* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Analysis of national marketing communication
Survey
Document related concepts
Street marketing wikipedia , lookup
Television advertisement wikipedia , lookup
Viral marketing wikipedia , lookup
Online advertising wikipedia , lookup
Criticism of advertising wikipedia , lookup
Advertising management wikipedia , lookup
Advertising to children wikipedia , lookup
Targeted advertising wikipedia , lookup
Radio advertisement wikipedia , lookup
Product placement wikipedia , lookup
Background music wikipedia , lookup
Racial stereotyping in advertising wikipedia , lookup
Transcript
Product management Homework 3: Product in marketing communication Analysis of national marketing communication Advertising (wikipedia ) is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promoteor sell a product, service or idea. Sponsors of advertising are often businesses who wish to promote their products or services. Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message. It is differentiated from personal selling in that the message is nonpersonal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including old media such as newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages. Create group of 2-3 students from same country. Choose one of advertisement you can find at Youtube on elsewhere on internet online. Prefer product which belong not to global brands, are not so known in other countries. Try to answer following question and tasks and to analyse content of advertising. Prepare short 3-5 minute presentation of your results. Task 1: What is the product or service being sold? Can you easily figure out what the product is? Characterize it and its producer. Task 2: What is the general mood or feeling of the commercial? Since we know the product or service being sold, what methods are the advertisers using to make us interested? How do they portray the product or service in a positive light. Characterize main differences of presented product and its competitive situation on the market! Taks 3: How does the soundtrack play a role in your interpretation of the commercial? Is the music cheery, dreary, suspenseful, whimsical, fun, or exciting? Does the music affect our perception of the mood? Is there a voice-over of someone telling us something? What is the voice over trying to tell us? Does the person speaking coincide with the overall mood of the commercial? Would our perception of the voice change if the voice was of a different gender or race? Task 4: How do the actors playing the characters affect your interpretation of the commercial? Would your interpretation change if the characters were of a different race or gender? What if the characters dressed differently or spoke differently? How would that change your perception of the character? Task 5: How does the commercial try to get your attention? Does it use flashy graphics with fast music? Does it alter the way we see the world, either through the use of special effects or through the story line? Task 6: Who is this commercial aimed towards? Is it you or someone like you? How do you know? Why do you think the advertiser created this commercial the way they did? Would it have been as effective if it was just black and white text on the screen? Why or why not? 1