advertisement analysis assignment

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How To Analyze An Advertisement

How to analyze an advertisement.

In the fast-paced world of marketing and advertising, understanding how to analyze an advertisement is a crucial skill. Whether you’re a marketing professional, a business owner, or simply a curious consumer, dissecting ads can provide valuable insights into their effectiveness, messaging, and target audience. In this comprehensive guide, we’ll delve into the strategies and techniques that will empower you to decode advertisements like a pro.

The Importance of Advertisement Analysis

Understanding the basics.

Before diving into the intricacies of ad analysis, let’s establish a solid foundation. Ads come in various forms, including print, digital, television, and social media. They are designed with a specific purpose: to convey a message and persuade the audience. Your ability to dissect an ad hinges on grasping these fundamental concepts.

Deconstructing Visual Elements

Ads are a visual medium, and their design elements are carefully crafted to capture attention. Look for eye-catching colors, images, and typography. Ask yourself how these elements contribute to the ad’s overall message. Visual analysis can provide insights into the emotions and associations the ad aims to evoke.

Deciphering the Message

Every ad has a core message or theme. Analyze the ad’s copy (text) and imagery to identify this message. Consider the tone, language, and symbolism used. What emotions does the ad try to evoke? Does it address a problem and offer a solution? Understanding the central message is key to evaluating an ad’s effectiveness.

Digging Deeper into Advertisement Analysis

Target audience analysis.

Ads are tailored to specific demographics. To analyze an ad effectively, you must identify the intended audience. Consider age, gender, interests, and values. The more you can pinpoint the target audience, the better you can evaluate whether the ad resonates with them.

Evaluating Persuasion Techniques

Ads often employ various persuasion techniques to influence consumers. These can include appeals to emotion, logic, or authority. Analyze which methods the ad uses and how effectively they are executed. Does the ad create a compelling argument or emotional connection?

Assessing Call to Action (CTA)

A successful ad should prompt action. Analyze the ad’s call to action, such as “buy now,” “subscribe,” or “learn more.” Is the CTA clear and compelling? Does it create a sense of urgency? Assessing the CTA can help determine the ad’s ability to drive desired behaviors.

Measuring Impact and Effectiveness

Tracking results.

After an ad campaign, it’s essential to measure its impact. Look at metrics like website traffic, conversion rates, and sales figures. Did the ad achieve its intended goals? By evaluating real-world results, you can gauge an ad’s effectiveness.

Comparing to Competitors

To gain a competitive edge, compare the analyzed ad to those of competitors. How does it stack up in terms of creativity, messaging, and audience engagement? Analyzing the competition can inspire improvements in future campaigns.

Evolving Your Analytical Skills

Advertisement analysis is an ongoing process. Continuously hone your skills by studying a variety of ads, staying updated on industry trends, and seeking feedback from peers or mentors. Over time, you’ll become a seasoned ad analyst, capable of deciphering the most complex advertising strategies.

In conclusion, the ability to analyze an advertisement is a valuable skill in today’s advertising-saturated world. By understanding the basics, deconstructing visual elements, deciphering the message, and delving into deeper analysis, you can assess the effectiveness of advertisements with precision. Remember that practice makes perfect, so keep analyzing ads to refine your skills and stay ahead in the ever-evolving field of advertising.

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How to Analyze an Advertisement

Last Updated: August 10, 2022 References

This article was co-authored by Christine Michel Carter . Christine Michel Carter is a Global Marketing Expert, Best-Selling Author, and Strategy Consultant for Minority Woman Marketing, LLC. With over 13 years of experience, Christine specializes in strategic business and marketing consulting services including market analysis, organizational alignment, portfolio review, cultural accuracy, and brand and marketing review. She is also a speaker on millennial moms and black consumers. Christine holds a BS in Business Administration and Art History from Stevenson University. She is a leader in multicultural marketing strategy and has written over 100 articles views for several publications, including TIME and Forbes Women. Christine has worked with Fortune 500 clients such as Google, Walmart, and McDonald’s. She has been featured in The New York Times, BBC News, NBC, ABC, Fox, The Washington Post, Business Insider, and Today. There are 7 references cited in this article, which can be found at the bottom of the page. This article has been viewed 170,105 times.

Breaking Down a Television Commercial

Step 1 Ascertain who the target audience of the commercial is.

For example, if the commercial appears on a TV channel that mainly shows children’s programming, then you can deduce that the advertisers are trying to appeal to children or maybe the parents of young children.
If you see a commercial in a movie theater, you may be able to determine its target audience based on the nature of the movie. For example, commercials that appear before R-rated movies are probably intended for adult audiences.

Step 2 Examine how the commercial tries to get your attention.

How a commercial seeks to grab your attention can also say a lot about its target audience. For example, a commercial that uses explosive special effects may be aimed at teenagers and young adults.
Advertisers don’t just want their commercial to grab your attention; they also want you to remember it. Consider how their attention-grabbing techniques are meant to stick in your mind and influence your view of a product over the long term. [4] X Research source

Step 3 Determine what sort of mood the advertisement seeks to create.

For example, a commercial might prominently feature upbeat music, smiling faces, and sunny weather to create a generally happy feeling that you then direct towards the product the commercial is advertising.
Advertisers will usually try to make commercials that put their product in a positive light. Determining how they go about doing this will also reveal what unspoken beliefs or values the commercial is attempting to appeal to.

Step 4 Listen to the soundtrack and ask how it affects your reaction.

For instance, may accompany depictions of a generic product with sad music to make you feel that products other than the one being advertised are not as good.
Ask yourself if your feeling towards the commercial would change if it used a particular genre of music versus another, then think about why different music styles elicit different responses from you.

Step 5 Consider how the actors chosen to star in the commercial influence you.

For example, if a commercial pairs a particular beer brand with women in bikinis, the advertisers may be trying to appeal to teenage and adult men through sex appeal.
Think about why an actor or actors of a certain race or gender were selected, and ask yourself if the perception of the product would change if different actors were used in the commercial. This may indicate certain biases or subconscious motives at work in the ad.

Step 6 Analyze the language used in the ad.

If you’re analyzing one or more commercials for a marketing class, you may find that certain words are used more frequently than others. For example, words like “tasty” and “sensational” are commonly used in ads because they tend to make products seem more desirable.
Pay particular attention to words that aren’t used to directly describe the product, and think about why those words have been included in the commercial. If words aren’t overtly being used to inform the audience, they’re being used to covertly influence viewers.

Evaluating Advertisements in Print Media

Step 1 Determine who the target audience is for the advertisement.

For example, an ad that appears in Cosmopolitan magazine is probably meant to appeal to women, while an ad featured in the newspaper is probably aimed at a wider general audience.
Think about how a person from a particular demographic might respond to an ad targeted at a different demographic, and why they might have a different reaction. This will help you to determine some of the hidden social meanings that the ad is incorporating.

Step 2 Examine what action or activity is taking place in the ad.

For example, if an ad for a watch features a man wearing it while on a cruise with his family, you may come to associate the watch with the excitement of going on a cruise and the positive feelings of having a family.
Note that the ad’s plot may not seem relevant to the product itself. This is an example of an advertisement intentionally manipulating their audience’s feelings.

Step 3 Consider what words are used in the text of the ad.

Think as well about how the language in the ad describes the benefits of buying the product. For example, does the ad say the product will make you happier, cooler, or sexier?
The typeface used is also an intentional design choice. Ask yourself how you might react to the ad if the words were printed in a different typeface and why that might be. [15] X Research source

Step 4 Analyze the images used in the ad.

For example, ask yourself what sort of images of people or objects are included in the advertisement and how these images influence your reaction to the product. Consider whether your reaction would change if different people or objects were used.
If you’re analyzing the ad from an artistic perspective, you should also note which colors are used and where in the ad those colors are placed. You may find there are certain colors that are matched with particular emotional responses.
The ad may feature images that reflect a certain lifestyle (e.g., a two-story home in a wealthy neighborhood) and use these images to associate the product with particular values and beliefs in your mind.

Step 5 Think about the background and what sort of reaction it’s meant to elicit.

For example, a background of a sunny beach and palm tree might be trying to elicit feelings of calm and relaxation, while a busy city street might bring to mind feelings of activity or people in motion.

Step 6 Take note of how everything in the ad is spatially situated.

For example, an advertisement that seeks to leave its audience excited and energized about its product might feature a large amount of overlapping words and images and leave very little blank space in the ad.
An ad with lots of empty space might want to make people think of feelings like “quiet” or “understated.” [19] X Research source

Expert Q&A

Advertisements can be analyzed in much the same way that books can (i.e., interpreting symbols, determining the motives of the creator, examining the use of particular themes, etc.). Thanks Helpful 5 Not Helpful 2

↑ Christine Michel Carter. Global Marketing Expert. Expert Interview. 30 September 2020.
↑ http://www.classzone.com/cz/books/ml_lit_gr12/resources/pdfs/media_analysis/HS_15_Ad_Techniques2.pdf
↑ http://www.understandmedia.com/topics/media-theory/110-how-to-analyze-a-television-commercial
↑ https://www.forbes.com/sites/marketshare/2012/10/19/what-makes-a-tv-commercial-memorable-and-effective/#4dc553633079
↑ http://www.understandmedia.com/topics/media-theory/108-how-to-analyze-a-print-advertisement
↑ http://www.medialit.org/reading-room/how-analyze-advertisement
↑ http://www5.csudh.edu/ccauthen/350S12/ad-questions3.htm

About This Article

Advertisements are all around you, and once you know what to look for, you can analyze them to see how they work. Every ad is designed for a specific target audience, like children, young professionals, or women. An ad for children might use bright colors and big text, while an ad for young adults might feature twenty-something models. The goal of an ad is to grab its target audience's attention and make them feel or want something. Some ads might use flashy visual effects to draw people in, while others will rely on happy or sad music to play on people's emotions. If an ad has a famous person in it, the company that made the ad is probably trying to influence that celebrity's fan base to buy their products. The main thing to consider when looking at any ad is how all of the different elements are being used to sell you something. For more tips, including how to analyze TV commercials, read on! Did this summary help you? Yes No

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Advertising Analytics 2.0

Wes Nichols

Marketers now have an unprecedented ability to fine-tune their allocation decisions while making course corrections in real time.

Reprint: R1303C

Most marketers think they know how their advertising affects consumer behavior and drives revenue. They correlate sales data with a few dozen discrete variables, and they rely on consumer surveys, focus groups, media-mix models, and online last-click attribution. But to treat advertising touch points as if each works in isolation is to misrepresent the way today’s complex combination of marketing efforts influences purchasing outcomes.

MarketShare CEO Wes Nichols explains how many big companies are now deploying analytics 2.0, a set of capabilities that can chew through terabytes of data and hundreds of variables in real time to accurately reveal how advertising touch points interact dynamically. The results: 10% to 30% improvements in marketing performance.

Firms of various sizes can make the shift to analytics 2.0 by engaging in three broad activities:

Attribution: quantifying the contribution of each element of advertising
Optimization: using predictive-analytics tools to run scenarios for business planning
Allocation: redistributing resources across marketing activities in real time

Nichols argues that implementing analytics 2.0 means building the required infrastructure and entwining it in organizational culture, strategy development, and operations. Any company can begin that journey; businesses that don’t will be overtaken by those that do.

One of our clients, a consumer electronics giant, had long gauged its advertising impact one medium at a time. As most businesses still do, it measured how its TV, print, radio, and online ads each functioned independently to drive sales. The company hadn’t grasped the notion that ads increasingly interact. For instance, a TV spot can prompt a Google search that leads to a click-through on a display ad that, ultimately, ends in a sale. To tease apart how its ads work in concert across media and sales channels, our client recently adopted new, sophisticated data-analytics techniques. The analyses revealed, for example, that TV ate up 85% of the budget in one new-product campaign, whereas YouTube ads—a 6% slice of the budget—were nearly twice as effective at prompting online searches that led to purchases. And search ads, at 4% of the company’s total advertising budget, generated 25% of sales. Armed with those rich findings and the latest predictive analytics, the company reallocated its ad dollars, realizing a 9% lift in sales without spending a penny more on advertising.

WN Wes Nichols is a cofounder and CEO of MarketShare and the author of the March 2013 Harvard Business Review article Advertising Analytics 2.0 .

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How to write an Advertisement Analysis for MBA

March 7, 2023
Study Guides

Understanding Advertisement Analysis

Advertisement analysis is critically examining and evaluating advertisements better to understand their content, meaning, and impact. This process involves analyzing an advertisement’s text, visuals, and overall design and considering the target audience and the context in which the ad appears. By conducting an advertisement analysis , businesses can gain valuable insights into the effectiveness of their advertising campaigns and make informed decisions about how to improve them.

