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I.

Take Home Midterm Exam - due Friday, January 13, no later than 6PM, Faculty Center.

1. Application of FCB Planning Model: a. Give an example of a BRAND for each quadrant in the FCB Planning model. JUSTIFY. b. SHOW an example of their ad and analyze the creative and media strategies they employed for their campaign. 2. SHOW an example of an ad for each of the Source Attributes. Justify. 3. SHOW an example of an ad for each of the Message Structures. Justify. a. First Order vs. Last Order b. Closed-Ended vs. Open-Ended c. One-Sided vs. Two-sided d. Refutation e. Verbal vs. Visual 4. SHOW an example of an ad for each of the Message Appeals. Justify. Be original. Similar answers will get deduction in points. II. Group Quiz Creative Brief -due Wednesday, January 18. 1. 2. 3. 4. 5. Basic problem or issue the advertising must address. Advertising and communications objectives. Target audience. Major selling idea or key benefits to communicate. Creative strategy statement (campaign theme, appeal, and execution technique to be used). 6. Supporting information & requirements.