Assignment Instructions: Answer the following questions. Book for the assignment is "Advertising and Promotion: An Integrated Marketing Communications Perspective"2021
ISBN: 9781260796452
By: George E Belch
(Problem 1) TV commercials are often developed that rely on unusual creative tactics and have little relevance to the product/service being advertised. Evaluate the pros and cons of the use of strange messages.
(Problem 2) Discuss the key characteristics of a unique selling proposition. What are some of the factors an advertiser must consider in developing an advertising campaign that uses a USP as the main selling idea?
(Problem 3) (Note: if you select this question, please answer both parts)
(a) Discuss reasons why emotion-based advertising appeals are effective. Find an example of a company or brand that is using an advertising campaign based on emotional appeals and analyze its effectiveness
(b) Explain the concept of transformational advertising. Find a company that is using transformative ads and discuss how the ads might enhance the experience of using the product or service.
(Problem 4) IMC Perspective 9-2 discusses how DASANI was able to use creative advertising to reposition the brand and make it leading brand of bottled water. Evaluate the creative strategy used to position DASANI in the bottled water market. Why do you think the advertising was so effective?
(Problem 5) Some business to business advertisers (for example, copy machine companies) advertise on NFL Sunday and/or Monday Night football games. As might be expected, such a buy would lead to a high level of waste coverage. Explain what is meant by waste coverage. Discuss whether this might or might not be a good media buy.
(Problem 6) Describe the three methods of promotional scheduling (e.g., pulsing). Give examples of products and/or services that might employ each method.