1. 5. Is the Ad Memorable? Is the product / brand clearly identified? Think of how many times you can remember the ad but not what product it was for Is the product shown? Particularly for CPG, this is huge since you want consumers to be able to recognize the brand in-store Is there a memorable tagline? Is there a line that provides an effective link to the brand? MA Ad Critique Workshop 1

2. 5. Is the Ad Memorable? MA Ad Critique Workshop 2

3. 6. Conclusion Does the ad provide a strong link to the brand? Is there a “call to action” (CTA)? Depends on objectives of advertisement (e.g., induce trial, change habits, intensify usage, sustain preference, confirm imagery, etc.) What is the objective of the ad? Is the ad “brand positive”? Does it make you want to buy the product or does it improve your opinion of the brand? Remember, an ad is NOT effective unless it ultimately translates into sales – either in the short or long term Recommendations: How would you improve the ad? MA Ad Critique Workshop 3

4. Practice Critique MA Ad Critique Workshop 4

5. Practice Critique

8. Helpful Terminology: Television MA Ad Critique Workshop 8 Spot: Commercial “60” or “30”: A commercial that is 60 or 30 seconds long. Cut-down: A commercial that has been shortened from it’s original length (i.e. “cut-down” from a “60” to a “30”). Tag: An ending to a commercial (usually 5, 10 or 15 seconds out of the typical 30) that includes a unique / local offer (“Special lease deal at Westwood BMW…”).

9. Helpful Terminology: Print MA Ad Critique Workshop 9 Headline: Prominent line to introduce ad and/or grab a reader’s attention (typically in largest type). Copy: The written words on the ad. Typically they’ll be together in one part of the ad as a “copy block”. Tagline: A line connected to the brand, typically at the end of a copy block or near the logo (i.e. BMW. The Ultimate Driving Machine). Single: An ad that takes one page (8.5 x 11ish size). Spread: An ad that takes two pages, side-by-side (8.5 x 22ish size).

10. Helpful Terminology: Online MA Ad Critique Workshop 10 Display ad: Static ad placed on a website, usually a square or rectangle shape along the right side or along the top of a web page. Banner ad: Display ad placed at the top of a website. Rich media: Online ad with motion – video, animation, etc. Targeted ads: Uses the sites previously visited by a consumer to select and deliver targeted ad content. Have you ever looked at a book on Amazon and then seen an ad for that book on a different website later? That’s targeted online advertising. Search ads: purchased listings that appear in search engine results. Think of the first few listings that appear in a Google search, or the paid listings along the right-hand side of the web page displaying search results.

11. Resources MA Ad Critique Workshop 11 Advertising Age: www.adage.comwww.adage.com Adweek: www.adweek.comwww.adweek.com Brandweek: www.brandweek.comwww.brandweek.com 4A’s SmartBrief: http://www.smartbrief.com/news/aaaa/index.jsp?categoryid=50C44C94- BAB6-456E-9156-E565C5A1E568 http://www.smartbrief.com/news/aaaa/index.jsp?categoryid=50C44C94- BAB6-456E-9156-E565C5A1E568 USA Today Ad Meter (Post Super Bowl): http://www.usatoday.com/money/advertising/admeter/2011/super-bowl- ad-meter/43271432/1 http://www.usatoday.com/money/advertising/admeter/2011/super-bowl- ad-meter/43271432/1

12. Sample Interview Questions MA Ad Critique Workshop 12 General What is your favorite brand? Talk about a brand that is very effective and why. How is that brand communicated? Tell me about your favorite ad. What's a brand that isn't marketed well and how can they improve? What is a brand that has been repositioned over the past decade and been successful? Give an example of a good new product introduction? Which brand/product would you not want to market? Why? Is it better to use functional advertisements or emotional advertisements? Why? Look at this advertisement and tell me what you think (Diet Coke print ad). Analyze this print ad for an alcoholic beverage. What is the consumer insight and if you were the brand manager would you have given a green light to advertising agency to produce the ad? Super Bowl Did you watch the Super Bowl? What was your favorite commercial? What was your least favorite? What Super Bowl commercial do you feel best promoted the functionality of the product? Is Super Bowl advertising worthwhile? Industry Specific What advertising campaign for an entertainment product did you find was done well and why? Why do you think it was successful? Talk about a recent high tech advertising campaign that you liked. Tell me what worked about it.