, papers, presentations, and group work. The specific assessment tools for each unit are listed below.

Unit 1: Introduction to Creative Strategy & Execution

Unit 2: The Creative Brief

Unit 3: Strategic Thinking for Creative Solutions

Unit 4: The Creative Process

Unit 5: Ideation Techniques

Unit 6: Brainstorming & Concept Development

Unit 7: Visualization & Storytelling

Unit 8: Presentation & Pitching Skills

Final Exam

COMM 6160 Week 10 Suggested Resources/Books

COMM 6160 Course

COMM 6160 Course Description: Creative Strategy and Execution: From Brief to Presentation is a three-credit online COMM 6160 Course that teaches students how to develop and execute effective creative campaigns based on strategic objectives. Students will learn how to work with clients, how to interpret client briefs, how to create concepts and treatments for client approval, how to produce and direct effective commercials, and how to present the final product to clients. Students will also have the opportunity to put these skills into practice by working on a real-world project for a local business. COMM 6160 Course is offered in an online format.

Required Textbook:

1. The Advertising Concept Book: Think Now, Design Later by Pete Barry (ISBN: 978-1592536388)

Recommended Books:

2. Ogilvy on Advertising by David Ogilvy (ISBN: 978-0679405829)

3. Truth, Lies, and Advertising: The Art of Account Planning by Jon Steel (ISBN: 978-0471409508)

4. The One Show Vol. 32 (ISBN: 978-1581153146)

5. The One Show Vol. 33 (ISBN: 978-1581154020)

COMM 6160 Week 10 Assignment (20 Questions)

1. What does a creative brief contain?
2. How do you develop a creative strategy?
3. What are some common objectives for an advertising campaign?
4. What are some common strategies used in advertising?
5. How do you determine the target audience for an advertising campaign?
6. How do you determine what message to communicate in an advertising campaign?
7. How do you determine the best way to reach the target audience for an advertising campaign?
8. What are some common methods used to measure the effectiveness of an advertising campaign?
9. How do you develop the creative execution for an advertising campaign?
10. What are some common elements of an advertising campaign?
11. How do you develop a print ad?
12. How do you develop a television ad?
13. How do you develop a radio ad?
14. How do you develop an online ad?
15. How do you develop an out-of-home ad?
16. How do you develop a direct mail piece?
17. How do you present an advertising campaign to a client?
18. What should you include in an advertising campaign presentation?
19. How can you effectively present an advertising campaign to a client?

COMM 6160 Week 10 Assignment Question (20 Questions)

This assignment will build on and extend the concepts learned in Creative Strategy and Execution: From Brief to Presentation* (COMM 6160). You will be asked to reflect on your experience developing a creative strategy during COMM 6160 Course. The assignment focuses on the analysis, interpretation, and application of concepts and principles learned in class.

1. What is your definition of creative strategy?

2. What are the three main components of a creative strategy?

3. Why is it important to have a clear and concise creative strategy?

4. What are some common pitfalls associated with developing a creative strategy?

5. How can you ensure that your creative strategy is achievable and realistic?

6. What are some common mistakes made when developing a brief for a creative project?

7. How can you ensure that your brief is clear, concise, and inspires creativity?

8. What are some common mistakes made when presenting a creative idea?

9. How can you ensure that your presentation is engaging, persuasive, and inspires confidence in your ability to execute the project?

10. What are some common challenges associated with executing a creative project?

11. How can you overcome these challenges and ensure a successful outcome?

COMM 6160 Week 10 Discussion 1 (20 Questions)

– University of Colorado Denver

COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) COMM 6160 Course Overview COMM 6160 Course will explore the design process in a creative, strategic and practical way. Students will learn how to think creatively, develop concepts and solve problems with advertising, branding and packaging. Students will understand how to translate their ideas into an effective presentation format. Students will apply the skills they have learned in class by completing a group project. Readings Required readings will be available online through your COMM 6160 Course’s website. Please refer to the Syllabus for details on what you need to purchase for COMM 6160 Course. Textbook Information Required Textbook: Making Ideas Happen by Scott Belsky ISBN-13: 9781591843481 Optional Textbook: Contagious: Why Things Catch On by Jonah Berger ISBN-13: 9781451686561 Materials Required Materials: You will need access to a computer and a printer for this class. Most of our work is done online, but there are times when you’ll need to print out your work for in-class activities or for your projects. For many students, it is helpful to keep a sketchbook where you can write down ideas and brainstorm as well as draw inspiration from images you collect. You can purchase any size sketchbook you’d like that fits comfortably with your lifestyle (and budget). You may also wish to create a Pinterest page or Tumblr blog in order to keep track of ideas you find online that inspire you.

COMM 6160 Week 10 DQ 1 (20 Questions)

in University of Louisville

1. What is the difference between a “competitive” and a “comparative” analysis?2. How can conducting a comparative analysis help you understand your competition?3. Why is it important to understand your competition before developing a creative strategy?4. How can you use your understanding of your competition to develop a unique selling proposition?5. What is the difference between an internal and an external environment analysis?6. How can conducting an internal environment analysis help you understand your company’s strengths and weaknesses?7. How can conducting an external environment analysis help you understand your company’s opportunities and threats?8. Why is it important to understand your company’s internal and external environments before developing a creative strategy?9. What is the difference between a target market and a target audience?10. Why is it important to understand your target market before developing a creative strategy?11. How can you use your understanding of your target market to develop a positioning statement?12. What is the difference between a concept and an execution?13. Why is it important to develop both concepts and executions when creating advertising?14. What are some factors that you should consider when developing advertising concepts?15. What are some factors that you should consider when developing advertising executions?16. How can you use your understanding of concepts and executions to develop an effective advertising campaign?17. What are some factors that you should consider when choosing an advertising medium?18. How can you use your understanding of advertising media to develop an effective advertising campaign?19. What are some factors that you should consider when evaluating an advertising campaign?20. How can you use your understanding of evaluation techniques to improve the effectiveness of future campaigns?

