Overview
1)Which are the top two advertisements? Explain why you chose them using the eight decision filters below(6 principles of stickiness plus target audience and brand representation).
2)Which one is the best? Explain why you chose this advertisement as the best (i.e., why is it better than the other one you chose). Please explain using the eight decision filters below when necessary.
The eight decision filters include:
- Simplicity
- Unexpectedness
- Concreteness
- Connectedness
- Emotion
- Story
- Brand: Does the ad communicate the brand’s benefits accurately and in a compelling manner?
- Target: Does that ad appeal to the target demographic?
Carefully consider each of these eight decision filters when answering your question. At the end of the power points for Simplicity, Unexpected, Concrete, Emotion, and Story you will find specific advertising guidelines to help you evaluate your answer (there are general guidelines summarized for Connectedness as well as the others).
The case study can be answered in one page. The case study answer should be no longer than two-pages double-spaced (or one page single-spaced), 12-point font, Times New Roman.