January 12 th, 2012 MA Ad Critique Workshop

2 Intro & General Advice Critique Approach Sample Framework Marketing Objectives Advertising Strategy Execution Practice Critiques

Ad Critiques - Purpose Opportunity to demonstrate your: Structured Thinking Communication Skills Consumer Gut Love for Marketing MA Ad Critique Workshop 3

Ad Critiques - Sample Questions Take a look at this ad. Do you think it’s well done? Why or why not? Did you watch the Super Bowl? What was your favorite ad? Tell me about an ad campaign you think was strong/weak. Why? What would you do differently? MA Ad Critique Workshop 4

General Advice There is rarely a single “right” answer Ad critiques are a way for interviewers to evaluate your marketing intuition and thought process Take your time You don’t have to jump right in and start talking – take some time to think about your structure and preliminary hypotheses, then begin Try to hit the high points You don’t need to analyze every single aspect of the ad, but you should hit the key parts of the overall framework MA Ad Critique Workshop 5

General Advice (cont’d.) Your reaction as a consumer will often be different than your critique as a marketer Consider how the target consumer is likely to react. Be creative in your critique but don’t feel like you need to overhaul the ad Suggestions are great, but tread lightly at first. Many ads are already good. Listen to the question – some are geared towards being an “ad analysis” rather than an “ad critique” MA Ad Critique Workshop 6

General Approach Understand Context Target Audience(s) Competition Consumer Insights Marketing Objectives Advertising Strategy / Message Product Benefits & Attributes Brand Character / Imagery Execution Attention-getting / Memorable Emotion / Humor Call to Action MA Ad Critique Workshop 7

Sample Framework Step-by-Step

1. Identify the Target Audience Ads are not targeted at everyone If it’s not relevant to you, it doesn’t mean it’s ineffective Identifying the target audience is key Where was the ad placed? State assumptions about the target audience, then move on MA Ad Critique Workshop 9

1. Identify the Target Audience MA Ad Critique Workshop 10

2. Identify the Brand/Product Attributes What is the brand character / personality? Irreverent, humorous, conservative, young, etc. What is the product benefit? What is in it for the consumer? Does the ad clearly identify and demonstrate that benefit? Visually? (product demonstration, etc.) Verbally? (i.e. voiceover / selling line / music) MA Ad Critique Workshop 11

2. Identify the Brand/Product Attributes MA Ad Critique Workshop 12

3. Identify the Reason to Believe How do we know the brand will deliver the benefit it promises? Examples Ingredients: Folger’s Mountain Grown Bean Methods of Action: Vick’s Vapor Action Endorsements: Crest – American Dental Association: 4 out of 5 recommend Studies: “Clinical studies prove…” Other considerations Is the benefit and RTB relevant to the target? Does the ad demonstrate distinctiveness vs. the competition? Is it convincing? MA Ad Critique Workshop 13

3. Identify the Reason to Believe MA Ad Critique Workshop 14

4. Does the Ad Have Stopping Power? Good ads must have “stopping power” to grab the consumer’s attention and break through the clutter Print is a perfect example, as most magazine ads are subject to reader page through Key factors in evaluating stopping power: Is the ad visually appealing? Does the ad engage the target audience? Does the ad stand out relative to its environment and/or other ads? MA Ad Critique Workshop 15

4. Does the Ad Have Stopping Power? MA Ad Critique Workshop 16