Marketing

Individual Ad Assignment

This project will help you analyze real ads and help you think about improvements. Please use the book and any outside resources to help with your analyses. I will NOT take late assignments. Papers are due in hard copy at the start of class. I will not take papers that are not stapled. Papers are limited to 2 pages single spaced evaluation and 1 ad page for a total of 3 pages stapled together. Be sure to use the sub-headings given.

Since you are a rapidly developing expert on the subject of promotion, we would like your opinions regarding one of three automobile magazine ads (Ford Fiesta, Nissan Leaf or Cadillac CTS Coupe). These ads all appeared in a recent issue of The New Yorker.* Note that jpg color copies of these full-page sized ads are available on your webct class website under homework. Note the demographics of readers of The New Yorker from MRI Doublebase 2010 research were: median age 49; 64% graduated from college+; median household income $92,318; professional/managerial 43%; and, top management 15%.

Your assignment is: (1) to complete the two-page “Print Advertising Evaluation Form” which is presented below for only one of these three ads (your choice); and, (2) to develop a rough layout and design of an improved version of the ad. Your evaluation must be concise, single-spaced, and machine printed on one side of the form only. You should reproduce the form and answer each question. All materials should be 8 1/2 x 11" sheets. Staple the 3 pages (2 page form + your revised ad layout) together in the upper left with your name on the right upper of the 1st page. I will not accept unstapled papers.

You are encouraged to abbreviate and use concise language in presenting your analysis.

* NOTE: The New Yorker’s one time, four-color, one page rate is $141,174 on an average paid circulation base of 1,034,602 and a total audience of 4,273,000. For example, the closing date for electronic delivery of the final advertisement for the November 15 issue was October 25, 2010. If ad materials were submitted after the 5:00 P.M. deadline, the ad will not appear in that issue (excuses don’t matter).

Source: http://www.condenastmediakit.com/nyr/circulation.cfm