Questions for the oral defense of students for their preliminary

examination in

Professor
1. How can you assure that the target audience in your product will notice the
advertisement?
1 [Will the ad have an effect on purchase intent?]
1 Is your brand name clearly communicated? Yes or no? why? Or how?
When measuring the effectiveness of an ad, a key metric to take into consideration is
brand recall, which refers to the extent to which consumers will remember the brand
behind the ad. This does not necessarily mean you have to display your brand at the
end or repeatedly throughout the campaign, but it suggests creatively integrating the
brand into the ad.
1 In your opinion, how does your advertisement compare with others in their
category or country?
To make global comparisons across different countries, ad testing should take into
account cultural and language nuances of respondents. Calibrating their answers for
their countrys normative response will help determine whether your ad surpassed
country or industry benchmarks
2 Do you see any potential changes that can be made to improve the impact
of your print advertisement? How?
1 [Does your print advertisement can produce consumers feelings towards
the brand?]
Many ads today communicate a particular product or service benefit: they dont always
evoke emotion. But to build a strong, long-term brand relationship, advertising should
strengthen peoples feelings about brands. Consumers are more inclined to buy or
consider brands they feel good about. Doves Real Beauty Sketches ad illustrates an ad
that successfully struck a chord emotionally with women, their target audience. Dove
drove home the message that women tend to be overly critical of their appearances and
overlook their true beauty. The campaign elicited intense emotional responses of
warmth, happiness and knowledge from its target demographic, one of the key factors
behind the videos sharing success.
 1 Is your print ad has the possibility to go viral not on the internet but on
print advertisement itself? How?

1. Should you decrease (or maybe even increase) your circulation in your print
ad? Why?
Try this revealing exercise: Calculate how much money you are losing on your most
unprofitable circulation, including the cost of producing the copies and the value of the
circulation to advertisers..
2. How will your magazine adapt to the Programmatic Revolution?
Programmatic advertising is teaching advertisers to expect seamless online buying of
ads that are precisely targeted to the best prospects across broad networks of
publishers. Do you think print will be exempt from those expectations? The pressure will
mount for us to take the bureaucracy out of buying ads in magazines. And well need to
think more about offering subsets of our audiencesuch as influentials, C-level
executives, or residents of select ZIP codesto advertisers at high CPMs. And joining
with other publishers, maybe even competitors, to create magazine-advertising
networks that can offer targeted audiences at scale?
3. Upon presenting this advertisement, what will your current target market look
like in five years?
Will it be larger or smaller? Will its needs or desires be different? Will it still value
magazines, whether in print or digital form? Youre looking at an object lesson in how a
magazine can change with its audience: Publishing Executive used to be known
as Publishing & Production Executive. When the publisher, NAPCO Media, realized that
we production executives were a vanishing breed, it transitioned the brand to serve
the entire magazine industry.
4. Have you rethought your digital-edition strategy in the past couple of years?
The iPad Revolution that was supposed to transform our industry turned out to be a
street scuffle, mostly irrelevant except for the investment in iPad editions that publishers
made before Apple flipped us the Great Speckled Bird. So now what? Magazines look
great on tablets, but consumers arent buying and advertisers are skeptical. What
consumers are doing is reading on their phones, but can you really translate your
magazine (and its ads!) to the small screen? Maybe your best bet is to focus on
publishing a strong mobile-optimized website and an addictive printed magazine, not
investing in apps or digital editions until a viable business model emerges.
5. Have you applied your lessons from your digital course to your magazine in
order that your print ad be called revolutionary rather than old-fashioned print
ad? How?.
6. Is your print ad will make the product profitable? How or why?
Many reps in our industry were hired because of their digital chops but find themselves
selling print as well. Whos guiding them on issues like deadlines, positioning,
specifications, and how to create an effective web-and-magazine package? Do they
know about high-impact units like gatefolds, inserts, and belly bands? Or how to present
the magazines circulation and audience?
In todays rapid change of technology, as a group, how can you deliver or
promote to your audience properly your product notwithstanding (despite) that
your product is only advertised in a print? In a logical sense kasi mas accessible
na si internet kaysa sa print nowadays. (pano nyo madedeliver yung product nyo
sa target audience nyo by only using print ad?

So in other words how your print advertisement can compete in other brand
(that offers the same kind of product) (however, they) that uses other
advertisement tool? (television or social media) prelim examination print. So I
presumed na kunwari sa print lang talaga kayo ng advertise.

Youre the advertiser and example I am the consumer. Based on your

advertisement, olay portrays that confidence is timeless. On that, what is your
assurance or basis on saying that this brand or your brand possesses that my
confidence is timeless?

Is there any assurance that your advertised brand will make a difference to me as
a consumer? How?

Is your product guarantees real effect to consumers or you just advertise for
profits? How?

Target Audience: 16 20 yrs old, Female Middle Class

Creative brief:

Client / Client contact information:

Name, phone number and email address for the person or the team on the
client side.

Project:
Example: New campaign to launch "CitiClick" for Citibank.
 Prepared by:
Name, phone number and email address for the person or team members
who are responsible for writing the brief.

Background / Overview:

What's the big picture? What's going on in the market? Anything happening on
the client side that the creative team should know about? Any opportunities or
problems in the market?

This is where you introduce the project to the creative team. You'll go over this
again in the briefing session, but write it down as well.

For an overview, state, "Who is the ad talking to, and what is the one main thing
we want to say?"

Example: This is a test campaign to a selection of Citibank customers. We want

them to try Citibank's new "CitiClick" - which is available as an app and a widget -
that makes online purchases easier and more secure - and we've got a P1,000.00
pizza offer to get them started.

What is the objective, the purpose of the ad?

A concise statement of the effect the ad should have on consumers.

Typically expressed as an action. And frequently focused on what the ad
should make the audience think, feel, or do.

Example: We want people to download the free app and use it within 10
days to buy the special offer, a P1,000.00 family size pizza from Papa
John's.

Target audience: who are we talking to?

The more precise and detailed the better. Go beyond age and sex to describe
demographics and psychographics. Explain how the audience currently thinks,
feels and behaves in relation to the product category, the client's brand, and the
client's specific product or service.

Example: This campaign will be aimed exclusively at existing Citibank customers

in three test markets: Makati, Manila, Cebu, Davao.
The primary target will be segments of our customer database: male and female,
20 to 35 YO, with at least one Citibank credit card. The target will be
approximately 70% married, with combined HH incomes of P185k on average.

This audience is comfortable with new technology, and quick to test new smart
phone apps or widgets that leverage their time. They like to be among the first to
have the latest and greatest electronics. They make multiple online purchases
monthly. We will call our representative persona "Joe".

What's the single most important thing to say?

What's the single most persuasive or most compelling statement we can

make to achieve the objective?

This should be a simple sentence. No more than a few sentences if

absolutely necessary. Avoid generalities.

Example: "Joe - CitiClick will simplify and speed all of your online
purchases, while providing increased security."

What are the supporting rational and emotional 'reasons to believe and buy?'

Explain why the consumer should believe what we say, and why they
should buy.

Include all the major copy points, in order of relative importance to the
consumer. In other words, 'What else can we say and show to achieve the
objective?'

Example:

1) It's free, from Citibank - your trusted financial partner.

2) Get a PJ pizza for P1,000.00

3) Backed with a 100% purchase protection guarantee.

4) It has earned rave reviews from real users.

5) Takes just seconds to select from multiple pre-personalized download

options via your online account.