Project 1, Package Display Proposal
due on Monday, 4 OCT 04
New weighting: 100 points total, written and oral presentation.
Each of the three projects will now be worth 100 points.
Create a mock-up of a persuasive message that could be used on a shipper
for the class client who has a child product now in the testing lab of a
large retailer.
Carefully consider different segments that might be part of the target
audience with regard to:
- level of involvement (high, low)
- issue knowledge (high, low)
- situational influences (task definition, physical surroundings, etc.)
The goal is to maximize sales in the short run - if all product isn't sold in
two weeks, the retailer won't order more.
This means that you must make deliberate decisions regarding audiences
that might and that might not be targeted given the physical space
and selling timeline that you have for this promotion.
The product requires a unit packing space of approximately 19x3x3 inches.
Packing eight deep would give us a lid space of approximately 19x24 inches.
Therefore, create your mock-up to fit on a 17x22 inch sheet of paper
- no more, no less.
(Tape four sheets of paper together.)
There are three parts to this project:
- Create the mock-up.
Your mock-up will include some combination of graphics
and text; message as well as placement are important.
Do not spend time to create professional graphics -
just provide enough direction so that it is clear what
you mean so that the professor and the client would
understand and so that a professional illustrator
would understand what to create.
Content and strategy guided by theory is what is important;
taking the time to create slick graphics will not earn a better grade.
- Prepare a two page (max) proposal, single spaced, to explain and justify your
your proposed mock-up.
The proposal must be in layperson terms that our client and his customer,
the retailer, would understand.
It must explain your assumptions with regard to potential segments,
strategy regarding which segments to target for maximizing sales in the
short run, and theory with regard how the message is expected to work.
- Make a formal presentation to the client on Wednesday, 6 OCT.
You are expected to provide the client with a copy of your mock-up and
your report.
You may work in teams of as large as two, as small as one.
The written report and mock-up are due in class on Monday and will be
marked on that afternoon (50 points).
Provide some means for the provision of feedback (pick up the comments
or leave an email address) so that your mock-up, written proposal, and
presentation are spotless in the presentation to the client on Wednesday
(the other 50 points).
Neatness in all parts of the project is considered a minimal requirement
in grading.
Neatness is defined here to include grammar, spelling, typos, correct
use of paragraphs, and such.
Problems with these would not be acceptable in "real"
promotional copy and are therefore not acceptable in this assignment;
shoddy work will receive a failing grade.
Note that neatness as defined here does not require that you have
access to any special sort of equipment or software applications;
you are merely creating a mock-up, but do be careful with pencil
smudges and such.
Please do not use any kind of report folders.
Just use plain white paper with a single staple in the top left corner.
You are encouraged to visit the professor outside of class to
discuss your ideas.
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