Find a celebrity who is currently appearing in an ad for a particular company or brand and use McCracken’s meaning transfer model (shown in Figure 6-4) to analyze the use of this individual as a spokesperson.
Answer to relevant QuestionsWhat is meant by a qualitative media effect? Select a magazine and discuss the nature of the media environment in that publication.Why is it important for marketers to set specific objectives for advertising and promotion? What criteria must these objectives meet to be valid?The chapter discusses how the DDB agency was recently fired by Anheuser-Busch InBev even though the agency had created a number of award-winning advertisements for brands such as Budweiser and Bud Light. Evaluate the ...What is meant by ethnographic research? Discuss how this type of qualitative research might be used by and advertising agency during the preparation, illumination, and incubation stages of the creative process. Find an ...Discuss some of the reasons why emotion-based advertising appeals are effective. Find an example of a company or brand that is using an advertising campaign based on emotional appeals and analyze its effectiveness.
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