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Business & Marketing
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Advertising Campaign Evaluation. Business & Marketing Essay

Essay Instructions:

ADVERTISING CAMPAIGN EVALUATION (OPTIONAL)
“Hits and Misses”
Assignment: Using the criteria reviewed and discussed both in class, provide a written evaluation of two
different print advertisements. Specifically, select two magazine or newspaper advertisements that appear to be targeted to you(undergraduate college student) as a consumer. The first ad should be one that “hits” – you find this ad to be attention-getting, interesting, and motivating. The second ad should be one that “misses” – you find this ad to be uninteresting, uninspiring, and/or easy to ignore.
From your perspective as a consumer, answer the following questions:
1. Regarding the ad that hits, what makes this ad so effective?
2. Regarding the ad that misses, why is this ad unappealing and ineffective?
From your perspective as an advertising manager, answer these questions:
1. What appear to be the important “creative brief” and “message strategy” elements for each ad?
2. How does each ad relate to the advertising pyramid? What specific levels of the advertising pyramid do you feel that each ad is targeting, and why? What specific ad elements are used by the advertiser to accomplish these ad pyramid purposes?
3. How is the product / service positioned in each ad? How would you classify each product according to the Kim-Lord grid? Do the ads properly reflect your view of the target market’s level (high vs. low) and type (cognitive vs. emotional) of involvement with the advertised product / service?
4. Evaluate all of the apparent copywriting and art direction elements for each ad. Which ones are effective and which ones are ineffective, and why?
5. What specific suggestions (i.e., copy and art direction) do you have for improving each ad?
6. If you were the advertiser, what specific type(s) of post-testing would you conduct to evaluate the effectiveness of each ad? Why?
7. For the ad that “misses” – develop an entirely new print ad that changes it from a “miss” to a “hit.” (Attach this revised ad to your paper)
Format: Typed, double-spaced, stapled; roughly five pages (not including copies of the actual ads)
Please attach the actual copies of the ads to your paper

Essay Sample Content Preview:

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Advertising Campaign Evaluation
Customer perspective
https://ww.9to5mac.com/2018/06/14/apple-behind-the-mac-ad-campaign/
Apple advertising campaign “Behind the Mac” focuses on real people using the Mac in their everyday lives to solve problems including a developer and is the effective ad. While the image shows he developer is shown when there is darkness, Apple empowers Mac users to pursue what they want, and students would find the Mac valuable depending on how they use the laptop. Effectiveness of advertising is reflected in persuading the targeted audience and getting the desired results. The individual is in his workspaces and for students who require the right atmosphere to study, the Mac facilitates learning. The “Behind the Mac” campaign is mainly through short videos, but even the print ads focus on different users where technology and passion are linked to problem solving. Ineffective ad
Laurel Road does a good job of explaining what the company does in loan financing but it is unappealing, because it is vague and fails to differentiate itself from the online lending and refinancing companies. In Laurel Road’s‘s brand awareness campaign the company focuses on loan offers, personal loans and mortgages, but despite the caption, there are no specifics on how students will benefit. Merely stating that an average student saves $ 20, 000 on average when they refinance their student loans online is a good marketing strategy, but students would want to know what makes the option better than other student financing options.
Advertising Manager Perspective
The creative brief is to get all the people to use the Mac since it is possible for different professionals and students to find use in the laptop. The message strategy is to establish how to communicate what is going to be said in the advertising message, to deliver the message that users such as the developer will use the Mac for their intended purpose. In Laurel Road’s creative brief there is explanation of the company’s objectives, which is important to target the custom seeking loan refinancing online. The marketing strategy is aligned with the bank’s objectives and through strategic communication the branding message is that the bank is a good option for students. The brand messaging is that choosing Laurel Road will save the students $20,000. The message for Laurel Road is college-specific and focused on outcomes, but the messaging ought to have focused more on specifics.
Advertising pyramid
The Mac ad captures the attention of the users and creates awareness consumers since they focus on how users rely on technology, based on what the consumer wants and listens. They also capture the attention by focusing on keeping the consumer informed, and since Apple has a strong band reputation they are credible since it persuades the users to go for more laptops, the message is Behind the Mac and the consumers would take action to purchase the product. The Mac user is shown working on his laptop late at night
Laurel Road is promoting loan refinances where the students are urged to take action in the advertising pyramid where there is emphasis the $ 20,000...
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