As indicated in your reading in week 6, the overalleffectiveness 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 beused to determine the effectiveness of the ad.
Explain your assumptions and conclusions. Discuss the ad andyour evaluation.
List any references used
three variables:
1. Attention: Entertainment value is a major predictor ofattention-getting power, but if consumers don’t see the connectionof the ad to the brand, the ad won’t lead to a sale.
2. Branding: Communicating an idea or feeling that the consumeralready has about the brand confirms the value of reminderadvertising. Even better is advertising that communicates a newidea or a new feeling, but one that still fits the brand in theeyes of the consumer. This kind of advertising helps consumers tosee the brand in a new light, to think about it in a new way.
3. Motivation: Finally, an effective ad makes the viewer want totake action and buy the product. Pretesting asks the test subjectwhether they are more likely to buy the product now or in thefuture.
