Put together a portfolio of 10 ads for a set of product categories targeted to a college audience. Set up a focus group with participants recruited from among your friends and ask them to look at the ads. In a test of unaided awareness, ask them to list the ads they remember. Identify the top-performing ad and the bottom ad in this awareness test. Now ask the focus group participants to analyze the headline, the visual, and the brand identification of each of these two ads. How do the two ads compare in terms of their ability to get attention and lock the brand in memory?