Hello please take the time to answer this question in well developed paragraphs. Choose a current advertising campaign and analyze it with respect to the creative guidelines discussed in the last section of the chapter. Identify any areas where you feel the campaign does not meet the guidelines and discuss why this is so. Down below I have attached the guidelines:

Guidelines for Evaluating Creative Output Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. In some instances, the client may want to have the rough layout storyboard or animatic pretested to get quantitative information to assist in the evaluation. (Various methods for pretesting print ads and TV commercials will be discussed in Chapter 18.) However, the evaluation process is usually more subjective; the advertising or brand manager relies on qualitative considerations. Basic criteria for evaluating creative approaches are discussed next: Is the creative approach consistent with the brand's marketing and advertising objectives? One of the most important factors the client must consider is whether the creative appeal and execution style recommended by the agency are consistent with the marketing strategy for the brand and the role advertising and promotion have been assigned in the overall marketing program. This means the creative approach must be compatible with the image of the brand and the way it is positioned in the marketplace and should contribute to the marketing and advertising objectives. For example, SKYY Spirits extended its product line by introducing an all-natural, infused super-premium vodka to capitalize on the growth in the flavored segment of the vodka market. Advertising for the new SKYY Infusions line uses bold creative featuring strong visual images that communicate the natural flavor ingredients, as well as the brand's distinctive cobalt blue bottle (Exhibit 931). These ads are consistent with the core brand equity base of SKYY, from which several new product lines have been launched. The SKYY Infusions line extension also contributes to the equity of the core SKYY brand, which helps build the strength and value of the overall brand franchise. Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? The advertising appeal and execution must meet the communications objectives laid out in the copy platform, and the ad must say what the advertising strategy calls for it to say. Creative specialists can lose sight of what the advertising message is supposed to be and come up with an approach that fails to execute the advertising strategy. Individuals responsible for approving the ad should ask the creative specialists to explain how the appeal or execution style adheres to the creative strategy and helps meet communications objectives. Is the creative approach appropriate for the target audience? Generally, much time has been spent defining, locating, and attempting to understand the target audience for the advertiser's product or service. Careful consideration should be given to whether the ad appeal or execution recommended will appeal to, be understood by, and communicate effectively with the target audience. This involves studying all elements of the ad and how the audience will respond to them. Advertisers do not want to approve advertising that they believe will receive a negative reaction from the target audience. For example, it has been suggested that advertising targeted to older consumers should use models who are 10 years younger than the average age of the target audience, since most people feel younger than their chronological age.60 Advertisers also face a considerable challenge developing ads for the teen market because teenagers' styles, fashions, language, and values change so rapidly. They may find they are using an advertising approach, a spokesperson, or even an expression that is no longer popular among teens. Does the creative approach communicate a clear and convincing message to the customer? Most ads are supposed to communicate a message that will help sell the brand. Many ads fail to communicate a clear and convincing message that motivates consumers to use a brand. While creativity is important in advertising, it is also important that the advertising communicate information attributes, features and benefits, and/or images that give consumers a reason to buy the brand. Does the creative execution keep from overwhelming the message? A common criticism of advertising, and TV commercials in particular, is that so much emphasis is placed on creative execution that the advertiser's message gets overshadowed. Many creative, entertaining commercials have failed to register the brand name and/or selling points effectively. For example, Aflac had to modify the commercials using its iconic duck character after several research studies showed that many consumers were not exactly sure what Aflac insurance was. Consumers indicated that the advertising didn't explain what supplemental insurance is and what Aflac does, so recent ads focus more attention on explaining the product and the company. With the increasing amount of clutter in most advertising media, it may be necessary to use a novel creative approach to gain the viewer's or reader's attention. However, the creative execution cannot overwhelm the message. Clients must walk a fine line: Make sure the sales message is not lost, but be careful not to stifle the efforts of the creative specialists and force them into producing dull, boring advertising. Is the creative approach appropriate for the media environment in which it is likely to be seen? Each media vehicle has its own specific climate that results from the nature of its editorial content, the type of reader or viewer it attracts, and the nature of the ads it contains. Consideration should be given to how well the ad fits into the media environment in which it will be shown. For example, the Super Bowl has become a showcase for commercials. People who care very little about advertising know how much a 