Advertising and Promotion 9th Edition by George Belch ,Michael Belch

تمرين 10

Your assignment is to use the communication models discussed in this chapter to evaluate commercials used by Apple, Amazon, and Sony to launch their new electronic reader devices. Watch the commercials for the Apple iPad ("iPad'), Sony eReader ("Speed Reading') and Amazon Kindle ("Fly Me Away") and answer the following:
Evaluate these three commercials using the model of the communications process shown in Figure 5-1 giving attention to source factors, encoding of the message, channel or medium used, the process by which the message might be decoded, the way the receiver might respond to the message, and the type of feedback each marketer might want to determine the effectiveness of the commercial.