Include at least two academic sources. Cite and source in APA.

1. Select one of your favorite products (appropriate for discussion) and what method it typically uses for advertisement (cognitive, emotional, image, or endorsement). Out of the four types, suggest how one of the other methods could be effective, providing details.
2. Imagine you were designing an ad for a (choose one): car, laptop, health clinic. What would your ad look like if you were targeting(Reminder: Provide some detail that a marketing manager might value in better understanding these target market definitions.):

-Older People?

-Kids?

-Wealthy People?

-What celebrity should endorse your brand? Why?

3. Read the mini-case: AIDA BELOW and diagnose the problem (from the following choices): A. Not enough advertising, B. Ads are boring, C. Ads aren't persuasive, D. Channels (availability), E. Poor Product. In addition, define the problem in Scenario 1-5. What additional information would help you make a decision about the Ads?

CHAPTER 11 Mini-Case Mini-Case: AIDA A large Chicago-based ad agency puts its new hires through in- following scenarios. These are data from customers for differ- house training; one of the training exercises asks for some data ent products. Diagnose the problem from the choices provided. interpretation. The agency uses the AIDA model on all of its prod- a. Not enough advertising ucts, so it has plenty of data for benchmarking. Further, it knows b. Boring ads how the brands sold and the ads scored after the particular AIDA c. Ads that aren't persuasive data were obtained. The data in the table shown here are cleaned d. Channels (availability) up, but it still makes the diagnostic points that the ad agency wants B. A product that stinks the trainees to understand. The company's instructions and the task follow. 1. What's the problem for scenario 1? An important use of the AIDA model is to figure out whether 2. For scenario 27 3? 4? 5? there are any problems in the marketplace. Analyze the 3. What additional information would you like to have? Scenario AIDA Status: 2 3 Awareness 25% 90% 90% 90% Interest 90 90 25 90 90 Desire/Buy Intent 90 90 90 90 25 Action Bought 90 90 90 25 90 90 90 90 Bought Action 25 90Bank and Hotel Perceptions Bank 25% 80.0% 100.0% 75.0% Hotel 80% 37.5% 83.3% 80.0% Awareness Trial Repeat Time Attitude $