Advertising Strategy
Marketing Assignment
MGT 123 B
• Find an advertisement that you’ve seen that you think is effective:
– If it’s a commercial – find it on the company website, on YouTube, etc. and list the URL in your paper
– If it’s something in print – in a newspaper, magazine, on a website, etc. – print a copy and attach it to your paper
– If it’s something audio – either find a wave file and send it to me, write down the URL where I can hear it, or copy down the text
• Read Chapters 11, 12 and 13 in your text and the article posted on BB:
– “Advertising Strategy,” Encyclopedia of Small Business; posted under articles
• Tell me your thoughts on this advertisement, incorporating things you learned while reading the text and the article (in a minimum of 2 pages, same guidelines as before – don’t game the page length requirements). You should answer most, if not all, of these questions.
1. Why did you select this example of an advertisement – what is it about the example that stood out to you?
2. Who you think the target consumer is? (demographics, behaviors, needs/desires – be specific). And why do you think they are targeting that consumer?
3. How would you describe the product concept (described in the article)? What kind of values do you think the product represents?
4. Why do you think the company selected this communications media? Would any other media (especially digital marketing or social networking if not already used) have been effective as well?
5. What message does the advertising copy convey to the consumer?
6. How has the advertiser incorporated consumer involvement via social media into the advertisement?
7. Is there anything else you learned in your textbook or in the article that provided you with any insights on your ad, how it incorporates the 4 P’s, and why it is/isn’t effective?
| PAPER GRADING | 100 points total |
| Followed paper guidelines | 15 points |
| Analysis of advisement (per questions 1-6) | 60 points |
| Incorporation of text/article information (question 7) | 25 points |
If you’re going to miss class you’d better figure out a way to get me a printed copy on time.
…………………Answer preview……………………
The advert which I have selected is one of the popular footballers in the world known as Wayne Rooney. The reason why I have elected this advert is the fact that the message is clear because the person on it is a great player and at this time soccer has become one of the most popular sports in the world and most people love it. By using a………………………
APA
760 words
