The task is to select an individual video ad (or ad campaign) and evaluate it. Example (click link)

-P & G Ad - Thank you, Mom - Rio Olympicshttps://www.youtube.com/watch?v=rdQrwBVRzEg(Not to be used for evaluation).

Assignment Purpose:

This assignment will allow you to apply IMC concepts to a real-world example and reflect on factors that contribute to the development of effective marketing communications focusing on the creative message.

The report should include the following components

1. Ad Introduction: Provide a link and a brief introduction to the ad and the brand communication. Provide some context on any background you see relevant i.e. when and where it ran etc.

2. Issue or Opportunity: what do you think was the Issue or Opportunity that lead to the creation of this ad. This is based on your analysis of the external and internal environments and what was going on that led to this ad. Articulate in describing how your analysis linked to the issue/opportunity for the brand. i.e Political situation, Competitive pressure etc.

3. Communication objective- What is the main thing this ad/campaign aims to achieve? Increase awareness? Enhance perceptions of the product, brand, or company? Stimulatepurchase or other behaviours? Something else? (Be sure to clearly explain and refer to the examples from the textbook. Explain and rationalize why this appropriate

4. Target audience- Who is the ad/campaign aimed at? Although you are free to research this using external sources, answers can often be inferred from the characteristics of the product, executional elements of the ad (eg. Type of language used, actors featured, cultural references made) and what is known about typical users of the brand. Be as specific as possible in terms of demographics, lifestyles, purchase behaviours, etc. Why is this audience critical for the advertiser and also link to class discussions on how it relates to consumer behaviour?

5. Key consumer benefit- What "unique selling proposition" (USP) does the advertiser offers to convince the target to buy the product or service (or like the company)? In your view, does this USP make sense? How does this link to what you think is the brand positioning and differentiating itself from the consumer

.6.Ad Content Support- How does the advertiser convince the target to believe in the key benefit? What specific executional elements in the ad/campaign (eg. Explicit statements, claims, endorsements, graphic/visual elements, cultural references, etc) provide this support?

7. Appeal Techniques- In looking at the tone and manner, what are the product/brand personalities and appeal techniques expressed in the advertising? It is consistent with the brand's desired position?

8. Ad Effectiveness: Articulate why or why not you think this advertising was effective. If you are sitting on the couch watching this, why would you tell your partner sitting beside you? "Thatis a great ad" i.e. does it have a strong main message, does it link to the USP, the target, objectives etc?