Assignment 2-Advertising Critiques. Business & Marketing Essay
1. Please see attached instruction and pay special attention to the criteria for assessment on page two.
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Individual Assignment 2 – Advertising Critique
Length: 2000 words
Due Date: November 14, 2019
Weighting: 25%
Advertisements and other communication campaigns can vary dramatically in performance despite today's well accepted execution approaches. What kinds of advertising copy and illustrations get the best results? What elements are there that increase the pulling power of advertisements? This assignment brings real-life experiences to your learning about creative evaluation of advertisements. In this Individual Assignment, you are required to do the following tasks:
- § Read the following Chapters in Purvis, S. (2011), Which Ad Pulled Best, 10th Edition, McGraw-Hill/Irwin.
v Chapter 1 - The Who-What-How of Testing Printed Advertising.
v Chapter 2 – Why “It’s the Benefit” and How to Make It Work.
v Chapter 3 - What to do to get Attention, Create Desire, and Get Action When You Write Advertising.
v Chapter 4 – PACT Principles of Copy Testing
- § Evaluate two assigned pairs of print ads applying concepts discussed in the above Chapters and lectures. You are required to address the following questions in your written essay:
v Which ad in each pair do you believe pulled best in the identified target market? Explain in detail why you think this is so.
v What are specific qualities that make one ad better than the other?
v What are specific qualities that make the other ad worse?
The essay is due on November 14 – by 5pm and should be submitted via Turnitin, accompanied by a signed Assignment Cover Sheet. The essay is no longer 2000 words (single-sided, 12-point font, 1.5-spaced). Please make a copy of the report for your records.
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ASSIGNMENT #2 – ADVERTISING CRITIQUES
Introduction
Advertising is a component of marketing that entail spreading details concerning a service or product offered to the public. The objective of advertising is to create awareness of the brand and attract customers towards it. However, this can only be successful if the print advertisement balances the need to be distinctive and different with the need to be attractive and understandable to the target group. Such balance can be achieved by concentrating on the three essential ad elements (text, pictorial, and brand) since each element has a unique effect on the attractiveness of a print advertisement. Consequently, using guidelines for copy reveal by copy testing, the AIDA model and the associated benefits, this paper aims at describing why print advertisement A and D pulled best in the identified target groups.
Relevant concepts used to measure the effectiveness of an advertisement
Advertising ads can yield optimum results if they are tested before being used as marketing tools. Gallup and Robinson’s Magazine Impact and Research Service (MIRS) is a research tool used to evaluate the performance of ads in real world environments (Purvis, 2011). MRIS uses impact questions to understand the message of an ad and how customers will react to it. Other means of conducting research on advertisement ads is through quantitative research, copy testing, and qualitative research. Qualitative research uses a small sample to develop insights of how an ad should be. However, quantitative research uses rigorous sampling methods to establish the number of customers who agree or disagree with the insights. Copy testing focuses on how the human mind works and how advertisement as an external feature can be used to influence the mind. To successfully carry out a research regarding advertising ads, the Positioning Advertisement Copy Testing (PACT) offers nine principles that guide and evaluate the results of such researches.
The AIDA model recognizes advertising as a process that creates Awareness, builds Interest, increase desire, which leads to action (Purvis, 2003). Interest and attention go hand in hand but they are valuable if the attention is on the product. Once an ad attracts a customer, the design of the headlines and illustrations increases the customers desire to own the product. Although the desire may not lead to immediate action, ultimate action is always anticipated in the long-run. For ads to attain great achievement, companies must present benefits in the following ways; naming the benefit of the product, describing that benefit, emphasizing on that benefit, making the ad as simple as possible, balancing the emotion attached to the ad with that of the target group, and not attaching the product to the brand of the business.
Identification of the message in each print advertisement
Business organizations understand that it is the nature of customers to spend as little as possible but still desire to get more in return. As a result, advertisement ads must be precise with their message and use persuasion tactics to engage people, trigger certain emotions in them, and alter their thoughts regarding the service or pr...
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