Question

As indicated in your reading in week 6, the overall effectiveness of an ad is a combination of three variables.

List and describe these three variables.

Pick a print ad and demonstrate how these three variables can be used to determine the effectiveness of the ad.

Explain your assumptions and conclusions. Discuss the ad and your evaluation.

List any references used

three variables:

1. Attention: Entertainment value is a major predictor of attention-getting power, but if consumers don’t see the connection of the ad to the brand, the ad won’t lead to a sale.

2. Branding: Communicating an idea or feeling that the consumer already has about the brand confirms the value of reminder advertising. Even better is advertising that communicates a new idea or a new feeling, but one that still fits the brand in the eyes of the consumer. This kind of advertising helps consumers to see the brand in a new light, to think about it in a new way.

3. Motivation: Finally, an effective ad makes the viewer want to take action and buy the product. Pretesting asks the test subject whether they are more likely to buy the product now or in the future.

Answer 1

Advertisement are prepared for gaining attantion of the consumers regarding the product which is introduced in the market.An ad keeps the consumers about the product and help them to keep reminding the product and hence the main aim of the ad is to increase the volume of sales and at the end resulting in the profit.

An ad requires financial investent by the company so it is a very crucial phas efor the company to chosse the right means and methods for the advertisment of the product.

The three variabes which are required for the ad is :

1. Attention: Entertainment value is a major predictor of attention-getting power, but if consumers don’t see the connection of the ad to the brand, the ad won’t lead to a sale.This is a very important part of ad.The brand recognition is only possible when the customers get attention of the product.For exapmle a product whic is meant for child say Choclate.The advertisement must be made to attract the children.The packing of the product must be very colourful so that chidren give attention to the product.This is a very useful stratergy.

2. Branding: Communicating an idea or feeling that the consumer already has about the brand confirms the value of reminder advertising. Even better is advertising that communicates a new idea or a new feeling, but one that still fits the brand in the eyes of the consumer. This kind of advertising helps consumers to see the brand in a new light, to think about it in a new way.Like the instant noodles we see that we get remined of Maggie which is an Indian brand. No one remenbers that maggie is instant noodles but the name maggie is so much popular that every body recognises it.

The baranding of this product is the same from the start of the introduction of the product in the market.

3. Motivation: Finally, an effective ad makes the viewer want to take action and buy the product. Pretesting asks the test subject whether they are more likely to buy the product now or in the future. This is also a very important.The free sample distribution is a very important tool in this respect.