Integrated Advertising
Prior to beginning work on this discussion forum, review Chapters 5 and 6 of your textbook, Integrated Advertising, Promotion, and Marketing Communications.
PART A
Advertising goals are derived from the firm’s overall communication objectives and should be consistent with its marketing communication objectives and other components of integrated marketing communications.
Please elaborate on the following prompts as you complete your discussion:
- Select ONE of the following product categories and pick your favorite brand from within that product category.
- Meal delivery kits
- Energy drinks
- Trucks
- Hair products
- Identify an advertisement for your brand and include the ad (as a screenshot or a copy of the image of the ad ) in your post. For this ad, answer the following questions:
- List and, in your own words, explain the five components of the advertising goals.
- Discuss which component(s) of the advertising goals is illustrated in your selected ad and how.
- Identify which of the following factors are present in your selected ad when we talk about the impact of advertising expenditure and advertising effectiveness.
- Threshold effects
- Diminishing returns
- Carryover effects
- Wear-out effects
- Visual Esperanto
- Discuss how the ad illustrates the factor you chose and why you believe the ad fits the category.
PART B
Please elaborate on the following prompts as you complete your discussion:
- Select any TWO of the following executional frameworks and for each, identify an advertisement that uses such execution. Include a copy of the ads (as a screenshot or a copy of the image of the ad) in your post.
- Animation
- Slice-of-life
- Testimonial
- Authoritative
- Demonstration
- Fantasy
- Informative
- Storytelling
- Evaluate if the appeal and the message strategy fit well with the execution. (To answer this question correctly, you need to review the three types of message strategy and the seven types of appeals, identify which ones are utilized in your selected ad, and whether this combination works effectively.)
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