Advertising Creative Portfolio

PORTFOLIO CREATIVE

MK 4300: Advertising

Cathy Walgren

Spring 2018

April 12, 2018

Erika Louise Morales

CONTENTS

PART 1

Print Media Kit: Readers

Press Media Kit: Rates & CPM Calculations

Advert Evaluation: Benjamin Moore

Advert Evaluation: One Kings Lane

Advert Evaluation: Miele

Advert Evaluation: Aireloom

PART 2

Advertising Then and Now Ready, Fire, Aim

The Sudden Cessation of Stupidity

Write When You Get Work, Part 1

Write When You Get Work, Part 2

The Virtues of Simplicity

Stupid, Wrong, Naughty, and Viral

Why Is the Bad Guy Always More Interesting?

Digital Isn’t a Medium, It’s a Way of Life

Change the Mindset, Change the Brief In the Future, Everyone Will Be Famous for 30 Seconds

Radio is Hell, But It’s a Dry Heat Only the Good Die Young

Pecked to Death by Ducks

A Good Book or a Crowbar

PART ONE

readers 2018 MEDIA KIT V

Women

Men Age 35 - 54

Median Age Married or Partnered

HOUSEHOLD INCOME

HHI $150,000+

HHI $200,000+

HHI $250,000+

Median HHI

EDUCATION

Any College Graduated College or More

HOME OWNERSHIP VALUE

Median Value of Principal Residence

Own Principal Residence

Value of Owned Home $500,000+

NET WORTH

Median Net Worth

Median Value: Financial Accts & Real Estate Principal Home Financial Accounts & Real Estate $500,000+

HH Net Worth $1,000,000+

HH Net Worth $2,000,000+

gross rates 2018 General Rates

Cost Per Thousand (CPM) Calculation

CPM = x 1,000 $86,520 460,000 = x 1,000

Strategy

This advertisement uses the Unique Selling Proposition (U.S.P.), rational strategy Benjamin Moore claims that their paints will dry the same color as the color on their paint swatches. They make this claim in the headline and the body copy, allowing readers to know that sometimes paints

swatches, and then states that their paints won’t do the same.

Execution

TAGLINE: Paint like no other.

MEDIA VEHICLE: Veranda

PUBLICATION DATE: March-April 2018

PRIMARY TARGET: Homeowners

PRIMARY BENEFIT: Buy paint that will look and dry the exact color as the paint swatch.

Creativity

This advertisement is clean and minimal, the industry. Many paint ads have colors blending in with everyday objects to showcase their vibrant colors and paint quality. This is done in this ad, which does not make it very original. But it is creative in blending the blue toned color swatch with the blue painted wall.

External Validation

The style of execution used is Straight Sell because Benjamin Moore states that they have reinvented their new paints so that consumers can buy the colors they will be expecting

• Stopping Power: The visual has a lot of stopping power due to the bright blue wall and amount of negative space.

• Clarity: The ad is clear with the product and the message.

• Style of Layout: Poster

• Design Principles: With no clutter, the ad is clean and organized. White space, or negative space, is used, as that there is a lot of negative space in the visual. The negative space surrounds the body copy. The blue wall, which is the main visual, is the most dominant element. The ad has asymmetrical balance and has a vertical, top-down, visual path.

• Type of Headline

• Copywriting Techniques: Parallelism is used in the headline with the repetition of the phrase “expect to.”

• Body Copy Analysis: The headline starts with their claim about their product’s quality. The copy then goes into how they have “reinvented” their paint with their new technology, and they remind readers that

retailer on their website.

• Tagline Evaluation: The tagline ties in with the product claim, as their paints can do things that other paints cannot.

Business Wire writes about how Benjamin Moore’s new “Proudly Particular” campaign focuses on “product innovation, color precision and retail expertise to underscore a message author states that Benjamin Moore’s innovative solutions deliver by performing up to particular challenges.

Grade:

A+

Strategy

This advertisement uses the Brand Image, emotional strategy. Aireloom doesn’t havement style, but their brand creates a “West Coast living,” relaxed, image. This is seen in the background of the visual, the use of words like “elevates,” and “synchronizes,” and the relaxed nature of the brand name: Aireloom. This “West Coast living,” image is also seen in their tagline and the ad’s headline.

Execution

TAGLINE: California Design. Handmande.

