Here is a great ad for Zurich Insurance that a colleague shared with me. It fits well with Chapter 6.

Discussion Questions:

  1. What is your initial reaction to this ad?
  2. In terms of message strategies, which message strategy does this ad use? Justify your answer.
  3. Look at the Hierarchy of Effects Model. Which component or components is this ad designed to meet? Explain.
  4. In terms of ad design, which type of appeal is being used? Justify your choice.
  5. In terms of execution, which execution is being used? Justify your answer.
  6. On a scale of 1 to 10, where would you rate this ad in terms of ad design? Why?

About Dr. Ken Clow

Co-author of textbook.

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