Here's What You'll Learn

Techniques for Advertisement Analysis

Several techniques can be used to conduct a practical advertisement analysis:

1. Text Analysis

Text analysis involves examining the language and messaging used in an advertisement to understand its intended meaning and impact on the audience . This includes analyzing the ad’s headline, tagline, copy, and other written content.

a. Headline Analysis

The headline is often the first thing a viewer sees in an advertisement, and it plays a crucial role in capturing their attention and interest. Analyzing the headline can reveal necessary information about the ad’s purpose and target audience.

b. Language Analysis

The language used in an advertisement can convey various messages and emotions and can be analyzed to determine how the ad is trying to influence the audience. This includes examining the ad’s written content’s tone, style, and vocabulary.

c. Persuasive Techniques Analysis

Many advertisements use persuasive techniques to influence the audience’s beliefs or behaviors. These techniques include appeals to emotion, authority, and social proof, and they can be analyzed to understand how the ad is trying to persuade the viewer.

2. Visual Analysis

The visual analysis involves examining an advertisement’s design, layout, and overall visual elements to understand how they contribute to its message and impact on the audience.

a. Layout Analysis

The layout of an advertisement can be analyzed to understand how it guides the viewer’s attention and emphasizes some aspects of the ad. This includes examining the placement and size of visual elements and text.

b. Design Analysis

The design elements of an advertisement, such as color, font, and imagery, can be analyzed to understand how they contribute to the ad’s overall message and impact on the viewer.

c. Color Analysis

The colors used in an advertisement can convey various emotions and messages, and they can be analyzed to understand how the ad is trying to influence the viewer.

Importance of Advertisement Analysis

Advertisement analysis is an essential process for businesses for several reasons:

1. Understanding Consumer Behavior

By analyzing advertisements, businesses can gain a deeper understanding of consumer behavior, including motivations, needs, and decision-making processes . This information can be used to develop more effective marketing campaigns and better meet the needs of their target audience.

a. Analyzing Motivations

Analyzing consumer behavior motivations can help businesses better understand what drives their target audience to purchase.

b. Identifying Consumer Needs

By understanding the needs of their target audience, businesses can develop more effective advertising campaigns that address those needs and solve their problems.

c. Understanding the Decision-Making Process

Understanding their target audience’s decision-making process can help businesses create more persuasive advertising campaigns that appeal to their interests and preferences.

2. Competitive Advantage

By analyzing advertisements, businesses can gain valuable insights into their competitors’ marketing strategies and identify gaps in the market that they can exploit. This information can be used to develop unique selling propositions that differentiate their products or services from their competitors.

Examples of Advertisement Analysis

1. coca-cola’s “share a coke” campaign.

Coca-Cola’s “Share a Coke” campaign was hugely successful in multiple countries worldwide. The campaign’s main concept was to personalize Coke bottles with popular names, encouraging customers to share their Coke bottles with friends and family. Here’s an analysis of the campaign:

a. Text Analysis

The campaign’s “Share a Coke” tagline is short, memorable, and easy to understand. The use of personalized names on the Coke bottles made the campaign feel more personal, and the tagline encouraged people to share their Coke bottles, thus creating a sense of community.

b. Visual Analysis

The visual elements of the campaign were simple yet effective. The personalized Coke bottles with different names were eye-catching, and the images of people sharing their bottles were relatable and emotional.

c. Audience Analysis

The campaign’s target audience was young people aged 18-34 who were active on social media platforms . The campaign encouraged customers to share their personalized Coke bottles on social media using a specific hashtag, which helped to spread the campaign’s message.

2. Nike’s “Just Do It” Campaign

Nike’s “Just Do It” campaign is one of the most iconic and successful ad campaigns ever. The campaign’s tagline has become synonymous with Nike and its brand message. Here’s an analysis of the campaign:

The campaign’s “Just Do It” tagline is short, memorable, and inspiring. It’s a powerful call to action, encouraging people to push themselves to achieve their goals .

The campaign’s visual elements were also powerful. Using black and white images with the Nike logo and tagline in bold letters was simple yet effective.

c. Brand Analysis

The “Just Do It” campaign helped position Nike as a brand about pushing boundaries and challenging oneself. The campaign’s message resonated with customers who wanted to feel empowered and motivated.

Best Advertisement Analysis Tools

1. google adwords.

Google AdWords is a powerful tool businesses can use to create and manage online advertising campaigns . Here are some of the features that make Google AdWords a great tool for advertisement analysis:

a. Keyword Planner

Keyword Planner helps businesses to find the right keywords for their advertising campaigns. It provides keyword search volume, competition, and cost-per-click data.

b. Display Planner

Display Planner helps businesses to create effective display ads by providing data on audience demographics, interests, and behaviors.

c. Ad Preview and Diagnosis

Ad Preview and Diagnosis help businesses preview their ads and diagnose any issues that might prevent them from appearing on Google search results.

SEMrush is an all-in-one marketing tool that provides businesses with valuable insights into their competitors’ advertising strategies . Here are some of the features that make SEMrush a great tool for advertisement analysis:

a. Advertising Research

Advertising Research provides data on competitors’ advertising strategies, including their ad copy, targeting, and display networks.

b. Ad Builder

Ad Builder helps businesses to create effective display ads by providing templates, design tools, and targeting options.

AdSense helps businesses to monetize their websites by displaying targeted ads. It provides data on ad performance, revenue, and ad networks.

How to Conduct Effective Advertisement Analysis

Effective advertisement analysis involves several key steps:

1. Establishing the Purpose

To conduct an effective advertisement analysis, it is important first to establish the purpose . This involves identifying the ad’s objective, determining the target audience, and identifying the ad’s call to action.

a. Identifying the Ad’s Objective

This involves understanding what the ad is trying to achieve, such as increasing sales or building brand awareness .

b. Determining the Target Audience

It is essential to identify the intended audience for the ad to tailor the analysis accordingly.

c. Identifying the Ad’s Call to Action

The analysis should consider the ad’s call to action and evaluate its effectiveness in prompting the desired response from the audience.

2. Gathering Information

The second step involves gathering information about the ad, including analyzing its text and visuals, researching its background, and understanding its context.

a. Analyzing the Ad’s Text and Visuals

This involves examining the ad’s language, images, and other visual elements to determine how effectively they convey the intended message.

b. Researching the Ad’s Background

Researching the ad’s background can provide insights into the target audience , the brand’s messaging, and placement.

c. Understanding the Ad’s Context

Understanding the ad’s context involves considering the cultural, social, and political factors that may impact the ad’s effectiveness.

3. Evaluation and Conclusion

The final step is to evaluate the ad’s effectiveness, provide recommendations, and summarize the analysis.

a. Assessing the Ad’s Effectiveness

This involves measuring the ad’s success in achieving its objectives and determining its impact on the target audience.

b. Providing Recommendations

Based on the analysis, recommendations can be made to improve the ad’s effectiveness or to inform future ad campaigns .

c. Summarizing the Analysis

The analysis should clearly and concisely summarize key insights and findings.

How do you analyze an advertisement?

To analyze an advertisement, you need to identify the ad’s objective , determine the target audience, analyze the ad’s text and visuals, research the ad’s background and context, and evaluate the ad’s effectiveness.

What are the five parts of an advertisement?

The five parts of an advertisement are the headline, subheadline, body copy, visual, and call to action.

What are the four elements of a successful advertisement?

The four elements of a successful advertisement are attention, interest, desire, and action. A successful ad captures the audience’s attention, generates interest, creates a desire for the product or service, and includes a clear call to action.

How do you write a good analysis?

To write a good analysis, you should understand the purpose of the analysis and the audience for which it is intended. You should then gather relevant information, organize your thoughts, and provide clear, concise, and logical explanations. Your analysis should be supported by evidence and examples and include improvement recommendations.

What are the eight advertising techniques?

The eight advertising techniques are emotional appeals, testimonials, endorsements, bandwagon, fear appeals, humor, sex appeals, and plain folks. These techniques persuade the audience to buy a product or service by appealing to their emotions, desires, fears, or values.

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14 Analyzing Visual Elements in Advertising

Whether you are reading a magazine, watching a television show, or even sitting in a movie theater, you are likely to be bombarded by advertising. The ability to dissect an advertisement to discover any hidden agendas is an important one. Carefully looking at an advertisement’s audience and strategies often reveals hidden messages about what the advertiser thinks about that audience. Not only is this interesting, but it also helps you to find the same elements in written arguments.

Visual Arguments

Visual arguments provide a wonderful foundation for discovering the elements of rhetoric, as we are often more familiar with images than with texts. Our world is filled with visual arguments—from advertisements on TV and on billboards alongside the highway to T-shirts & ball caps.

Whatever form they take, images are used to communicate with an audience. Whether a human aid organization displays pictures of starving orphans to communicate the dire need for funds or a real estate agent snaps a photo of a home to capture potential buyers’ attention or you choose which photo to put on your Instagram profile, images are used to make a variety of points.

In many ways, images shape our behavior and can even change our lives. You might purchase a product based on an advertisement—or you might enlist in the army based on an advertisement. The images used in political campaigns can literally change the way a country functions by influencing how people vote in an election.

Analyzing Visual Elements

The presentation of visual elements is extremely important, affecting how the argument is perceived. Just as how you choose to dress for a job interview might impact whether or not you get the job, so choosing how ideas are represented visually will impact how well the audience receives the argument.

When analyzing visual arguments, such as advertisements, keep the rhetorical situation in mind. The following are important elements to focus on:

Type your key takeaways here.

Author: Who created the text?
Audience: Who is the intended audience?
Purpose: What is the purpose of this image? What does the author want the audience to do?
Design: How are elements place on the page? Is anything repeated? Is any information highlighted? How are light and color used?
Strategies: Does the image use humor, guilt, youth, celebrities, etc, to make a point? Are there any cultural references?
Medium: Does the image also contain text? How does text work together with the image to create meaning?
Text/Subtext: What do the words say? What are the implications of the words?
Context: How does the image relate to its larger location? ie If an image is in a magazine, how does it relate to the other content in the magazine?

Remember, in advertising, every detail is chosen very carefully. Advertisers typically sell products by way of ideas. In other words, an ad for Coca Cola sells fun, not a sugar-laden beverage. Looking for the idea that the advertiser is connecting to the product can be a very effective and interesting way to frame an ad analysis paper.

Assignment: Choosing a Topic and Guided Brainstorming

Find an advertisement in a print magazine that catches your attention. If you don’t subscribe to any magazines, you can find a nice selection in your local library or at the grocery store. Moving forward, you will need to have the magazine name and publication date and a copy of the ad on hand, so, if you don’t own the magazine, make sure to take a photo of the cover of the magazine and the ad itself. It’s not a bad idea to take a picture of the table of contents, as well.

If you can’t get to a store or a library in person, you can also locate an advertisement through your local library. It’s important to use the library (not just a google search) because you need to know where the ad was originally located in order to complete an accurate analysis of the ad. Here is a video showing you how to access the YC Library’s digital magazine collection:

Thoroughly discuss the following points for your advertisement. Be specific and give reasons for your answers. The goal is to discover the main strategies the advertiser is using to target the specific audience for the ad. What is the advertiser trying to convince the consumer can be accomplished by purchasing the product advertised? Remember, your end goal is to write an essay that shows readers how an advertiser markets a product to a specific target audience.

What product or service is being advertised?
What are the most important elements that you see in this advertisement?
Who is the audience (think about who reads the magazine!)?
What is the advertiser using to appeal to the consumer? (humor, guilt, emotion, sex, youth, expertise, celebrities, etc.)
Critique this ad as visual artwork. Consider the color, lines, composition, media, contrast, mood, and style.
How does the visual artwork assist the words or language to promote the product?
Does the advertiser use any double meanings or cultural references?
What idea is being used to sell the product? (i.e. Coke ads sell fun)

You may fill in the following form and download your answers:

Here’s an example of what your answers might look like:

This is an image of an advertisement for milk showing the mothers from The Partridge Family, Happy Days, and the Brady Bunch sitting in a vintage salon.

For a more extended discussion of advertising, please watch this documentary from PBS:

Attributions:

Content created by Dr. Karen Palmer. Last edited 5/28/2020. Licensed under CC BY NC .

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

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In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

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Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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Design a Successful Advertisement Assignment: A Step-by-Step Guide

Define your advertisement objectives, identify your target audience, establish advertising goals, determine your unique selling proposition, create your advertisement concept, brainstorm ideas, choose the right ad format, develop visuals and copy, design your advertisement layout, apply layout principles, select a color scheme, choose typography, create your own advertisement assignment, utilize ad creation tools, test different ad versions, gather feedback, measure your advertisement success, identify key performance indicators, analyze results, optimize your ad campaign.

