Swipe File Assignment Instructions: Your First Question May

Swipe File Assignment Instructionyour First Question May Be What On

Your first question may be, "What on Earth is a "swipe file?" I'm glad you asked! A swipe file is a a sort of holding place to store all of the good ideas that you come across. When you see a commercial, magazine ad, billboard, event idea, or anything else that really stands out to you, it's a good idea to file it away somewhere for later reference. Maybe you like the look of a particular ad, or you like the way a commercial used a song, or an organization had a really cool theme for their fundraiser. A swipe file allows you to store that idea for later inspiration.

Most professionals maintain swipe files as "ticklers" for those days when the creativity just isn’t flowing. Beginning now, you should keep an eye out for any items that catches your eye. Each student will be responsible for creating a swipe file this semester, which will contain at least 10 items. Students will keep a collection of “neat†ideas, layouts, headlines, etc., that they may want to “take off from†some day. Make sure that your criteria for inclusion is more than, "I thought it was cool," or, "Gee, isn't this neat." You should select them because you see their value as public relations tools.

Near the end of the semester, you will submit a document (in Rich Text Format) that includes each item. All items must be accompanied by an explanation of where the piece originated and why you chose to include it in your file (such as an example of how you might use it in the future). For the items that can be linked to the Web, please provide the Web address (hyperlinked when possible). For others, such as a hard copy brochure, you may scan the brochure or take a photo of it and either post it in the document along with the explanation or include it with your submission as an additional attachment. If you send any files as attachments, please make sure you name the attachment appropriately to match the corresponding item in the list you provide.

Paper For Above instruction

A swipe file is a curated collection of advertising and promotional materials that serve as inspiration and reference for future public relations and marketing campaigns. It includes various media such as print ads, billboards, brochures, videos, and event promotional materials, selected based on their effectiveness and potential applicability, not merely their visual appeal. Maintaining a swipe file encourages creative thinking and strategic planning, providing a repository of proven ideas and innovative concepts that can be adapted to suit new campaigns.

Creating an effective swipe file involves careful selection of items that demonstrate strategic messaging, innovative design, compelling headlines, or impactful visuals. These should be chosen not just for their aesthetic qualities but for their ability to communicate a message effectively or inspire new ideas. For instance, a powerful billboard with a memorable slogan can inspire future outdoor advertising, while a well-designed brochure can inform good layout practices.

Students should compile at least 10 items during the semester, ensuring each is accompanied by a thorough explanation of its origin and the rationale for inclusion. For digital items, URLs should be provided for easy access and reference, enabling a comprehensive understanding of the context. For physical materials, high-quality scans or photographs should be included. This approach ensures the swipe file is a practical, usable resource that fosters strategic thinking and enhances creative capabilities in public relations practices.

References

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