Grading is based on how well-written the materials are; but also on the logic of why you say the campaign should be successful with a certain group of receivers. Based on previous campaigns and what you know about theories or processes (i.e., humor, fear, etc.), propose an extension of a current campaign using certain channels, target groups, appeals, etc. or propose a new campaign. Some campaigns are successful already but can be adapted to new audiences or new channels. Throughout the semester we will routinely talk about how the messages we see improve on what was used immediately prior to a new campaign.Possible outline: I. What is the old campaign, why is a new one needed? II. Proposal for a new campaign or new idea III. What do you know about the target group (your receivers)? IV. Based on theory, why would this new idea be effective? V. For this new campaign: a) What is/are the message appeal (logic, emotional)? b) Who are the speakers or sources (celebrities, average people, experts, etc.), and, c) Which channels are used (TV, build board, radio, internet, and direct mail?)
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