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LMKT 334 ORU Maximizing Impact Strategically Creative Plan

LMKT 334 ORU Maximizing Impact Strategically Creative Plan


Creative Plan:

  1. Executive Summary: Briefly summarize the key elements of the creative plan.
  2. Client Overview: Provide background information about the client’s company, products/services, and target audience.
  3. Creative Strategy: Describe the overarching creative strategy, including the main message and theme that will run through all advertisements.
  4. Media Selection: Detail the types of media you will be using for each target segment and campaign stage (college students, single-person households, soccer moms). This may include print, digital, social media, TV, radio, and outdoor advertising.
  5. Product Claims: Identify the main product claims and unique selling propositions (USPs) to be highlighted in the advertisements. These should align with the client’s objectives.
  6. Creative Devices: Explain the creative devices and techniques you will employ to capture the audience’s attention and convey the message effectively. This might include humor, emotion, storytelling, or visual metaphors.
  7. Brand Guidelines: Include any brand guidelines, such as logo usage, brand colors, and fonts, that need to be adhered to in the advertisements.
  8. Budget: Provide an estimate of the budget required for the entire campaign, broken down by media type and creative production.


For each of the three target segments (college students, single-person households, soccer moms), and for each of the three campaign stages (day-one, year-one, year-two), create one advertisement. In total, you will have nine advertisements.

Advertisement Structure:

Each advertisement should consist of the following elements:

  1. Headline: A catchy and memorable headline that captures the audience’s attention and aligns with the campaign’s theme.
  2. Copy: Well-crafted copy that conveys the main product claims and key messages. Adapt the tone and style to match the chosen media.
  3. Artwork/Illustrations/Photographs/Video: Visual elements that complement the copy and convey the intended message. Ensure that all artwork is properly cited to avoid copyright violations.
  4. Call to Action (CTA): Encourage the audience to take a specific action, such as visiting the website, making a purchase, or contacting the client.


Create mock-ups for the visual elements of each advertisement. These can range from simple sketches to more polished graphics or video storyboards. Ensure that the mock-ups align with the creative plan and fulfill the creative brief’s requirements.

Copyright Considerations:

When using images or artwork in your advertisements, ensure that you have the necessary rights and permissions. If using stock images, cite the source appropriately. If creating original artwork, provide details of the artist or designer.


Summarize your creative plan package and emphasize how it aligns with the client’s goals and the creative brief. Ensure that all elements are logically organized and visually appealing, as this package will serve as a guide for the campaign’s execution. The complete package should be between 1000 and 1500 words.

Remember to tailor the creative plan and advertisements to the specific needs and preferences of the client and their target audience.

LMKT 334 ORU Maximizing Impact Strategically Creative Plan



Introduction: And now for the fun part. Based upon the creative brief and your development of the message strategy, you will now develop the creative plan for your client’s advertising campaign as well as several advertisements that are the culmination of the work conducted thus far.


Directions: Your completed creative plan for the client’s company needs to include: (1) the creative plan you develop; (2) advertisements you create; (3) assure that the art you use in the advertisements you create are properly cited so as not to violate copyright laws; and (4) mock-ups of art you would use with copy you have written. The following will direct your work as you develop a complete creative plan package for your client:

  • Develop a creative plan: The creative plan is the guideline to be used throughout the development of your advertisements. It contains the various message elements that will help you to coordinate the copy you will write as well as the art and production to be utilized in the advertisements. These elements include the types of media you will be using, the main product claims to be made in the advertisements, creative devices within those advertisements, and any other important elements that the creative people need to know in order to develop copy and art for the campaign.
  • Create advertisements: After you develop your creative plan for your client, you will then create at least nine advertisements, one for each target segment at each stage of the campaign. In other words, you will develop at least three advertisements that address the college student segment, one for the day-one stage of the campaign, one for the year-one stage of the campaign, and one for the year-two stage of the campaign. You will then do the same for the single-person household segment and the soccer mom segment.
  • Do not violate copyright: For these advertisements, you will need to show your awareness of the copywriting aspect and the art aspect for each advertisement. Copywriting consists of the written and/or verbal descriptions contained within the advertisements themselves. How copy is constructed is very much dependent on the type of media you will be using, particularly as it pertains to print or broadcast advertising. As such, you will need to be cognizant of exactly which media will be used for the different segments as well as the different copywriting elements associated with each media.
  • Create mock-ups of art you use: In addition, you will also create mock-ups of the art to accompany the copy you have written. These mock-ups may be as simple as basic “stick-figure” sketches for a print ad or a storyboard for a television commercial to something as complex and polished as actual photographs, art, or video to closely approximate the visual look of the advertisements you are proposing. Whichever route you choose to take, you will need to make sure that the copy and the art fit seamlessly together and fulfill the elements of the creative plan as well as address the needs of the creative brief.

Assignment: Submit your 1000 – 1500-word Creative Plan package

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