Project Developing an ad campaign
Step 2: Comprehension
1 What is an ad campaign?
An ad campaign is an organized programme of advertisements using various kinds of ads t
o reach a particular audience.
2 What media can you use in an ad campaign?
We can use different kinds of media, including posters, newspapers, magazines, radio and televisions.
1.According to the passage, if you want to start a successful ad campaign, you must ( D ) A. use different kinds of media B. tell the truth of your products in the ad C. make your ad interesting and creative D. know who your target audience is
2.The last paragraph mainly tells us ( C ) A. what the ad campaign says B. the definition of an ad campaign C. how to reach the target audience D. how to determine the target audience
3.Which is the right order of the steps in developing an ad campaign? a. Do research on your audience. b. Have a clear goal and target audience. c. Decide the message you want to send to your audience. d. Choose an approach to getting your message across. A. a b c d B. b a c d C. b c a d D. a c b d
Activity3 Detailed information:
To build an ad (1)c_________ ampaign
Step One *Have a clear aim and (2)t_____ audience in mind; arget *Do a little (3)r_______ and you can create the esearch right (4)m______ for the right people. essage nformation *Gather (5)i___________ from your research; ppeal *It is important to always try to (6)a_____ to the eact audience to get them (7)r____ in a certain way. *Use different ways to get your message (8)a_____ cross *Decide what (9)a________ you want to use to pproach each (10)r_____ your audience.
Activity4 Read the passage and take some
causing great damage to the welfare of the people
Topic: Anti-smoking Reason: costing countries a lot of money and
Target audience: high school teenagers by explaining advantages and Aim: discourage young people from smoking showing bad effects Slogan: Smoking kills Media : posters, website, school magazine
Step3 Developing an ad campaign
What welfare problem do you want your ad campaign to deal with?
Choose one of the topics below as the subject of your ad campaign or come up with one of your own. Anti-littering Do NOT copy other’s homework Wear school uniforms No graffiti(涂鸦) Environment protection
The topic of our ad campaign is:
Preparing: Discuss each member’s task
Member’s name Task Research the topic and the audience Design an logo(宣传画) Develop a slogan Choose the forms of media
Write a brief outline
Present your ad campaign
Explain the reason why you want to start the ad campaign, who your target audience is, what your goal is, which forms of media you will use, Talk about the logo and slogan of your ad campaign and show them to the class
Write a composition about your ad campaign.
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