COMM 6160 Week 10 Discussion 2 (20 Questions)

at Liberty University.

1. Explain the process of developing an advertising campaign and how it differs from a marketing campaign.

2. How do you determine what target audience to focus on when planning an advertising campaign?

3. Why is it important to create a unique selling proposition for your product or service?

4. How do you determine what type of advertising will be most effective for your product or service?

5. What are some common pitfalls to avoid when planning an advertising campaign?

6. How do you develop an effective tagline for your product or service?

7. What are some common elements of an effective ad?

8. How do you ensure that your ad is memorable?

9. What are some tips for creating an effective print ad?

10. How do you ensure that your TV ad is effective?

COMM 6160 Week 10 DQ 2 (20 Questions)

– DeVry University

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COMM 6160 Week 10 Quiz (20 Questions)

1. What is the value of a good brief? (Select all that apply.)

a. A good brief saves the creative team time by doing the research for them.
b. A good brief ensures that the client’s needs are met.
c. A good brief inspires the creative team to do their best work.
d. A good brief gives the creative team a clear direction to follow.
e. All of the above

e. All of the above

2. Which of the following is not a common type of advertising agency? (Select all that apply.)

a. Full-service advertising agency
b. Creative boutique
c. In-house agency
d. Media buying service
e. PR agency
f. Digital agency
g. Event planning company

g. Event planning company

COMM 6160 Week 10 MCQ’s (20 Multiple Choice Questions)

is a online class taught by University of Colorado Boulder.

1. A key component of a good briefing document is its ability to:
2. Which of the following should be avoided when writing a briefing document?
3. A key component of effective presentation design is:
4. Which of the following is an effective way to open a presentation?
5. Which of the following is NOT an effective way to close a presentation?
6. Which of the following is NOT an effective way to deliver a presentation?
7. The best way to ensure that your presentation is well-received is to:
8. Which of the following is NOT an effective way to handle questions during a presentation?
9. If you’re using PowerPoint slides, it’s best to:
10. In general, it’s best to avoid using:

COMM 6160 Week 11 Description

COMM 6160 Course focuses on the creative strategy process and how it drives effective execution. Students will learn to conduct research, generate ideas and develop strategies that lead to effective executions. Students will work in teams to develop brief-based campaigns and present their recommendations to clients. Class

Week 11: From Brief to Presentation This week we are going to take a step back from the creative aspects of advertising and look at the process that leads up to the creation of an ad. We will look at how an agency develops a client brief, how they research that brief and then generate ideas for it. We will also be looking at what goes into an effective presentation for a new campaign idea or execution. The end goal is for you to understand what a “process” is for coming up with new advertising ideas and see how your role as a creative fits into that process.

Week 12: Case Studies in Advertising This week we are going to take a look at some real world examples of advertising campaigns that have been particularly effective (or ineffective). We will discuss what made these campaigns successful (or not) and what lessons can be learned from them.

COMM 6160 Week 11 Outline

In this class, students will learn the process of going from a creative brief to an effective presentation. Students will also learn how to present their work to clients.

Week 11: Presentations

This week, we will focus on presentations. Students will learn how to structure a presentation and how to deliver it effectively.

COMM 6160 Week 11 Objectives

COMM 6160 Week 11 (as outlined in the syllabus) will be devoted to an introduction to the presentation of advertising campaigns. Students will learn about the process of preparing for, and presenting, advertising campaigns to clients. The objectives for this week are as follows:

1. Understand the process of preparing for and giving an advertising campaign presentation.

2. Learn about the different types of presentations that can be given to a client.

3. Understand the importance of delivering a well-organized and persuasive presentation.

COMM 6160 Week 11 Pre-requisites

COMM 6160 Course Description

In COMM 6160, students will explore the relationship between advertising’s history and its role in contemporary culture. Through readings, discussions, and individual and group projects, students will examine the ways advertising has shaped and been shaped by social, political, economic, and technological forces. Students will also explore how advertising communicates with consumers in the context of global markets. COMM 6160 Course is designed to help students develop an understanding of advertising as a communications tool and as an industry.

COMM 6160 Week 11 Duration

Week 11 focuses on the final project for COMM 6160 Course. Students will be creating a campaign brief, including research and target market analysis, for a product or service of their choice. This brief will then be used to create a campaign that can be used for presentations to potential clients or employers.

COMM 6160 Week 11 Learning Outcomes

Students will understand the various aspects of the creative strategy development process, including client brief analysis and research, audience targeting, positioning, key message development, idea generation and inspiration, concept development and refinement.

Students will be able to develop a comprehensive creative brief based on client objectives, target audience needs and insights, brand positioning, and other strategic considerations.

