Activity

Your advertising firm has split up into six teams. Each team's job is to develop a new advertising campaign that promotes and informs the public about the benefits of one fuel: electricity, ethanol, fuel cells, methanol, natural gas, or propane. The energy company will review these ads and those submitted by other advertising firms to decide which firm to hire.

Your strategist has decided to use print media for the campaigns. The client will be asked to buy a full-page magazine advertisement.

You have creative freedom to craft your advertisement, but you need to cover at least one benefit of your assigned fuel in each of the following categories:

• Environmental benefits (such as lower emissions)
  
• Economic benefits (such as less vehicle maintenance)
  
• Safety and health aspects for consumers (such as toughness of fuel tanks)

Remember, your claims must be supported with facts. Shady or false claims could backfire for your potential client and lose you the account.

Materials

construction paper
poster board
markers
tape
notebook paper
glue
scissors
paper
paint

Procedures

1. Bring three examples of energy advertising to class with you.
   
2. Using your own notebook paper, identify the what, how, who, and why of each.
   
3. Next, identify the target audience, geographic area, medium, and purpose of the examples on the same piece of paper.
   
4. Attach your paper to the advertisements.
   
5. Plan and prepare your advertisement based on the scenario in the background information.

You will be presenting (pitching) your idea to the class in a formal three-to-seven minute presentation. If you have any other questions or need additional support, ask your Chief Executive Officer (teacher).