Froops Advertising Campaign
Unit Summary (4 weeks)
This unit enables students to explore the advertising industry through a simulation. They work in groups on the development of an advertising campaign for fruit-flavoured crisps. Students take on the roles of members of rival advertising agencies competing for an account.
In Stage One, students explore what they already know about marketing strategies by investigating the conventions of a range of print and TV ads, comparing differences both between and across products, and looking at examples of campaign development.
In Stage Two, students in groups take on the roles of members of rival advertising agencies, competing for an account. Each group is briefed with the details of the product, a specified target audience, and a simple unitary budget to spend on the launch of the campaign.
In Stage Three, students work in groups on the development of their campaigns, producing a campaign strategy, a rationale, and draft designs for print ads, radio advertising, and TV commercials; all calculated to come within budget.
In Stage 4, each ‘agency’ presents its campaign plans formally, in role, to a panel consisting of ‘the client’ (teacher), and the rest of the class.
The structure and devices of this simulation (clear outline of stages, goals to agree, team work roles, action plans etc.) should help all students stay on task while contributing to and learning about the magazine production process at a level appropriate to them. The roles and tasks within the advertising agency teams are varied and demand a range of skills and aptitudes.