Pick one effective and one ineffective commercial and analyze them. There are no restrictions regarding which commercial you should select (in terms of length or advertisers) but both of them should be fairly recent—from the last year. All commercials should be from the US and in English. Commercials can be part of a TV campaign or online campaign. Answer the following questions:
Who is the target audience that the commercial is trying to reach? Does it resonate with the target audience? Support your claim that the commercial is or is not successful with data from legitimate sources such as newspapers (New York Times, Washington Post, Wall Street Journal, and the likes), advertising magazines (such as AdAge) etc. It is advised that you first find such data and then choose the commercials for this project.
Which stage(s) of the customer decision-making process is the commercial trying to influence? (check out the decision making process from the classes on consumer behavior). What is the commercial’s goal? (recall that Promotions have four goals: awareness, persuasion, reminder, education).
Discuss the elements of the message learning approach (source, message, recipient, medium) used in this commercial and comment on them.
Analyze the commercials using the persuasion theories we discussed in class.
Finally, summarize and explain why the commercial is effective or not. Support your case with your answers to the previous four questions.
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