Problem
A. 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.
B. Discuss the role of music in advertising. Find an example of a television commercial that is using a specific song and discuss the role the music plays in delivering the message.
C. Marketers rely heavily on demographics when purchasing media. IMC Perspective talks about additional factors that may be important. Discuss some of these factors and why they might impact media usage.
D. Television is often described as a mass medium that offers little selectivity to advertisers. Do you agree with this statement? What are some of the ways selectivity can be achieved through TV advertising?
E. Discuss how advertisers deal with the clutter problem in both magazines and newspapers. Explain why advertisers of products such as cosmetics or women's clothing would choose to advertise in a publication such as Vogue or Elle, which devote most of their pages to advertising rather than articles.