1) What is the objective of the campaign/ad? Why have they spent their limited resources on this campaign?

2) What are they trying to accomplish by the messaging? What are they trying get the audience to do or consider?

3) Who is the intended audience (target market)? How do you know?

4) What marketing media (tools/platforms) have they used (search beyond just the platform you noticed/found it on) to communicate their message? Why do you think they chose the media they did?

5) Why did this particular campaign/ad capture your attention? Be specific about the reasons it did (colour, tone, frequency of seeing it, messaging, music, visuals) and what type of response it generated for you.