Students will be able to generate and present a variety of creative concepts that are strategically aligned with the client’s business objectives and target audience.

Students will understand how to effectively present creative work to clients for feedback and approval.

COMM 6160 Week 11 Assessment & Grading

Components of COMM 6160 Course include weekly discussions, readings, videos, and case studies. The COMM 6160 Course is organized around the phases of the creative process, from generating ideas to developing and presenting them. You will be expected to complete weekly readings and participate in discussions. Each week there will be a Case Study (available on Blackboard) that you should read before the discussion board opens on Sunday. The Case Study will provide an opportunity for you to apply what you have learned to a real-world situation. The grade breakdown for this class is as follows:

Weekly Discussion Board Participation – 20%
Creative Brief – 30%
Client Presentation – 30%
Final Exam – 20%

COMM 6160 Week 11 Suggested Resources/Books

COMM 6160 Week 12 Suggested Resources/Books for COMM 6161 – Creative Strategy and Execution: Portfolio Management (3 semester credits) (COMM 6161)

COMM 6160 Week 11 Assignment (20 Questions)

**COMM 6160 Course Outline**
*Week 11*
– Assignment: 20 Questions (Due)
– Individual Questions Due: Friday, October 28th at 11:59 pm.
– Group Questions Due: Sunday, October 30th at 11:59 pm.

In this assignment, you will be creating a 20 question survey to collect data on a particular topic of your choice. This survey can be completely open-ended or can contain both open and closed-ended questions. Additionally, you can administer this survey to whomever you’d like; however, you must have at least 50 responses in order to properly analyze the data.

Once you have collected all of your data, you will need to analyze it and present your findings in a 5-10 minute presentation. This presentation should include a summary of your findings as well as any recommendations you may have for further research. Additionally, you will need to submit a written report that outlines the details of your research (i.e. your survey questions, target audience, data collection methods, etc.). This report should be 3-5 pages in length (not including your survey questions) and should be submitted in PDF format.

Please Note: You are not required to use Qualtrics for this assignment; however, if you would like to do so, please see the resources section below for more information on how to create an account and use the software.

**Assignment Requirements**
For this assignment, you will need to do the following:

1. Develop a list of 20 questions related to your chosen topic (10 individual questions + 10 group questions). These questions can be either open or closed-ended; however, you must have a mix of both in order to properly analyze your data. Please note that all questions must be approved by me prior to administering your survey. Additionally, if you plan on using any sensitive information in your survey (e.g. age, gender, race/ethnicity), please let me know ahead of time so that I can provide approval. Once you have developed your questions, please submit them to me via email no later than Friday, October 28th at 11:59 pm. Please Note: If I do not approve your questions by this deadline, you will not be able to administer your survey and complete the assignment on time. Therefore, it is very important that you submit your questions as soon as possible so that I have plenty of time to review them.

2. Administer your survey to at least 50 individuals and collect all responses no later than Sunday, October 30th at 11:59 pm . Once again, if you are using Qualtrics to administer your survey , please see the resources section below for more information on how to create an account and use the software . If you are not using Qualtrics , please let me know how you plan on administering your survey so that I can provide approval . Once you have collected all responses , please submit them via email no later than Sunday , October 30 th at 11 : 59 pm . Please Note : If I do not approve your method of data collection by this deadline , you will not be able to administer your survey and complete the assignment on time . Therefore , it is very important that you submit your data collection plan as soon as possible so that I have plenty of time to review it .

3 . Analyze all responses and prepare a 5 – 10 minute presentation summarizing your findings . This presentation should include a summary of all major findings as well as any recommendations for further research . Additionally , please make sure to bring copies of all relevant charts / graphs / tables with you to class so that we can discuss them during our final meeting . Please Note : You are welcome (and encouraged!) To use PowerPoint or Prezi for this presentation ; however , if you choose not t o , please let me know ahead of time so that I can provide approval . Once completed , please submit this presentation via email no later than Sunday , October 30 th at 11 : 59 pm . Please Note : If I do not approve your presentation by this deadline , you will not be able t o present during our final meeting and receive credit for this assignment . Therefore , it is very important that y ou submit y our presentation as soon as possible so that I h ave plenty o f time t o review i t .

4 . Prepare a 3 – 5 page report detailing the specifics of y our research project ( i . e . y our s urvey q uestions , target audience , d ata c ollection m ethods , etc .) Additionally , please make sure t o include copies o f all r elevant c harts / graphs / tables within t his report s o that w e c an discuss t hem during our final meeting . Once completed , please submit this report via email no later than Sunday , October 30 th at 11 : 59 pm . Please Note : If I do n ’t receive both y our p resentation and r eport b y t his d eadline y ou w ill r eceive 0 points f or t hese 2 components o f t he a ssignment ! Therefore … p lease s ubmit b oth d eliverables b y S unday! 🙂

5 **Bonus Points** For those students who are interested in receiving bonus points for this assignment (up to 5 points), I am offering the opportunity for students who want additional feedback on their surveys/questions prior to administering their surveys/collecting their data set(s). In order words…if there is something about collecting primary data/administering surveys that worries/intimidates/concerns/scares/etc., etc., etc., let me know! As long as there is enough interest from students wanting feedback on their surveys before they start collecting their data sets(s), I would love nothing more than providing my expertise! 🙂 So….if anybody wants extra help with their surveys prior to starting their research project – Let me know! 🙂 **Note: Only one person per group needs contact me about receiving extra help with their surveys! One person = 1 point! Maximum points per group = 5 points!!**

COMM 6160 Week 11 Assignment Question (20 Questions)

What are the three types of questions that you could ask your client in order to understand what they want from their advertising campaign?

