MKTG 301: Extra Credit Assignment

Select an advertisement from a magazine of your choice. Note the magazine, the date of the ad and the sponsor of the ad. Bring the advertisement to class along with your written answers to the following questions:

1. Who do you think is the primary target market for this ad and what are the primary advertising objectives for it?

2. What is your evaluation of this ad in terms of: attention strength? follow-through strength? cognitive strength? affective strength? and behavioral strength?

3. Does this ad use any particular type of format/execution style? Does the ad appear to be part of a positioning campaign? If so, comment of the appropriateness of the format and positioning being used. If no particular format or positioning approach is evident, suggest some approaches which might be useful for the advertising.

4. Do you think the magazine that the ad appeared in was a good media choice?
Explain your answer in terms of major criteria used in media selection.

5. Other than factors discussed above, what else do you think is especially effective
or ineffective about the ad?