Designing a successful advertisement assignment doesn't have to be an intimidating task. In this step-by-step guide, we will walk you through the entire process to create your own advertisement assignment that will effectively reach your target audience and achieve your advertising goals. Let's dive in!

Before you start designing your ad, it's important to have a clear understanding of what you want to achieve with your advertisement assignment. This involves identifying your target audience, establishing advertising goals, and determining your unique selling proposition.

Knowing who you want to reach with your ad is essential for creating a successful campaign. Consider the following factors when identifying your target audience:

Demographics: age, gender, location, income, etc.
Interests: hobbies, preferences, needs, etc.
Behavior: online habits, purchasing patterns, etc.

Having a clear idea of who your target audience is will help you tailor your ad to resonate with them and increase its effectiveness.

Setting goals for your advertisement assignment will help you measure its success and guide your design choices. Common advertising goals include:

Increasing brand awareness
Driving website traffic
Generating leads or sales
Encouraging customer engagement

Choose the goals that align with your overall marketing strategy and ensure they are specific, measurable, achievable, relevant, and time-bound (SMART).

Your unique selling proposition (USP) is what sets your product or service apart from your competitors. It's the reason why customers should choose you over other options. To determine your USP, consider:

What makes your product or service unique
The benefits your customers will receive
How your product or service solves a problem or fulfills a need

Once you've identified your USP, make sure to emphasize it in your advertisement assignment to effectively communicate your value proposition to your target audience.

Now that you've defined your objectives, it's time to get creative! In this section, we'll explore how to brainstorm ideas, choose the right ad format, and develop engaging visuals and copy to create an advertisement concept that captures your target audience's attention and achieves your goals.

Before diving into ad design, take some time to brainstorm ideas for your advertisement assignment. Here are some tips to help you get started:

Think about your target audience's interests and preferences. What type of content would they find appealing?
Consider your unique selling proposition (USP) and how it can be incorporated into the ad concept.
Try using mind mapping or free-writing techniques to generate a list of ideas.
Take inspiration from successful ads in your industry, but remember to put your own spin on it and stay true to your brand.

Don't be afraid to think outside the box—sometimes, the most memorable ads are the ones that break the mold!

There are various ad formats available, each with its own strengths and limitations. When choosing the right format for your advertisement assignment, consider the following:

Print ads: These include newspapers, magazines, and billboards. They're ideal for reaching a local audience or targeting a specific demographic.
Online ads: From display banners to social media ads, online advertising offers a wide range of options to reach your target audience on various platforms.
Video ads: With the rise of platforms like YouTube, video ads are an engaging way to tell your story and showcase your product or service.
Audio ads: Whether it's a traditional radio spot or a podcast ad, audio ads are a great way to reach people who are on the go or multitasking.

Consider the preferences of your target audience and the nature of your product or service when selecting the most suitable ad format for your campaign.

Once you've settled on an ad format, it's time to bring your advertisement concept to life with compelling visuals and copy. Here's what you need to keep in mind:

Visuals: Choose images or graphics that are eye-catching and relevant to your product or service. Ensure they align with your brand identity and resonate with your target audience. Don't forget to consider the principles of design, such as contrast, balance, and hierarchy, to create a visually appealing ad.
Copy: Write clear and concise copy that communicates your unique selling proposition and encourages your target audience to take action. Use persuasive language, but avoid over-hyping your product or service. Remember to include a strong call-to-action (CTA) that tells your audience what you want them to do next.

By combining well-designed visuals and engaging copy, you're well on your way to create your own advertisement assignment that stands out and achieves your advertising goals.

With your advertisement concept in place, it's time to focus on designing an attention-grabbing layout that will showcase your visuals and copy effectively. In this section, we'll discuss how to apply layout principles, select a color scheme, and choose typography to create your own advertisement assignment that stands out and engages your target audience.

To create a visually appealing and functional ad layout, you'll need to consider several design principles. These principles will help guide your design choices and ensure your ad effectively communicates your message:

Balance: Distribute visual elements evenly across your ad to create a sense of harmony and stability. This can be achieved through symmetrical or asymmetrical layouts.
Contrast: Use contrasting colors, shapes, and sizes to differentiate between elements and draw attention to key sections of your ad.
Hierarchy: Organize your ad's elements in a way that guides the viewer's eye through the most important information first. This can be done by varying the size, color, or position of elements.
Whitespace: Don't be afraid to leave some empty space in your layout. Whitespace can help your ad feel less cluttered and make it easier for the viewer to focus on your message.

By applying these layout principles, you'll be able to create a well-organized and visually striking advertisement that effectively communicates your message to your target audience.

Color plays a significant role in creating an eye-catching and memorable advertisement. When selecting a color scheme for your ad, consider the following:

Brand consistency: Use colors that align with your brand identity to create a cohesive look and establish brand recognition.
Emotional impact: Different colors can evoke different emotions in viewers. Choose colors that elicit the desired emotional response from your target audience.
Contrast: As mentioned earlier, contrast is essential for drawing attention to specific elements in your ad. Make sure your color choices provide enough contrast to make your text and visuals stand out.

By carefully selecting a color scheme, you'll be able to create an advertisement assignment that not only looks visually appealing but also resonates with your audience on an emotional level.

Typography is another crucial aspect of your ad's overall design. The right font choices can greatly impact your ad's readability and aesthetic appeal. When selecting typography for your advertisement assignment, keep these tips in mind:

Legibility: Choose fonts that are easy to read, especially for the most important information in your ad.
Font pairing: Use a combination of complementary fonts to create a visually interesting and balanced design. Typically, this involves using one font for headlines and another for body copy.
Consistency with your brand: Select fonts that are consistent with your brand's identity and messaging to maintain a cohesive look across all your marketing materials.

With the right typography choices, your ad will not only look visually appealing but also ensure that your message is easily understood by your audience.

Moving through these steps, you're well on your way to create your own advertisement assignment that stands out and communicates your message effectively. Remember, a well-designed ad is a powerful tool to engage your target audience and achieve your advertising goals.

Now that you've designed your advertisement layout, it's time to bring your concept to life and create your own advertisement assignment. In this section, we'll cover how to utilize ad creation tools, test different ad versions, and gather feedback to ensure that your advertisement is as effective as it can be. Let's dive in!

Creating your advertisement doesn't have to be a daunting task. Many tools are available that can help you bring your design to life, even if you're not a professional designer. Some popular options include:

Canva: A user-friendly online design platform where you can create eye-catching ads using customizable templates, graphics, and fonts.
Adobe Spark: Another online design tool that offers a variety of templates and design elements to help you create professional-looking ads.
Google Web Designer: A free tool from Google that allows you to create HTML5 ads with animations and interactive elements.

By leveraging these tools, you'll be able to create your own advertisement assignment without having to worry about mastering advanced design skills.

Once you have your ad design, it's important to test different versions of your ad to determine which one performs best. This process, known as A/B testing, involves creating two or more variations of your ad and measuring their performance based on key metrics. To conduct an effective A/B test, consider the following tips:

Test one element at a time, such as headlines, images, or calls to action, to identify which specific changes lead to better results.
Run your tests for a sufficient amount of time and ensure that you have enough data to make informed decisions.
Analyze your test results and implement changes based on your findings. Remember, the goal is to continuously improve your ad's performance.

This process of testing different ad versions will help you optimize your advertisement assignment and maximize its effectiveness.

Finally, don't forget to gather feedback from your target audience. It's essential to understand how your ad is being received and if it's resonating with your audience. Here are some ways to gather valuable feedback:

Focus groups: Organize a group of people from your target audience and show them your ad. Encourage them to share their thoughts and opinions on its effectiveness, design, and messaging.
Surveys: Distribute surveys to your target audience asking for their opinions on your ad. This can provide you with quantitative data and specific insights to help you make improvements.
Social media: Share your ad on social media platforms and monitor comments and reactions. This can give you a real-time understanding of how your audience is responding to your ad.

By gathering feedback from your audience, you'll have a better understanding of what works and what doesn't, allowing you to refine your advertisement assignment and make it even more effective.

With these steps, you're well-equipped to create your own advertisement assignment that stands out and captivates your target audience. Remember, the key to a successful ad is continuous improvement, so don't be afraid to test, gather feedback, and make adjustments as needed. Good luck on your advertising journey!

After creating your own advertisement assignment, the next step is to measure its success. Analyzing your ad's performance will help you understand what's working, what's not, and how you can improve your advertising strategy. In this section, we'll discuss how to identify key performance indicators (KPIs), analyze results, and optimize your ad campaign. So, let's get started!

Key performance indicators (KPIs) are measurable values that help you determine whether your advertisement is on track to achieve its goals. To effectively measure your ad's success, you'll need to identify the most relevant KPIs for your advertising objectives. Some common KPIs include:

Click-through rate (CTR): The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is resonating with your audience and driving them to take action.
Conversion rate: The percentage of users who complete a desired action after clicking on your ad, such as making a purchase or signing up for a newsletter. This metric helps you understand how effective your ad is at encouraging users to take action.
Return on ad spend (ROAS): The revenue generated from your ad campaign divided by the amount you've spent on it. This KPI helps you determine whether your advertising investment is paying off.

By focusing on the right KPIs, you'll be able to accurately measure the success of your advertisement assignment and make data-driven decisions to improve its performance.

Once you've identified your KPIs, it's time to analyze the results of your ad campaign. Regularly monitoring your ad's performance will help you spot trends, identify areas for improvement, and make informed decisions about your advertising strategy. Here are a few tips for effective analysis:

Track your KPIs: Use advertising platforms like Google Ads or Facebook Ads Manager to monitor your KPIs and gather data about your ad's performance.
Compare results: Look at how your ad is performing compared to previous campaigns or industry benchmarks. This will help you understand whether your ad is meeting or exceeding expectations.
Identify patterns: Look for trends in your data, such as certain days of the week or times of day when your ad performs better. This information can help you optimize your ad schedule for maximum impact.

By analyzing your ad's results, you'll gain valuable insights into its performance and be better equipped to create your own advertisement assignment that drives success.

Now that you've analyzed the results of your ad campaign, it's time to optimize it for even better performance. Optimization involves making adjustments to your ad based on your findings to improve its effectiveness. Here are some ways to optimize your ad campaign:

Refine your targeting: If your ad isn't resonating with your target audience, consider adjusting your audience targeting to better reach potential customers who are more likely to be interested in your product or service.
Test different ad elements: As discussed earlier, A/B testing different versions of your ad can help you identify what works best and improve your ad's performance. Keep testing and iterating to find the most effective combination of visuals, copy, and calls to action.
Adjust your ad budget: If you find that your ad is performing well, consider increasing your budget to reach more potential customers. Conversely, if your ad is underperforming, you may need to reevaluate your budget and allocate resources more effectively.

Optimizing your ad campaign is an ongoing process that requires regular analysis and adjustments. By doing so, you'll continue to improve your ad's performance and make your advertisement assignment even more successful.

In conclusion, measuring your advertisement's success is a crucial part of the advertising process. By identifying the right KPIs, analyzing your results, and optimizing your ad campaign, you'll be well on your way to creating your own advertisement assignment that achieves your desired goals. Remember, advertising is an iterative process, so keep learning, experimenting, and improving to ensure your ads reach their full potential. Happy advertising!

If you're looking to further enhance your advertising skills after reading our step-by-step guide, don't miss the workshop ' What Makes a Memorable Advertisement? ' by Jessy Moussallem. This workshop will provide you with valuable insights on creating impactful and unforgettable advertisements that will resonate with your target audience.

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How to Write an Advertisement: A Complete Guide for Students and Teachers

As with persuasive texts in general, advertisements can take many forms – from billboards and radio jingles to movie trailers and pop-ups on your computer.

In this guide, we’ll work towards writing a standard magazine-format advertisement known as the print ad. Print ads are text-heavy enough to provide something meaty for our students to get their teeth into. Though advertisers are increasingly overlooking print ads in favor of more trackable and often cheaper digital forms of advertising, the same strategies and techniques can apply to both.

Likewise, strategies such as emotive language and other persuasive devices are essential when writing ads. Much of the writing advice that follows applies to the other persuasive texts , which can also be found on our site. Be sure to check it out, also.

Let’s explore the structure and persuasive elements that make an advertisement successful. These elements combine to make us think and act favourably about a service or product. So let’s get into it and learn how to write an advertisement.

A COMPLETE UNIT ON ADVERTISING FOR TEACHERS & STUDENTS

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Teach your students essential MEDIA LITERACY SKILLS with this COMPLETE UNIT on ADVERTISING. It’s packed with ENGAGING, INFORMATIVE & FUN activities to teach students the persuasive techniques to READ ADVERTS and the skills to WRITE ADVERTS.

