A brief description of Canadian Tire, market segment, competitive set and key +/- performance indicators (share price, revenue growth/decline, sales growth/decline), trends and any recent innovation. Situational Appraisal - Comment on: What is the overarching brand strategy that the advertising is attempting to support? Who/what is the target market? Frequency and timing? How does it differ from the competitive set? What techniques (eg. call to action)/principals (eg. clever and creative) are incorporated in the campaign?

based on the Situational Appraisal uses a SWOT matrix to help you assess overall campaign effective and its ability to drive competitive advantage