1. What are the objectives of the advertising campaign?
2. Who is the target audience for the advertising campaign?
3. What is the budget for the advertising campaign?

COMM 6160 Week 11 Discussion 1 (20 Questions)

**

Instructor: Dr. Aaron Ralston

In COMM 6160 Course, you will apply the principles and methods learned in COMM 6160 Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)** to develop a strategic communication plan for a real-world client. You will work individually or in teams of 2-3 students, as appropriate, on your final project. Students will have an opportunity to practice what they are learning in class by developing a strategic communication plan that addresses the objectives of a client who may or may not be fictional. This is an opportunity for students to show their ability to apply the knowledge and skills learned in COMM 6160 Course to real-world challenges. Students are expected to work with the instructor and their team members (if applicable) to complete all required deliverables for COMM 6160 Course.

1. What is the first step in developing a strategic communication plan?
2. What is the difference between primary and secondary research?
3. How do you determine which communication channels will be most effective for your campaign?
4. What is a SWOT analysis?
5. What are some common objectives for a strategic communication campaign?
6. How do you develop messaging for a campaign?
7. What are some common elements of a creative brief?
8. How do you develop an effective call to action?
9. What are some common pitfalls in planning and executing a strategic communication campaign?
10. How do you evaluate the effectiveness of a strategic communication campaign?

COMM 6160 Week 11 DQ 1 (20 Questions)

**

1. What are some common pitfalls in the creative brief process?

2. How can you avoid these pitfalls?

3. What are some common problems with creative briefs?

4. How can you avoid these problems?

5. What are some common mistakes made in the creative brief process?

6. How can you avoid making these mistakes?

7. What are some common issues that can arise during the creative brief process?

8. How can you avoid these issues?

9. What are some common challenges that can occur during the creative brief process?

10. How can you overcome these challenges?

COMM 6160 Week 11 Discussion 2 (20 Questions)

COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) is a COMM 6160 Course that focuses on the process of creating an effective communication strategy and execution. Students will develop an understanding of the role of creativity in communication, learn how to generate creative ideas, and learn how to evaluate and select the best ideas for implementation. Students will also learn how to develop a communication brief, create an effective presentation, and present their work to an audience.

COMM 6160 Week 11 DQ 2 (20 Questions)

In this lesson, we will look at questions you might ask a client about the project at hand. You can use these questions in the brief and during meetings with your client. They are meant to help you uncover what your client is thinking and feeling, and to better understand their goals for the project.

1. What do you hope to achieve with this project?
2. What are your goals for this project?
3. What is your target audience for this project?
4. Who is your competition?
5. What differentiates you from your competition?
6. What is your unique selling proposition?
7. What is the tone or feel you want this project to have?
8. Do you have any specific color preferences?
9. Do you have any specific imagery in mind?
10. What type of materials do you want to use?
11. How do you want people to feel when they see/hear/use this project?
12. Are there any specific message points you want to communicate?
13. Is there anything else you feel is important for us to know about this project?

COMM 6160 Week 11 Quiz (20 Questions)

Question 1 of 20 | Restart Test

A company has been overproducing its product. The president of the company has asked you to put together a campaign that will encourage people to consume the oversupply. What kind of campaign would you create?

A promotion that encourages customers to buy more in order to save money on the products. A corporate social responsibility campaign that focuses on sustainability and responsible consumption. An awareness campaign that educates consumers on the importance of purchasing and consuming a variety of products. A cause-related marketing campaign that ties the company’s product to a good cause or social issue.

COMM 6160 Week 11 MCQ’s (20 Multiple Choice Questions)

1. Your team has been working on the account for a while now and you’ve finally come up with the perfect tagline. You’re confident that this will be the winning line, but your client doesn’t seem as sold as you are. What should you do?

A. Convince your team to drop the tagline and pursue a different direction.

B. Take some time to really sell the client on the tagline. Explain why it’s perfect for their brand and what it will do for their business.

C. Let the client know that you’re open to other ideas but that you really believe in this tagline and think it would be a great direction for their brand.

D. Ask the client if they have any reservations about the tagline and see if there is anything you can do to address those concerns.

2. You’ve been asked to come up with a new campaign for your client’s product launch. What is the best way to get started?

A. Review your client’s existing marketing materials and see what’s been done in the past. This will give you a good idea of what they’re looking for.

B. Talk to your team and brainstorm some ideas. Once you have a few potential directions, run them by the client for feedback.

C. Do some research on the product and the target market. This will help you understand what needs to be communicated and how best to reach the audience.

D. All of the above.

COMM 6160 Week 12 Description

(Fall 2016)

Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) COMM 6160 Course introduces students to the process of developing and executing an integrated communication campaign. Students will have the opportunity to develop a strategic brief, select appropriate tactics and tools, and create a presentation for their campaign. Students will also have the opportunity to receive feedback from industry professionals on their campaigns.

