Most advertising agencies provide examples of advertisements on company websites. The goal is to display the agency’s creative abilities to potential clients. Using a search engine, locate three different advertising agencies. Locate samples of their work. Compare the ads produced by your three agencies in terms of message strategies, appeals, executions, and spokespersons.
What similarities do you see? What differences do you see?
Which agency, in your opinion, is the most creative? Why?
Describe in your own words the characteristics of each of the executional frameworks presented in this chapter. Locate four ads on YouTube that illustrate different types of executions.
Explain the execution that is being used in each ad. Provide a rationale for your choice. For each of the four ads you chose, identify the message strategy and appeal used. Explain your reasoning. Provide the URLs for the four ads