Marketing – Marketing Comms Mgt/Osborne

Marketing Question

Marketing Comms Mgt/Osborne

Humans are exposed to advertising at a rate of 10,000 per day (online, on tv, on games, in stores, on the street, at the airport, on the plane, in class) according to marketing research firm, Yankelovich. And this doesn’t include ads texted to phones, logos on the coffee cup in the person’s hand walking by, logos on cars, “mentions” in the media and in conversation.

ADVERTISING ANALYSIS ASSIGNMENT SUBMISSION

The purpose of this assignment is to help you understand the messaging and the objective behind advertising. We go over several ads in class so if you’re taking this online, check the decks, videos or watch some on your own (Google/video: tv spots or advertising). Choose an ad to analyze or pick one pasted below.

Present your analysis 1- in a deck with voiceover or text (max. 10 slides) or a document (max. 5 pp). Include the ad or a link to it unless provided. Have fun with it—don’t get overly analytical, but notice details and the effort behind the ad.

1. Describe the ad

What/who is the advertiser?

What is being advertised?

Use five adjectives that describe the ad. Consider emotional or rational appeals. Mood: the feeling ad conveys (e.g. joy, nostalgia, hope, satisfaction).

2. Evaluate the creative: visual communications 

 How has advertiser has used visuals: people, places, fonts?

Examine the brand name, headline if there is one. Anything significant?

Composition: Relationship of elements to each other and how they are arranged in the ad.

Any brand identity? What colors are prominent?

3. What is the ad communicating? 

What is the intended message? Does ad inform the audience of something, persuade the audience to act, remind the audience, boost brand image?

Who is the intended target audience?

What is focus in the ad? Is there something shown, imagined to occur, or already occurred? What’s the story?

4. Consider the overall impact of the ad.

What is the objective? (not the messaging but the purpose of the advertising?) Why should anyone care? Suggested ads for your analysis: