od." This assignment has three parts. First, you will read the

following information about what makes an ad "good." Second, you will review the pairs of ads

to determine how to tell which of two ads "pulled best." The final part of the assignment (and the

part you will turn in) will be to

pick 5 pairs of ads

and determine which one you believed did

better and why.

Part 1: What Makes an Ad Good?

1.

Name the benefit. Be specific about it.

The more specific advertisements are the more

successful ones.

2.

The product is the big benefit. Tell what it will do.

The more successful

advertisements lay greater emphasis on the product. Greater product emphasis coincides

with greater success. The product benefit is easy to identify and visualize

(problem/solution and demonstration help). All of the visualizations tie to the product and

message being sent.

3.

Make it easy for consumers to visualize the benefit. Keep your advertisements

simple.

In one respect or another, simpler advertisements are consistently more

successful. In addition to looking at simplicity as being synonymous with ease, one can

consider it an antonym or complexity. In this sense, those advertisements having a single

rather than multiple focus come out ahead.

4.

Don't obscure the benefit. The cute, the catchy, or the tricky may not work.

Being

cute, catchy or tricky is subordinate to conveying consumer benefits. This does not mean

that the catchy picture or phrase should summarily be rejected - on the contrary, read-

stopping headlines and tricky illustrations have been outstandingly successful. This

should just not obscure the product message and benefits. The message must be quick

and easy to understand.

5.

The benefit is not always rational.

In addition to the tangible benefits from using the

product, there may be intangible benefits. This is especially so for many products where

the physical difference between it and its competitor are not that great. How an ad

conveys and reinforces what it means to consumers, through its words and visuals, can be

as important as some product's tangible benefits.

6.

Grabs attention.

There is a strong immediate focus. The viewer's eyes know where to

look and directs the eye to move through the entire page.

7.

Quick, easy, obvious brand identification.

The viewer needs to know what product you

are selling right away.

MRKT 318: Integrated Marketing Communications

Assignment #2: Which Ad Pulled Best?

Part 2: Which Ad Pulled Best?

Research has been conducted using pairs of advertising to determine Which Ad Pulled Best?

These ads were measured using two metrics:

1.

Intrusiveness

Measured by Proved Name Registration (PNR)

Ability of the ad to stop and hold the audience's attention to the advertiser's name

2.

Persuasion

Measured by Favorable Buying Attitude (FBA)

Ability of the ad to increase buying interest or generate favor for the product

See the posted PowerPoint presentation and review the examples listed below (Example 3, 5, 12,

17, and 29). Each ad was measured based on intrusiveness and persuasion. Which one do you

think pulled best using the above criteria? The answers and explanations for why each ad in the

pair did better follow on the next page.

Example 3:

Ad A: Olay Facial Cleansing Cloth; Ad B: Basis Facial Cleansing Cloth

Example 5:

Ad A: Orajel Toothpaste; Ad B: Colgate Toothpaste

Example 12:

Ad A and Ad B: York Candy

Example 17:

Ad A: Dannon Yogurt; Ad B: Breyers Yogurt

Example 29:

Ad A and Ad B: The Wedding Channel

Part 3: Application of Which Ad Pulled Best?

Now it is your turn. Using the posted PowerPoint presentation, pick 5 pairs of ads (that were not

given in the example above). Determine which ad you believe did better and write your

explanation. Use this format for each pair (same as format below):

Powerpoint is at this link.....

https://mnsu.learn.minnstate.edu/d2l/le/content/5192039/fullscreen/46443983/View

Example 13: Brands for Ad A and Ad B

Ad selected: A

Explanation: Ad A. Write your explanation.

Ad B. Write your explanation.