This session we learned how to judge communication and we discussed about a simple framework to help us becoming as much objective as we could.
First things first, we must understand what's the idea and always keep judging the idea before the executions.
Once understood the idea we want to formulate our feedback based on a simple framework: A, B, C.
A = attention. Does the ad grab attention? Does it for the right reasons?
B = branding. Is the brand at the core of the ad? Beyond the pure logo?
C = communication. Does the ad communicate the main point? Is it clear, relevant?
Please remember, none is interested whether you "like" the ad. Everyone is interested in knowing whether the ad work or not, is effective or not.
pls donwnload your slides here