What Makes Good Advertising–Here’s the Assignment
Marketing Principles & Policies
MKT 352 Sect. 001, 002 and 003 On-Line Exercise
Fall, 2022
Advertising holds an important place as a cultural influence for good or bad. But if it’s done well, it adds enjoyment to its environment, whether that’s a football game, a Google Search, or a clever outdoor sign.
Sometimes advertisements stir an emotion by making us laugh or cry; sometimes they inform us so that we can take action; and sometimes they simply entertain us.
Do you have a favorite advertisement?
What elements combined to make it a good ad for you?
What makes a good ad?
If you analyze why you like a certain advertisement, you might be surprised to learn that there’s a lot of work that goes into great advertising.
Some of the elements of good advertising are as follows:
• The Advertisement Reached its Objective
• The Message was Clear
• The Advertiser Used Suitable Delivery tools, such as,
o Written Copy (All of the words used in the ad were written first, then edited and then edited again to have just the right impact.)
o Music (Music carries the message along, often highlighting what is being said.)
o Announcer’s Voice (Announcers have a gift of good vocal cords.) When they have a good advertising voice timbre, they can go anywhere and get a job.
o Art Direction- the visual style and images in magazines, newspapers, product packaging, and movie and television productions.
o Cinematography The sense of art in the video footage, including such things as lighting and camera angle.
o Acting (including casting and acting script)
Assignment
Choose a favorite advertisement for analyzing and submitting on Canvas. Using the above-mentioned elements of good advertising Write a One-Page analysis of what made this a great advertisement. Upload it to Canvas by Thursday Nov. 10th at midnight. Late assignments will be graded at a 50% discount if submitted by Friday Nov. 11th at noon.