MEDIA VEHICLE: Veranda

PUBLICATION DATE: March-April 2018

PRIMARY TARGET: Homeowners

PRIMARY BENEFIT: Buy a mattress that will “make your dreams a reality”

A Grade:

Creativity

This advertisement is not creative or exceptionally original. It depicts a mattress in a penthouse bedroom. It is simple and straight to the point.

The style of execution used is Slife of Life because the body copy and the visual take the readers to their beds, a place they visit every day.

• Stopping Power: The visual does not have a lot of stopping power as it is only a visual of a mattress, but the fact that the bed is not made or dressed can create curiosity within readers.

• Clarity: The ad is clear that it is selling mattresses because of the undressed bed.

• Style of Layout: Picture Window

• Design Principles: This simple ad is put together well, as there is no clutter and a lot of white space. The most dominant part of the visual is the mattress, which is the product being sold. The ad itself has a symmetrical balance, while the visual has an asymmetrical balance. The visual path of the ad is a slanted L, as the headline is in the top right hand-corner, and we make our way to the exit point.

• Type of Headline

• Copywriting Techniques: none

• Body Copy Analysis: The headline and the body copy relate as it talks about how the mattresses are made. The last sentence of the copy relates back to the headline as they both talk about dreaming.

• Tagline Evaluation: The tagline ties in with the headline, the copy, and the overall image Aireloom is portraying.

Strategy

This advertisement uses the Lifestyle, emotional strategy. One Kings Lane shows the reader a woman, in a nice dress, in a pieces of furniture, emulating a lifestyle of her choosing; elecgant but still quirky. One Kings Lane’s tagline is “Live your style,” and the visual in the ad shows readers that by buying from them, they are able to create the lifestyle they always dreamed of with their furnishings

Execution

TAGLINE: Live your style.

MEDIA VEHICLE: Veranda

PUBLICATION DATE: March-April 2018

PRIMARY TARGET: Female homeowners

PRIMARY BENEFIT: Buy designer, vintage,

Creativity

The advertisement is creative and original -

furniture used in the visual. Furniture advertisements tend to showcase their -

tisement, they do so by using a myriad of patterns on their furnishings.

External Validation

The style of execution used is Slice of Life because One Kings Lane depicts an every day, “real life,” dining room with their furnishings

• Stopping Power: The visual has a lot of stopping power due to the bright blues and the endless amounts of patterns used on the furniture.

• Clarity: The ad is clear in the fact that they are selling “designer, vintage, and exclusive furnishings” because of the furniture in the visual

• Style of Layout: Picture Window

• Design Principles: This ad is very cluttered with the number of patterns and the amount of furniture used. The visual has little negative resulting in all the furnishings to blend. The main dominance intended was the furniture, but due to the clutter, the dominance is the intense amount of blues and patterns. The ad has a symmetrical balance, and it has a vertical, top-down, visual path.

• Type of Headline

• Copywriting Techniques: none

• Body Copy Analysis: There is little body copy, as there is only a headline. The headline ties back to the brand’s tagline, and it describes the types of furniture depicted in the visual and the types of furniture they

• Tagline Evaluation: The tagline ties in claims of the brand, with the headline and the lifestyle advertised in the visual .

In September 2017, Architectural Digest wrote about the new partnership between One Kings Lane and Ralph Lauren Home, a well known, established, innovative furniture brand.

Also, Outbrain conducted a case study, where they stated that One Kings Lane is “a leading online home decor retailer, designer, and vintage items consumers won’t

Grade:

B

Strategy

This advertisement uses the Lifestyle, emotional strategy. Miele uses phrases like, “Let your passions run wild,” and “culinary adventure,” along with a visual of a clean and modern kitchen. This is done to create an image of a wealthy/luxurious and adventurous lifestyle, which readers can obtain if they buy Miele’s state of the art appliances.

Execution

TAGLINE: Immer Besser

MEDIA VEHICLE: Veranda

PUBLICATION DATE: March-April 2018

PRIMARY TARGET: Female homewoners

PRIMARY BENEFIT: Buy kitchen appliances that function well and have beautiful designs

Creativity

The advertisement is not exceptionally creative as it contains a visual of a kitchen. It features sleek and modern kitchen appliances, along with a modern kitchen and furniture. Though the advertisement is not exceptionally creative, it is well put together, and emulates a lifestyle of luxury and modernity.

The style of execution used is Slice of Life because Miele depicts and every day, “real life,” kitchen with their appliances in use.

