Portfolio Project: Select a product that is advertised primarily through print. Examples of such products are business-to-business and industrial products, school supplies, many over-the-counter drugs, and some food items. Your objective is to develop a 30-second television spot for this product. Develop a creative brief (see Chapter 9). Elements of the creative brief should include: Identification of the problem, target audience, key insights, brand position, communication objectives, proposition or selling idea, media considerations, and creative direction.

Brainstorm about ways to develop a creative idea for the commercial. Then write a script and develop a storyboard to present your idea for this product. In the script, include all the key decisions a producer and director would make.

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