COMM 6160 Week 12 Outline

Instructor: Mike Winklemann, APR

Office hours: Mondays and Wednesdays 2:00-3:30 p.m. in ATEC 3.134 or by appointment

COMM 6160 Course Description: COMM 6160 Course is an intensive study of the process of developing and presenting creative strategies for advertising campaigns, including the use of account planning, consumer research, creative development, new media, and execution. Students will analyze case studies of effective advertising campaigns and learn to develop their own campaign ideas from a strategic brief. Students will work in teams to produce a campaign that meets the objectives set forth in the strategic brief. The final project for this class will be a presentation of the team’s campaign idea to a panel of industry professionals.

*This outline is subject to change at the discretion of the instructor.

COMM 6160 Week 12 Objectives

*COMM 6160 Course Objectives are subject to change. Please refer to the syllabus for the most up-to-date COMM 6160 Course objectives.

The objectives for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation (3 semester credits) are to:

1. Define the role of creativity in communication.

2. Analyze the elements of a successful creative brief.

3. Develop a comprehensive understanding of the creative process.

4. Generate innovative solutions to communication problems.

5. Understand and apply various methods of presentation delivery.

COMM 6160 Week 12 Pre-requisites

COMM 6160 is an online, asynchronous COMM 6160 Course with an optional face-to-face component. It is intended for graduate students who are either currently working or planning to work in a creative agency or as a freelance creative professional. The COMM 6160 Course is structured around two projects—a team project and an individual project. The team project will be based on the student’s agency experience, and the individual project will be based on the student’s freelance work.

Students should have a working knowledge of Microsoft Office applications (Word, Excel, PowerPoint) and Adobe Creative Suite (Photoshop, Illustrator, InDesign). Students should also have access to a digital camera and a printer.

COMM 6160 Week 12 Duration

Unit 1: COMM 6160 Course Introduction (COMM 6160)

Unit 2: The Briefing Process (COMM 6160)

Unit 3: Strategy Development (COMM 6160)

Unit 4: Creative Execution (COMM 6160)

COMM 6160 Week 12 Learning Outcomes

Week 12 Outcomes: You will be able to:

• Develop an understanding of effective ways to present a creative brief and provide feedback to a client.
• Understand how to develop a persuasive presentation.
• Understand how to use technology and visuals effectively in a presentation.

COMM 6160 Week 12 Assessment & Grading

*Note: This class is not yet available for enrollment on the COMM 6160 Coursera platform.

COMM 6160 Course Description: In COMM 6160 Course, students will explore various aspects of effective communication strategy and execution in a creative agency context. The COMM 6160 Course will cover the entire process of creating and presenting an advertising campaign, from developing a brief to pitching the idea to clients. Students will learn how to generate creative ideas, how to present those ideas persuasively, and how to evaluate the effectiveness of advertising campaigns.

COMM 6160 Week 12 Suggested Resources/Books

*Note: Books are listed in the order of relevance to the topics covered in the COMM 6160 Course.

COMM 6160 Week 12 Assignment (20 Questions)

(COMM-6160)

Click on the link below for the assignment for COMM 6160 Course:

https://www.dropbox.com/s/gj04ivt1e1uxxko/Week%2012%20Assignment.pdf?dl=0

COMM 6160 Week 12 Assignment Question (20 Questions)

COMM 6160 Week 12 Assignment Question (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

1. What are the differences between a situation analysis and a market analysis?
2. What is the difference between a target audience and a target market?
3. How do you determine who your target audience is?
4. How do you determine what your target market is?
5. How do you determine what your product or service is?
6. What are some of the benefits of using a product or service?
7. What are some of the key features of a product or service?
8. How does a company determine what its key marketing objectives are?
9. What are some of the methods used to gather information about customers?
10. How does a company segment its markets?
11. Why is it important for a company to understand its customers’ needs and wants?
12. What is a positioning statement?
13. What are some of the benefits of having a positioning statement?
14. How does a company create a positioning statement?
15. What is an advertising campaign?
16. What are some of the elements of an advertising campaign?
17. How does a company determine its advertising budget?
18. What are some of the methods used to measure the effectiveness of an advertising campaign?

COMM 6160 Week 12 Discussion 1 (20 Questions)

Instructions: For this Discussion Board, you will be asked to answer 20 questions about your final project. Your answers should be a minimum of 100 words for each answer.

1. Please describe the client and their business?
2. What is the primary target audience for your campaign?
3. Why did you choose the particular media mix you used in your campaign?
4. How did you determine the reach and frequency for your campaign?
5. How did you determine the budget for your campaign?
6. What are the objectives of your campaign?
7. What is the primary message of your campaign?
8. What are the supporting messages of your campaign?
9. How does your campaign tie into the client’s overall marketing goals?
10. What call to action do you use in your campaign?
11. Did you use any secondary research in developing your campaign? If so, what did you learn from this research?
12. Did you use any primary research in developing your campaign? If so, what did you learn from this research?
13. What creative elements did you use in your campaign (e.g., humor, music, special effects)? Why did you choose these particular elements?
14. How does your campaign stand out from the competition?
15. What tagline or slogan did you use in your campaign? Why did you choose this particular tagline or slogan?
16. Did you develop any new products or services for this campaign? If so, please describe these new products or services.
17. Did you use any new technologies in developing or executing this campaign? If so, please describe these new technologies.
18. Did you partner with any other organizations on this campaign? If so, please describe these partnerships.
19. What lessons did you learn while developing and executing this campaign?
20. What challenges did you encounter while developing and executing this campaign, and how did you overcome these challenges?

