• Summary
  • Contents
  • Subject index

Ad Critique teaches advertising, marketing, and management students—both the “suits” and the “creatives”—how to effectively judge and critique creativity in advertising. This textbook is an instruction manual, a facilitator of dialogue, and a companion piece to classroom content. Its lessons result in actual skills that enable students to look at the creative product and embolden them to say something constructive and worthwhile.

AdSpeak Up! Who Says What When
AdSpeak up! Who says what when

“Timing is everything.”

When it comes to critique, it's not just about knowing what to say but when to say it. Good timing can save a lot of time and frustration. As with all things in life, sometimes the realization that something is wrong—or right—only becomes apparent after the fact and at the least appropriate moment. Most people feel more comfortable being REactive to finished work than PROactive while work is in process. That's why it's important to train ourselves to match our voice to our opportunities. A basic appreciation of the process and how your contribution matters will not only make your critique more valuable but also make you more valuable to the process. ...

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