What type of consumer offering would the advertisement fit under?
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This assignment includes activities that allow you to apply concepts from the first half of the class within a real-life context and requires you to analyze a preselected video advertisement produced by the company you selected for assignment A. The advertisements are in the assignment folder in uLearn. Click open the folder, select the company you are analyzing, and view the ad for that company. View the ad several times and then proceed to the steps listed below. Consider the
Analyzing and Advertisement (3-5 pages) this part of the assignment requires you report on the video advertisement for the company you selected. You will also have to visit the company’s corporate website and gather more information about the company and its purpose and positioning.
After reviewing the advertisement carefully answer each of the following questions:
What is the product or service being advertised? What is the organization selling or promoting?
What problem does the product or service being advertised solve? What is the value proposition? What “wants and needs” does the advertisement portend to address?
What are the key message points (KMP’s) presented in the advertisement?
What market forces drive the key message point(s) in the advertisement? Are there external market conditions or cultural forces that link or align with the KMP’s?
Consider market segmenting, targeting, and positioning:
Describe the target audience for the ad – who is the advertisement aimed at? Describe the demographic. Include evidence that supports your answer?
What type of consumer offering would the advertisement fit under?
Consider the factors that influence a buyer’s behavior:
What is the general ambience of the advertisement? What mood does it create? How does it do this? How well does the ambience of the advertisement align with the target audience?
What action is taking place in the advertisement and what significance does it have? (This might be described as the ad’s “plot.”)
Does the language and ambiance used in the ad attempt to be informative or generate an emotional response, or both? Why is this important?
Consider the results the advertisement intendeds to generate:
What is the primary call to action (CTA) embedded in the advertisement? How would you measure success in relation to the CTA?
Paper Format: your paper must be typed and edited and follow MLA guidelines.
Total Length: 6-9 pages
Name and Title (follow MLA): In the upper left-hand corner of the first page, list your name, your instructor’s name, the course, and the date then follow with a proper MLA title (see MLA guidelines). Use double space, 12-point font, 1” margins
Body of paper: Answers to questions listed in items 1- 5 (per guidelines note above).
Works Cited Page: (Proper MLA format is required)
Be sure to answer all questions. Make sure your writing progresses logically from one paragraph to the next. An uncomplicated way to assure you maintain logical progression is to analyze the content of each paragraph to confirm that the main points in one paragraph link with the previous paragraph and properly set up the next one. A professionally written paper flows from one paragraph to the next with clarity, logic, and precision.
Note: Edit your work – spelling, grammar, and format matter
ASSIGNMENT SUBMISSIONS:
Written assignments, except for discussion board postings, must be submitted through ulearn in Microsoft Word or PDF format. Students may obtain Microsoft Office 365 for free through JWU IT.
Please note that technical problems with your computer/software are not considered an acceptable excuse for missed work. It is recommended that you develop a back-up plan in case of technological difficulties.This assignment includes activities that allow you to apply concepts from the first half of the class within a real-life context and requires you to analyze a preselected video advertisement produced by the company you selected for assignment A. The advertisements are in the assignment folder in uLearn. Click open the folder, select the company you are analyzing, and view the ad for that company. View the ad several times and then proceed to the steps listed below. Consider the
Analyzing and Advertisement (3-5 pages) this part of the assignment requires you report on the video advertisement for the company you selected. You will also have to visit the company’s corporate website and gather more information about the company and its purpose and positioning.
After reviewing the advertisement carefully answer each of the following questions:
What is the product or service being advertised? What is the organization selling or promoting?
What problem does the product or service being advertised solve? What is the value proposition? What “wants and needs” does the advertisement portend to address?
What are the key message points (KMP’s) presented in the advertisement?
What market forces drive the key message point(s) in the advertisement? Are there external market conditions or cultural forces that link or align with the KMP’s?
Consider market segmenting, targeting, and positioning:
Describe the target audience for the ad – who is the advertisement aimed at? Describe the demographic. Include evidence that supports your answer?
What type of consumer offering would the advertisement fit under?
Consider the factors that influence a buyer’s behavior:
What is the general ambience of the advertisement? What mood does it create? How does it do this? How well does the ambience of the advertisement align with the target audience?
What action is taking place in the advertisement and what significance does it have? (This might be described as the ad’s “plot.”)
Does the language and ambiance used in the ad attempt to be informative or generate an emotional response, or both? Why is this important?
Consider the results the advertisement intendeds to generate:
What is the primary call to action (CTA) embedded in the advertisement? How would you measure success in relation to the CTA?
Paper Format: your paper must be typed and edited and follow MLA guidelines.
Total Length: 6-9 pages
Name and Title (follow MLA): In the upper left-hand corner of the first page, list your name, your instructor’s name, the course, and the date then follow with a proper MLA title (see MLA guidelines). Use double space, 12-point font, 1” margins
Body of paper: Answers to questions listed in items 1- 5 (per guidelines note above).
Works Cited Page: (Proper MLA format is required)
Be sure to answer all questions. Make sure your writing progresses logically from one paragraph to the next. An uncomplicated way to assure you maintain logical progression is to analyze the content of each paragraph to confirm that the main points in one paragraph link with the previous paragraph and properly set up the next one. A professionally written paper flows from one paragraph to the next with clarity, logic, and precision.
Note: Edit your work – spelling, grammar, and format matter
ASSIGNMENT SUBMISSIONS:
Written assignments, except for discussion board postings, must be submitted through ulearn in Microsoft Word or PDF format. Please note that technical problems with your computer/software are not considered an acceptable excuse for missed work. It is recommended that you develop a back-up plan in case of technological difficulties.
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