CB0910_Assignment Week 13: Advertising Evaluation This weeks assignment is pretty straightforward: evaluate the ads uploaded in Blackboard,

based on the literature from Weeks 11 and 12. There are 8 ads in BB (4 commercials, 4 print ads), but you will obviously not have to analyze all 8. Please choose 3 ads according to your own preferences, and analyze them. The only limitation on your choice is that there should be at least 1 commercial and 1 print ad in your selection (i.e. either 2 commercials and 1 print ad, or 1 commercial and 2 print ads). For all three ads you selected, cover the following issues in your assignment: Consumer Response Theory MECCAS model, i.e. Means-End Chains, leverage points, executional framework. Is the MECCAS model applied in this ad? If so, do you agree with the choice of attributes, benefits, values? If not, why do you think that is? What would you do differently? ELM/Dual Mediation Hypothesis. Is there information appealing to consumers following both routes in the ad? Which elements of the ad would appeal to those consumers? Is the ad dominantly oriented to either route? Advertising Execution Hierarchy of Effects. Does the ad have a cognitive, affective or conative focus? Perhaps it contains elements of all three. If so, is one of these dominant? Advertising appeals. Which are used? How are they implemented? What is your opinion on that? Endorsers. Which types are used? What are their core characteristics? Do they match the product?

I would like you to strike a sound balance between analysis, evaluation, and recommendation. In that sense, your paper should contain: Your analysis: which elements of the literature come back in the ads? Your evaluation: do you think those elements (and the way they are implemented) work? Potential recommendations: what would you have done differently?

As a conclusion to your paper, select one of the three ads as the best. Why do you think it is better than the other three? Volunteers for presenting next week are obviously more than welcome to come forward. All groups will present eventually, so if you havent presented yet, its either next week or the week after (at our final meeting). Formal requirements are the same as for the previous assignments: 5-10 pages of text, 12 point font, line spacing 1.5, margins 2 cm. Feel free to include graphic material either in the text or in an appendix. There is no need to look for additional literature or collect primary data. The theoretical input for your assignment is the reading material and lecture slides for Weeks 11 and 12. Deadline to hand in the papers via Blackboard: at least 2 hours before the meeting, so Ill have the opportunity to browse through your assignments! Good luck!