Campaign concept

1. Will it get the target audience’s attention?

2. Will it capture their imagination?

3. Does it have a clear, effective message?

4. Will it differentiate the product or service?

5. Will it persuade the target audience to buy the product or service?

6. Will the target audience remember the campaign?

Total: 30

Presentation

1. Was it interesting?

2. Was it clear?

3. Was it loud and clear enough? Was it varied in pitch or monotonous?

4. Was the pace too quick, too slow, or just right?

5. Was the language fluent, accurate and appropriate?

6. Did impress you? Was there enough eye contact?

Total: 30

Supplement

Tapescript

Dialogue

KATE: Good morning. I am studying the problems of advertising. Maybe you could give me some information on this problem.

HELEN: Good morning. Well, to begin with, a firm has to ask itself a number of important questions in relation to advertising: How much should the company spend on advertising? What combination of media will work best? What effect does advertising have on the company’s sales?

KATE: To my mind, to answer these questions the company should use some methods of measuring the effectiveness of advertising.

HELEN: You see, most of the methods focus not on attention changes but on how well the communication is remembered, recognized, or recalled.

KATE: But why? Can these methods really measure to what extent the advertising really pays off?

HELEN: No, they can’t, because many factors besides advertising influence sales success. Advertising has some impact on a product’s sales but the exact effect is uncertain.

KATE: Then what information is given by these methods?

HELEN: At present most evaluative methods simply tell which ad is the best among those being appraised.

KATE: But if I am not mistaken, even though one ad may be found to be more memorable or to create more success than another, that fact alone gives no assurance of relationship to sales flexibility .

HELEN: That’s right.

KATE: Then should the company advertise?

HELEN: Without advertising to inform the public of its product, the company will have a difficult time winning brand recognition and brand acceptance. Without advertising it will probably be difficult to persuade dealers to carry the firm’s product, especially if competitive brands are well known.

KATE: I see. Thank you very much indeed.

HELEN: You are welcome.

Теория рекламы

Часть 2

Составители:

Юлия Сергеевна Бузуева

Надежда Алексеевна Глазунова

Практикум

Государственное образовательное учреждение высшего профессионального образования «Нижегородский государственный университет им. Н.И. Лобачевского».

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