COMM 6160 Week 12 DQ 1 (20 Questions)

| Assets

Week 12 DQ 1 (20 Questions)

1. Explain why it is important to understand your audience when crafting a message.

2. What are some of the factors you need to consider when determining your target audience?

3. Why is it important to know your competition when crafting a message?

4. How can understanding your organization’s strengths and weaknesses help you when crafting a message?

5. What are some of the ways you can go about collecting information about your audience?

6. Once you have collected information about your audience, what are some of the ways you can use that information to craft a more effective message?

7. What are some common mistakes people make when crafting a message?

8. How can you avoid making these mistakes?

9. What are some of the elements of an effective message?

10. How can you make sure your message is clear and concise?

11. How can you make sure your message is persuasive?

12. What are some of the ways you can make sure your message is memorable?

COMM 6160 Week 12 Discussion 2 (20 Questions)

1. How can you make sure your creative brief is on target?

2. How can you avoid scope creep when working on a creative project?

3. What are some ways to ensure that your creative team is productive and efficient?

4. How can you make sure that your creative work is on strategy?

5. What are some ways to measure the effectiveness of your creative work?

6. What are some common pitfalls in creative work, and how can you avoid them?

7. What is the difference between a good idea and a great idea?

8. How do you know when an idea is “done”?

9. How do you deal with rejection of your ideas?

10. How do you handle criticism of your work?

COMM 6160 Week 12 DQ 2 (20 Questions)

Please view the “COMM 6160 Course Overview” for this class for specific instructions regarding the DQs.

Thread Prompt: Watch the video below and then answer all of the following questions. (2-3 paragraphs total)

1. Explain what you think is meant by the phrase, “Creativity isn’t a talent, it’s a skill.” (1-2 sentences)

2. What do you think are some of the best ways to become more creative? (1-2 sentences)

3. What do you think are some of the biggest obstacles to creativity? (1-2 sentences)

4. Explain what you think is meant by the phrase, “The brief is the boss.” (1-2 sentences)

5. What do you think are some of the best ways to write an effective creative brief? (1-2 sentences)

6. What do you think are some of the biggest challenges in writing an effective creative brief? (1-2 sentences)

7. Explain what you think is meant by the phrase, “There are no bad ideas in brainstorming.” (1-2 sentences)

8. What do you think are some of the best ways to brainstorm effectively? (1-2 sentences)

9. What do you think are some of the biggest challenges in brainstorming effectively? (1-2 sentences)

COMM 6160 Week 12 Quiz (20 Questions)

Question 1: What are three characteristics of global advertising? Please select the 3 best answers.

It should be culturally relevant to the target audience.

It should be created by a local agency in the target market.

It should be identical in every market.

It should avoid stereotypes and offensive material.

It should focus on a single global theme or product.

Question 2: Which of the following is an advantage of using global advertising? Please select the 3 best answers.

It creates efficiencies in production and media buying.

It allows companies to target new markets with little risk.

It is more flexible and responsive to local markets.

It is less expensive than local advertising.

It is easier to produce than local advertising.

Question 3: Why is it important for advertisers to understand cultural differences when planning global campaigns? Please select the 3 best answers.

To avoid offending people in other cultures.

To ensure that the campaign is relevant to the target audience.

To ensure that the campaign is consistent with the brand image.

To make sure that the campaign complies with local laws and regulations.

COMM 6160 Week 12 MCQ’s (20 Multiple Choice Questions)

1. Which of the following is not a part of the “creative brief”?

a. The challenge
a. The target audience
b. The objectives
c. The strategy
d. The tactics
e. The execution
f. The results

2. Which of the following statements about the creative brief is true?

a. It should be short and sweet.
b. It should be as long as it needs to be to get the point across.
c. It should be no more than one page.
d. It can be used as a tool to keep the creative team on track.
e. All of the above.

3. A good creative brief will do all of the following EXCEPT:

a. Be concise and clear.
b. Be inspiring.
c. Get buy-in from all stakeholders.
d. Provide enough information to get started on the project immediately.
e. Define what success looks like for the project.
f. Provide a detailed list of deliverables for the project

COMM 6160 Week 13 Description

COMM 6160 Course is designed to build upon your knowledge and skills from previous Advertising and Public Relations campaigns COMM 6160 Courses, by providing an opportunity for you to develop a comprehensive and integrated advertising and public relations campaign. In addition, you will work with a client (real or simulated) on a project that requires the application of all of the skills learned in this program. You will be required to present your final recommendations to the client in an oral presentation as well as in a formal written report.

COMM 6160 Week 13 Outline

Week 13 Outline for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

1. Lecture: Presenting the Final Campaign
2. Assignment: Submit Final Campaign Presentation
3. Lecture: COMM 6160 Course Wrap-up

COMM 6160 Week 13 Objectives

Week 13 Objectives:
* To understand the principles of “entertainment” as a form of persuasion
* To understand how “entertainment” is created
* To be able to apply the principles of “entertainment” in the development of persuasive messages

COMM 6160 Week 13 Pre-requisites

Prerequisite: COMM 6060. Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) Learn the dynamics of the creative process by focusing on the strategic thinking that precedes the generation of ideas, techniques for generating ideas and evaluating their effectiveness, as well as tactics for promoting these ideas to others and managing implementation. The COMM 6160 Course explores what it means to be creative; how creativity is applied in a variety of settings, from personal to professional; and how creativity can be cultivated. Students will learn what it takes to be a successful creative thinker—including adaptability, flexibility, courage, persistence, collaboration, inspiration, imagination, and humor—and examine ways they can apply those skills in their own work. Students will also develop an understanding of how creativity functions within different industries and cultural contexts around the world.

