Super Bowl Advertisement Critique

Clearly identify what you believe to be the campaign objectives (e.g., brand awareness, brand perception, and/or brand preference)

Explained how effective the campaign was in meeting those objectives

Explain how effective the ad is/was in meeting those objectives

Support explanation with secondary research (e.g., expert insights, data, etc.)

Make your case for why you believe your chosen advertiser got the most return for its money

Support your claims with secondary research

Share viewership and audience details

Share key insights for the 2021 game

Explain whom you believe the ad was targeting and whether the Super Bowl was the best place for the advertiser to reach its audience. (Explain/describe thoroughly)

What approach has the campaign taken post Super Bowl?

Who do you believe to be its target based on media placement post Super Bowl?

When discussing targeting include a discussion on demographics, psychographics, and behavioral targeting

Use strategic planning supplemental materials to evaluate the program

Identify whether the brand is a follower or leader

Share details on the brand’s current market share (secondary research used as support)

Determine/explain whether the brand managers applied the right strategic and creative approaches based on their position in the marketplace

Describe and share (e.g., screen grabs, images, links to YouTube clips, social media platform posts, etc.) each of the channels/approaches utilized for the campaign

Include discussion on strengths of the execution of the program – evaluative criteria Facet’s Model of Effects, Media Planning techniques, etc.).

Include discussion on weaknesses of the execution of the program within those channels. (e.g., Facet’s Model of Effects, Media Planning techniques, etc.).

Explain the techniques the Creative Directors employed when writing the copy (television, radio, print, digital, etc.)

Explain whether you believe they employed the appropriate techniques

Explain the creative elements of the spot and critiqued the ad based on proven industry best practices

Consult materials from textbook (e.g., Facet’s Model of Effects)

Consult supplemental materials (e.g., elements of a strong IMC program, creative strategy, strategic planning, Kellogg’s ADPLAN, etc.)

Support your claims with secondary research

Explain the role this spot played in the product/brand’s overall marketing mix – identify the other channels being utilized

I am looking for details and support for claims from strong sources

Explain whether the campaign appropriately integrated (See week one supplementary materials for the elements of strong IMC programs)

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