Example and Analysis of Effective Advertising (TV)
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Advertisements can be award-winning, controversial, successful, or totally ineffective. Different people have different opinions. As a marketing professional, you need to go beyond categorizing ads as successful or not, and analyze the techniques used to create the messages.
Provide a brief overview (1 paragraph) of any ad, commercial, or entire advertising campaign, and state whether you consider it effective or ineffective in the United States and (your choice) of another country.
Providing a link to the actual commercial, advertisement, or product from a site, such as YouTube, makes the discussion more fun and easier for your classmates to assess the ad you are describing.
* Classify what execution method(s) were used for this advertisement or advertisement campaign. Armstrong & Kotler (2006) list the execution methods as:
o Slice of life
o Lifestyle
o Fantasy
o Mood or image
o Musical
o Personality symbol
o Technical expertise
o Scientific evidence
o Testimonial evidence or endorsement
* Examine whether the ad's message and execution method(s) are a good match to use internationally.
* Explain your interpretation and provide a comment for improvement(s).
* Does the price level of the advertised item have an affect internationally?
Reference
Armstrong, G., & Kotler, P. (2006). Principles of marketing (11th ed.). Upper Saddle River, NJ: Prentice Hall.
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Solution Summary
The solution provides an example of an effective TV advertising execution with an analysis of this execution, which includes identification of execution method used, fit for international usage, concept interpretation and ideas for execution improvement. This solution provides a link to the selected TV execution and also provides several resources on the selected campaign.
Solution Preview
Allstate: Pink SUV Mayhem TV Spot
http://www.youtube.com/watch?v=5-Sjld5yy3Q
Allstate's Mayhem campaign includes several combination lifestyle/slice of life TV executions. Each execution dramatizes how everyday mishaps can lead to situations where vehicles can be damaged and drivers may not be covered. This ad has proven to be very successful in the US market as has generated much chatter in the news and in industry publications. The campaign is successful because (1) each situation is relatable ...
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