What qualities make a great Ad Campaign?
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
What qualities make a great Ad Campaign?
INTRO
Through my search, I found that award-winning ad campaigns have three qualities in common: conceptually unique, a call-to-action, and shareability. Three commercials which best showcase these qualities are
Burger King: The Whopper Detour
Description of the ad
Aero Mexico: A World Without Borders
Description of the Ad
Always: Like a Girl
Description of the ad
(https://www.adsoftheworld.com/media/film/always_like_a_girl)
3 Qualities:
Conceptually Unique:
Digital marketing experts estimate that the average person is exposed to between 6,000-10,000 ads each day. If an ad isn’t unique in its concept, it will not stick.
Something that will excite people or make them think.
Describe further why this is an important quality for ads to have
Call-to-Action:
A call to action doesn’t necessarily have to be explicit
Something that encourages viewers to take immediate action
Describe further why this is an important quality for ads to have
Shareable:
Earned media is the best and most authentic way to spread the word.
People are more likely to follow the suit of a friend/acquaintance than an ad. Shareability is key in the age of social media
Describe further why this is an important quality for ads to have
Burger King: The Whopper Detour
Conceptually unique: Sending customers to their competitor to unlock a deal for their store
Call-to-action: Makes people want to go and try it for themselves, see if they can really get a whopper for 1 cent
Shareable: This is a funny anecdote to share with friends, people felt inclined to post about it on social media. Many even made YouTube videos following the entire excursion. Burger King also had fixtures across the street from McDonald’s that framed the restaurant captioned ‘Whopper Detour’ that people were posting on social media.
Aero Mexico: A World Without Borders
Conceptually unique: Giving people a discount based on their heritage is unique in itself, interviewing people who are seemingly racist makes the campaign even more intriguing
Call-to-action: People feel inclined to see if they have any Mexican heritage, out of curiosity and so they can potentially save on air travel. It also welcomes the idea of a trip to Mexico.
Shareable: People will share their DNA results on social media, make jokes about whether or not they’ll save money on a trip to Mexico.
Always: Like a Girl
Conceptually unique: Using a misogynistic phrase to start a conversation surrounding female empowerment is a unique concept. The uniqueness of the campaign helped it stick in people’s mind.
Call-to-action: The ad ended by asking people to continue the conversation and share the video. Regardless of the blatant call to action, people felt touched by this video and felt compelled to continue the conversation on their own.
Shareable: The video was on YouTube and very easy to share. They also created their own hashtag which created an organized place for the conversation of female empowerment to take place.
THESE ARE JUST BEGINNER IDEAS— ELABORATE ON THESE IDEAS
Conclusion
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. 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