1. Review the Case Study - Video Case Study: Anderson Hicks. Based on the point discussed in chapter 9:

BASE STEP: Identify business problems (20/100 points)

STEP ONE: ESTABLISH THE OBJECTIVE OF THE MESSAGE (20/100)

1. Will the message be one-sided or two-sided? Explain the reasoning behind your choice.

2. Will you use positive or negative message framing? Why?

3. What advertising appeal is your message based on?

4. Why do you feel this appeal will be effective for the target customer?

STEP TWO: SELECT AN APPROPRIATE MEDIUM (20/100)

1. Explain the creative choices behind the creation of your ad.

2. Why did you choose a certain visual medium?

3. How does the "look"colors, style, crop, subject of visual focus (people/animals/objects/etc.)help influence the target audience?

4. How does your text (or lack thereof) help influence the target audience?

STEP THREE: A MESSAGE IN A WAY THAT RESONATES WITH THE TARGET CUSTOMER (20/100)

1. Which social media platform did you choose and why?

2. How did your choice of platform affect the delivery of the message?

3. What are the potential barriers of communication and how did you address these?

4. What targeting or segmentation would you use on your selected social platform to ensure this message is seen by the right people?

5. What research did you do to ensure your advertisement would resonate with the target market?

STEP FOUR: PRESENT YOUR AD TO THE CLASS (20/100)

1. Make a 3-5 minute presentation to share with the class reviewing your rationale in Steps 1-3 and selling your ad to the class.

2. Include a visual presentation of your ad and use other visuals to show the thought and care you put into creating your approach.

3. Make sure that every member of your group participates in the presentation in some way and be prepared to report their roles to your instructor.

4. Be prepared to answer follow-up questions at the close of your presentation, whether from your instructor or from fellow students.