Tutorial Task/Questions 1. Go to Warc and find a case study for a campaign that was submitted for an advertising award (such as the IPA Effectiveness, Cannes Lions, or Effie Awards). Discuss what method(s) and measure(s) the advertiser used to show the campaign had worked as intended. 2. Single-source data is a powerful way to demonstrate advertising effects according to McDonald & Sharp (2005). a. What is single-source data and how is it collected? b. How are advertising effects determined using single-source data? c. How often did Jones find advertising had a positive effect on sales? 3. Imagine you are an advertising consultant. A small to medium advertiser in Australia (i.e., spending $100K-$1M) is looking for advice on what method they should use to determine whether their new television advertisement grabs sufficient audience attention. What recommendations would you make? Considering what you have learned from the readings, what approach (or multiple approaches) would you recommend out of pre-testing, post-testing or psychophysiological measurement? What specific measures should be collected? Consider the pros and cons of each method against what the advertiser is looking to achieve in order to explain your decision.