This COMPLETE UNIT OF WORK will take your students from zero to hero over FIVE STRATEGIC LESSONS covered.

PERSUASIVE TECHNIQUES TUTORIAL VIDEO (2:20)

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STRUCTURE AND FEATURES OF ADVERTISEMENTS (PERSUASIVE ELEMENTS)

For students to create their own advertisements and successfully employ the various persuasive techniques, they’ll first need to develop a clear understanding of an advertisement’s underlying structure. We’ll explore the primary structural elements and features of advertisements, though the order of how these appear varies from advert to advert. Here, we’ll take a look at the following persuasive text elements.

Call to Action

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THE BRAND NAME AS A PERSUASIVE ELEMENT

The brand name of the product or service frequently comes at the top of the advertisement – though not always. One of the first tasks for students when writing their own advertisement is to decide on a name for their product or service.

Please encourage students to select a name that reflects the product, service, or values they wish to present to their audience.

Brand names have evolved from being wordy and aspirational to very short and snappy since the inception of the internet, so they can be found easily on a search engine.

BRAND NAME CONSIDERATIONS

What are the names of similar already existing products or services?
Does the name look and sound good?
Is the name short, punchy, and memorable?
Does it evoke a feeling or an idea?
Is it distinctive and original?

THE AUDIENCE AS A PERSUASIVE ELEMENT

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An advertisement’s target audience may not always be immediately apparent and often needs to be inferred through language and imagery choices made by the writer.

However, who the target audience does need to be decided before writing as it will inform subsequent choices on the use of language (e.g. pronouns, tone, etc.) and imagery.

There are several ways to help students determine their target audience. A good starting place is for them to consider creating a target persona, a fictional character who represents the type of person their product or service is aimed at.

Education level
Marital status
Likes/Dislikes
Who they trust
What they read/watch

An effective print advertisement presents a product or service in an appealing manner. It quickly conveys essential information about that product or service. It will include a clear and specific offer and also provide the information required for the reader to act on that offer.

Once we have the brand name sorted and the audience defined, it’s time to look at the critical structural elements to consider when writing an ad. It’s important to note that not every element will be used in every ad, but the following model serves well for writing most print advertisements.

THE HEADLINE AS A PERSUASIVE ELEMENT

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The ad headline should provide a short, snappy preview of what the reader will find in the copy. A good headline grabs the potential customer’s attention and makes them want to read the rest of the ad. There are several tried and tested means of writing a good headline. Here are 3 of the most effective:

The Problem/Solution Headline – This headline details a problem a potential customer may be facing and offers the solution in the form of the product or service. For example: Tired? Sluggish? Overweight? Excero Bike Gets You Where You Need to Go, Fast!

The Testimonial Headline – This headline uses a quote from a customer’s positive review to help sell the product or service. The testimonial allows the potential customer to see some ‘proof’ upfront before buying. “With the Excero Bike, I lost 15lbs in 15 days. I’m now thinner, fitter, and much, much happier!”

The Question Headline – This headline asks a question that the target customer will be seeking an answer to, for example, “Are you paying too much for your x?” Are You Paying Too Much for Your Gym Membership?

THE LOGO AS A PERSUASIVE ELEMENT

Logos are visual representations of a brand and are used to help promote a range of products and services under a single umbrella and also to allow for quick identification by the reader. They are more of a design element than a writing one.

THE SLOGAN AS A PERSUASIVE ELEMENT

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A slogan is a phrase or a short sentence used to represent or sell a particular brand. Usually, they’re designed to be short and snappy to help make them more memorable for readers. Slogans often use alliteration, rhyme, puns, or other figurative language techniques to make their message more memorable.

THE OFFER AS A PERSUASIVE ELEMENT

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A good print ad makes readers an offer. This is usually in the form of a benefit the potential customer will gain or a motivating reason for finding out more about the product or service.

The Offer acts as a ‘hook’ that maintains the reader’s focus and draws them into the body of the ad. It can take the form of a time-limited discount or a 2-for-1 offer, etc. This Week Only – 25% Off!

Offers can also form part of the Call to Action at the end of the ad – more details on this soon.

THE BODY COPY AS A PERSUASIVE ELEMENT

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Good body text (or body copy) in an ad is well-organized and quickly gets to the point. Readers want to get the necessary information with minimum effort. For the writer, this requires skill, patience, and much editing. There are several different types of body copy that students need to consider when writing their ads. Let’s take a look at 5 of these:

Factual – Factual copy gives the reader just enough factual information about the product or service to persuade them that it’s worth buying.

Humor – Using humor is a tried-and-tested means of making an ad memorable. To use it successfully, students will need to have an excellent understanding of their target audience.

Narrative – This copy tells a story as a way to draw the customer in. Many people are resistant to direct selling. Narrative copy uses the power of storytelling to build a connection with the customer to ‘soft sell’ to them.

Testimonial – While testimonial content usually comes from a customer, it can also come from experts, celebrities, or any kind of spokesperson. The testimonial is based on what the customer or spokesperson liked about the product or service. Testimonials are often woven into the humanity of the ad. This copy appeals to emotions. Rather than boasting directly of the benefits of the product or service, this type of ad evokes the senses and appeals to emotions.

The body copy might include details of available products or services, special offers, or specific information the advertiser wants potential customers to know. Subheadings and bullet points can help organize the text and make information easier to find. Texts should be short and easy to read. Walls of text can be off-putting; if the language is too complex, it may turn off potential customers.

THE CALL TO ACTION AS A PERSUASIVE ELEMENT

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The Call to Action or CTA frequently comes at the end of the advertisement. It’s usually made up of a few sentences that invite the reader to take a specific action. This action might take the form of buying the product, sharing contact information, or, in the case of an online ad, clicking on a link to find out more about the product or service.

Call to action Contexts:

An electronics company encouraging readers to buy their new computer
A helpline requesting readers to call a number
A political party urging readers to vote for them in an upcoming election
A travel agent appealing to readers to book
A travel agent appealing to readers to book their next holiday through them

There are many ways to write a CTA but some effective strategies that are commonly used include:

Start with strong action words urging the reader to take action, e.g. Join, Discover, Order, Subscribe, Buy , etc.
Let the reader know precisely what you want them to do.
Ensure the necessary contact details are included, e.g. address, email, website address, phone numbers, etc.
Motivate the reader to take action through the use of promotional offers, e.g. Get 50% off or Book your free consultation today!
Provide a reason to take action by communicating the benefits, e.g. Losing weight, Saving money, Performing better, etc.
Use numbers to appeal to the reader, e.g. Save 20% on your next video, Now with 33% extra free! etc.
Make your audience an offer they can’t refuse, e.g. Book Your School Marketing and Promotion Analysis today – No Strings Attached.
Create a sense of urgency by limiting a special offer in some way, e.g. 25% off for the first 100 customers, Free T-shirt if booked today, Buy 2 get 1 free this month only , etc.

PERSUASIVE DEVICES

The use of persuasive devices is an essential aspect of writing an advertisement. Our students must clearly understand the following strategies to confidently produce an advertisement that works.

ALLITERATION IN ADVERTISING

This is a literary device that involves the repetition of the initial letter or sound of consecutive words or words near each other. It’s more commonly associated with poetry than nonfiction text types; however, it is also a popular technique used in advertising. Alliteration can help make brand names more memorable. Examples abound, e.g. PayPal, Coca-Cola, Range Rover, and Krispy Kreme, to name but a few.

It’s not just in company names that you’ll find alliteration at work, though. We can also see alliteration alive in slogans such as:

The best four by four by far – Land Rover

Made to make your mouth water – Opal Fruits

Greyhound going great – Greyhound

Don’t dream it. Drive It. – Jaguar

EMOTIVE LANGUAGE

Using emotive language involves deliberately choosing words to provoke an emotional response in the reader. Different ways exist to express the same idea.

We can choose to put a positive, neutral, or negative spin on the same event through the words we select. For example:

Positive: She triumphed gloriously against stiff competition in the spelling bee.

Neutral: She won the spelling bee.

Negative: She received first prize in the poorly attended minor-league spelling bee.

Asking questions can help to engage the reader and persuade them to come to the desired conclusion by themselves. This is the ad equivalent of the ‘show, don’t tell’ mantra employed by fiction writers.

As with all the techniques and strategies, this technique must be used with care. It can have the opposite of the desired effect, such as building resistance in the reader, if used carelessly. Students should avoid making hyperbolic suggestions with their rhetorical questions. For example, the question “Want to lose 50lbs in 2 weeks?” implies a highly exaggerated claim that most intelligent readers will not believe. In this instance, the rhetorical question detracts from the ad’s effectiveness rather than enhances it.

The most important thing for students to remember when using this technique is that they should only ask rhetorical questions in their ads when they can predict with a reasonable degree of certainty what the answer will be in the reader’s mind. Nine times out of ten, that answer should be a simple yes. Questions should be straightforward, as should the answers they generate.

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Advertisers know that we usually need to see or hear things several times before we’ll remember them. Also, the reader is more likely to believe something true the more frequently they hear it. For these reasons, advertisements rely heavily on repetition to drive their message home.

In advertising, the repetition of certain keywords or phrases is used to emphasize a specific idea or emotion. When used well, it can increase the overall effectiveness of an ad. However, students should be careful not to bore the reader. Repetition should always be used strategically.

Repetition doesn’t just involve the repeating of words. It can also include repeating colors and images.

Here are some examples of repetition at work.

ADVERTISING WRITING TIPS FOR STUDENTS

Carefully Consider the recount TYPE and AUDIENCE before writing.
Keep the title simple, e.g. My First Day at High School
Organize the text using paragraphs, e.g. a new paragraph for each section. Use the first orientation paragraph to set the scene by introducing characters, setting, and context.
Write the recount in chronological order – the order in which things happened and keep it in the past tense – relating events that have already happened.
Choose the correct perspective from which to write the recount, e.g. personal recounts will be told from a first-person perspective (e.g. I, me, etc.). Factual recounts are most often told from the third-person perspective (e.g. she, he, they, etc.).
Use time connectives to help organize the text and link the different sections of the recount together.
Avoid repetitive use of language like then x, then y, and then z.”
Aim to draw the reader into the action by using descriptive and figurative language
Focus on the most critical/exciting parts.
Use plenty of detail but ensure it is relevant to the purpose of the recount.

PERSUASIVE VOCABULARY

Vocabulary can elicit an emotional response beyond the literal meaning of the words used. When students understand this, they understand a powerful tool of persuasion.

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PERSUASIVE ADVERTISING STRATEGIES

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The Pain Solution: Persuades by highlighting a problem and suggesting a solution.

The Bandwagon: Persuades to do, think, or buy something because it is popular or because “everyone” is doing it.

The Testimonial: Persuades by using a previous customer or famous person to endorse a product or idea.

The Logical Appeal: Persuades by using reason, usually in the form of a claim backed by supporting evidence.

The Emotional Appeal: Persuades using words that appeal to emotions instead of logic or reason.

The Youth Appeal: Persuades by suggesting you’ll feel younger and more energetic using this product or service.

The Romantic Appeal: Persuades the reader by invoking the powerful and inspiring feelings of love.

The Empathy Appeal: Persuades the reader by encouraging them to identify with the plight of another.

The Testimonial: Persuades the reader by using a previous customer or famous person to endorse a product or idea

THE ROLE OF IMAGES IN AN ADVERTISEMENT

It’s a competitive world out there! Advertisements must catch and hold attention in an overwhelmingly noisy world, and images are a powerful means of doing this. Photos, pictures, diagrams, logos, color schemes – the visual look of an ad is as important as the text and, in some cases, more important!

Interesting images capture interest. They can intrigue the reader and encourage them to read the text they accompany.

Images also help the reader visualize the product or service offered. Advertising space can be expensive, and, as the old adage has it, a picture tells a thousand words. Images help advertisers make the most of their advertising real estate.

Students should carefully choose (or create) images to accompany their text. They should ensure that images are relevant and appropriate for their selling audience. They should look natural and genuine rather than posed.

Students can create their own images using their cell phones or graphic designer apps such as Canva .

This is our complete guide on writing an advertisement for students, and be sure to browse all our persuasive articles whilst you are here. Finally, we also have a complete unit of work on advertising for students and teachers that can be found here.

PERSUASIVE DEVICES TUTORIAL VIDEO

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Teaching Fact and Opinion

Advertisement Analysis Assignment

Icon Calendar 31 July 2023
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An advertisement analysis assignment is a common type of work where students have to find a visual representation of a good and write a paper on it. Basically, people analyze the chosen advertisements on different aspects of the visual pictures. In this case, they can define the main aspects that companies use to interest the audience. Also, students can find it interesting to describe their feelings and thoughts when they look into the advertisements. On the other hand, they can define the strong or weak aspects of the methods or visuals that the companies used for their advertisements. In turn, this advertisement assignment focuses on an analysis of the “big. beefy. bliss.” visual representation with the products, such as Big Mac, Angus Deluxe Third Pounder, and Double Quarter Pounder with Cheese.

