“Examine a live advertisement campaign and analyze the intent, execution, and perceived success of the campaign.” The primary intent behind this is so students can identify, research, examine and explore a real life ad campaign. The students can choose their own campaign, and it can be as simple as a single television ad, or as complex as an entire campaign including multiple media efforts for the more sophisticated student.
Students are expected to conduct an extensive search of multiple ads (TV, Billboard, Newspaper, Online, Magazine, etc.) and select one. Students will scrutinize the campaign and comment on the following topics: Objectives, Intended Audience, Likely Actual Audience, Perceived Effectiveness, The use of image, product differentiation, and branding, Unique Selling Proposition, Basis for Appeal, Creative Philosophy, Slogan, Tone, Mood, Motivational Appeal and Executional Style.