• Stopping Power: The visual has very moderate stopping power due to its simplicity and its use of neutral colors.

• Clarity: The ad is clear that the brand sells kitchen appliances.

• Style of Layout: Poster

• Design Principles: This clean and sleek ad is not cluttered as the ad has separated each element with ample amount of negative space. Though the logo is at the top, the last line of the body copy and the logo are the only two elements with the same color, cuing readers to put two-and-two together. The kitchen island and kitchen wall, which contain the appliances are the most dominant elements of the ad. The ad has an asymmetrical balance and has a vertical, top-down, visual path, which comes back up to the top.

• Type of Headline: Command

• Copywriting Techniques: Assonance is used in the headline. The “oh” vowel sound is repeated in the headline: “Explore the origin of extraordinary.”

• Body Copy Analysis point of an ad. The headline and the last sentence of the body copy relate to one another as Miele wants their readers to go on an adventure.

• Tagline Evaluation: The tagline, which translates to “always/continuously better,” does not tie into the ad, but it gives readers assurance that the appliances they will buy are of good quality.

Grade:

A

PART TWO

advertising then and now CHEVROLET

Campbell-Ewald was hired for their advertisement was an all-text advert in 45 newspapers, claiming that they are “dependable and economical” forms of transportation. In the 1900-1919’s, advertisements stated their “reason why” consumers should buy their products. In this 1919 Chevy ad, Campbell-Ewald uses a hard-sell to tell

as it creates respect and trust between consumers and advertisers due to the lack of frills.

1

This 1926 Chevy ad pushes a value message stating Chevy’s “Quality at low cost,” slogan. This ad is more visually appealing due to the use of color and ornate font. The 20’s was a time of prosperity and independence, and this advert helps contribute to the times with the mood it emulates.

1 9 3 1

This advert targets women and showcases their new tagline “The great American value.” This ad is targeting women because in the 20’s, women gained independence and the right to vote. This ad gives homage to the women and celebrates them. Due to the fact that this ad was released in the early 30’s, the 20’s still inspired the body copy as there are a few soft-sell points, but it is prevalent that the hard-sell strategy is on its way back.

1

9 4 9

The 40’s were a time of war, supporting America. Chevy sponsored “Inside USA with Chevrolet,” as their way of

1

9 5 6

This ad showcases the new Chevrolet Bel Air Convertible. The ad shows a beauty queen, implying that their new convertible is like one, but for the road. This ad is celebratory and focuses on a woman. The 50’s were a time of prosperity and the typical housewife in ads. The switch to a hard sell strategy is seen in the body copy, but the celebratory sense of the nation is seen in the visual. Though it was a time of prosperity, people were still afraid of communism, which is depicted in the ad, as the beauty queen is being driven or protected by a man in uniform.

1

9 6 7

This Chevy ad introduces the Camaro as “The Hugger.” The 60’s was a time of the sexual revolution, drug culture, and the anti-war movement. The era has inspired this advertisement as Chevy is creating a persona of peace with their new Camaro.

1

9 7 8

This 70’s Chevy ad is similar to the 60’s ad with a visual and body copy, but the soft-sell and is now a hard-sell.

1 9 8 6

This 80’s Chevy ad depicts a colorful poster layout advertising the two new cars imported times, as an emphasis on the visual is prevalent and there was a return to the soft sell.

The 2000’s was a time when consumers started taking control over media and marketing. Chevy is taking advantage of this as they are positioning themselves as a reliable partner, and that their cars are reliable too. This is depicted as the Chevy is driving away from the tornado.

1 9 9 7

This Chevy ad is promoting their cars and at the same time supporting the US ski team at the Olympics. Compared to the 80’s ad, this advertisement focuses more on visual, as it has less body copy.

ready, fire, aim

BEFORE YOU PUT PEN TO PAPER:

• Examine the current positioning of the product or brand

• Develop a deep understanding of the client’s business and their competitors

• Get to know the client’s customers as well as you can; listen to them

• Ask yourself what would make you want the product

• Imagine a day in the life of your customer and buying process

• Study the client’s previous work and the competitor’s advertising

STRATEGY VS. TACTICS

Strategy is what we want to happen, and tactics are how we’ll do it.

