Assignment Instructions:
- Read chapters 13 – 16 before beginning this assignment.
- Review Exhibit 15.2 Communication Process on page 275.
- Review Exhibit 16.1 Common Advertising Appeals on page 296.
- Review Exhibit 16.2 Ten Common Executional Styles for Advertising on page 297.
- Review Exhibit 16.4 Types of Consumers and Sales Promotion Goals on page 308.
- Watch the required number of commercials. Students may also use listening to the radio.
- Be sure to answer ALL questions.
- Word document, no number of pages required, use double spacing, cover page, reference page, in-text citations, and use of headings.
TV Advertising
Instructions: - If you have access to traditional TV (cable, digital receiver, etc) follow the directions below as stated.
- If you do not have access to traditional TV, and instead use Netflix, Hulu, etc. 1) Provide how many commercials you viewed in a one-hour period during the (30 minutes) morning/ mid-morning, and (30 minutes) late night. 2) Which medium you watch (Hulu, Netflix, etc), 3) How this medium has affected TV as a communication tool for marketers?
Students are asked to watch one hour of prime time television and 30 minutes either in the morning, mid-day, or late night and answer the following questions. Students may also listen to the radio to obtain the information. You will need a watch or clock with a second hand and undivided attention during commercials. - In a one-hour (60 minute) period, how many minutes were devoted to advertising? How were they distributed throughout the hour?
- How many commercials were 60 seconds, 45 seconds, 30 seconds, or 15 seconds?
- Was the same product advertised more than once during the hour? Were the commercials identical?
- Is there a “best” position in a commercial session? Why?
- How well do the commercials fit with the program? Do the programs and the products have similar target markets?
- Select 10 of the commercials you saw, analyze the commercials and provide your opinion on whether the commercials were informing, persuading, reminding, or a sales promotion.
- Did you see a difference in the types of commercials that ran during prime-time versus the morning or mid-day?
- Provide examples of the types of commercials for each of the time frames.
- Provide an overview of the commercials in regards to whether they were product advertising, competitive advertising, or comparative
- Of the products that were advertised, were any of the products items you have or would purchase?
- Did you see any new product that you were not aware of and are now interested in purchasing?
- What did you learn/realize from this exercise?
APA formatted cover page, in-text citations, and a reference list are required with all written assignment submissions.