Background:

A mark of a professional is being able to analyze and evaluate information using objective criteria rather than making haphazard and capricious judgments. The purpose of this assignment is to apply objective evaluation criteria to print advertisements.

Assignment:

Each student will select two full-page advertisements from magazines.

One advertisement should be an example of an effective ad; the other, an ineffective ad.

Using first the effective ad and then the ineffective ad, identify and/or discuss each of the following:

Part One: Magazine; intended public

Part Two: The positioning of this product/service/organization vis-a-vis the intended public, in terms of (1) visibility/reputation, (2) consumer advantages and (3) disadvantages

Part Three: The need being addressed, and the appropriateness of focusing on this need

Part Four: The consumer benefit addressed, and the appropriateness of focusing on this benefit

Part Five: The message source used in the ad, and the effectiveness of using this source

Part Six: The effectiveness of the written (verbal) content of the ad

Part Seven: The effectiveness of the visual (nonverbal) content of the ad

Part Eight: Any ethical issues or questions this ad raises in your mind

Part Nine: The main competitors, and the type of print advertising used by these competitors

Part Ten: Your overall personal evaluation of this advertisement, and what you have learned from this assignment.

Presentation:

This assignment should be typed with double spacing. Clearly label each part with boldface type or an underline. Use rubber cement to mount each advertisement onto a sheet of paper 8.5x11, and attach each mounted ad to your analysis. Present each analysis separately (that is, Effective ad, Parts 1-10; followed by Ineffective ad, Parts 1-10).