GOOD TACTICAL APPROACHES

1. Do a straight-on us versus them approach.

2. Show life before and after the product.

3. Is there a compelling story about the heritage of your brand?

4. Can your brand dispense some smart advice about the whole category?

5. Is there a story in the founders of the brand? Or in their original vision?

6. Can you turn a perceived negative attribute of your products into a positive?

7. Can you demonstrate on camera or online your product’s superiority?

8. Can you move your product out of its current category and reposition it in another?

9. Can your brand be insanely honest about itself, admitting to some shortcomings while winning on the important thing?

10. Instead of trying to change how people think, change what they do.

09 INSANE HONESTY

Hyposwiss Private Bank

This private bank is immensly honest with their desire for customers. Though it win customers with their honesty.

Dardanel

weightloss plan and packaged foods. They show a before and they buy and consume their foods.

01 US VS THEM

Dollar Shave Club

The Dollar Shave Club created a side by side comparisson on their razors and competitor’s razors. They show that consumers can buy the same thing but for less.

the sudden cessation of stupidity

HOW TO GET IDEAS

“Embrace the suck”address the brand’s shortcomings and own it.

Uncover the central human truth about your product – bring truth into the picture.

Don’t set out to be funny, set out to be interesting

Coax an interesting visual out of your product.

Consider the opposite of your product

Find a villain. Every brand has an enemy that they can “beat up in the stairwell.”

slam dunk with the nugs

write when you get work

A brand manifesto is the backbone or blueprint of a brand or company. It goals a company has. A brand’s manifesto should lay the foundation of what the brand wants to convey in.

WE BELIEVE HEALTHY LIVING IS A JOURNEY AND EVERY MEAL IS A CHOICE

A choice to inspire. A choice to edcuate. And a choice to empower every person to eat healthier and live a better life.

It’s our passion

write when you get work

What Makes Good Body Copy?

PART 2

First and foremost, it is written well. Good body copy has the voice of the brand but still talks like a normal person. It should also sound personal, like a letter. To reference Winston Churchill’s “5 Rules for Speechwriting,” body copy should:

1. Begin Strongly

2. Have a theme

3. Use simple language

4. Leave a Picture in the listener’s mind

5. End dramatically

body copy, and sort paragraphs are used to ease the reader’s mind.

Lastly, once the body copy is written, cut by a third, and proofread, it should say what needs to be said, in the shortest and simplest way.

Dramatic ending:

Strong beginning

Leaves a picture in the listener’s mind

Radiant skin in a hot minute

virtues of simplicity

Simple has stopping power

Simple is bigger

Simple is easier to remember

Simple breaks through clutter

stupid, wrong, naughty, and viral

Good/Wrong

The intention and the message the advertisment is conveying si that a wrong cut can ruin things. This ad is a good ad as it is simple, clean, and uses type as the visual. But where the ad/campaign went wrong is when they got to the “Cumin” poster. There are some things that advertisers can do (like the “Crappie poster, but sometimes they go to far and cross the line.

Bad/Stupid

The advertisement is showing a man who looks pregnant because he has had too much beer. This ad is bad and stupid due to the message of drinking too much until you look pregnant being depicted.

why is the bad guy always more interesting?

We know you, better than you know you

digital isn’t a medium, it’s a way of life

WHAT MAKES SUCCESSFUL DIGITAL ADVERTISING

• Create something important to the brand’s message

• Make the advertisement or application interactive and immersive

photography, video, location awareness

• Make it social

• Use all the data that you can get. Use it for great content

SEPARATION FROM TRADITIONAL ADVERTISING

Digital advertising is very similar to traditional advertising, as they both require words, sounds, or pictures, but digital has behaviors. The rise of big data and other forms of information technology has allowed us to obtain, has changed the game. Also, the new technology has allowed advertisers and companies to directly interact with their customers, and they can immerse them in their worlds

TED BAKER

“Keeping up with the Bakers”

digital campaign that allowed Ted Baker to regain interest from its followers.

allowed them to shop the clothes that the Bakers were shopping and wearing.

WORLDWIDE BREAST CANCER #KnowYourLemons

The #KnowYourLemons campaign was intended to raise awareness for breast cancer. This campaign was able to bypass censorship laws by demonstrating signs of breast

The Facebook post informed readers about signs of breast cancer through photos and interactive quizzes. This digital advertising campaign created content that could be users to be interactive.

change the mindset, change the brief

Client: Snapple

Product: Snapple Tea

Job Description: Snapple Advertisement

Business problem:

Snapple’s main users tend to be on the older side. Snapple has the attention of adults over the age of 45. Snapple needs to grab the attention from the 20 and 30-year-old but maintaining interest in current users

Target audience:

Adults over the age of 25 who enjoy infused teas, fruit drinks, or any refreshing beverage.

What do we want them to think or feel?

We want them to feel refreshed and youthful.

What is THE ONE THING that advertising has to say?

Our teas are infused with fruit.

What are the support points?

Tone of voice:

Youthful

Mandatories:

At least one bottle of Snapple is in the advertisement, and the logo must be present. Tagline must be present

in the future, everyone will be famous for 30 seconds

radio is hell, but it’s a dry heat

EFFECTIVE RADIO AD McDonald’s

This radio commercial is advertising McDonald’s breakfast. Sound listener into the world of the commercial, and they are transported into the main character’s morning routine through the audio played. With the audio, the ad doesn’t waste time explaining what is going on, and the audio is not overused.

INEFFECTIVE RADIO AD Georgia Lottery

This radio commercial is advertising chance campaign. The copy and the script is written well, but the problem with the ad is the voice over. It is obvious that the voice over is reading a script because of the inauthenticity in the voice. Also, the voice over is not reading the script straight. The emphasis on certain words, like “one million,” and “second chance,” sound very inauthentic making the ad seem disingenuine.

only the good die youngthe enemies of advertising

BAD CLIENTS The Sisyphus Account

This client will say they want to run a campaign and they would like to see ideas. Ideas they will only look at and never use.

Pablum Park

This client is a power company so big that they are afraid of saying anything can say is “We’re a big corporation. We’re people too. We care.”

The Bully

This client wields a lot of power but knows absolutely nothing about advertising. The bully takes years of development, and no one has ever put them in their place to tell them that their idea or vision is wrong or

BAD AGENTS

The prima donna is usually a writer or art director who thinks they are a gift from god. They feel as they are the best at their job, and all they can do is brag about it.

Mr. Important Pants

Mr. Important Pants is typically a creative director who gives criticism but no help or direction. They are so brutally honest that people only see them as brutal, not honest.

The Whiner

The whiner, whines all the time. “All my clients suck. My job sucks. Eveyone here sucks.” They can have everything in the world, but they will

The Prima Donna

pecked to death by ducks

PRESENTING YOUR WORK

Before you go into a client meeting to present your work, learn about the client’s corporate culture; the tone. The more you know about the client, the more they trust you, and the more they trust you, the more they are going to buy your idea.

Once your idea is done and is ready for a presentation, make sure YOU, yourself are presenting the idea (you know it best) and that you have rehearsed.

During the presentation, dive right into it; make your intro quick. Make sure you present your work with certainty, and only show your client work that you would want to buy, but also, don’t leave your best work

During the presentation, you will be met with some problems and battles, but remember to choose your battles carefully. And the most important thing: base your defense on strategy.

PROTECTING YOUR WORK

After your presentation, your client will have critiques about your ideas. Here are a few things to keep in mind to protect your ideas:

• educate your client

• one ad = one message

• you are not welcomed until customers like you, and they won’t like you until they listen to you, and they won’t listen to you if you open your pitch with bulleted points

• you’re here to appeal to the masses, not the minority

• BE PERSISTENT

a good book or a crowbar

Sullivan’s advice on getting in the advertising business is to have a portfolio or a book of all your work.

PUT TOGETHER A BOOK

Whatever area you choose, you need to be good at what you do, should contain work that is interesting and it should have a variety of styles, a variety of brands, and a variety of categories. Don’t just cut whatever is not great. It doesn’t mean that a piece was published, means that it was good work.

TAKE THE SHOW ON THE ROAD

The number one thing to know about any aspect of the business is events, meet other professionals and create relationships with them.

THE INTERVIEW

When you land your interview, make sure to be 10 to 15 minutes early. And during your interview have an opinion, speak with precision about every piece, sell your ability to think strategically, and trust your instincts.

YOUR JOB

Once you land the job, stick with it for a while, but don’t let it mess up your life. And lastly, don’t overestimate or underestimate yourself. Stay humble.

MKT 4300 CREATIVE

30% of Final Grade. Refer to syllabus for additional instructions.

Part 1 – Evaluation of 4 Magazine Ads using Advertising Template plus Analysis of Press Kit and CPM Calculation.