COMM 6160 Week 13 Duration

Week 1: Introduction to the COMM 6160 Course; overview of the COMM 6160 Course schedule, assignments and project. Students will be asked to submit a resume and portfolio summary prior to beginning the COMM 6160 Course (resume and portfolio summary may be sent via email to kimberly.johnson@csuohio.edu).
* Resume & Portfolio Summary due at 11:59pm Sunday night before class begins on Monday
* Instructor will respond to each student with feedback via email within 48 hours of submission

Week 2: Introduction to advertising agencies. In-class activity: students will participate in a “day in the life” simulation.
* Assignment 1 due at 11:59pm Sunday night
* Instructor will respond to each student with feedback via email within 48 hours of submission

Week 3: Introduction to the creative brief. Class discussion: effective vs. ineffective creative briefs. In-class activity: students will analyze a real creative brief and provide feedback.
* Assignment 2 due at 11:59pm Sunday night
* Instructor will respond to each student with feedback via email within 48 hours of submission

Week 4: Brainstorming techniques. Class discussion: brainstorming do’s and don’ts. In-class activity: students will participate in a brainstorming session.
* Assignment 3 due at 11:59pm Sunday night
* Instructor will respond to each student with feedback via email within 48 hours of submission

Week 5: Developing big ideas. Class discussion: what makes a big idea? In-class activity: students will develop big ideas for a real client brief.
* Assignment 4 due at 11:59pm Sunday night
* Instructor will respond to each student with feedback via email within 48 hours of submission

Week 6: Midterm exam

Week 7: Pitching ideas. Class discussion: what makes a great pitch? Students will watch pitches and provide feedback in class. In-class activity: students will pitch an idea to the class.

Week 8: Developing executions. Class discussion: how do you take a big idea and turn it into an execution? Students will watch executions and provide feedback in class. In-class activity: students will develop executions for a real client brief.

Week 9: Production process overview. Class discussion: what is involved in taking an execution from concept to completion? Students will watch commercials and provide feedback in class. In-class activity: students will produce a 30 second commercial as a group.

Week 10 – 12 : Project work time

Week 13 : Project presentations

COMM 6160 Week 13 Learning Outcomes

Students will be able to:

1. Understand how to develop a brief for a creative project.
2. Understand how to execute a creative project from start to finish.
3. Understand how to present a creative project to an audience.

COMM 6160 Week 13 Assessment & Grading

Assessment…

COMM 6160 Week 13 Assessment & Grading for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) Assessment…

Instructions You will be working on this assignment in your own individual section of the online class. When you submit your work, it will automatically be…

COMM 6160 Week 13 Suggested Resources/Books

COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

Week 13 Suggested Resources/Books

1. The Advertising Concept Book: Think Now, Design Later by Pete Barry (ISBN-10: 0500286218)

2. Briefs, 2nd edition: How to Write, Design, and Present Persuasive Work by Peter Coughter (ISBN-10: 1440319109)

COMM 6160 Week 13 Assignment (20 Questions)

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+*Please note that this is a template for your assignment. Please be sure to include the questions as part of your submission.*
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+**COMM 6160 Course Instructor:** Dr. Bruce Landon
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+**Assignment Due:** Sunday, December 6, 2020 at 11:59 pm (Eastern Time) via Canvas. Late submissions will not be accepted. All students are required to submit their individual responses. Any group submissions will not be accepted and a grade of zero (0) will be given for the entire assignment.
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+1. What is the primary motivation of an organization’s advertising strategy? Provide one example of how advertising strategy may be used to support a specific marketing goal? [3 points]
+2. Describe three elements that are key to effective copywriting. [3 points]
+3. What do you think is the best method of advertising research? Why? [3 points]
+4. What are three specific considerations that need to be taken into account when planning an international advertising campaign? [3 points]
+5. What do you think are the benefits and challenges of using celebrity endorsements in advertising? [3 points]
+6. Describe three objectives that should be considered when planning an effective product launch advertising campaign? [3 points]
+7. Describe three elements that should be included in a product’s positioning statement and provide an example for each one? [3 points]
+8. What are three ways to effectively use humor in advertising and what do you think is the most effective way of using humor in advertising? Why? [3 points]
+9. How does audience segmentation affect the effectiveness of online display advertising and why is audience segmentation critical for online display advertising campaigns? [3 points]
+10. What do you think is the single most important factor advertisers must consider when developing a brand identity through visual design, typography, or layout elements on traditional print ads and why? Please provide specific examples to illustrate your answer.[3 points]

COMM 6160 Week 13 Assignment Question (20 Questions)

Week 13 Assignment Question (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits)

