You will be acting as a member of an advertising agency. Obviously, you will be a one-member agency.

You will be required to get permission from the client to do the work (free of charge well call it service-learning). Tell them you will be asking very little from them. Maybe some input now and then, maybe a logo, certainly some information. And I will ask for a signature of approval upon completion (meaning that they will sign a form stating that you did the work to their satisfaction it will act like payment would to a real agency).

1. Choose a client for whom you would like to design an ad campaign.

1. What is its brand? How is it positioned? How is it currently being marketed? How is it currently being advertised?

1. Research the business, or service, or product. Prepare a document that includes vital research information about it. This should be very complete. Know it inside and out, and write it down. Use Chapter 7 in your text and Ogilvy as guides (Ogilvy preaches about research!!)

1. Research the competition. Who are you in direct competition with? What are their brands? What are their positions? Who are they targeting? How are they advertising? Is there indirect competition?

Direct competition for McDonalds: Burger King, Hardees, KFCOther fast food outlets

Indirect competition for McDonalds: Grocery stores, Moms cooking, upscale restaurants

1. Who uses our business, or service or product? (I want to know who is using it now, not who will use it. Thats another step. We want to know if the business can identify who its customers are.)