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Essay Instructions: Ad Analysis
Submit a 2-3 page analysis of a print advertisement from either a newspaper or magazine. The analysis should be double-spaced and written in paragraph style using subheadings (listed below.) Proofread carefully and use spell check. Point deductions will be taken for spelling and grammatical errors. Note: be sure you analyze an AD not a news ARTICLE.
Each area below is worth 20% of the assignment's grade (15 points each.) Be sure you answer each question in your analysis:
Ad Description Begin by describing the ad. Tell why you selected this ad--was there something about it that caught your attention? In what publication did it appear? What size is the ad? What is the headline? Is there a subheading; if so, what is it? Is there a photo or illustration? Is the ad in black and white or color? Is there a lot of body copy or use of "white space?" What type of signature did the advertiser use? For a definition of signature, please see page 540 in your textbook.
Target Audience Describe who you think the target audience is and how this is communicated. Considering the target audience, is this publication appropriate?
Ad Execution Does the ad communicate rationally or emotionally? What is the objective of the ad (to inform, convince, or remind) and what is its execution style* (see below for explanation of execution styles)? What is the tone of the ad (positive, humorous, warm and fuzzy, factual, or technical, etc.)?
Social Responsibility State whether you believe the ad is socially responsible, in other words, has the advertiser communicated openly and honestly or is the information exaggerated or misleading; is the product beneficial or harmful to society?
Recommendations State your opinion regarding the effectiveness of the ad; in other words, do you believe it would motivate its target audience to take action. Think critically about the ad and provide suggestions for improving it. (It is not acceptable to state that the ad is "perfect.")
*Execution styles:
Slice-of-life: This shows one or more persons using the product in a normal setting. A family seated at the dinner table might express satisfaction with a new biscuit brand.
Lifestyle: This emphasizes how a product fits with a lifestyle. A Scotch ad shows a handsome middle-aged man holding a glass of Scotch in one hand and steering his yacht with the other.
Fantasy: This creates a fantasy around the product or its use. Revlon's ad for Jontue features a barefoot woman wearing a chiffon dress. She comes out of an old French barn, crosses a meadow, and confronts a handsome young man on a white steed, who carries her away.
Mood or image: This builds an evocative mood or image around the product, such as beauty, love, or serenity. No claim is made about the product except through suggestion. Many cigarette ads, such as those for Salem and Newport cigarettes, create moods.
Personality symbol. This creates a character that personifies the product. The character might be animated (Jolly Green Giant, Pillsbury Doughboy, Mr. Clean) or real (Marlboro Man, Morris the Cat.)
Technical expertise: This shows the company's expertise and experience in making the product. Thus Hills Brothers show one of its many buyers carefully selecting the coffee beans, and Italian Swiss Colony emphasizes its many years of experience in winemaking.
Scientific evidence: This presents survey or scientific evidence that the brand is preferred to or outperforms one or more other brands. For years Crest toothpaste has featured scientific evidence to convince toothpaste buyers of Crest's superior anticavity-fighting properties.
Testimonial evidence: This features a highly credible, likable, or empathetic source endorsing the product. It could be a celebrity or ordinary people saying how much they like the product.
Execution style information from Marketing Management, 6th edition, Philip Kotler

Essay Instructions: Type of document: ANALYSIS- Magazine Ad

Make sure that the ad has at least one internal or external influence highlighted/utilized in it. Analyze the magazine ad and justify/explain why it is a good example for the “Post Purchase Evaluation” stage of the Consumer Making Decision process, what the influences are, and how effective the overall ad is. Could the advertiser make it more effective by using another external/internal influence? Justify your answers.

Format for the magazine ad analysis report:

1) Name of the product/brand/company.
2) Potential target market and the media.
3) Stage of the Consumer Decision Making process targeted (in this case it is Post Purchase Evaluation).
4) External or Internal influence being highlighted/utilized in the ad.
5) Explanation/justification. In this section, utilize appropriate terms/jargons/concepts to help make your case and highlight them (using Word’s yellow highlighting tool) in your report.

Word document, 10-point Verdana font. **Single-space the text and double space between paragraphs with 1” margins on all sides.**

I will email the actual magazine ad to review and the e-book source login information.

There are faxes for this order.

Essay Instructions: Type of document: ANALYSIS- Magazine Ad

Make sure that the ad has at least one internal or external influence highlighted/utilized in it. Analyze the magazine ad and justify/explain why it is a good example for the “Need Recognition” stage of the Consumer Making Decision process, what the influences are, and how effective the overall ad is. Could the advertiser make it more effective by using another external/internal influence? Justify your answers.

Format for the magazine ad analysis report:

1) Name of the product/brand/company.
2) Potential target market and the media.
3) Stage of the Consumer Decision Making process targeted (in this case it is Need Recognition).
4) External or Internal influence being highlighted/utilized in the ad.
5) Explanation/justification. In this section, utilize appropriate terms/jargons/concepts to help make your case and highlight them (using Word’s yellow highlighting tool) in your report.

>>Word document, 10-point Verdana font. **Single-space the text and double space between paragraphs with 1” margins on all sides.**

-I will email the magazine ad and access code to the online book that needs to be used as a source.

There are faxes for this order.

Here is the online access to the e-book that needs to be used:

https://secure.coursesmart.com/login

Email:
Password: lkd416

Book: CB 2008/2009 Babin/Harris

Essay Instructions: Readings: Cruzan v. Director, Missouri Department of Health et. al. 110S.CT.2841. The Nancy Cruzan case was the first "right to die" case to be heard by the Supreme Court.

I need a written summary ad analysis of the case, to include, The name of the court and the date the opinion was issued; The court's procedural posture; the issues or issues that were before the court; the rule or test that the court applied in resolving each; the facts that the court found legally significant; The courts holding; The courts reasoning; the disposition of the case. I need to outline the facts and analyze the decision. It is to be an objective discussion. Also required of this paper is an analysis of the current Terry Schiavo case and provide salient points and contrast the similarities or differences about the two cases.

My perspective on the Terry Schiavo case is simply that since she did not have a living will, the court made the correct ruling. I do feel that no one wanted to know anything more about Michael Schiavo beyond the belief that he wanted his wife dead. No one has all of the facts but I would like my paper to show a different side than the emotional side. I am a mother as well and I would not want someone else to make the life or death decision for my child. However, I do not feel he did anything wrong. The only good thing to come out of this media circus is that maybe now we will be sure to secure a living will.

There are loads of information regarding Terry Schiavo. Interesting that very few chose to go in depth about the other side of Mr. Schiavo. Most of the information is extremely negative.

Please cite as many sources as needed.