Advertising analysis

Advertising analysis

Tonight, we\\\’ll delve into the art of Advertising analysis and creative reconstruction. Understanding the \\”big idea\\” behind a campaign and evaluating its effectiveness is crucial for developing impactful advertising. We\\\’ll focus on your group\\\’s choice of the brands and campaign\\\’s below to dissect its creative strategy and consider its future direction.

Part 1: Creative Brief Analysis

1. Watch commercials from the Allstate \\”Knowers Speech\\” campaign.
2. Creative Brief Creation: Based on your chosen commercial, construct a creative brief. (See example below) This brief should include the following sections:
   • Background: Briefly describe your brand and its current market position.
   • Objective: What specific goal is this commercial trying to achieve? (e.g., increase brand trust, promote a specific product, etc.)
   • Target Audience: Who is Allstate trying to reach with this commercial? Be specific in terms of demographics and psychographics.
   • Key Message: What is the core message being conveyed?
   • Tone/Personality: What is the desired tone and personality of the commercial?
   • Mandatories: Are there any specific elements that must be included (e.g., Allstate logo, tagline, etc.)

Part 2: Campaign Evaluation

1. Success Assessment: In a well-structured paragraph, evaluate the effectiveness of the chosen Allstate commercial. Consider the following:
   • How well does the commercial achieve its objective?
   • How effectively does it resonate with the target audience?
   • How memorable is the commercial?
   • Does the commercial align with Allstate\\\’s overall brand image?
   • Are there any weaknesses or areas for improvement?
   • No campaign is perfect? What\\\’s missing? What IMC elements would you suggest?

Part 3: The Next Step – Creative Reconstruction

1. Future Direction: Based on your analysis, what would you recommend Allstate do next with this campaign or with a follow up campaign? Should they continue the \\”Knowers Speech\\” theme or explore a new creative direction? Explain your reasoning.
2. Create a New Ad: Develop a new advertisement concept (either a storyboard, script, or detailed description) that builds upon or diverges from the \\”Knowers Speech\\” campaign. Your new ad should reflect your recommendations for the campaign\\\’s future direction.
3. Rationale: In a paragraph, explain your creative choices in your new advertisement concept and how they align with your analysis of the original campaign.

Submission Requirements:

• Reconstructed creative brief for the chosen Allstate commercial.
• Paragraph evaluating the commercial\\\’s effectiveness.
• Paragraph outlining your recommendations for the campaign\\\’s future direction.
• Description/Storyboard/Script of your new ad concept.
• Paragraph explaining your creative choices.

Evaluation Criteria:

• Accuracy and completeness of the creative brief.
• Insightful analysis of the Allstate commercial.
• Thoughtful and well-supported recommendations for the campaign\\\’s future direction.
• Creativity and effectiveness of the new advertisement concept.
• Clarity and coherence of written explanations.

Requirements: 6 slides

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