Select an advertisement from any form of media (magazine, newspaper, television,

Question

Select an advertisement from any form of media (magazine, newspaper, television, radio, internet, etc.). Attach the ad or describe it in your response. Working from the ad, identify the following:

1. The selling premise – What is the key message / selling idea of the ad? (4 points)

2. The brand position - Where does the brand stand in the minds of consumers in comparison with competing brands? (3 points)

3. The brand image - What does the brand represent to consumers? (3 points)

4. The competitive advantage – How does the brand set itself apart from the competition in a way that matters to consumers? (3 points)

5. The specific target audience – At what specific consumer groups is the ad aimed? (3 points)

6. The objectives of the ad – (4 points) What is the ad seeking to accomplish?

7. Do you believe the objectives of the ad were achieved? Support your response.

Explanation / Answer

Answer :-

1.) As a CEO, you know that your company’s strategic plan starts with your mission statement and lays out your business’s mid-and long-term goals. Implementing the actual work usually involves a set of tactical plans. But there’s a sweet spot in between a stage during which the planning morphs from the general to the specific.The document developed at this moment is usually called a business plan, and its development is an opportunity for businesspeople to give full reign to their creativity. There’s a similar moment for the copywriters and art directors who create your advertising.This used to be called the “concept,” but over the years the term has lost its specificity, so let’s call it the Selling Idea here. The Selling Idea is the unsung nexus of client and agency, and it’s usually the creative team’s first task on each project. Once they have that Selling Idea as with your business plan the next step becomes less difficult.

2.) For many businesses, brands are among their most valuable assets. Brands provide consumers with reasons to choose theirs and to pay more for some brands than others. Further, they offer consumers shortcuts in their decision making on the basis of brand perceptions. Because brands are so overwhelmingly important to the success of a business, enormous amounts of research are devoted to understanding how they function within the mind of the consumer and, ultimately, influence purchasing decisions.

3.) Each branding campaign or identity system has a distinct voice or emotion to it, and these often fall into common categories and themes. A Brand identity is often manifested in the product’s package design, so creating a solid connection between these two elements is undoubtedly a crucial step in any branding or package design process. With the Pro Series: Put Your Best Brand Forward Kit, you’ll discover how to not only develop a successful brand and identity design strategy, but also find out how to apply this strategy to impactful design for packaging and more.

4.) Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference. They say they want to be distinctive to consumers but often, in their heart of hearts, they actually want to align with the rest of the industry. One of the key issues for that is an uncertainty on the part of brand makers and decision makers to find a starting point. In some ways that’s actually less difficult and daunting than it first appears. Begin with a premise that is truly one degree away from your rivals. By logically progressing that premise over time, and with strong discipline, you will build a brand that is consistently and markedly different.

5.) A Target Audience is a particular group of consumers within the pre-determined target market, identified as the targets for a particular advertisement or message. Businesses which have a wide target market, will focus on a specific target audience for certain messages they are trying to send.However, just because a target audience is specialized doesn’t mean the message being delivered will not be of interest and received by those outside the intended demographic.

6.) When you spend money on advertising, you are seeking to accomplish two main things,1. Increase Sales and   2. Influence people’s opinions about your brand. o tell if the advertising is effective and worth the cost, you’ll need to take measurements. Sales numbers can be tracked through quantitative data, but how do you measure people’s impression of your brand? It turns out, you can measure people’s subjective feelings and impressions of your brand by measuring your Brand Equity. A common method to measure brand equity is by having people fill out brand equity survey before and after an ad campaign.

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