He Said What?
To this point, you have done a Peer Review on someone else Straw Man Advertising. The effectiveness of ads, and text in general, lie in their ubiquity (their ability to touch a broad audience). So, you have written an ad, you built it for a certain market, and now you have released it to your audience. Now that you have had your Market Research Group evaluate the ad, you need to enter into a conversation with those voices. You will do so using the They Say/I Say Method — Example:
In their book They Say/I Say, Gerald Graff and Cathy Birkenstein, boil down the essence of argumentation to conversation: “He says ____, citing ________. This results in ___________ (fact, detail, interpretation). Though he may be right, I say ________ because ___________. In the end ___________ (fact, detail, interpretation)."
For your response, you want to address each item on the Peer Review. Think about what you intended, and think about the audience response. Your They Say will be the feedback you got (citing details and comments). The I Say will be your response:
Did they accurately portray it?
Did they misread your intentions?
Did they not completely see the product as you intended?
In short: did you have the effect you intended? Don’t be insulted, and don’t insult. The Rhetorical Argument says that the only factor that ties you (the Author) and they (the Audience) together is the Text. This is your chance to effectively evaluate your presentation.