MA Ad Critique Workshop

1. MA Ad Critique Workshop January 12th, 2012

2. MA Ad Critique Workshop • Intro & General Advice • Critique Approach • Sample Framework • Marketing Objectives • Advertising Strategy • Execution • Practice Critiques MA Ad Critique Workshop

3. Ad Critiques - Purpose • Opportunity to demonstrate your: • Structured Thinking • Communication Skills • Consumer Gut • Love for Marketing MA Ad Critique Workshop

4. Ad Critiques - Sample Questions • Take a look at this ad. Do you think it’s well done? Why or why not? • Did you watch the Super Bowl? What was your favorite ad? • Tell me about an ad campaign you think was strong/weak. Why? What would you do differently? MA Ad Critique Workshop

5. General Advice • There is rarely a single “right” answer • Ad critiques are a way for interviewers to evaluate your marketing intuition and thought process • Take your time • You don’t have to jump right in and start talking – take some time to think about your structure and preliminary hypotheses, then begin • Try to hit the high points • You don’t need to analyze every single aspect of the ad, but you should hit the key parts of the overall framework MA Ad Critique Workshop

6. General Advice (cont’d.) • Your reaction as a consumer will often be different than your critique as a marketer • Consider how the target consumer is likely to react. • Be creative in your critique but don’t feel like you need to overhaul the ad • Suggestions are great, but tread lightly at first. Many ads are already good. • Listen to the question – some are geared towards being an “ad analysis” rather than an “ad critique” MA Ad Critique Workshop

7. General Approach • Understand Context • Target Audience(s) • Competition • Consumer Insights • Marketing Objectives • Advertising Strategy / Message • Product Benefits & Attributes • Brand Character / Imagery • Execution • Attention-getting / Memorable • Emotion / Humor • Call to Action MA Ad Critique Workshop

8. Sample Framework Step-by-Step

9. 1. Identify the Target Audience • Ads are not targeted at everyone • If it’s not relevant to you, it doesn’t mean it’s ineffective • Identifying the target audience is key • Where was the ad placed? • State assumptions about the target audience, then move on MA Ad Critique Workshop

10. 1. Identify the Target Audience MA Ad Critique Workshop

11. 2. Identify the Brand/Product Attributes • What is the brand character / personality? • Irreverent, humorous, conservative, young, etc. • What is the product benefit? • What is in it for the consumer? • Does the ad clearly identify and demonstrate that benefit? • Visually? (product demonstration, etc.) • Verbally? (i.e. voiceover / selling line / music) MA Ad Critique Workshop

12. 2. Identify the Brand/Product Attributes MA Ad Critique Workshop

13. 3. Identify the Reason to Believe • How do we know the brand will deliver the benefit it promises? • Examples • Ingredients: Folger’s Mountain Grown Bean • Methods of Action: Vick’s Vapor Action • Endorsements: Crest – American Dental Association: 4 out of 5 recommend • Studies: “Clinical studies prove…” • Other considerations • Is the benefit and RTB relevant to the target? • Does the ad demonstrate distinctiveness vs. the competition? • Is it convincing? MA Ad Critique Workshop

14. 3. Identify the Reason to Believe MA Ad Critique Workshop

15. 4. Does the Ad Have Stopping Power? • Good ads must have “stopping power” to grab the consumer’s attention and break through the clutter • Print is a perfect example, as most magazine ads are subject to reader page through • Key factors in evaluating stopping power: • Is the ad visually appealing? • Does the ad engage the target audience? • Does the ad stand out relative to its environment and/or other ads? MA Ad Critique Workshop

16. 4. Does the Ad Have Stopping Power? MA Ad Critique Workshop