Today you plan a real school advertisement. Use your scenario brief. If you do not have one yet, plan this stand-in today: a free Friday after-school study club in the library, open to all years, for students walking the corridor, who sign up at the library desk by Thursday. Catch up your real scenario with your teacher before the draft lesson.
You do not make the finished advertisement yet. A strong plan names three jobs: the hook that stops the eye, the body that carries the offer, and the CTA (call to action) that tells people what to do next. By the end you will have a labelled design plan in your Communication Portfolio as the working brief for the next draft lesson.
Every advertisement has three jobs. Name them before you design anything.
| Term | What it means for you | Real example |
|---|---|---|
| Hook: the first thing that stops someone looking past your advertisement. | Your opening line or image has one job: earn the next second of attention. | A three-word corridor poster line that makes you slow down. |
| Body: the middle that carries the offer, the details, or the reason to care. | Name the event, the date, the place, and who it helps, without burying the point. | Four short lines under a headline that answer what, when and why. |
| CTA (call to action): the clear next step you want the audience to take. | Tell them exactly what to do, and make it doable today. | Tickets at the office, €5, before Friday. |
Worked plan (invented school fundraiser night):
Weak plan (same night, same corridor):
Nobody stops. Nobody knows what to do next. That is why the three labels matter.
Use your scenario brief: audience, call to action, and chosen medium. If you do not have one yet, plan the study-club stand-in from Getting Started.
Block out your layout on the canvas below; it stays on this page. Then type your labelled plan in Enter Your Work under this step. In it, name one or two of the five techniques from earlier in this unit (sensationalism, endorsement, testimonial, lifestyle advertising, repetition) and say why they suit your audience.
When your plan is done, copy it into your Communication Portfolio folder as m3_l79_design_plan_AB, with your own initials in place of AB.
Making a short video, podcast ad or social carousel? Plan it the same way in Enter Your Work. The canvas makes still designs only, so use it for your opening frame, or skip it for a podcast ad.
Read your plan once, then review it below. When you have named your one change, press Copy to hand over and paste the review into Enter Your Work to keep it for the draft lesson.
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