In Chapter 2, we learn there are four components of advertising: Strategy, Message, Media, and Evaluation. Analyze each of these components for the Progressive "Flo" campaign by answering the following questions:

Strategy

1. What is Progressive seeking to accomplish with this campaign? What appear to be the company's objectives? Note: Consider the campaign as a whole and not just the example commercial linked in this assignment. (4 points)

2. At whom is Progressive directing its advertising? So, who is the target audience? Note: "Everyone" is not a target audience -- be specific. At a minimum, describe the target audience in demographic terms (age, gender, income, family status, etc.) Provide a rationale for your choice of target audience. (4 points)

Message

3. What is the central idea of the ads that captures the audience's attention? What is the key competitive advantage communicated in the ads? (3 points)

4. In your opinion, how has the advertiser's choice of the actor playing "Flo" affected the campaign's success? (3 points)

Media

5. What media (television, magazines, newspapers, digital, radio, out of home, etc.) do you think should be utilized for this campaign? Explain your choice(s). (3 points)

Evaluation

6. Why do you think this campaign has been successful? (3 points)