1. Define creativity and explain how it is different from innovation. (500 words)

2. What is the role of creativity in advertising and marketing communications? (500 words)

3. Explain the difference between left-brain and right-brain thinking. (500 words)

4. What are some of the ways that people can become more creative? (500 words)

5. What is the relationship between creativity and mental illness? (500 words)

6. Describe the creative process and explain how it can be used to generate new ideas. (500 words)

7. What are some of the obstacles that can block creativity? (500 words)

8. Explain the concept of creative constraint and how it can be used to boost creativity. (500 words)

9. What is brainstorming and how can it be used effectively to generate new ideas? (500 words)

10. What are some of the pitfalls of brainstorming? (500 words)

COMM 6160 Week 13 Discussion 1 (20 Questions)

1. What is the difference between advertising and public relations?

2. How are advertising and public relations similar?

3. What is the difference between an account executive and a media planner?

4. How do account executives and media planners work together?

5. What is the difference between a creative brief and a media plan?

6. How do creative briefs and media plans help agencies produce effective advertising and public relations campaigns?

7. What is the difference between an ad agency and a PR firm?

8. How do ad agencies and PR firms work together?

9. What is the difference between an integrated marketing communications (IMC) program and a traditional advertising or public relations campaign?

10. How do IMC programs use various communication tools to achieve objectives?

COMM 6160 Week 13 DQ 1 (20 Questions)

1. What are some of the benefits that can be gained from working in a team-based environment?

Some of the benefits that can be gained from working in a team-based environment include the ability to share knowledge and ideas, pool resources, and collaborate on projects. Working in a team can also help to develop new skills and improve communication abilities.

2. What are some of the challenges that can arise when working in a team-based environment?

Some of the challenges that can arise when working in a team-based environment include disagreements over ideas or methods, competition for resources, and difficulty coordinating schedules. Team members may also have difficulty communicating with one another or may have different levels of experience.

3. How can these challenges be overcome?

There are several ways to overcome the challenges that can arise when working in a team-based environment. One way is to establish clear roles and responsibilities for each team member. It is also important to set ground rules for how team members will interact with one another and to provide opportunities for team members to give and receive feedback. Finally, it is important to create an environment where team members feel comfortable expressing their ideas and opinions.

COMM 6160 Week 13 Discussion 2 (20 Questions)

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Attached is a list of 20 questions for your second discussion board. You are to choose 10 of them, and discuss them in detail. The other ten questions are there for you to use as well, if you like.

In answering each question, try to be as specific as possible. Mention…

COMM 6160 Week 13 DQ 2 (20 Questions)

*Week 13 DQ 2 (20 Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160)

1. What is the creative brief?

2. Why is it important to have a creative brief?

3. What are the steps involved in developing a creative brief?

4. How does the creative brief help to focus the creative team?

5. What are some common mistakes made in developing a creative brief?

6. How can you ensure that the objectives of the creative brief are met?

7. What role does research play in developing a creative brief?

8. How can you use the creative brief to sell your idea to clients or superiors?

9. What are some tips for writing a great creative brief?

10. How can you make sure that the creative team understands the creative brief?

COMM 6160 Week 13 Quiz (20 Questions)

1. How do you define the word “strategy”?

There is no one definitive answer to this question. However, strategy can generally be defined as a plan of action designed to achieve a specific goal.

2. What are the three main types of business-level strategies?

The three main types of business-level strategies are cost leadership, differentiation, and focus.

3. What is the difference between primary and support activities?

Primary activities are directly involved in the production or sale of a good or service, while support activities provide assistance to the primary activities.

4. What are the four main categories of marketing mix variables?

The four main categories of marketing mix variables are product, price, promotion, and place.

5. What is the difference between a push and a pull promotional strategy?

A push promotional strategy involves promoting a product directly to retailers in order to get them to stock and sell the product, while a pull promotional strategy involves using advertising and other consumer-focused techniques to generate consumer demand for the product, which in turn will persuade retailers to stock and sell the product.

6. What is market segmentation?

Market segmentation is the process of dividing a market into smaller groups of consumers with similar needs or desires.

7. What are the four main bases for segmenting consumer markets?

The four main bases for segmenting consumer markets are geographic, demographic, psychographic, and behavioral.
8. What is positioning?

Positioning is the process of creating an image or identity for a product in the minds of consumers.
9. What are the three components of an effective positioning statement?
An effective positioning statement has three components: target market, point of difference, and basis of claim.

10. What is brand equity?

Brand equity is the value that a brand has in the marketplace. It can be measured by factors such as customer loyalty and name recognition.

COMM 6160 Week 13 MCQ’s (20 Multiple Choice Questions)

*This is not a 100% guarantee that the questions are in the quiz/exam. COMM 6160 Course examines the strategic thinking behind advertising and…

COMM 6160 Week 13 MCQ’s (20 Multiple Choice Questions) for COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) *This is not a 100% guarantee that the questions are in the quiz/exam. COMM 6160 Course examines the strategic thinking behind advertising and public relations campaigns from brief to execution, through role-playing, case studies and real client work. You will learn how to develop creative strategies that solve business problems, and then successfully execute these strategies across multiple channels.

COMM 6160 Course Conclusion

Lecture: COMM 6160 – Creative Strategy and Execution: From Brief to Presentation* (3 semester credits) (COMM 6160) (1 hour)

Instructor: Mary E. Power, Ph.D., APR

In COMM 6160 Course, students develop skills in planning, producing and presenting effective communication strategies and plans. Students work through the process of identifying and analyzing the situation or problem; setting objectives; researching the audience; determining key messages; selecting tactics/channels; developing a budget; and finally, evaluating the results. The final project is an integrated communication plan that addresses all of these elements.

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