the information you find, compare the Starch test with other advertising readership effectiveness tests you will find mentioned during your general search. Summarize your findings on Starch and other sources of readership effectiveness. What are the similarities and differences between the tests? Which one do you think has the most potential for advertising research? Explain. Bring in an example of the Starch test to class (it can be downloaded from most search sources). AD-VICE Find a nationally advertised product that uses both broadcast and print advertising. Collect (or describe) samples of the product’s advertising from both the broadcast and print media. Briefly describe which of the general media formats provides the best execution of the product’s advertising. Explain your position. Be specific in your justifications. Assume that you have just been hired to devise a new outdoor advertising campaign for Coca-Cola; design (or characterize) two ads for any Coca-Cola product for the outdoor medium. One ad should be for the standard outdoor poster. The other ad should be for some new technological form of outdoor advertising (such as mentioned in the chapter). Critique your creative effort. Which execution is best? Why? Describe how keyword searches can be used by advertisers to find the “right customers.” Find an illustration that you believe uses your keywords to alert an advertiser to your potential interest in particular products. Comment and explain. Discuss your findings in class. As indicated in the chapter, the overall effectiveness of an ad is a combination of three variables. List and describe these three variables. Pick a print ad and demonstrate how these three variables can be used to determine the effectiveness of the ad. Explain your assumptions and conclusions. Discuss the ad and your evaluation in class. ETHICAL DILEMMA Do you think it’s a good idea to place “cookies” on a consumer’s computer? The use of cookies tells Web site owners and advertisers who views the ad. Nothing wrong with that—right? After all, many registration-based sites collect key demographic data such as the user’s address, age, interests, and browsing history. This information, however, allows the organization to use online media for behavioral targeting. As mentioned in the chapter, the ability to “buy” keywords means that advertisers can target
the information you find, compare the Starch test with other advertising readership effectiveness tests you will find mentioned during your general search. Summarize your findings on Starch and other sources of readership effectiveness. What are the similarities and differences between the tests? Which one do you think has the most potential for advertising research? Explain. Bring in an example of the Starch test to class (it can be downloaded from most search sources). AD-VICE Find a nationally advertised product that uses both broadcast and print advertising. Collect (or describe) samples of the product’s advertising from both the broadcast and print media. Briefly describe which of the general media formats provides the best execution of the product’s advertising. Explain your position. Be specific in your justifications. Assume that you have just been hired to devise a new outdoor advertising campaign for Coca-Cola; design (or characterize) two ads for any Coca-Cola product for the outdoor medium. One ad should be for the standard outdoor poster. The other ad should be for some new technological form of outdoor advertising (such as mentioned in the chapter). Critique your creative effort. Which execution is best? Why? Describe how keyword searches can be used by advertisers to find the “right customers.” Find an illustration that you believe uses your keywords to alert an advertiser to your potential interest in particular products. Comment and explain. Discuss your findings in class. As indicated in the chapter, the overall effectiveness of an ad is a combination of three variables. List and describe these three variables. Pick a print ad and demonstrate how these three variables can be used to determine the effectiveness of the ad. Explain your assumptions and conclusions. Discuss the ad and your evaluation in class. ETHICAL DILEMMA Do you think it’s a good idea to place “cookies” on a consumer’s computer? The use of cookies tells Web site owners and advertisers who views the ad. Nothing wrong with that—right? After all, many registration-based sites collect key demographic data such as the user’s address, age, interests, and browsing history. This information, however, allows the organization to use online media for behavioral targeting. As mentioned in the chapter, the ability to “buy” keywords means that advertisers can target