Transcript of "Adv & cons_beh_workshop_assignment_6_pekka_mattila_ek_pm"
Advertising & Consumer Behavior<br />Workshop assignment 2.12.2010<br />Adjunct Professor of Practice Pekka Mattila, D.Soc.Sc.<br />2.12.2010<br />
Ingredients<br />Recent print ads by Valio or any other prominent dairy company on Google or as exhibits at the end of this presentation <br />Recent TV spots by Valio or any other prominent dairy company on Youtube<br />2.12.2010<br />2<br />Pekka Mattila<br />
Tasks and questions<br />Select 2 print ads and 2 TV spots<br />Analyze each of the 4 ads and answer the following questions by utilizing the frameworks and models covered during the lectures or in the assigned articles and book chapters throughout the course<br />2.12.2010<br />3<br />Pekka Mattila<br />
Tasks and questions X 4<br />What kind of communication objectives the ad is aimed to fulfill?<br />Based on these, what kind of processing responses the ad is trying to drive? <br />Consequently, what kind of creative tactics are used in the ad?<br />Analyze how successful the ad is in regard to the communication objectives and related processing response needs<br />2.12.2010<br />4<br />Pekka Mattila<br />
Practicalities<br />Work in pairs or groups of three to four members<br />Submit both as a hard copy in-class and as a soft copy by email firstname.lastname@example.org<br />Be mindful of maximum length of 4 pages or 12 slides<br />Also prepare a brief presentation in poster format <br />Be ready to present in-class – the instructors nominate the presenting pairs or groups<br />Remember to include images of the ads or hyperlinks to the TV spots<br />2.12.2010<br />5<br />Pekka Mattila<br />