Part 2 – Complete the assignments below. Chapter Titles refer to Luke Sullivan’s Hey Whipple, Squeeze This! (5th edition)

Place assignments for Part 2 in the order listed below, using a portfolio with acetate sleeves. Where a separate handout is provided for an assignment, place the handout on the left and your work on the right. Before turning in, add Part 1’s evaluation of magazine ads (along with press kit analysis), make a creative cover page for your project, and create a complete Table of Contents (see syllabus for additional tips) The due date is provided in the syllabus. Note that advertising examples in Part 2 DO NOT have to come from your assigned magazine. But they should not come from the Sullivan book.

1. Advertising Then and Now Refer to the handout given in your workbook (and in this packet) to create a timeline of Chevrolet ads over the past 100 years.

2. “Ready, Fire, Aim” Chapter 3. FIRST, summarize Sullivan’s advice on what to do before you put pen to paper. SECOND, explain the difference between strategy and tactics and give examples of good t actical approaches that Sullivan recommends.

3. “The Sudden Cessation of Stupidity” Chapter 4. FIRST, list, in a creative way, some of Sullivan’s suggestions for how to get ideas. SECOND, one of his creative thinking techniques is the use of metaphor. Use met aphor to tackle the Metaphor Making assignment. See handout for specific instructions.

4. “Write When You Get Work, Part 1” Chapter 5. FIRST, explain what a brand manifesto is, in your own words. SECOND, write a brand manifesto for Sprouts Farmers Market

5. “Write When You Get Work, Part 2” Chapter 5. FIRST, summarize Sullivan’s observations regarding what makes good body copy. SECOND, find a reasonably current ad example of exquisitely written body copy. Point out what makes the copy so good.

6. “The Virtues of Simplicity” Chapter 6. FIRST, what ARE the virtues of simplicity in advertising? SECOND, use these principles to tackle the New and Improved creative assignment. Make sure that you turn a magazine ad into a billboard (using the appropriate dimensions of outdoor) and include the magazine ad in your project. See handout for specific instructions.

7. “Stupid, Wrong, Naughty, and Viral” Chapter 7. Find and explain one example of a GOOD ad that is “wrong” and a BAD ad that is “stupid.” Explain your reasoning. If possible, place your write-up in a boxed insert in the negative space on each ad.

8. “Why Is the Bad Guy Always More Interesting?” Chapter 8. Use the author’s formula: truth + conflict = platform. Come up with a platform for any brand of your choosing. Make sure that the platform will fit on a post -it note.

9. “Digital Isn’t a Medium, It’s a Way of Life”—Chapters 10-15. FIRST, summarize what makes successful digital advertising and separates it from traditional advertising. SECOND, show several current examples of effective digital advg.

10. “Change the Mindset, Change the Brief” Chapter 11. FIRST, use either the old format for a Creative Brief (p. 18 6) or the newer format (p. 187) and write a Creative Brief for Snapple beverage SECOND, create a magazine ad for Snapple beverage, based on your Creative Brief.

11. “In the Future, Everyone Will Be Famous for 30 Seconds ”—Chapter 16. Read what the author says about solving the problem visually. Then design an ad that is entirely or predominantly VISUAL for any product that is currently on the market. Don’t just show the product or logo. But make your point visually. (Ex: Fig.16.3)

12. “Radio is Hell, But It’s a Dry Heat” Chapter 17. Read what the author says about writing effective radio commercia ls. Listen to radio ads on the way to and from school. Pick one current effective ad and one current ineffective ad. Describe each briefly and explain which of Sullivan’s principles were used or not used in the ads.

13. “Only the Good Die Young The Enemies of Advertising” Chapter 18. Read Sullivan’s descriptions of BAD CLIENT AND AGENCY types. Then pick 3 bad client types and 3 bad agency types. In your own words (and pictures), describe and illustrate each. If you go to work in advertising, most likely it will be on the client side, since most of you are business majors The last thing you want to be is a bad client. This assignment will help you identify the traits you want to avoid (in yourself AND in your agency).

14. “Pecked to Death by Ducks” Chapter 19. Explain Sullivan’s expert advice for a) presenting and b) protecting your work.

15. “A Good Book or a Crowbar” Chapter 20. FIRST, summarize Sullivan’s advice on what it takes to get in the ad business. SECOND, do the Selling Yourself assignment, where you write an ad using yourself as the product. Think outside the box. A good suggestion is to think of a visual metaphor for your best attributes. See handout for additional guidance.