Here is a great ad for Zurich Insurance that a colleague shared with me. It fits well with Chapter 6.
- What is your initial reaction to this ad?
- In terms of message strategies, which message strategy does this ad use? Justify your answer.
- Look at the Hierarchy of Effects Model. Which component or components is this ad designed to meet? Explain.
- In terms of ad design, which type of appeal is being used? Justify your choice.
- In terms of execution, which execution is being used? Justify your answer.
- On a scale of 1 to 10, where would you rate this ad in terms of ad design? Why?