Advertisement Analysis Assignment on Attempts to Catch Consumers

In fact, the advertisement attempts are the way to get the customers with the help of the bright pictures. For example, McDonald’s demonstrates the words, such as “big. beefy. bliss.” in the picture to show the customer that these three words must describe the food. Moreover, it also suggests that other fast food producers are not the place where the customer can find the desired food by considering an advertisement analysis assignment. In order to underline the importance of the choice of the client, the advertisement assignment also includes the picture of the food, such as the Big Mac, Angus Deluxe Third Pounder, and Double Quarter Pounder with Cheese.

An Analysis of Advertisement Assignment on The Audience

The audience of the advertisement is all people who like to eat tasty fast food. In this advertisement analysis assignment, people who think about food with the purpose of not to be hungry can see this advertisement. Also, they can feel the desire to buy some of these burgers. Moreover, three words also suggest that the client must feel that the person is strong. In simple words, it is the psychology of the human. If the person sees that the particular food is for the real man, then this individual will buy it because of the stereotype of the opinion of society. In this way, this advertisement assignment can target people who have high self-esteem.

Showing Attributes

In order to show the attributes of the hamburgers, McDonald’s uses bright and colorful photos with the purpose of getting a desire to buy them. On the other hand, the company also demonstrated its own authority. By looking at the picture, it seems that McDonald’s is a “big daddy” and specializes in the fast-food field. The pictures of the burgers with three words only improve the power of the messages of the visuals. In this advertisement analysis assignment, the feeling of the desire to buy food is increasing. It is because of the strong reputation and assurance of professionalism.

How Did I Analyze My Attention Through Advertising?

Firstly, the big burger took my attention with the red background and three words. My first look was aimed at the big burger. Also, I saw the background in this advertisement assignment. Then, I read three words. In turn, the confidence of the advertisement impressed me. Moreover, in order to be sure that McDonald’s wrote the truth, I compared the words with the pictures of the burgers. When I checked it, I was sure that the words were appropriate to the pictures. As a result, I felt in my stomach the desire to eat all of these burgers, covering an advertisement analysis assignment.

Advertisement Assignment and Analysis of Factual Information

The factual information is the images of the burgers and appropriate words in order to describe all of them. The customer may see the strong words that can describe the food that the person wants. Then, the attention of the client lies in the investigation of the connection between the words and its products. After this, the person feels hungry and wants to buy the product, covering an advertisement analysis assignment. As a result, the goal of McDonald’s to sell its own products is achieved. In this case, the company provides factual information about its own product. Besides, the client is sure that it is the truth.

Presenting Credible Information

In order to show credibility, on the right side of the picture, there is the logotype of McDonald’s company covered in this advertisement analysis assignment. During the process of reviewing the representation of the messages of the advertisement, the client may think about who is the producer of the food. Moreover, it is not surprising that the reputation of a company is an important point for any company. If the reputation of the organization is negative, then even a perfect advertisement may not help to take the attention of the customers. In the case of McDonald’s, people can be sure that food is a quality product. Also, the advertisement assignment is credible. Furthermore, it improves the positive reputation of the company.

Important Features of Advertisement Analysis Assignment

The undisclosed truth is the perfect representation of the burgers. In this advertisement analysis assignment, the client may see the sharp contours of the burgers with unnatural colors. Moreover, not all people know that the food in the advertisement is not natural or changed with the purpose of making the perfect photo. In simple words, the food in the advertisement cannot be eaten in reality. Furthermore, the advertisement also does not present the price of these burgers. In this case, the client may be disappointed because of the high price.

Complications of Advertisement Assignment

However, it is only the bright and colorful pictures. Basically, the burgers in the advertisement are not the same as in reality. For example, the real burger is natural, while the drawn food looks perfectly by considering an advertisement analysis assignment. Despite this, the advertisement assignment is the first stage in order to get the audience of customers. It is because the second step is eating. In this case, the effectiveness of the advertisement is high because, between the two stages, there is money. In simple words, the second step was the evidence that the client got the burger for money. Besides, it is the goal of the advertisement to sell the products and get money for this by using any of the rhetorical devices possible.

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8 November 2019

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6 November 2019

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Times Insider

Covering the Other Manhattan Trial

Tracey Tully’s reporting domain is New Jersey. But for the next six weeks, she’ll journey across the Hudson River to report on the federal corruption trial of Senator Robert Menendez.

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Senator Robert Menendez, wearing a suit and a red and purple striped tie, walks out of the courthouse with other people. A photographer takes his picture.

By Terence McGinley

Times Insider explains who we are and what we do, and delivers behind-the-scenes insights into how our journalism comes together.

Follow live updates on the bribery trial of Senator Robert Menendez.

Former President Donald J. Trump’s trial is not the only case The New York Times is covering in Lower Manhattan this week.

Less than a quarter-mile from Manhattan criminal court, where Mr. Trump faces 34 felony counts, Senator Robert Menendez of New Jersey is being tried on a web of federal corruption charges. Prosecutors say Mr. Menendez steered weapons and government aid to Egypt, propped up a friend’s halal meat business and meddled in criminal investigations that targeted his allies. The government has accused Mr. Menendez and his wife of accepting bribes for these favors in the form of cash, gold bars and a Mercedes-Benz.

Tracey Tully was one of five Times reporters in Federal District Court on Monday for the first day of jury selection in the trial. Ms. Tully, who covers all things New Jersey, joined The Times in 2017 after stints at The New York Daily News and The Albany Times Union. Three years into her role editing news about the New York region, she switched to reporting, which was a full-circle moment: Ms. Tully began her journalism career more than 30 years ago as a reporter in Hudson County, N.J., where Mr. Menendez grew up and where he rose as a political figure.

In an interview conducted after Monday’s proceedings , Ms. Tully spoke to Times Insider — from a hallway in the courthouse — about the case against Mr. Menendez, and its reverberations in New Jersey. This conversation has been edited.

This is not the first time Menendez has faced corruption charges, right?

Seven years ago, in 2017, he was on trial related to allegations of accepting bribes from a doctor, who was a close friend of his. That ended in a hung jury, resulting in a mistrial. The scope of the allegations in 2017 was more limited than what he is facing in this trial.

Your reporting has described Menendez as a powerful person in the Democratic Party in New Jersey. How have the charges resonated there?

The charges were a statewide political cataclysm. During the first trial, in 2017, people really stood with him, or at least they withheld their criticism. This time around he was almost immediately abandoned by most Democratic leaders in New Jersey. The day of the indictment, Governor Phil Murphy, a Democrat, said Menendez should resign. There was a cascade of fellow Democrats calling for his resignation. It took a few days, but finally, Senator Cory Booker of New Jersey, a longtime friend of Menendez and a very close political ally, called for his resignation. That was remarkable because Booker testified as a character witness during Menendez’s first trial.

What the senator has said is, Please, let me have my day in court — I deserve an opportunity to be innocent until proven guilty. He has refused calls to resign.

And his current Senate term ends this year, right?

People smelled blood in the water, and it was a frenzy for his Senate seat among fellow Democrats and Republican hopefuls. The first lady of New Jersey, Tammy Murphy, began running as a Democrat for the seat. That set up a clash with Andy Kim, a congressman from South Jersey. There was a lawsuit over the design of election ballots, which are incredibly important to the political party structure in New Jersey. The federal indictment against Menendez fueled all of this. There’s been a domino effect.

Seven years ago, you joined The Times as an editor. What made you want to go back to being a reporter?

I missed it. I just got the itch again. Being an editor was great for 20 years. I worked part time while I raised three kids. It suited my schedule. Nick Corasaniti, who covered New Jersey for The Times, went to the Politics desk to cover the 2020 election. There was an opening, and I had the audacity to ask, Can I do this again?

You’re normally responsible for covering news across an entire state. How does it feel to be assigned to one courthouse to cover a trial that could last more than six weeks?

I’m a regional reporter and a generalist; anything that happens in New Jersey, I get to cover it. Which is a blessing and a curse. This will be narrowly focused. I’m going to be traveling from New Jersey to Lower Manhattan every day court is in session. So that’s different. But the assignment is also no different from what journalists do all the time. You dive into whatever the story of the moment is, and you cover that.

Our Coverage of the Trump Hush-Money Trial

News and Analysis

Michael Cohen, Donald Trump’s one-time fixer and the key witness in the trial, faced hours of bruising questions from a defense lawyer who sought to destroy his credibility with jurors.

Liberal and conservative media outlets seemed to agree on one thing: Cohen was worth belittling. But they made that argument in far different ways .

Trump’s trial has become a staging ground for Republicans, including House Speaker Mike Johnson and Senator J.D. Vance of Ohio , to prove their fealty to the former president.

California’s water tunnel to cost $20 billion. State officials say the benefits are worth it

FILE - A ship moves through the Sacramento-San Joaquin River Delta near Bethel Island, Calif., March 12, 2008. California Gov. Gavin Newsom’s administration now says it will cost more than $20 billion to build a giant tunnel so the state can catch more water when it rains and store it to better prepare for longer droughts caused by climate change. (AP Photo/Rich Pedroncelli, File)

FILE – A sign opposing a plan to build a giant tunnel to ship water to Southern California is displayed near Freeport, California, May 2, 2016. California Gov. Gavin Newsom’s administration now says it will cost more than $20 billion to build a giant tunnel so the state can catch more water when it rains and store it to better prepare for longer droughts caused by climate change. (AP Photo/Rich Pedroncelli, File)

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SACRAMENTO, Calif. (AP) — California Gov. Gavin Newsom’s administration said Thursday it will now cost more than $20 billion to build a giant tunnel aimed at catching more water when it rains and storing it to better prepare for longer droughts caused by climate change.

State regulators have been trying to build some version of a water tunnel system for decades. The latest form championed by the Democratic governor is a single giant tunnel , down from two tunnels proposed by his predecessor, Jerry Brown. Newsom’s administration says the state can capture more water from the Sacramento River during major storms and send it south for storage.

The last cost estimate, which came in 2020, put the price tag for a single tunnel project at $16 billion. The new analysis says the tunnel will cost $20.1 billion, an increase they attribute almost entirely to inflation, which soared after the pandemic.

The project would be paid for by 29 local public water agencies, who get their money from customers.

The analysis, conducted by the Berkeley Research Group but paid for by the state, said the tunnel would yield $38 billion in benefits, mostly because of an increased water supply that would be better protected from natural disasters like earthquakes.

FILE - This May 1, 2015, file photo shows a Dunes Sagebrush lizard in N.M. Federal wildlife officials declared the rare lizard in southeastern New Mexico and West Texas an endangered species, citing future energy development, sand mining and climate change as the biggest threats to its survival in one of the world's most lucrative oil and natural gas basins. (U.S. Fish and Wildlife Service via AP, File)

“The benefits clearly justify the costs,” said David Sunding, emeritus professor at the University of California, Berkeley who led the analysis.

Despite that rosy outlook, the tunnel remains one of the most controversial projects in recent memory. Environmental groups say its construction would have devastating impacts on the already vanishing ecosystem of the Sacramento-San Joaquin River Delta, the largest estuary on the West Coast that is home to endangered species of salmon and other fish.

The analysis released Thursday notes the environmental impacts include lost agricultural land, reduced water quality in the Delta, and impacts on air quality, transportation and noise.

“Instead of foisting the costs of this boondoggle project onto Californians, the state should invest in sustainable water solutions that promise to restore the Delta ecosystem, not destroy it,” said Barbara Barrigan-Parilla, executive director of the environmental advocacy group Restore the Delta.

State officials note the project now includes $200 million for grants to fund local projects in areas impacted by construction.

Beyond environmental concerns, the project has become a political landmine throughout the Central Valley’s farming communities, where it is seen as yet another attempt by Southern California to steal their water. While most of California’s population lives in the southern part of the state, most of the state’s water comes from the north. In the state Legislature, lawmakers have blocked any effor t to benefit or speed up the tunnel’s construction.

“This new analysis acknowledges what we’ve known all along: the Delta Tunnel is meant to benefit Beverly Hills and leave Delta communities out to dry,” said U.S. Rep. Josh Harder, a Democrat whose district includes the Central Valley communities like Stockton, Lodi and Galt. “I’m sick and tired of politicians in Sacramento ignoring our Valley voices and I will do everything in my power to stop them from stealing our water.”

