Project Paper

You can choose between the two options below, option 1 or option 2:
Advertising Analysis White Paper OR Advertising Solutions/Sales Presentation.. Choose ONE of the following Options:
Final Project:
Advertising Analysis White Paper, OR Advertising Solutions/Sales Presentation
Choose one of the two options below for your course final project and submit by the due date. See Course Resources for rubric.
Option 1 – Advertising Analysis White Paper
What’s Due: A professional report, such as a white paper, and a multi-media presentation are required. There is no set length or format for the presentation so long as the criteria below are followed and a multimedia component is included. You might choose to use an app such as Screencast O matic to record your presentation and upload to YouTube and then post the link in Blackboard, and/or you might choose to create a video using software such as Powtoon, iMovie, or Premiere Pro, Rush, or Spark Video.

Instructions: Create a professional report, i.e. white paper, with citations in APA style comparing the advantages and disadvantages of at least four media platforms for a given client based on the following scenario:

You receive an inquiry in your LinkedIn account seeking to hire you as a consultant based on your expertise in media advertising. A start-up company in the initial stages of planning a nation-wide launch of scentless and environmentally-friendly cleaning products is asking you for outside recommendations of what advertising platforms to use to reach potential customers. The projected target audience for the products is college-educated women aged 30-65 with an income of $40,000-125,000 in the United States, though the CMO states that you can make more specific demographic and psychographic recommendations to further refine the target audience or to suggest a different target audience based on your research. She asks that you provide a written evaluation of at least four media advertising platforms – local, national, and/or international – and a mix of legacy, interactive, and social media. She specifically is interested in the advantages and disadvantages of the media as related to the target audience and well as general costs. Ideally, she would like a recommendation for how to allocate resources (you may use percentages rather than specific dollar amounts) for specified advertising platforms. Before accepting the offer, you conduct research and learn that the company is legitimate, with a track-record of successful endeavors and enough funding for a national advertising campaign. You agree to provide the report for a negotiated fee with a specified deadline for delivery.

• Ideally, the report would include charts and other visual elements to help explain your recommendations.
• See https://blog.hubspot.com/marketing/what-is-a-whitepaper-examples-for-business for more information on white papers. Be sure to include an executive summary, in-text sources, and references in APA style. See http://www.discover.arkansas.gov/Portals/194/Publications/Economic%20Report%20-%20OCI/Economic%20Report.pdf as an example of a white paper
• See Purdue Owl https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html and http://bowvalleycollege.libguides.com/apa-style/start for APA help.
• The presentation should be professional and cited appropriately using APA style.
• Projects should be saved with your name in the document title and submitted in Blackboard. The multi-media portion should be saved to a personal website or youtube with a link to the project submitted in Blackboard.

-OR-
Option 2 – Media Advertising Sales Presentation
What’s due: A sales presentation for a media outlet detailing a competitive advantage for your product for a client. Both media and client are of your choosing. You can choose local or international, legacy or online. A written document, such as a white paper, and a multi-media presentation are required. There is no set length or format for the presentation so long as the criteria below are followed and a multimedia component is included. You might choose to use an app such as Screencast O matic to record your presentation and upload to YouTube and then post the link in Blackboard, and/or you might choose to create a video using software such as Powtoon, iMovie, or Premiere Pro, Rush, or Spark Video. Review Warner Exhibit 10.3 and be sure you’re addressing WIIFM. The purpose of the presentation is to persuade your client to adopt your recommended solution – including buying advertising with your media company.
Go to http://www.charleswarner.us/indexpresentations.html and scroll down to review Tips on Making a Killer Presentation.
• Download WarnerChecklistPresentations document and follow the instructions.
• Research your media outlet and client appropriately, which could be through interviews, media sources, or scholarly articles.
• The presentation should be professional and cited appropriately using APA style.
• Projects should be saved with your name in the document title and submitted through Assignments in Blackboard. The multi-media portion should be saved to a personal website or youtube with a link to the project submitted in Blackboard.