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Advertising & Consumer Behavior<br />Workshop assignment 2.12.2010<br />Adjunct Professor of Practice Pekka Mattila, D.Soc...
Ingredients<br />Recent print ads by Valio or any other prominent dairy company on Google or as exhibits at the end of thi...
Tasks and questions<br />Select 2 print ads and 2 TV spots<br />Analyze each of the 4 ads and answer the following questio...
Tasks and questions X 4<br />What kind of communication objectives the ad is aimed to fulfill?<br />Based on these, what k...
Practicalities<br />Work in pairs or groups of three to four members<br />Submit both as a hard copy in-class and as a sof...
Exhibit 1<br />Pekka Mattila<br />2.12.2010<br />6<br />
Exhibit 2<br />Pekka Mattila<br />2.12.2010<br />7<br />
Exhibit 3<br />Pekka Mattila<br />2.12.2010<br />8<br />
Exhibit 4<br />Pekka Mattila<br />2.12.2010<br />9<br />
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Transcript of "Adv & cons_beh_workshop_assignment_6_pekka_mattila_ek_pm"

  1. 1. Advertising & Consumer Behavior<br />Workshop assignment 2.12.2010<br />Adjunct Professor of Practice Pekka Mattila, D.Soc.Sc.<br />2.12.2010<br />
  2. 2. 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 />
  3. 3. 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 />
  4. 4. 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 />
  5. 5. 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 elina.koivisto@aalto.fi<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 />
  6. 6. Exhibit 1<br />Pekka Mattila<br />2.12.2010<br />6<br />
  7. 7. Exhibit 2<br />Pekka Mattila<br />2.12.2010<br />7<br />
  8. 8. Exhibit 3<br />Pekka Mattila<br />2.12.2010<br />8<br />
  9. 9. Exhibit 4<br />Pekka Mattila<br />2.12.2010<br />9<br />
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