1. Paid Media The primary purpose of advertising is to inform, persuade or remind. Find three print / out-of-home/ digital (banner) display advertisements (not video), each one to illustrate one of the three objectives. Complete the following chart. Attach an image of each ad (no video links). The ads can't be something discussed in class. Ensure they are real ads and not memes (cite sources). Ensure the size of the images / ad copy is large enough to view/read (so I can mark it). (9 marks) Websites to consider: https://www.adsoftheworld.com/; http://creativecriminals.com/; https://www.thedrum.com/creative-works/explore Advertising Objective Inform Persuade Remind Brand/category Primary benefit communicated (Point of Difference / POD) Support / proof (Reason to Believe benefit) 2. Owned Media "Quality content is critical to attract consumers to your website, get them to stay on your site and get them to return to your site." Red Bull is a site with arguably strong content https://www.redbull.com/ca- en/events. Find another website that you think has great content marketing. Explain what the content is and why you think it is great and provide a link to support your position. Your example can't be something discussed in class/PowerPoints. (5 marks) 3. Earned Media Some news stories happen, others are created. Find an example from a reputable source (e.q. newspaper) of a company/brand creating news for IMC purposes that generated positive publicity (i.e. coverage in the traditional print and/or broadcast media). In 2 to 3 sentences, summarize what was done/what was the coverage. The example can't be something we discussed in class (like Cheetos). Attach proof of media coverage (URL and proper citation). Don't confuse publicity (earned media) with shared media. (5 marks) Focus