Your task here is to evaluate advertising in two product categories: food and technology. For each set
Question:
Your task here is to evaluate advertising in two product categories: food and technology. For each set of ads (Dannon and Taco Bell in food; Apple iPod and iPhone in technology) determine:
1. What consumer need is being met? What is the product utility?
2. What personal processes, if any, do the ads reference? What nonpersonal processes?
3. How do the ads break through the perceptual screens of consumers?
4. What route in the ELM does the ad seem to focus on: central or peripheral? Why has the advertiser chosen that route?
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Lets evaluate the advertising in each of the two product categories food and technology for Dannon and Taco Bell in food and Apple iPod and iPhone in technology Food Category Dannon and Taco Bell Dann...View the full answer
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Related Book For 
Contemporary Advertising And Integrated Marketing Communications
ISBN: 9780073530031
13th Edition
Authors: William Arens, Michael Weigold, Christian Arens
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