Assignment:
Advertising
Select four different ads from a particular product category (say, cars) from at least 3 different paid media environments (i.e., not ad clips from YouTube; pick an ad from a magazine, a newspaper ad, a billboard, a TV ad-be sure to know which show it aired on for your analysis, a radio ad-be sure to know what station and what ‘daypart' i.e., time of day). Analyze each of the four ads based on concepts learned in class:
What type of ad is it? E.g., Product, Institutional (corporate, nonprofit,etc.), Retail, B2B, etc.
How does the ad gain attention? Does the attention getting device reinforce the brand message? HOW? Be specific.
What is the media strategy? What are the pros/cons of the media category? Is it appropriate for the product? Does the specific media vehicle reach the target market? Is there wasted coverage?
Offer suggestions for improvement.
Formatting: Papers should be between 4-6 pages (typewritten, 12-point font, double-spaced); the pages should be numbered, starting page 1 with the first full page of text.