Assignment: Evaluating Advertising Creative - Does It Stick?
That you find on-line, on a Billboard or in a print magazine or newspaper. You will be developing a memo to your Marketing Director about the effectiveness of the ad and will evaluate the ad through the principles of Dan and Chip Heath, who wrote the book "Made to Stick" and developed several principles of "Sticky" Ideas. Attached is an article that reviews the main principles of ideas that stick and are remembered by consumers. The basic concept is SUCCES, which includes:
• simplicity
• unexpectedness
• concreteness
• credibility
• emotions and stories.
You can also review the concept on the following you-tube video "Video Review for Made To Stick by Chip and Dan Heath (Part 1)"
• In this assignment you will do the followoing:
1. Write a memo to management (formatted as a memo - information writing a memo is attached )
2. Explain to management that you are writing to assess the overall ad efficacy (ability to produce desired effect).
3. Provide an overview of the ad creative (and include in your presentation to class) What is goal of ad? What techniques are used to influence audience to purchase the product?
4. Reiterate who the target audience is. How does advertising work to appeal to their core values? Is it reaching the mark? Is it effective or not?
5. Does the ad persuade consumers to consider purchase and what is the compelling message that does so?
6. How is this ad conceived to be successful and "Made to Stick" in the hearts and minds of consumers? Review the ad through the lens of the Heath Brothers "Made to Stick" Principles. Which one(s) are relevant and applicable to our ad. Most likely you will only have a few of the six that are applicable.
• After you have analyzed the advertisement creative and its effectiveness in your memo, advise your management about any specific improvements that are needed for the creative to be more effective (copy, visuals, color usage, age demographic of models, more contemporary? relevant? persuasive?
• Advise as to how you recommend continuing to run this execution or changing it - and if change is needed, specify your recommendations.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.