Learning out of class quiz PDF

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QUIZ 2 Ad Critique: Robin Moffat 1. Ad location: Bus stop on 10 th St NW just south of SAIT campus, and north of Kensington area. Advertiser: Suabru Ad space owner: OUTFRONT Nov 15th 2019 2. Discuss what you perceive to be the ad's big idea, and the degree to which it is relevant and resonant to its target market. (6) The big idea of this campaign is to play on the new trendy acronym “the GOAT” stands for Greatest Of All Times. Often used when describing professional athletes but has bled into everyday slang of young millennial and gen Z’s. The ad aims to create a younger trendier image of the company and a superior position, and greatness of their outback vehicle. The target market of the ad would be

millennial car buyers who are outdoor go-ers and maybe more specifically male viewers (masculine coloured car). The ad has rugged mountain imagery, looking similar to a truck advertisement. Trying to position themselves as a backcountry vehicle. Which can pretty much make it anywhere a mountain goat can (by adding the image of a strong looking goat). 5. Evaluate the ad in its overall effectiveness (including medium used) to getting its intended message to its market. (6) Traditionally Subaru has had a strong presence in this “outdoor adventure vehicle” category, so this ad had remained on brand. Although they also have a strong association with safety, which often is associated with family, or older crowds. This ad is trying to position themselves to a younger audience, who still have family images in their near future (young parents). Their ability to stay on brand as well as capitalize on trendy vocabulary creates an effective ad for their younger target. Location is very effective as SAIT and Kensington are two hubs of young people and 10 th st being a major vein of travel for this demographic. They are also more alternative and open-minded demographics as opposed to the professional-city slickers that might be present closer to downtown. So, this is a great location to try and capitalize on outdoor-enthusiasts. Or at least, people who desire that image. My one recommendation is that the ad is on the opposite side of the street to drivers and wouldn’t be seen to southbound traffic. So, attention might be hard to get from drivers, and instead would mostly resonate with foot traffic only, which is not a large number of impressions for what they probably paid for the ad. 3. State, with supporting theory, what strategic appeal(s) is being used with the ad. (3) The major advertising appeal in the ad is the adventure appeal. This appeal is great for getting the attention of younger audiences, athletic people, travelers, or people who generally wish their lives were more exciting than it currently is. The ad shows top of the mountain, no roads in sight, and wildlife associations. The rugged mountain image in this ad, implies uncharted areas, which is appealing to someone who needs that exhilaration in their lives, and Subaru is telling them they can help them with that. As well the ad touches on a play-on-words appeal, the major benefit of this appeal is to help viewers remember and recall on the ad. This play on words might not work for the older audience who is not familiar with the acronym, but it will most definitely appeal to their targeted young car buyers. 4. Make observations about the ad's design with regards to concept, copy and artwork. (4) The headline is very bold and clear. The misspelling of GOOAT draws the viewer in to be interested in what the rest of the ad has to say. Leading you to the sub-headline “greatest outback of all times”. And now the ad has the full attention of the viewer. The copy in the ad is minimal and to the point. As any more copy would be overlooked by driving traffic. The logo is fairly small for the size of ad, but with the background it pops enough to read and comprehend it quickly. The real big idea, in this ad is mostly portrayed in the imagery as opposed to the text, although the headline is necessary, the ad could be understood without any other elements then the photo....