One practice with focus groups is to assign "homework" for respondents to complete before the session. People may sometimes be asked to write short descriptions, use a product in recipes or, in the case of kids, bring a typical packed lunch.

In this case all participants were asked to identify a favorite advertisement, and what they would consider to be an effective advertisement. They were also asked to come prepared to discuss their choices. While some described their chosen ads, many brought actual print ads and some (including the consumers) brought video tapes and a cassette tape of their choices.

The choices were very consistent among all participants, with consumers and advertising professionals frequently citing the same work.

Listed below is a representative sampling of the advertising mentioned during the sessions, and a brief summary of the reasons given by respondents for selection.

Favorite Ads

Ad: Nike (skateboard)
Selected by: Industry professional
Why liked: Connects to the spirit. Acknowledges that Nike does not have a strong position in skateboard market. Rang true to life. Demonstrated awareness of the skateboard counter culture.

Ad: Fruit of the Loom (Clothesline)
Selected by: Industry professional
Why liked: The execution really demonstrated an understanding of women and the difference between dressing for others and dressing for themselves.

Ad: Labatt Blue (Street Hockey)
Selected by: Industry professional and consumer
Why liked: This one got to our collective psyche. Took a previously used idea but it worked. It says Labatt Blue is part of us--It's Canadian.

Ad: Pentax cameras (U.S. print campaign showing really bad, out of focus photos)
Selected by: Industry professional
Why liked: We can all relate to these photographic errors. Offers us a solution. Would certainly put Pentax on list of considerations.

Ad: Volvo (Cross Country)
Selected by: Industry professional
Why liked: It really made me reconsider Volvo. It got Volvo back on the list for me.

Ad: McDonald's (Infant on a baby swing alternates between smiling and crying as the golden arches come in and out of view.)
Selected by: Industry professional
Why liked: Speaks to parents of young children with busy lives and the "truth" that if the kids are happy--then parents are less stressed. McD's also does the cooking!

Ad: Motel 6 (U.S. ad for hotel chain that parodies advertising with do-it-your-self feel.)
Selected by: Industry professional
Why liked: Doesn't take itself seriously. The message is: It's a nice place if you need a bed! Homey "We'll leave the light on" slogan. There's nothing fancy.

Ad: Chrysler Minivan (Boy is given a wedgie by his sisters while washing the van)
Selected by: Consumer
Why liked: Works with humor. Illustrates the two side-door feature of the van through the kids game.

Ad: Taco Bell (Chihuahua)
Selected by: Consumer
Why liked: Funny. Chosen because of the twist at the end--he gets the Taco. During the commercial our heart breaks with hers--but he is okay in the end.

Ad: Polaroid (U.S. TV spot featuring dog and cat left in the house during the day.)
Selected by: Consumer
Why liked: The dog is scolded by owner for having caused the chaos. Dog devised a way to "capture" the cat in the act. Done with humor, works with our emotions--and justice is served!

Ad: Nike (Basketball players/ kid's game)
Selected by: Consumer
Why liked: It's funny! It's different! I like that it's an image ad. Nike product isn't better but it does sell an image.

Ad: British Airways (Island TV spot)
Selected by: Consumer
Why liked: Great music. Interesting imagery. Worldwide imagery. Not corny.

Ad: Purina Maxx
Selected by: Consumer
Why liked: The visual of the cat "holding his breath" so that he couldn't smell his litter box. It speaks to a common problem. The humor used was great.

Effective Ads

Ad: Leon's
Selected by: Industry professional
Why effective: Very single minded, concise--ends up being top-of-mind.

Ad: Sleep Country Canada
Selected by: Industry professionals and consumer
Why effective: Very single minded, consistent, persistent. "I behaved like a robot--spent my $600 at Sleep Country!" "If I needed a mattress I wouldn't go anywhere else!"

Ad: Eaton's shopping bag insert in newspapers
Selected by: Industry professional
Why effective: Very clever. Acknowledged the company was in trouble, BUT they are not going out of business. They gave me something I could and would use.

Ad: Cannes-winning Australian anti-drinking & driving commercial
Selected by: Industry professional
Why effective: Shows a very real situation. No preaching. Very powerful.

Ad: Pepsi ("Your Cheating Heart" TV spot)
Selected by: Industry professional
Why effective: They took the ultimate challenge--the Coke delivery guy--and they won! Very effective.

Ad: Microsoft (kids/computer TV spot featuring song "ABC")
Selected by: Consumer
Why effective: This was very informative, involving, demonstrating how kids can learn with Microsoft--bit long though.

Ad: Tag Watch (Print ad of horse jumping from building to building)
Selected by: Consumer
Why effective: The imagery used is bold, daring, striking, original and adventurous--it made me read it.

Ad: Saturn (TV spot set on St. John's, Nfld.'s Signal Hill)
Selected by: Consumer
Why effective: Demonstrated the unique features of the car (rust and dent proof) in a novel and involving and interesting manner. It's Canadian.

Ad: McCain ("Strong, silent type" TV spot--kid slowly, quietly, eating his fries)
Selected by: Consumer
Why effective: We as viewers can almost taste the fries--he's really enjoying them, he's in heaven.

Ad: Fido (Owners and dogs look alike ads.)
Selected by: Consumer
Why effective: The Fido/dog is dependable. We get the detail of the "deal" through the voice over. It is interesting, entertaining.