Honors Capstone Project
Date of Submission
Sue Westcott Alessandri, PH.D.
Carl V. Carey
Capstone Prize Winner
Won Capstone Funding
Advertising and Promotion Management | Public Relations and Advertising
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.
Quinlavin, Kristina, "Creative Television Promotion" (2006). Syracuse University Honors Program Capstone Projects. 630.
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