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4. Ads by category

(1600 words: 200 per ad and 200 per journal article)

There are four categories in this stage of the reflective folio:

  • social media
  • b2b
  • not-for-profit
  • global

a) collect one ad per category and one post-2011 academic article per category

b) taking into account what the category is and why the ad belongs in the category, produce a 200 word evaluative critique for each ad that considers the following:

  • what were the objectives of the ad from the brands perspective
  • who was the intended audience?
  • is the ad effective? Why?
  • how would you improve the ad?

c) produce a 200 word evaluative critique for each article by explaining the findings and giving insights into the latest academic research in the area and how this will inform future advertising in that category.

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COLIN STRONG

Colin Strong is Head of Behavioural Science at Ispos. In his role he works with a wide range of brands and public sector organisations to combine market research with behavioural science, creating new and innovative solutions to long standing strategy and policy challenges. His career has been spent largely in market research, with much of it at GfK where he was MD of the UK Technology division. As such he has a focus on consulting on the way in which technology disrupts markets, creating new challenges and opportunities but also how customer data can be used to develop new techniques for consumer insights. Colin is author of Humanizing Big Data which sets out a new agenda for the way in which more value can be leveraged from the rapidly emerging data economy. Colin is a regular speaker and writer on the philosophy and practice of consumer insight.

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