PRINCIPLES OF MARKETING W/ MYLAB 2019
2019th Edition
ISBN: 9780135983324
Author: Kotler
Publisher: PEARSON
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Chapter 14, Problem 14.23MML
Summary Introduction
To discuss: The types of appeal used by a national brand and its message structure and discuss another brand which convey same message with different appeal and message structure.
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Instructions: Find a print advertisement and answer the questions that follow.
1. What type of advertising is being used? (1 mark) What, in your opinion, is the frequency and durability of the ad? (2 marks)
2. Describe the general mood or feeling of the ad: what emotions does the ad evoke in the viewer? (2 marks)
3. Who do you believe is the intended target market for this ad? Explain why. (2 marks)
4. Describe how colour reinforces the overall message of the ad. (2 marks)
5. What commonly used advertising techniques are present in this ad? Explain how each one is being used. (2 marks)
The assignment is: pick an ad of your choice and tell me how marketers in this ad: segment, target, differentiate and position the product or service advertised.
Select any consumer packaged goods company’s product that has beenaround for at least two decades and find at least five print advertisements from throughout that time frame. From the marketing communication content, how has the product’s target customers and positioning changed over time and why do you believe these changes have occurred? If the product’s target customers or positioning have not changed, what mightexplain the product’s ability to remain the same in itstargeting and positioning
Chapter 14 Solutions
PRINCIPLES OF MARKETING W/ MYLAB 2019
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