Choose two print ads* from well-known English language magazines published in the USA and which are targeted at a national market. The ads must have more copy (text) than just a headline and/or just the brand name. The stores where the product is sold and the website does not count as text and as such, you should avoid most fashion and fragrance ads.
Each ad is a full page ad at the minimum; The ads you select must be selling the same type of product (but not the same brand) to the same type of market.
Choose one ad that you think is “good advertising “and one ad that you think is “bad advertising”.
First page:
Write one paragraph on each ad stating your opinion about what makes it a good and a bad advertisement. (based in independent research…time to visit the magazine’s websites, too )
What is the key message of each ad?
Does it deliver the message effectively? Why do you feel that way?
How much do the copy and visuals help or hurt in communication the message? Why do you feel that way?
To whom do you think this ad is targeted?
Discussing the demographics, psychographics, user status, etc of the desired target market, why do you think the ad was effective and why do you think it missed the boat?
Second page: To continue with your development as a marketer, we want you to continue to develop a critical eye towards advertising. Using your “POOR” ad from the first part of this assignment, let’s see how you perceive what it takes to turn it into a GOOD advertisement.
- What, if any, of the copy (including headlines) would you change?
- (Depending on your response ) How would it make better?
- What, if any, of the illustrations would you change?
- (Depending on your response ) How would it make better?
- What, if any, of the layout, would you change?
- (Depending on your response ) How would it make better?
- What is the message of the ad…and how do these changes help deliver the message more effectively?
Do these changes alter the target group(s) in any way? How?
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