1- What’s their positioning? Brand image?
2- What’s their USP/KSI?
3- Is there conditioning involved? What kind? How?
Now go to the product. Explain:
4. How is the positioning in the ad being communicated to the consumer through the product? Through
extrinsic (price, location, store image, etc) and intrinsic cues (colors, brand name, images, packaging, etc)?
Now finally conclude with your insights.
5- Is the product/packaging consistent with the ad? Do they both tell the same story? Same brand identity,
same positioning, same image? Or do they confuse the consumer?
6- What do you recommend?