The tunnel would be part of the State Water Project — a complex system of reservoirs, dams and canals that provides water to 27 million people while irrigating 750,000 acres (303,515 hectares) of farmland.

Climate change is threatening that supply. A recent drought saw the three direst years on record, which dropped reservoirs around the state to dangerously low levels and prompted mandatory rationing and even caused some hydroelectric power plants to shut down. State officials predict that by 2070 State Water Project deliveries will decline by 22% because of climate change.

The proposed tunnel would be about 45 miles (72 kilometers) long and 36 feet (11 meters) wide, or large enough to carry more than 161 million gallons of water per hour. State officials say this tunnel would let the state capture more water when the state is hit by “atmospheric rivers” — large storms that can drench the state for weeks during the rainy season.

The analysis released Thursday says the tunnel would increase water deliveries by about 17%, nearly accounting for the anticipated decline because of climate change.

“There is a very real cost to do nothing. It is vastly more efficient and economical to avoid declining supplies,” said Karla Nemeth, director of the California Department of Water Resources. “Water shortages, mandatory restrictions, land fallowing and job loss all impact our state and local economies.”

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DWR Analysis Claims 'Benefits' of Delta Tunnel Will Outweigh Costs; Critics Strongly Disagree

SACRAMENTO – The Department of Water Resources (DWR) today released a controversial benefit-cost analysis for the Delta Conveyance Project, AKA Delta Tunnel, that claims the embattled project would create billions of dollars in benefits for California communities.

The Delta Conveyance Project (DCP) will cost a total of $20.1 billion for a single tunnel, according to the analysis. “For every $1 spent, $2.20 in benefits would be generated,” DWR said.

DWR cited “reliable water supplies, climate change adaptation, earthquake preparedness and improved water quality” among the “benefits.”

“The Delta Conveyance Project passes the benefit-cost test readily, with benefits that are more than double the cost,” said Dr. David Sunding, Emeritus Professor, UC Berkeley, who led the benefit-cost analysis, in a statement.

“The project enables ongoing demands to be satisfied and water supply reliability to be maintained,” he said, adding “the benefits clearly justify the costs.”

The analysis also claimed that as climate change and regulatory constraints cause water supplies to diminish over time, the “reliability of the State Water Project infrastructure is in jeopardy, putting 27 million Californians and 750,000 acres of farmland at risk,” DWR explained.

“Twenty-seven million people rely on these surface water supplies that support a $2.3 trillion economy in California.” said Karla Nemeth, Director of the California Department of Water Resources. “There is a very real cost to do nothing. It is vastly more efficient and economical to avoid declining supplies.

Delta Tunnel project critics weren’t impressed by DWR’s analysis.

Restore the Delta noted that with annual inflation costs for construction rising to 10.7% since 2020, costs will continue to rise significantly during the extended permitting period prior to DCP construction, “making the $20.1 billion figure obsolete before construction begins.”

“Moreover, the DCP would transport less water when compared to the previous California WaterFix twin tunnel project tunnel project that was projected to cost $16.7 billion. The DCP plan currently lacks signed agreements by water districts indicating their willingness to fund the project,” the group wrote.

“DWR’s release is nothing more than an elaborate public relations stunt,” said Restore the Delta’s Executive Director Barbara Barrigan-Parrilla in a statement. “ The benefit-costs analysis is one-sided and incomplete since it only looks at benefits and costs for State Water Project customers.”

“DWR must also analyze and include the impacts to California tribes, Delta communities and economies, the fishing community, and environmental and public safety concerns. Instead of foisting the costs of this boondoggle project onto Californians, the state should invest in sustainable water solutions that promise to restore the Delta ecosystem, not destroy it,” she stated.

Food & Water Watch’s California Director Chirag Bhakta also slammed the DWR analysis in a statement:

“We all want and need a solution to California’s water crisis, but pouring billions of dollars into the expensive and destructive Delta Conveyance Project is not the answer, and, as environmental advocates have been saying for years, it is not the right strategy to deal with our state’s lack of water resilience.

“Not only could this Project have a negative impact on the vibrant and necessary local wildlife habitats and further degrade the Delta’s water quality, but it is not a smart use of funds. Rather than building this unnecessary Project, Governor Newsom and the Department of Water Resources must immediately rein in the water abuses by big agribusiness and fossil fuel corporations. For example, Food & Water Watch reporting has shown that expanded nut crop acres required more than 520 billion gallons more water in 2021 than just four years prior. Meanwhile, alfalfa irrigation guzzles around 945 billion gallons of water per year, mega-dairies use more than 142 million gallons per day and climate-polluting oil and gas operators devoured 3 billion gallons of freshwater between 2018 and 2021.

“The climate crisis is upon us and we don’t have time to wait, especially when Californians are living without access to safe, fresh water. Our leaders must stop the abuse of our state’s water from corporate giants like Big Oil and Big Ag before it’s too late, and the Delta Conveyance Project is not the answer.”

Professor Jeff Michaels from the University of the Pacific McGeorge School of Law offers his thoughts here .

In his column, he asks DWR a number of questions, including the following:

“This report is being released over five years after Governor Newsom directed DWR to switch to a single-tunnel plan, and nearly two years after DWR released the details of its preferred project design in the Draft EIR,” said Dr. Michaels. “The Final EIR was released last year.”

“Should benefit-cost analysis be conducted before or after an alternative is selected?” he asked.

As more reactions to the DWR analysis come in, I will post them here.

Background: CA salmon, Delta fish populations are in worst-ever crisis as pumps keep exporting water to Big Ag

Central Valley salmon and Delta fish populations are in their worst-ever crisis ever as California Governor Newsom forges ahead with the Delta Tunnel and Sites Reservoir projects and the Big Ag voluntary agreements while fish populations get closer and closer to extinction.

California salmon fishing was closed in 2023 and will be closed this year also. The 2024 stock abundance forecast for Sacramento River Fall Chinook, often the most abundant stock in the ocean fishery, is only 213,600 adults. The return to Coleman Fish Hatchery was an absolute disaster. Meanwhile, abundance of Klamath River Fall Chinook is forecast at 180,700 adults.

Endangered Sacramento River spring and winter-run Chinook also continue their march towards extinction. The spawning escapement of Sacramento River Spring Chinooks (SRSC) in 2023 totaled 1,479 fish (jacks and adults), with an estimated return of 106 to upper Sacramento River tributaries and the remaining 1,391 fish returning to the Feather River Hatchery: www.pcouncil.org/...

The return to Butte Creek of just 100 fish was the lowest ever. In 2021, an estimated 19,773 out of the more than 21,580 fish total that returned to spawn in the Butte County stream perished before spawning.

Nor did the winter run, listed under the state and federal Endangered Species Act, do well. Spawner escapement of endangered Sacramento River Winter Chinook (SRWC) in 2023 was estimated to be 2,447 adults and 54 jacks, according to PFMC data.

A group of us, including the late conservationist and Fish Sniffer magazine publisher Hal Bonslett, successfully pushed the state and federal governments to list the winter run under the state and federal Endangered Species Acts starting in 1990-91 because we were so alarmed that the fish population had crashed to 2,000 fish.

Then in 1992 the run declined to less than 200 fish. Even after Shasta Dam was built, the winter run escapement to the Sacramento River was 117,000 in 1969!

Now we are back to approximately the same low number of winter-run Chinooks that spurred us to push for the listing of the fish as endangered under state and federal law over 30 years ago.

The State Water Project (SWP) and Central Valley Project (CVP) Delta “death pumps” have been the biggest killers of salmon, steelhead, Sacramento splittail and other fish species in California for many decades, as I have documented in hundreds of articles in an array of publications.

In the latest episode in this outrageous saga, a coalition of fishing and conservation groups, including the Golden Gate Salmon Association, San Francisco Baykeeper and Bay Institute, urged the state and federal water agencies to “take immediate action” to stop the unauthorized killing of thousands of Chinook Salmon and Steelhead at the State and Federal water export pumps in the Sacramento-San Joaquin River Delta: www.dailykos.com/...

Both winter-run Chinook salmon and Central Valley steelhead are protected under the Federal Endangered Species Act (ESA). Central Valley winter-run Chinook Salmon is also protected under the California Endangered Species Act (CESA).

The coalition reported that this is the second time in 2024 the coalition has responded to an increase in killing of legally protected fish at the pumps of the State Water Project and the Central Valley Project (Projects or Water Projects).

While the National Marine Fisheries Service (NMFS) has called for significant reductions in the Projects’ Delta water pumping, the California’s Department of Water Resources (DWR) and the federal Bureau of Reclamation that own and operate the Projects ignored these recommendations and continued to export water at rates that killed thousands of imperiled fishes, the groups said.

“Indeed, over the past week, DWR and Reclamation further increased pumping – as a result, significantly increasing take of winter-run Chinook Salmon at the pumps,” the groups said in a statement. “As a result, the Water Projects have exceeded the legal limits for killing both Central Valley Steelhead and winter-run Chinook Salmon established under the ESA by NMFS.”

State Water Project pumping accounts for 80% of the water exported from the Delta at this time, according to the groups.

The annual ESA take limit for winter-run Chinook Salmon is 1,776 fish . As of March 25, 2024, an estimated 3,030 winter-run had been killed at the pumps – not counting the much larger number of fish that likely died after being drawn by pumping into inhospitable parts of the Delta, the groups said.

Since December 1, 2023, an estimated 2,919 naturally spawned Central Valley Steelhead have also been killed by the Water Projects. The maximum allowable ESA Steelhead take is 1,571 as a three-year rolling average or 2,760 in any single year. The numbers show that the Water Projects are in violation of both limits.

Now we turn to Delta Smelt. Unfortunately, the mainstream media, for the most part, either refuses to report on the Delta smelt or report inaccurately on the Delta Smelt when it does report. This is from an article in the LA Times in February 2024: “Recent surveys have found decreasing numbers of Delta smelt in the wild.”

Are you kidding? Actually, for the sixth year in a row, ZERO Delta Smelt were collected in the California Department of Fish and Wildlife’s Fall Midwater Trawl (FMWT) Survey in the Sacramento-San Joaquin River Delta from September through December 2023.

Once the most abundant species in the entire estuary, the Delta Smelt has declined to the point that it has become functionally extinct in the wild . The 2 to 3 inch fish, found only in the Delta, is an “indicator species” that shows the relative health of the San Francisco Bay/Delta ecosystem.

Meanwhile, the other pelagic species collected in the survey — striped bass, Longfin Smelt, Sacramento Splittail and threadfin shad — continued their dramatic decline since 1967 when the State Water Project went into effect. Only the American shad shows a less precipitous decline.

Between 1967 and 2020, the state’s Fall Midwater Trawl abundance indices for striped bass, Delta smelt, longfin smelt, American shad, splittail and threadfin shad have declined by 99.7, 100, 99.96, 67.9, 100, and 95% , respectively, according to the California Sportfishing Protection Alliance.

The graphs in the CDFW memo graphically illustrate how dramatic the declines in fish populations have been over the years: nrm.dfg.ca.gov/…

Open access
Published: 08 May 2024

Does health voucher intervention increase antenatal consultations and skilled birth attendances in Cameroon? Results from an interrupted time series analysis

Isidore Sieleunou ORCID: orcid.org/0000-0001-7264-4540 1 , 2 &
Roland Pascal Enok Bonong ORCID: orcid.org/0000-0002-9552-5365 2

BMC Health Services Research volume 24 , Article number: 602 ( 2024 ) Cite this article

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Metrics details

Limited access to health services during the antenatal period and during childbirth, due to financial barriers, is an obstacle to reducing maternal and child mortality. To improve the use of health services in the three regions of Cameroon, which have the worst reproductive, maternal, neonatal, child and adolescent health indicators, a health voucher project aiming to reduce financial barriers has been progressively implemented since 2015 in these three regions. Our research aimed to assess the impact of the voucher scheme on first antenatal consultation (ANC) and skilled birth attendance (SBA).

Routine aggregated data by month over the period January 2013 to May 2018 for each of the 33 and 37 health facilities included in the study sample were used to measure the effect of the voucher project on the first ANC and SBA, respectively. We estimated changes attributable to the intervention in terms of the levels of outcome indicators immediately after the start of the project and over time using an interrupted time series regression. A meta-analysis was used to obtain the overall estimates.

Overall, the voucher project contributed to an immediate and statistically significant increase, one month after the start of the project, in the monthly number of ANCs (by 26%) and the monthly number of SBAs (by 57%). Compared to the period before the start of the project, a statistically significant monthly increase was observed during the project implementation for SBAs but not for the first ANCs. The results at the level of health facilities (HFs) were mixed. Some HFs experienced an improvement, while others were faced with the status quo or a decrease.

