Company – Toyota
Ad Title – Whatever. Wherever. Whenever.
Category – Adventure
Description: Toyota is promoting it’s small SUV, the RAV4, being as capable as it’s full-size counterparts.
Objectives: The goal for Toyota is to increase sales of the RAV4 by demonstrating this SUV is able to handle just about any scenario you can throw at it. This objective is measurable for Toyota by evaluating sales of the RAV4 during and after the ad campaign.
Target Market: The target group is spontaneous and active people.
Reader Action & Benefit: Toyota wants the viewer to go to their dealership and buy a RAV4, for its promise of adventure.
Value Proposition: No matter what you want to do, the RAV4 will be there, rain or shine, summer or winter, anywhere or anytime.
Company – NC Brewer’s Association
Ad Title – Turns out we’re not a red state or a blue state.
Category – Political
Description: In a campaign directed to North Carolina’s bitterly divided state legislature, print, direct mail, and online advertising redraws the state’s political map using 147 pint glasses of actual North Carolina craft brews.
Objectives: The advertising goal is to sidestep the usual red/blue divide, and get legislators to consider the issue in less partisan shades of straw, wheat, amber, tan and brown.
Target Market: The Target group for this ad is North Carolina’s bitterly divided state legislature.
Reader Action & Benefit: This ad wants the NC legislature to vote in the best interest of the beer industry and the state’s economy. The benefit would allow NC to become a place where the craft beer industry would have an enhanced business friendly environment.
Value Proposition: The value proposition is don’t let politics get in the way of the right decisions for business within our state. The lobbyist wants legislators to think of the issue as not a red or blue desion but an amber one.
Company – Stove Top
Ad Title – All Year
Category – Food
Description: This ad shows an artisanal hipster pilgrim holding a package of Stove Top stuffing, with the words; They sell it all year, you know.
Objectives: The goal for this ad is to increase sales of Stove Top stuffing products during the entire year. This is measurable for Stove Top by evaluating sales increases during the add campaign.
Target Market: The target group is young, hipster, professionals who want to expand their cooking options.
Reader Action & Benefit: This ad wants the viewer to go out and buy some Stove Top stuffing, not just during the holidays, but anytime of the year. The benefit would be tastier meals to serve to their hipster friends.
Value Proposition: The value proposition in this ad is the promise of being different, and serving artisan meals all year long.
Company – Bayou Adventure
Ad Title – Fish Slime
Category – Fishing
Description: This antique style ad shows a hand holding a fish, with the caption; Has your kid wiped fish slime on you today?
Objectives: The goal of this ad is to increase sales for Bayou Adventure, and encourage parents to take their kids fishing. This is a measurable goal for Bayou Adventure, because they can evaluate the increase in sales during the ad campaign.
Target Market: The target group for this ad is parents and possibly their children.
Reader Action & Benefit: This ad wants the viewer to plan some outdoor adventure with their child, make a trip to Bayou Adventure, and buy the needed supplies for the trip. The benefit is more people taking advantage of the natural resouces in their own backyard and spending quality time with their children.
Value Proposition: The value proposition is the promise of making great memories and getting out in nature.
Company – Brooklyn Film Festival
Ad Title – Mississippi
Category – Art
Description: This old fashion black and white ad of cartoon characters on a wooden raft floating in the river, is promoting the upcoming Brooklyn Film Festival with the theme of the Mississippi floods that led to the popularization of blues music.
Objectives: This ad is encouraging the viewer to attend the Brooklyn Film Festival. This goal is measurable by the promoters because they can evaluate attendance numbers and compare them to previous year’s numbers and identifiy an increase or decrease, thus judging the effectiveness of the ad campaign.
Target Market: The target group for this ad is anyone in the New York area interested in film as art.
Reader Action & Benefit: The ad wants the viewer to attend the film festival and tell their friends about it. The benefit for the attendee is an opportunity to spend time with friends at a great event.
Value Proposition: The value proposition is the promise of a great time enjoying films and music related to a significan time in our history.