Signature Assignment 3: Advertising Storyboard with Two Sub-Assignments and discussion integration You may choose to create a one-page magazine advertisement or a television storyboard. You will be evaluated by the defense of their advertisement through those categories that are listed below. Advertisements must accomplish the stated objectives and reflect the weights assigned to the different message elements in MarketShare. For example, if the ad is supposed to be 90 percent Reminder, then the ad would mention the Allround brand name frequently, and have little copy and almost no benefit information. The visuals in the ad would focus on creating awareness for the product look. While a nice, finished ad provides some glitz and pizzazz, ads with substance but average finish will get higher grades than ads with excellent finish and little substance. This two -part assignment has the following required components 1. Advertising Strategy: Identify and defend the target market audience and objectives of the advertising a. You must decide who the target audience is for Allround. Is it the whole market of cold, cough and allergy sufferers? Or, is it a sub- segment such as cold or cold and cough only? An explanation of support of this decision must be provided. b. You must establish Message and Budget Objectives: You must decide how much emphasis will be placed on the four message components of the advertisement. These include Primary (creates awareness and stimulates primary demand for the product category), Benefits (Emphasizes brand benefits to the consumer), Comparison (emphasizes how your product is either similar or different from a leading competing brand), and, Reminder (maintains awareness and stimulates repurchase). These decisions must be supported in a document that accompanies the advertisement. 2. Message Design and Execution: a. Design the Ads: This step involves developing the creative strategy and advertisement layout that is consistent with the advertising strategy that is referenced in Part 1 of the rubric b. Choose the Media and Media Schedule from the MarketShare model. Evaluate the Advertising That you should be required to identify their objectives are for the ad. Was it to create awareness, educate consumers, or spur action? They should then explain what their message objectives were as defined by the Primary, Benefit, Comparison, and Reminder elements presented in MarketShare. Finally, you should discuss the design strategy they used