Conclusions

Unlike SBAs, the voucher project in Cameroon had mixed results in improving first ANCs. These limited effects were likely the consequence of poor design and implementation challenges.

Peer Review reports

Reducing maternal, newborn, and child mortality is one of the world's top public health priorities. The third of the seventeen Sustainable Development Goals (SDGs) reflects the international commitment to improving maternal and child health. By 2030, the goals include reducing the global maternal mortality ratio to less than 70 per 100,000 live births, neonatal mortality to 12 per 1,000 live births at most, and under-five mortality to less than 25 per 1,000 live births [ 1 ].

However, despite considerable improvements in recent decades, maternal mortality has remained a major public health concern globally, with more than 295,000 maternal deaths in 2017 and sub-Saharan Africa (SSA) alone accounting for approximately 66% of this global picture [ 2 ]. On the other hand, despite dramatic reductions in child mortality over the last 30 years, the global burden of child deaths has remained immense, with a total of 5.2 million under-five deaths in 2019, representing an average of 14,000 deaths every day [ 3 ].

While from 2000 to 2017, the global maternal mortality ratio (MMR) decreased by 38% [ 2 ], Cameroon's MMR skyrocketed from 511 in 1998 to 782 in 2011 before declining to 467 in 2018 [ 4 ].

A priority toward ending preventable maternal and child deaths is to improve access to and use of quality health services and qualified nurses at birth [ 5 , 6 ]. One of the basic elements is the presence of pregnant women at antenatal consultations. Previous studies have shown that performing prenatal consultations reduces the risk of neonatal mortality [ 7 , 8 ].

However, women in developing countries encounter significant barriers to accessing conventional health services, including poor education, physical and financial barriers, and limited voice and decision-making power [ 9 , 10 ]. The poor quality of available health services offers a further disincentive [ 6 ]. This translates to only half of parturient women receiving skilled assistance at delivery and many fewer receiving postpartum cares [ 6 ].

In Cameroon, the country’s comparatively slow reduction in maternal and child mortalities is likely due to insufficient coverage of reproductive, maternal, neonatal, child and adolescent health (RMNCAH) services; for instance, in 2018, an estimated 65% of women in Cameroon attended at least four antenatal consultations (ANC) visits, 69% gave birth with the assistance of qualified personnel, and 59% received postnatal care (PNC) [ 11 ]. In addition, these general estimates hide enormous disparities. Overall, 65% of the pregnant women who attended the four ANCs included more than 79% of those in urban areas but only 52% of those in rural areas. Moreover, while this rate was 91% in the richest quintile, only one-third (37%) of the poorest pregnant women attended the four ANCs [ 11 ].

The complexity of barriers to accessing care in developing countries indicates that any solution to improving maternal health service utilization must be comprehensive and address both supply- and demand-side health system constraints. This is particularly important in a context such as Cameroon where household out-of-pocket (OOP) spending was the single largest source of financing for the health sector, at 71 percent of total health spending in 2017, well above the WHO benchmark of 15-20 percent, and exceeding the average for SSA (33 percent) and countries of similar income such as Kenya (24 percent) and Ghana (40 percent) [ 12 ].

As ability to pay remains an important determinant of women’s access to healthcare, many countries have sought to improve coverage of maternal services by reducing financial barriers to seeking services [ 13 , 14 ]. Strategies implemented at the country level include national health insurance and user fee removals/exemptions, and at the subnational level, community-based health insurance, health vouchers and conditional cash transfers [ 15 ].

Given that limited access to emergency obstetric and neonatal care (EmONC) is a major contributor to high maternal mortality [ 16 ], increasing pregnant women's use of health facilities for assisted delivery could help reduce maternal and new born morbidity and mortality, as previous studies have indicated [ 17 , 18 ].

In recent years, there has been growing interest in the use of vouchers and other innovative financing mechanisms to increase access to EmONCs for low-income women [ 19 , 20 , 21 , 22 , 23 , 24 , 25 ]. By providing a financial or in-kind reward conditioned on the achievement of agreed-upon performance goals, vouchers are described as a promising holistic approach to foster the use of cost-effective services by the poor and other disadvantaged populations [ 22 ].

Vouchers can act on the demand side, the supply side, or both sides. Demand-side incentives encourage service use not only by reducing the financial burden but also by offering women a choice of providers and informing them of the benefits of using maternal health services. Supply-side incentives aim to improve the quality and responsiveness of service delivery.

To date, findings from the few assessments of reproductive health voucher programs suggest that, if implemented well, they have the potential to improve both assisted and facility-based deliveries [ 19 , 20 , 22 , 24 , 26 ]. Yet, there is a paucity of evidence based on rigorous evaluation studies, making it challenging to draw consistent conclusions about the impact of voucher initiatives and to make subsequent policy recommendations.

The current study evaluated a pilot voucher program in Cameroon, a country where approximately 39% of all deliveries took place at home at the time of the program’s inception [ 27 ]. The research aimed to assess the impact of the voucher scheme on first antenatal consultation and skilled birth attendance (SBA). In the following, we present a brief description of the Cameroon voucher program. We then present our data and methods, followed by the results. We end with a discussion of the study’s results, as well as the implications of these findings.

Voucher program in Cameroon

Results from the 2014 Multiple Indicator Cluster Survey (MICS) indicate an enormous disparity in health outcomes among Cameroon's ten regions, with the three northern regions (Adamawa, North, Far North) bearing the brunt of the disease burden [ 27 ]. For example, while the Far North and North regions represented 27.5% of the total population of children under five years in 2014, both regions accounted for 63% of the total excess mortality during the same period [ 27 ]. In addition, while 65% of women nationwide gave birth with the help of qualified personnel, only 29%, 36% and 53% in the Far North, North and Adamawa regions, respectively, gave birth in the same conditions. Moreover, these three regions featuring the lowest frequencies of ANCs and assisted deliveries, were home to more than 60% of the country’s poorest population [ 28 ].

Initiated in 2015, the voucher programme is a government programme, supported with funding from German and French partners, that aims to reduce financial barriers to maternal and neonatal care in the three northern regions of Cameroon.

Under the project, (poor) women can purchase subsidized vouchers for 6000 FCFA (≈$11), a co-payment of 10% of the actual cost of the service package estimated at 60,000 FCFA (approximately USD109), that covered the cost of a benefit package including services for pregnant women and their new-borns up to 42 days after delivery. In addition, beneficiaries are provided with transportation from their house to the nearest health facility and transportation from health centers to referral hospitals. Health facilities offering services for the voucher scheme are compensated for extra costs incurred. All pregnant women living within the 3 northern regions of Cameroon were eligible for the programme. To be included in the programme, health facilities are required to meet minimum quality standards based on national guidelines for the provision of maternal care. Women can redeem vouchers at any participating facility, and the contracted facilities submit claims to be reimbursed at standard rates for each service provided.

At its inception, the programme implementation was outsourced to the ‘Centre International de Développement et de Recherche’ (CIDR), an international organization. Since November 2018, the management of the scheme has been transferred to a national entity: the Regional Funds for Health Promotion (RFHP). A transfer protocol signed between the ministry of public health (MPH) and CIDR made provisions for the training of the RFHP personnel to take over the implementation.

Study design, data source and study sample

To achieve the study objectives, we used a quasi-experimental study design. Specifically, for each health facility (HF) that was enrolled in the health voucher project, the potential effect of the project was measured using an analysis of interrupted time series [ 29 , 30 , 31 , 32 ]. This method compares changes in the indicators of interest before and after the start of the intervention. It is based on the fundamental assumption that, in the absence of intervention, the trend of the interest indicator remains unchanged over time [ 31 ]. It is desirable to have at least 12 observation points for the indicator or variable of interest before and after the start of the intervention, respectively [ 29 ].

We used secondary data from the monitoring and evaluation system database populated by the three regional implementing agencies of the health voucher project, let by the CIDR-CARE prior to the transfer of the project to the RFHP that began in 2018. These databases were updated quarterly by trained research assistants after monthly data collection from the registries of all health facilities enrolled in the project. Data quality control was carried out jointly by the team from the MPH in charge of monitoring project implementation and by the project team. The data used in this study are monthly aggregates of the variables of interest over the period from January 2013 to May 2018 (i.e., 65 months of observation).

The database contains information on 42 health facilities (HFs) enrolled in the health voucher project, spread across three regions: 12 HFs in the Adamawa region, 15 in the North region and 14 in the Far North region. These HFs were sequentially enrolled in the health voucher project and not at the same time. In the Adamawa region, activities started in 9 HFs in May 2015 and in 3 HFs in March 2016. In the North region, the implementation of activities started in May 2015 in one HF, in June 2015 in 5 HFs and in July 2016 in 9 HFs. For the Far North region, the intervention started in 4 HFs in June 2015, in 3 HFs in March 2016 and in 7 HFs in July 2016. For the analysis of each outcome, HFs included in the sample were those with at least 90% data completeness over the selected period. Thus, the sample sizes for analysis of the outcomes associated with the first antenatal consultation and assisted deliveries were 33 and 37, respectively.

Study variables

Two dependent variables were considered for this evaluation: (i) the monthly number of first ANC visits in each HF and (ii) the monthly number of SBA in each HF.

Covariables

X it : a time-dependent dichotomous variable that takes the value 0 for the months before the start of the health voucher project in HF i and 1 after the start of the project.

T t : time variable measured in months, with values ranging from 0 (January 2013) to 64 (May 2018).

X it *(T t -θ i ): interaction variable between the variables X it and T t centered on the value corresponding to the month of project start in HF i (θ i ).

Statistical analysis

Descriptive analysis.

To explore the outcomes, we used descriptive statistics (mean, median, standard deviation, interquartile range, absolute frequency, relative frequency) and trend curves.

Statistical modeling

For each HF and for each outcome, the estimation of the effects of the health voucher project was carried out using a negative binomial regression.

Since both outcomes are count variables, the choice of negative binomial regression instead of Poisson regression, which is the classic model for this type of variable, was considered to overcome the violation of the fundamental assumption underlying Poisson regression, which states that the mean is equal to the variance. Let Y it be the value of the considered outcome observed in HF i at time t. Y it follows a Poisson distribution with parameter μ it (Y it ~Poisson (μ it )). The general equation of the model used is shown below:

The other parameters of the model are described below.

β 0 = intercept (value of the dependent variable at month 1 of follow-up);

β 1 = slope of the outcome trajectory before the start of the health voucher project;

β 2 = change in the level of outcome at the end of the first month of implementation of the health voucher project;

β 3 = difference between the slope of the outcome trajectory after and before the start of the health voucher project;

variable γ it is the term that differentiates Poisson regression from negative binomial regression. In other words, e γit follows a gamma distribution with mean 1 and variance α (e γit ~ gamma (1/α, α)), with α being the overdispersion parameter.

The coefficient β 2 assesses the immediate effect of the project and β 3 assesses the effect of the project over time.

The graphs used to explore the evolution of outcomes over time highlighted the presence of seasonality. Thus, 11 dichotomous variables were considered in the different models. Equation ( 1 ) becomes log (μ it ) = β 0 + β 1 T t + β 2 X it + β 3 X it *(T t -θ i ) + ɸ 1 February + ɸ 2 March + ɸ 3 April + ɸ 4 May + ɸ 5 June + ɸ 6 July + ɸ 7 August + ɸ 8 September + ɸ 9 October + ɸ 10 November + ɸ 11 December + γ it .

The variables February, March … December take the value 1 if the observation relates to this month and 0 otherwise. The month of January was considered a reference.

Because the project did not start at the same time in all HFs, to obtain estimates representing the overall situation, a meta-analysis was used [ 33 ]. Thus, the pooled estimates and their confidence intervals were obtained by combining the regression coefficients of each HF using the inverse variance method. Random effects models were used to consider the strong heterogeneity highlighted by the statistics I 2 =100*(Q-df)/Q (with Q the statistics of Cochran's Q-test of heterogeneity and df the number of degrees of freedom corresponding here to the number of HFs minus one). The values 0%, 25%, 50% and 75% of the I 2 statistics represent the following levels of heterogeneity: absent, weak, moderate, and strong, respectively [ 33 , 34 ]. The incidence-rate ratio (IRR) for each HF per month as well as the aggregate estimates were graphically represented using a "forest plot". The analysis was stratified by region.

The statistical significance threshold used for interpreting the results was 5%. All the statistical analyses were performed with Stata/SE software version 14.2.

Descriptive statistics

The results in Table 1 show that the overall level of data completeness is 98.9% for the monthly number of first ANC visits and 99.3% for the monthly number of SBAs. In all regions, better data completeness was observed in the post-start period of the intervention. For the descriptive statistics of the two variables of interest, overall, the average (respectively the median) of the monthly number of first ANC visits was 58.6 (respectively 50.0). For the monthly number of SBAs, the mean and median were 52.3 and 31.0, respectively. The observed differences between the means and medians illustrate the asymmetry of the distributions of these variables. We also found that the means and medians of these two variables appeared to be greater during the implementation period of the project than during the period prior to the intervention.

