Old Campaigns Evaluation

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Old Campaigns Evaluation

  1. 1. Bridge Advertising Book Critique: Great Lakes Home Healthcare
  2. 2. SITUATIONAL ANALYSIS <ul><li>INDUSTRY </li></ul><ul><li>PROS </li></ul><ul><li>Clear and concise description 
 </li></ul><ul><li>Addressed relevant issues  </li></ul><ul><li>Unique product description of staff </li></ul><ul><li>CONS </li></ul><ul><li>Lack of information regarding current state of healthcare in U.S. </li></ul>
  3. 3. <ul><li>PRODUCT/SERVICE </li></ul><ul><li>PROS </li></ul><ul><li>Strong positioning statement </li></ul><ul><li>Thorough definition of home healthcare </li></ul><ul><li>CONS </li></ul><ul><li>Over detailed company history </li></ul><ul><li>Distribution section is unclear </li></ul><ul><li>Promotions section is overly meticulous   </li></ul>SITUATIONAL ANALYSIS
  4. 4. SITUATIONAL ANALYSIS <ul><li>COMPETITION </li></ul><ul><li>PROS </li></ul><ul><li>Comprehensive analysis of competitor </li></ul><ul><li>Thorough definition of home healthcare </li></ul><ul><li>CONS   </li></ul><ul><li>No mention of direct competition </li></ul><ul><li>Improper defining of indirect competition </li></ul>
  5. 5. <ul><li>PROSPECT EVALUATION </li></ul><ul><li>PROS </li></ul><ul><li>Successfully defined an intangible product </li></ul><ul><li>Effective evaluation of the targeted generation </li></ul><ul><li>CONS </li></ul><ul><li>Recommendations were included </li></ul><ul><li>Confusing subheads </li></ul>SITUATIONAL ANALYSIS
  6. 6. RE SEARCH <ul><li>SECONDARY MARKET </li></ul><ul><li>PROS </li></ul><ul><li>Comprehensive analysis </li></ul><ul><li>Appropriate suggestion of SEO marketing </li></ul><ul><li>CONS </li></ul><ul><li>No survey summary </li></ul><ul><li>Overuse of charts & graphs </li></ul><ul><li>Improper placement of recommendations  </li></ul><ul><li>PRIMARY MARKET </li></ul><ul><li>PROS </li></ul><ul><li>Comprehensive analysis of competitor </li></ul><ul><li>Thorough definition of home healthcare </li></ul><ul><li>CONS   </li></ul><ul><li>No mention of direct competition </li></ul><ul><li>Improper defining of indirect competition </li></ul>
  7. 7. MARK ETING <ul><li>PROS </li></ul><ul><li>Effective use of pull-out quotes </li></ul><ul><li>Clear definition of how company would be positioned </li></ul><ul><li>CONS </li></ul><ul><li>Vague description of how to single out their target market </li></ul>
  8. 8. AD VERTISING <ul><li>PROS </li></ul><ul><li>Clear statement of strategy, goals, and tactics </li></ul><ul><li>Strategic target audience breakdown </li></ul><ul><li>CONS </li></ul><ul><li>No explanation of strategy for secondary market </li></ul><ul><li>Less creative strategy for reaching secondary market </li></ul>
  9. 9. SALES PROMOTIONS/PR <ul><li>PROS </li></ul><ul><li>Separated sales and PR to increase focus </li></ul><ul><li>Well defined sales promotion strategies </li></ul><ul><li>Well defined events that will attract both target markets </li></ul><ul><li>CONS </li></ul><ul><li>Lack of sales promotion strategy for secondary market </li></ul><ul><li>Further explanation of event participation tactics </li></ul>
  10. 10. CREAT IVE <ul><li>PROS </li></ul><ul><li>Restatement of target audience & strategy implementation </li></ul><ul><li>Thorough information & rationale for creative decisions </li></ul><ul><li>Use of descriptive words </li></ul><ul><li>Detailed slogan explanation </li></ul><ul><li>CONS </li></ul><ul><li>Lack of creative differentiation for the secondary market </li></ul><ul><li>Cluttered marketing materials </li></ul><ul><li>Brochure program research and solutions </li></ul>
  11. 11. ME DIA <ul><li>PROS </li></ul><ul><li>Clear media objective </li></ul><ul><li>Limitations listed & explained </li></ul><ul><li>CONS </li></ul><ul><li>Vague goals </li></ul><ul><li>Does not include evaluation methods or follow up procedures </li></ul>
  12. 12. OVERALL PRESENTATION <ul><li>PROS </li></ul><ul><li>Aesthetically pleasing color scheme </li></ul><ul><li>Central link between name, logo and mission statement </li></ul><ul><li>The entire book was well branded and everything tied together nicely </li></ul><ul><li>CONS </li></ul><ul><li>Margins </li></ul><ul><li>Poor image resolution </li></ul><ul><li>Uncheck the hyphenate box </li></ul>

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