Module $2$ Discussion: Source Evaluation, Chapter $5$ & Chapter $6$

This discussion activity supports student learning objectives:

$1.$ Understand the process of integrated marketing communications;

$2.$Understand different elements of the promotional mix;

$3.$Be able to create an advertising plan

You cannot earn points for your reply if you do not post your initial response by deadline.

DISCUSSION PREPARATION

Revisit Chapter $5,$ paying careful attention to information concerning the basic model of communication $($p$148)$ and information on the following pages.

Read Chapter $6,$ paying special attention to source factors information starting on page $186.$

For the brand$/$company you researched in Module $1,$ find a relatively recent ad where an individual is the source $($Ex: In the book, Kelly Clarkson was the source for an ad for Citizen watches. At that time, she was wildly popular, thus my request for a relatively recent ad$).$ Make sure you can share a link to the video or embed $($not attach$)$ a jpg of the ad$.$

Determine $(1)$ the source, $(2)$ where the ad was placed $($channel$),(3)$ the target audience $($receiver$),$ and $(4)$ the message the ad is trying to communicate.

Using Kelman's three basic categories of source attributes $($p$.187),$ evaluate the source on $(1)$ credibility, $(2)$ attractiveness, and $(3)$ power as a means of understanding why the company chose the source.

Referencing your text, prior learning, and other components of the advertisement $($channel$,$ target audience, message$),$ explain why the company$/$brand chose the specific source to deliver THIS message to THIS receiver via THIS channel.

Do you think the ad was particularly effective due to the choice of the message source? Explain.