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The Analysis and Evaluation of an Advertisement
Member rating: No Rating | Words: | Submitted: Tue Jun 20 2006
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The Analysis and Evaluation of an Advertisement Promotions Mix Management Submitted by: Jon Blaylock For: Professor John Bills On: April 11, 2005 Table of Contents Advertisement . . . . . . . . 0 Introduction . . . . . . . . 1 Target Market . . . . . . . . 1 Buyer Information Processing . . . . . 2 Involvement Theory Perceived Risk Personal Influences Cultural Influences Social Influences Psychological Influences Evaluation of advertisement . . . . . 4 Objectives Balance Structure Format Presentation Marketing Communications Mix . . . . . 6 Push Strategy Pull strategy Appendices . . . . . . . . 9 References . . . . . . . . 13 Introduction The aims and objectives of the report are as follows: The first segment discusses the ad in the context of consumer behavior. In this segment, the audience targeted by the advertisement is inferred, and the factors that are likely to affect the group's purchasing habits are discussed. A comprehensive description of the target market is broken down according to the traditional bases for segmentation and an enumeration of the most relevant influencers are presented and discussed. The second segment is aimed at hypothesizing the motives behind the ad. It delves into what the objectives of the ad could possibly be, what message it is attempting to convey, and the ads overall effectiveness. Finally, the report suggests...
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