Evaluating a Billboard Ad

In this activity, marketing students will review a “famous” billboard ad to determine

whether it will be successful.

 ACTIVITY/TASK

Review the following billboard ad for Silberman’s Fitness Center. The ad is cleverly
designed to be both “attention-grabbing” and to convey humor, and most importantly,
trigger the target consumer into action and call the fitness center and start working out.
While the intentions are good, answer the questions to assess whether it is a good
piece of advertising.

 QUESTIONS

1. Do you think that the billboard ad would have a good “cut-through” and get
attention? Why/why not?
- No, simply because the picture isn’t that good enough for the possible
customer to get their message, although the text itself is somehow
attracting,
2. Do you find the ad humorous?
- No.
3. Who is the likely target market in terms of the age group and lifestyle?
- Those people who are conscious about their physical appearance.
4. Thinking about the target market, how do you think that they would react to (or
feel about) the ad?
- They will think that, that fitness center is not good, I mean the quality of
serve they offer because of the simplicity of the ad.
5. As a result of your response to question 4, do you think that the ad would have
been successful in attracting first-time customers to the fitness center?
 - The message should be clear, concise, and catchy, it should have a color
for attracting eyes and some pictures that will present that their fitness
center has a good quality because in that way they may get the attention
of their customers and it may also retain that their service has the good
quality for their customer.
6. How else could the firm had used the billboard space to communicate an
effective message that is designed to trigger a consumer need to get fitter and
healthier?
- They could put the features and benefits that the customer may get.

Source: https://www.greatideasforteachingmarketing.com/evaluating-a-billboard-ad/