Read Chapter 10 in your text before beginning this assignment.

Then, select an ad (from either a magazine or from TV) for a brand that also has a website. If you select a magazine ad, attach the actual ad or a photocopy of the ad to your written assignment. If you select a TV ad, write a brief description of the ad, and if the ad is available online, also list the URL. (It is OK to analyze an ad that is not available online as long as you are able to provide a description of it.) In addition, note the URL for the brand’s website. Perform a detailed analysis of the ad in terms of the following:

1) Based on the ad and website, evaluate the selection of these media for the brand. Consider characteristics of the brand, including the likely campaign message objectives, as well as the pros and cons associated with each medium.

2) How well are these two media used in combination to achieve message objectives and media planning goals? (How does the online component reinforce the traditional component and/or bring added value?)

3) What additional traditional media do you think should be included in the media mix for the brand? What traditional media should not be used? Why?

4) Finally, recommend an additional form of new media that you think is best suited to the brand and its media mix, and explain why that medium would be effective.