For the Super Bowl Critique, you are asked to select your favorite 2021 Super Bowl Ad. You will then critiquethe ad based on industry standards. You will turn to forum discussion content, textbook content, andsupplemental course materials for industry best practices.Evaluative CriteriaClearly identify what you believe to be the campaign objectives (e.g., brand awareness, brand perception,and/or brand preference)Explained how effective the campaign was in meeting those objectivesExplain how effective the ad is/was in meeting those objectivesSupport explanation with secondary research (e.g., expert insights, data, etc.)Make your case for why you believe your chosen advertiser got the most return for its moneySupport your claims with secondary researchShare viewership and audience detailsShare key insights for the 2021 gameExplain whom you believe the ad was targeting and whether the Super Bowl was the best place for theadvertiser to reach its audience. (Explain/describe thoroughly)What approach has the campaign taken post Super Bowl?Who do you believe to be its target based on media placement post Super Bowl?When discussing targeting include a discussion on demographics, psychographics, and behavioral targetingUse strategic planning supplemental materials to evaluate the programIdentify whether the brand is a follower or leaderShare details on the brand’s current market share (secondary research used as support)Determine/explain whether the brand managers applied the right strategic and creative approaches based ontheir position in the marketplaceDescribe and share (e.g., screen grabs, images, links to YouTube clips, social media platform posts, etc.) eachof the channels/approaches utilized for the campaign Include discussion on weaknesses of the execution of the program within those channels. (e.g., Facet’s Modelof Effects, Media Planning techniques, etc.).Explain the techniques the Creative Directors employed when writing the copy (television, radio, print, digital,etc.)Explain whether you believe they employed the appropriate techniquesExplain the creative elements of the spot and critiqued the ad based on proven industry best practicesConsult materials from textbook (e.g., Facet’s Model of Effects)Consult supplemental materials (e.g., elements of a strong IMC program, creative strategy, strategic planning,Kellogg’s ADPLAN, etc.)Support your claims with secondary researchExplain the role this spot played in the product/brand’s overall marketing mix – identify the other channelsbeing utilizedI am looking for details and support for claims from strong sourcesExplain whether the campaign appropriately integrated (See week one supplementary materials for theelements of strong IMC programs)Explain what you believe brand managers could do to further support their campaign (PR, advertising, etc.)Share what the “experts” had to say about your chosen campaign (e.g., AdAge, Wall Street Journal, etc.).Shared your point-of-view as to whether you agree or disagree with the commentaryExplain, based on the efforts of others within the competitive set, whether your program has broken throughthe clutter (support with data, expert insights, etc.)Explain whether you believe the brand should move forward with advertising in the 2022 Super Bowl. Supportyour claims with data, expert insights, etc.If the team decides to advertise in 2022, do you believe the current team should be rehired? Address theagency, Creative Director(s), Writers, Media Planners, PR Directors – identify each, evaluate the job each didand whether it met, fell short or exceeded industry expectations.Illustrate that you have a firm grasp of course material
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