Pick an ad and analyze it for effectiveness and execution. It can be any ad you'd like, but for the purposes of the assignment, you need to grab an image to include for reference (a picture of the ad should be at the top of the assignment). It should be for a consumer product, but not for a direct response ad, similar to what you frequently see in social media. The ad should be promoting a product or service, not encouraging you to 'click here and order now.' It should be from Canada, and in English.

You can use point form in this assignment - the purpose is to get you to think quickly about ads, not to study and research them.

Once you have chosen you ad, here are the criteria you should be reviewing:

1. Positioning
   1. Is the ad part of a bigger campaign? (Search social media and YouTube to see if there is other advertising for the brand). Is it consistent with that campaign? Does the execution support the broader strategy?
   2. Using the Positioning Statement sentence, write the position of the company, based on this and any other advertising or communications you have seen.
   3. Brand Positioning Strategy Option - which one is used? Briefly explain.
   4. Which Differential Advantage is being used? How?
2. Execution
   1. What is the objective of the ad? Inform, persuade, remind? What is the intended outcome?
   2. What is the Rational Appeal of the ad? What type of rational appeal is that?
   3. What is the Emotional Appeal of the ad? What type of emotional appeal is that?
3. Response
   1. Consider the product itself. What risks might a consumer consider before buying it? (Buyer behaviour perceived risks - Performance, Financial, Social, Psychological, Physiological). They are all barriers to purchase that advertising and communication strive to address. (Some don't apply, so feel free to use n/a.)
   2. Is it a high or low involvement purchase? What type of purchase motive does it address, Informational or Transformational? Briefly explain.
   3. Think of how the ad is structured from the Communication Process Model. Walk through the three Response Models and comment on the ad itself and which one the ad addresses best. Does the ad accomplish this well?
   4. Walk though the Cognitive Response Model, commenting on the Cognitive Responses, Attitudes and Intent. 
   5. Did the ad directly or indirectly address any buyer behaviour risk issues? If so, how?