brands like grand dad B u s i n e s s F i n a n c e

This is a three-part exam. Answer the prompts as thoroughly as possible, using references from the class lectures, slides, and readings when applicable. Submit your responses together in one professional PDF document.

Part I:

Watch the video below, and answer the accompanying questions:

1. What type of organization is this advertisement for?
2. What is the purpose of this ad? What crisis or situation is it alluding to?
3. What is the narrative of the ad?
4. Who is the target audience here?
5. What emotional drivers, methods and techniques are used to connect with the audience?
6. What insights may have informed the creation of this ad?
7. Do you think the ad is effective? Why or why not?

Read Chapters 1 & 2 of Ogilvy on Advertising and answer the questions below, using specific examples from the text:

1. How is advertising a “medium of information”? What information?
2. Do you think Ogilvy’s advertising techniques still apply to a world where Television Advertising may no longer be the primary medium for selling products? Why or why not?
3. What are Ogilvy’s steps to produce “advertising that sells”?
4. How does Ogilvy describe the functions of Consumer Research?
5. What is “positioning” according to the author? What other definitions of positioning have we used in class?
6. What factors contribute to a Brand’s Image? Provide an example.
7. Why do some people choose Jack Daniels over brands like Grand Dad, Taylor or Old Crow?
8. Where do Big Ideas come from, according to Ogilvy? What are some ways you, personally, land on Big Ideas?
9. What are “Parity Products” and how does one sell them successfully?
10. Do you agree or disagree with Ogilvy’s assertion that advertisers should strive to portray their product as not “superior”, but instead as “positively good”. Why or why not?
11. What are some examples of the factors or insights from research (the triggers which make people read advertisements) Ogilvy lists which he says “work” in advertising?
12. “If it doesn’t sell, it isn’t creative.” Why does Ogilvy agree with this statement? Why would you agree or disagree?
13. How should advertisers decide whether to use nudity and sexuality in advertising? What are some examples Ogilvy gives of successful and unsuccessful campaigns?

Part III:

Create a visual advertisement for yourself as a product or brand. This could be anything from a billboard ad, magazine ad, social media ad, commercial, influencer ad, etc. Your choice of medium or platform. Get creative! Then, answer the following.

Explain your ad:

• Who is the target audience? Why did you choose this one?
• What is the messaging and positioning of your ad?
• What is the value proposition you’re trying to communicate?
• What is the Brand Personality and how is it communicated?
• What are the emotional drivers used? Why?
• What insights from trends and research that informed your advertisement?
• Why did you choose this medium/platform for your advertisement?
• Why do you think this advertisement would appeal to your target market?