Web project 12: Analyzing the use of persuasion in integrated marketing communication
Old Spice has the most successful ad campaign of 2010. For nearly 1/4 of the year they had the top on-line viral video ads (Advertising Age Visible Measures)
Read before you complete the homework...
Browse the following links:
Read the info found at these links more closely:
- Understanding marketing
- What is Marketing?: Defining the word.
- Inbound Marketing: Defining offerings.
- Outbound Marketing: Creating demand.
- Understanding markets
- What is a Market?: The target of marketing.
- Three Market Environments: With very different forces.
- A Hierarchy of Markets: From population to core.
- Market Players: Different groups.
- Barriers to Entry: Hindering new market entrants.
Read the info found at these links more closely:
- Brand is: a perception, and more.
- Slogan: repeated promotional message.
- The Slogan Trap: Hazards of slogans.
- The Tao of Branding: metaphysics and brands
- The Pathway to Reputation: is long and twisting.
- Types of brand: From Product to Geography.
Directions
- Visit the Advertising Age Visible Measures Top on-line brands.
- Skim the list for an ad campaign you would like to analyze.
- Do a web search on the most watched campaign for the brand. Find answers to all of the below, either on the brand website, in articles about the brand or campaign or in the campaign commercials themselves.
- Regarding the Yale 5 stage model:
- How does the ad campaign build identification with the product?
- How does the ad campaign build the legitimacy of the product?
- How does the ad campaign create opportunities for customer participation?
(market penetration is evidenced by the campaign's inclusion on the Top 10 list and their % of the market share for the product. You don't have to look that part up--it would take a while to find!) - How does the ad campaign distribute the success of the campaign to its customers?
- Regarding the Hierarchy of Effects model:
- Look at the ad you've chosen. Which stages of the Hierarchy of Effects Model does the advertiser appear to be targeting?
- What elements of the ad suggest that the advertisers are targeting these stages?
- Regarding the Positioning Model (download the "trout_and_ries" file below to read):
- In order to establish TOMA (Top of Mind Awareness) which of Trout and Ries 22 laws does it appear that the advertisers are targeting in the campaign you've chosen? To learn more about the importance of TOMA download 2000ideavirus below, search "zipf's law". Your answer may be worth some extra credit in our next class session...
- What elements of the campaign suggest that the advertisers are targeting these laws?
- upload to turnitin and use feedback to improve your writing.
- upload revised draft to turnitin by due date.
- Print your completed, revised assignment and put in your binder.
trout_and_ries.pdf | |
File Size: | 128 kb |
File Type: |
2000ideavirus.pdf | |
File Size: | 906 kb |
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Additional Resources for this assignment
On-line Resource Center EURIB -Positioning:
http://www.eurib.org/en/knowledge-resource-centre/online-recource-centre/positioning.html
Brand Management: http://changingminds.org/disciplines/brand_management/brand_management.htm
Change Management: http://changingminds.org/disciplines/change_management/change_management.htm
Marketing: http://changingminds.org/disciplines/marketing/marketing.htm
http://www.eurib.org/en/knowledge-resource-centre/online-recource-centre/positioning.html
Brand Management: http://changingminds.org/disciplines/brand_management/brand_management.htm
Change Management: http://changingminds.org/disciplines/change_management/change_management.htm
Marketing: http://changingminds.org/disciplines/marketing/marketing.htm