Question

Ad Critique:  Students must complete a critique of an advertisement:

• Select advertisement (print, online, tv, radio, etc.) You must be able to get a copy to the instructor or provide an on-line link.

• Write a description of the ad and an explanation of what the company was attempting to do with the ad.

• Identify the company, brand, product, or service being advertised.

• Describe how the ad was delivered (media vehicle: TV ad- CNN newscast).

• Identify the target audience.

• List the ad agency that produced the ad.

• Give your view of the ad: Did it miss its mark? How could it be improved? Was the media vehicle effective?

Answer 1

• Advertisement - The online link ad is - https://www.youtube.com/watch?v=Ey8leClxax0 is 'Be More Human' ad by Reebok.
• The description of the ad is it is an advertisement inspiring people to be extraordinary in their efforts and work towards their goals with energy and strength. The company has visuals of people who are making strong efforts to better health, physical activity involving strength and lots of energy. The company is trying to motivate individuals to perform to their best potential and reflect the Reebok ideology of strength, training and performance. It shows the company values in offering more to the customers and help them in their life.
• The ad was delivered through TV channels, digital and online platforms like Facebook, Youtube, Twitter. The ad was aired on NBC Sports.
• Target audience for the ad is athletes and youth who through this ad are inspired to become better human, accept their flaw and continuously increasing strength thorugh adapting tough fitness lifestyle.
• Ad agency that produced the ad is Carat.
• The ad did not miss its mark as it was successful in delivering the message to the customers with increasing brand recall and strengthening the brand image of Reebok as a tough brand meant for strength, fitness and performance. It could have been improved in directing itself to be more buy oriented by featuring other aspects of the product range like lifestyle and comfort. The ad was helpful in building a brand image but was not created with consumer and purchase behavior considerations. The media vehicle was effective as it was accessible and available on mass mediums thus reaching large number of audiences.