Adapted from AdPrin.com

Analyzing the Bose Wave Radio Ad

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How to analyze an ad for effectiveness

Adapted from AdPrin.com 2

Analyzing the Bose Wave Radio Ad

Examine the advertisement on the next slide and rate it on a 1 to 5 scale before proceeding (1 = poorest rating and 5 = highest rating).

1. Do you like this ad? _____

2. How effective is this ad? _____

Adapted from AdPrin.com 3

4

1. Prior knowledge -- judge it against “evidence-based principles”

• This ad had one of the highest all-time scores for proper use of principles

2. Pre-testing (copy testing)

3. Field tests (recall, persuasion, sales)• This ad was used for years (Bose tracks

effectiveness)

Note: Prior evidence shows that liking has little relationship to effectiveness.

Adapted from AdPrin.com

How would you analyze the Bose ad, given more time and money?

Write your answers. When finished, click for ideas.

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.