Furthermore, Fig. 1 shows that there was an increasing trend over time for the monthly average of the first ANC and the monthly average of the SBA. It also emerged that the positive slope was more abrupt for SBA.

Evolution of the monthly averages of the number of first ANC visits and SBAs in the selected Health facilities between January 2013 and May 2018

Effects of the health voucher project

First antenatal consultation (anc).

Table 2 and Figure S 3 displays contrasting results. Overall, at the end of the first month of implementation of the project, controlling for other variables, a statistically significant increase of nearly 26% in the monthly number of first ANCs was observed in the 33 HFs considered in the study sample (IRR = 1.258 [95% CI: 1.075, 1.472]). A similar increase was recorded in the North region but was not statistically significant (IRR = 1.246 [95% CI: 0.976, 1.591]). In the Adamawa region, the increase was nearly 73% (IRR = 1.726 [95% CI: 1.117, 2.668]). Conversely, in the Far North region, a nonsignificant reduction of 0.2% was noted (IRR = 0.998 [95% CI: 0.882, 1.129]). These overall results hid disparities across facilities. In the Adamawa region, out of 10 HFs, there was a statistically significant increase in the monthly number of first ANCs at the end of the first month of project implementation in five HFs and a statistically significant decrease in one HF. In the Far North region, of the 10 HFs, a statistically significant increase was recorded in two HFs, and a statistically significant reduction was recorded in one HF. In the North region, of the 13 HFs, six exhibited a statistically significant increase in the aforementioned indicator and one exhibited a statistically significant decrease.

Moreover, regarding the difference between the slope of the trajectory of the first ANC after and before the start of the project, Table 2 and Figure S 4 does not show statistically significant results, either overall or by region. However, in one HF in the Adamawa region, a statistically significant increase in the slope of the trajectory of the first ANC was observed during the project implementation period compared to the situation prior to the intervention. Conversely, a statistically significant decrease was recorded in one HF. In the Far North region, no HF exhibited a statistically significant increase, but a statistically significant decrease was observed in two HFs. In the North region, two HFs exhibited a statistically significant increase, and five HFs exhibited a statistically significant decrease.

Skilled birth attendance (SBA)

Table 2 and Figure S 7 shows that by the end of the first month of implementation of the project, a statistically significant increase of nearly 57% in the monthly number of SBAs was recorded in the 37 HFs selected in the study sample, controlling for other variables (IRR = 1.566 [95% CI: 1.358, 1.806]).

A statistically significant increase in this indicator was also observed in each of the three regions. However, there were disparities between HFs. In the Adamawa region, out of 13 health facilities, there was a statistically significant increase in the monthly number of assisted deliveries at the end of the first month of project implementation in nine HFs and a statistically significant decrease in one HF. In the Far North region, of the 11 HFs, a statistically significant increase was recorded in eight HFs and a statistically significant decrease was recorded in two HFs. In the North region, of the 13 HFs, seven recorded a statistically significant increase and one a statistically significant decrease in the indicator of interest.

In addition, Table 2 and Figure S 8 indicates that, overall, the intervention had a positive effect on SBAs (IRR = 1.009 [95% CI: 1.002, 1.016]). A similar finding is observed in the three regions, with the Far North region being the only region that was statistically significant. When considering the analysis of HFs, the results are mixed. In the Adamawa region, a positive and statistically significant result was recorded for four HFs while a negative and statistically significant result was observed for three HFs. In the Far North region, statistically significant results were recorded for five HFs and all these results were positive. In the North region, two HFs recorded a positive result and three recorded a negative result.

The high values of the I 2 statistics reveal that a very large proportion of the total observed variance is due to a real difference in effect measures between HFs (Figure S 1 to S 8 ).

Our study explored the effect of the Health voucher Project on the use of health services. Overall, a statistically significant increase was observed in the number of first ANCs at the end of the first month of project implementation (success). However, this improvement was not sustained over time, with less than 10% of all HFs (3/33) experiencing an increase in ANCs.

For the SBAs, there was a statistically significant increase at the end of the first month of project implementation, with a sustained pattern over time. When looking at the individual HFs, 2/3 (65%) recorded success at the end of the first month of implementation, while 30% experienced overall improvement during the project implementation compared to the period before the start of the project.

These findings suggest that between the pre-intervention/roll-out and full implementation phases, the Cameroon voucher programme modestly increased the use of facility for ANC and SBA, consistent with previously reported results from evaluations of maternal health voucher programmes from other LMICs [ 21 , 35 , 36 , 37 , 38 ].

Our results therefore indicate that in a country such as Cameroon, where progress toward universal health coverage is still to be achieved [ 39 ], reducing financial risk by providing subsidies to offset the costs of receiving RMNCAH services may be a good cost-effective intervention to improve service utilization.

Pregnant women were more likely to use the voucher system for SBAs than for the first ANC visits. One explanation could be the late attendance of pregnant women at health facilities, as more than 70% of pregnant women in these three regions are reported to have their first contact with a health facility after the first trimester of pregnancy [ 27 ], or the late acquisition of vouchers. In-depth discussions with health care providers and direct beneficiaries are needed to better understand the realities underlying these trends.

The decrease in first ANC and SBA over time in some HFs could be explained by the increasing expansion of service coverage, with the opening of new health facilities that were not yet included in the project and that were used by some pregnant women. On the other hand, the context of growing insecurity linked to Boko Haram and other rebel groups in neighboring countries could also constitute a barrier to the use of health facilities in these regions.

It is also important to note that the voucher program is conceptually designed to target the poorest populations. In Cameroon, however, the project covers all women of reproductive age in the intervention areas, regardless of socioeconomic status. We suspect that the contribution of the 6,000 FCFA ($11 US) remains a major barrier to the use of health services for the poorest women, especially since the project covers mostly urban areas, raising the question of program equity as reported elsewhere [ 13 , 14 , 16 ]. This challenge was also highlighted in an unpublished qualitative study.

Focusing on strategies that prioritize the poorest women and strengthen community engagement can ensure equity and achieve sustainable results over time. For example, in Bangladesh and Cambodia, the voucher programme focused on those most in need and reimbursed care givers in facilities to motivate them [ 40 , 41 ]. Moreover, both countries have successfully partnered with recipient communities to improve the targeting of the poor [ 40 , 41 , 42 ].

In addition to stimulating demand, voucher schemes are often proposed as a way to improve the quality of care, as is the case in Cameroon, where health facility accreditation mechanisms are used, alongside the performance-based financing scheme implemented nationwide. However, experiences show that providers may find reimbursement rates to be unattractive and engage in practices such as providing inconsistent quality of care or ‘skimming’ programme users who require minimal intervention. Moreover, as reported in other voucher programs, the most significant problem faced by the voucher scheme in Cameroon was the delay in paying for health facilities, which led to staff demotivation and mistrust between the managers of the scheme and the beneficiaries [ 41 ] and suggested a need for greater attention to issues related to implementation in such a program [ 26 ].

This study helps to extend the body of knowledge generated by previous research on health voucher programmes in LMICs. However, in interpreting our findings, the strengths and limitations of the study design should be considered.

First, most studies on voucher programmes to date have examined the immediate or shorter-term impact of the intervention on service utilization [ 21 ]. Our study examined the immediate to longer-term effects of the intervention and used a quasi-experimental design, known as a reliable approach, to provide robust estimates of the effect of an intervention when a randomized controlled trial cannot be conducted or when a control group is lacking [ 29 , 31 ]. Unlike in cross-sectional observational studies, interrupted time series analysis allows us to estimate the dynamics of change driven by the intervention, controlling for secular changes that might have occurred in the absence of the intervention [ 29 , 43 ]. This approach thus makes it possible to observe whether the intervention has an immediate or delayed, sudden or gradual effect and whether this effect persists or is temporary. Furthermore, there is no real consensus on the number of observation points needed to use the interrupted time series method. However, the statistical power increases with the number of time points [ 30 ]. Some authors recommend 12 observation points before and after the start of the intervention [ 29 ]. In our study, only one HF had 10 observation points before the start of the project, and the others had observation points ranging from 14 and 42. During the project implementation period, the number of observations varied between 23 and 37.

At the time of the study, 81 facilities had already enrolled in the voucher project. We limited ourselves to 33 HFs for the first ANC and to 37 HFs for the SBA analysis because the data prior to the project were either unavailable or insufficient. Therefore, the results presented in this study may be a fragmented view of the project’s effect. In addition, analysis that could provide insight into the RMNCAH continuum of care was not possible due to the limited quality of data (high frequency of missing data) for some key indicators, such as the fourth ANC and postnatal consultation, as reported with other voucher programs [ 22 , 44 , 45 , 46 ].

In identifying the impact of an intervention, it is important that there are no exogenous factors influencing the results. During the implementation of the voucher program in Cameroon, there were no closures of health facilities that could have an impact on the two selected indicators. Population growth naturally leads to an increase in the number of pregnant women in absolute terms, and consequently to an increase in the number of SBAs. Because demographic data were only available for each health district and not for each health facility, estimates of expected populations or pregnant women were not included into the various negative binomial regression models as a control variable. As a result, the estimates obtained may be biased.

It is also important to point out that due to its fragility, the northern part of the country is a convergence zone of several programs and projects, including those of health. Therefore, other interventions may have also contributed to the achievement of these outcome levels. One of the most important programmes is the National Multi-sector Program to Combat Maternal, Newborn and Child Mortality, which was created in 2013.

Finally, we would like to underline that the fidelity of the program's implementation was hampered by deviations, leading for instance to extending the intervention to all women of childbearing age. At present, the program is more akin to an obstetric risk insurance system, as described for example in Mauritania [ 47 ].

This study provided important insight into the Cameroon voucher scheme. The intervention had a significant early effect on the first ANC and SBA but failed to effectively sustain these results over time for the first indicator. These mixed effects were likely the consequence of poor design and implementation challenges, including the fact that the programme did not include specific equity measures to facilitate uptake by the poorest people. This suggests that for a complex intervention such as a voucher, it is critical to properly implement practice strategies that can sustain the long-term impact of the programme.

Availability of data and materials

The data that support the findings of this study are available from the Ministry of Public Health (MPH) of Cameroon, but restrictions apply due to the terms of our contract with the MPH, and so, data are not publicly available. The corresponding author should be contacted for the process to request data access.

Abbreviations

Antenatal consultation

Centre International de Développement et de Recherche

Emergency obstetric and neonatal care

Communauté financière africaine

Health facility

Low- and middle-income country

Maternal mortality ratio

Multiple Indicator Cluster Survey

Ministry of public health

Out-of-pocket

Post-natal care

Regional Funds for Health Promotion

Reproductive, maternal, neonatal, child and adolescent health

Skilled birth attendance

Sustainable Development Goals

Sub Saharan Africa

United States dollar

World health organization

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Acknowledgements

We would like to thank Dr Bassirou Bouba and Dr Okala from the voucher project, Dr Yumo Habakkuk and Bashirou Ndindumouh from Research for Development International, Dr Denise Tamga from the Worlb Bank Office, and Dr Aubin Baleba from UNFPA. We are much indebted to the SPARC team for continuously reviewed our work and provided valuable comments. Finally, the authors would also like to acknowledge the work of the anonymous reviewers who provided us with extremely helpful comments and feedback.

This work was supported by the Bill & Melinda Gates Foundation [Grant number: OPP1179622].

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IS and RPEB conceived and designed the study. RPEB managed the data, including quality control, provided statistical advice on study design and analyzed the data. IS drafted the manuscript, and all authors contributed substantially to its revision. All authors agreed to the final approval of the version to be published. All authors agreed to be accountable for all aspects of the work.

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Ethical approval for the study was obtained from the Cameroon National Ethics Committee for Human Health Research (CNECHHR) (N0 2020/07/1274/CE/CNERSH/SP). Administrative authorization was granted by the Cameroonian Ministry of Health (D30-607/N/MINSANTE/SG/DROS/CRSPE/BBM, N0 631-32-20). All methods were performed in accordance with the relevant guidelines and regulations. The CNECHHR waived the need for participants’ informed consent in this retrospective study because the data used were fully anonymised and aggregated.

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Sieleunou, I., Enok Bonong, R.P. Does health voucher intervention increase antenatal consultations and skilled birth attendances in Cameroon? Results from an interrupted time series analysis. BMC Health Serv Res 24 , 602 (2024). https://doi.org/10.1186/s12913-024-10962-9

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