1. Analyzing the Bose Wave Radio Ad View as slide show How to analyze an ad for effectiveness Adapted from AdPrin.com

2. Analyzing the Bose Wave Radio Ad Examine the advertisement on the next slide and rate it on a 1 to 5 scale before proceeding (1 = poorest rating and 5 = highest rating). 1. Do you like this ad? _____ 2. How effective is this ad? _____ Adapted from AdPrin.com2

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4. 1. Prior knowledge -- judge it against “evidence- based principles” This ad had one of the highest all-time scores for proper use of principles 2. Pre-testing (copy testing) 3. Field tests (recall, persuasion, sales) This ad was used for years (Bose tracks effectiveness) Note: Prior evidence shows that liking has little relationship to effectiveness. Adapted from AdPrin.com How would you analyze the Bose ad, given more time and money? Write your answers. When finished, click for ideas. 4

5. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. Adapted from AdPrin.com