Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2006

Capstone Advisor

Sue Westcott Alessandri, PH.D.

Honors Reader

Carl V. Carey

Capstone Major

Advertising

Capstone College

Public Communications

Audio/Visual Component

no

Capstone Prize Winner

no

Won Capstone Funding

no

Honors Categories

Professional

Subject Categories

Advertising and Promotion Management | Public Relations and Advertising

Abstract

The advertising world is a place focused on research, brand identity, and creativity, all of which combine to achieve one seemingly simple goal: to convince the consumer to purchase a specific item. It is often a difficult enough challenge to persuade a buyer that a product is worth her money, but there is one product category that demands something much more valuable than any price tag cost. This category requires its advertising to create a personal bond with the consumer; to welcome it and want it in her life. What is this audacious sounding product that charges something greater than money? It is television programming and its price is time. Selling television programs is an interesting and difficult task. It must successfully deliver the message that it is a product worth your time, which is a currency far less disposable than money. In order to explore and practice the challenge of creative television promotion, I have taken my experience from general creative advertising and specialized it to create a portfolio of five different multi-media campaigns, including network branding, specific program promotion, and special event advertising. This project is more than a portfolio of final advertisements, however. It has been a learning process of the television promotion industry and how general product advertising can be both applied to and differ from the development of this unique type of advertising.

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Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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