This 7-page piece is a mid-term exam for a Brand Advertising course utilizing a prescribed format. The first two section of the exam analyze two ads (selected from four) available at the end of the paper. The first section of the ad is 2.5-3 pages on an ad the author, working as a brand manager, would decide to accept. The author chose the Dell Computer ad, believe both its layout, content, and strategy effective represented the product. In the next section, which is roughly 1-1.5 pages, the author rejects the Fuji film ad, believing that while the layout is adequate, the content and overall strategy of the ad are weak. In the final section of the essay, spends roughly a page discussing three dot com companies: webvan, priceline, and drkoop, offering his opinions as to why drkoop will have the strongest brand franchise in five years. 7 pages. No sources listed in bibliography.
