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5. Good Advertising vs Bad

Collect one good ad and one bad. (200 words per ad.)

Justify your choice in terms of strategy, creativity and execution, linking theory and not just personal opinion. In your response, consider the following:

a) is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to?

b) is the creative approach appropriate for the target audience?

c) does the creative approach communicate a clear and convincing message to the consumer?

d) is the creative approach appropriate for the media environment in which it is likely to be seen?


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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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