Evaluating Ad Campaign Effectiveness

Write about an existing campaign for a popular product or brand – ONE that you can research and find data

relatively easily. Ex: Nike, Subway, Pepsi, Amazon, GEICO, McDonalds, etc….

Choose ONE of the four stages of the campaign where evaluation is typically done (Concept, Copy, Concurrent,
PostTest), and write a research-style paper on what criteria were used to perform this evaluation, and how the
results that were found were interpreted.

suggest another criteria for testing (in the same stage) that was not used, and extrapolate – in detail, please –
what you believe the findings around the effectiveness of the campaign might have been if this kind of testing had
been done.

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