Advertisements and other communication campaigns can vary dramatically in performance despite today's well accepted execution approaches. What kinds of advertising copy and illustrations get the best results? What elements are there that increase the pulling power of advertisements? This assignment brings real-life experiences to your learning about creative evaluation of advertisements. In this Individual Assignment, you are required to do the following tasks:
Read the following Chapters in Purvis, S. (2011), Which Ad Pulled Best, 10th Edition, McGraw-Hill/Irwin.
The Who-What-How of Testing Printed Advertising.
Why “It’s the Benefit” and How to Make It Work.
What to do to get Attention, Create Desire, and Get Action When You Write Advertising.
PACT Principles of Copy Testing
Evaluate two assigned pairs of print ads applying concepts discussed in the above Chapters and lectures. You are required to address the following questions in your written essay:
A.B.Which ad in each pair do you believe pulled best in the identified target market? Explain in detail why you think this is so.
C.What are specific qualities that make one ad better than the other?
D.What are specific qualities that make the other ad worse?