Great Advertising: The Mini Cooper Case

Anyone can come up with an ad, but only a few of the ads that are flooding our lives on a daily basis actually reach their target, and fewer still are memorable enough to make an impact on their audience. For this assignment, you will learn more about what constitutes great advertising. There are two assigned readings. The first one is an article that highlights the characteristics of great advertising using a very creative and successful Mini Cooper ad campaign as an example. The second reading, takes you behind the scenes of this Mini Cooper ad and gives you a few more examples.

After reading both articles, return here and leave a short reaction (10 lines minimum) to the readings. Then, provide your own example of an ad that you think is great. Discuss how the five attributes identified in the article (attention getting, memorable, brand appropriate, audience relevant, and remarkable) apply to your ad. In addition, similar to the examples we went over in class, identify the advertising objective for your ad (informative, persuasive, or reminder) and the appeal of the ad (rational, emotional, or moral). Ideally, try to provide a link for the ad. If you can not find it online, then describe it in detail beforehand.
As an alternative, since bad ads are easier to find, you can also find and discuss an ad you think is particularly bad. The same details that you would discuss for the great ad (the five criteria, the objective and the appeal) also need to be discussed for the bad ad. In addition, if you choose this alternative, you should also have some suggestions on how this unfortunate ad could have been improved.

Click here to read the first article
(Full link: http://www.mpdailyfix.com/mini-cooper-ad-fires-on-all-cylinders/)
Click here to read the second article
(Full link: http://www.mpdailyfix.com/exclusive-story-behind-the-mini-cooper-christmas-box-ads/)

Points: 25
Deadline: Friday, April 16th, 11:59pm