30-second commercial costs and pay as much attention to the ads as to the game itself, so many advertisers feel compelled to develop new ads for the Super Bowl or to save new commercials Guidelines for Evaluating Creative Output Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. In some instances, the client may want to have the rough layout storyboard or animatic pretested to get quantitative information to assist in the evaluation. (Various methods for pretesting print ads and TV commercials will be discussed in Chapter 18.) However, the evaluation process is usually more subjective; the advertising or brand manager relies on qualitative considerations. Basic criteria for evaluating creative approaches are discussed next: Is the creative approach consistent with the brand's marketing and advertising objectives? One of the most important factors the client must consider is whether the creative appeal and execution style recommended by the agency are consistent with the marketing strategy for the brand and the role advertising and promotion have been assigned in the overall marketing program. This means the creative approach must be compatible with the image of the brand and the way it is positioned in the marketplace and should contribute to the marketing and advertising objectives. For example, SKYY Spirits extended its product line by introducing an all-natural, infused super-premium vodka to capitalize on the growth in the flavored segment of the vodka market. Advertising for the new SKYY Infusions line uses bold creative featuring strong visual images that communicate the natural flavor ingredients, as well as the brand's distinctive cobalt blue bottle (Exhibit 931). These ads are consistent with the core brand equity base of SKYY, from which several new product lines have been launched. The SKYY Infusions line extension also contributes to the equity of the core SKYY brand, which helps build the strength and value of the overall brand franchise. Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? The advertising appeal and execution must meet the communications objectives laid out in the copy platform, and the ad must say what the advertising strategy calls for it to say. Creative specialists can lose sight of what the advertising message is supposed to be and come up with an approach that fails to execute the advertising strategy. Individuals responsible for approving the ad should ask the creative specialists to explain how the appeal or execution style adheres to the creative strategy and helps meet communications objectives. Is the creative approach appropriate for the target audience? Generally, much time has been spent defining, locating, and attempting to understand the target audience for the advertiser's product or service. Careful consideration should be given to whether the ad appeal or execution recommended will appeal to, be understood by, and communicate effectively with the target audience. This involves studying all elements of the ad and how the audience will respond to them. Advertisers do not want to approve advertising that they believe will receive a negative reaction from the target audience. For example, it has been suggested that advertising targeted to older consumers should use models who are 10 years younger than the average age of the target audience, since most people feel younger than their chronological age.60 Advertisers also face a considerable challenge developing ads for the teen market because teenagers' styles, fashions, language, and values change so rapidly. They may find they are using an advertising approach, a spokesperson, or even an expression that is no longer popular among teens. Does the creative approach communicate a clear and convincing message to the customer? Most ads are supposed to communicate a message that will help sell the brand. Many ads fail to communicate a clear and convincing message that motivates consumers to use a brand. While creativity is important in advertising, it is also important that the advertising communicate information attributes, features and benefits, and/or images that give consumers a reason to buy the brand. Does the creative execution keep from overwhelming the message? A common criticism of advertising, and TV commercials in particular, is that so much emphasis is placed on creative execution that the advertiser's message gets overshadowed. Many creative, entertaining commercials have failed to register the brand name and/or selling points effectively. For example, Aflac had to modify the commercials using its iconic duck character after several research studies showed that many consumers were not exactly sure what Aflac insurance was. Consumers indicated that the advertising didn't explain what supplemental insurance is and what Aflac does, so recent ads focus more attention on explaining the product and the company. With the increasing amount of clutter in most advertising media, it may be necessary to use a novel creative approach to gain the viewer's or reader's attention. However, the creative execution cannot overwhelm the message. Clients must walk a fine line: Make sure the sales message is not lost, but be careful not to stifle the efforts of the creative specialists and force them into producing dull, boring advertising. Is the creative approach appropriate for the media environment in which it is likely to be seen? Each media vehicle has its own specific climate that results from the nature of its editorial content, the type of reader or viewer it attracts, and the nature of the ads it contains. Consideration should be given to how well the ad fits into the media environment in which it will be shown. For example, the Super Bowl has become a showcase for commercials. People who care very little about advertising know how much a 30-second commercial costs and pay as much attention to the ads as to the game itself, so many advertisers feel compelled to develop new ads for the Super Bowl or to save new commercials