This Research and Application Paper requires you to:
1. Conduct research and evaluate an advertising campaign/commercial/ad/video based on “Advertising Creativity” and “The Creative Brief”.
Link to ad I selected about Apple Macbook Air M2: https://www.youtube.com/watch?v=jwmS1gc9S5A
Advertising Creativity
Creativity is the soul of advertising and branding. It is what gives life to
messages about products and services that may otherwise be boring or
insignificant in the hearts and minds of target customers. Advertisers often
turn to advertising agencies for the design and development of campaigns
and ads, which can lead to tension regarding the influence of creativity
A creative brief is used to articulate the creative strategy behind an
advertising project.
-Sources to use include those listed below. Once you find initial content from the Ad Age or Ad Week websites, you will be able to conduct other online searches regarding the campaign.
Ad Age at http://adage.com/ using the free content only
Ad Week at http://www.adweek.com/ using the free content only
2. Identify each of the components of the ad campaign in your own words in these categories:
State the advertiser, campaign, and year.
Overview: Conduct research to determine what the background/purpose of the campaign was; you may need to search a variety of websites to generate this information.
Drivers: What do you think the drivers of the campaign were/are? Conduct some research to identify some market trends/opportunities occurring at the time the ad was created/run.
Audience: Describe the primary intended audience for the ad, using demographics (age, sex, income, education) and psychographics (lifestyle).
Competitors: Identify the top two competitors for this product, to provide context for the competitive messaging. Do they have similar ads?
Tone and Message: Describe the tone of the ad. What was the explicit and implicit (implied) message of the ad?
Visuals: Evaluate the effectiveness of the visuals based on the overview and message of the ad. Are they effective? Why or why not?
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