Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 30

Print off or open the textbook to Figure 5.9, the list of advertising goals. Create a table with three columns. In the first column, you will record the brand being advertised. In the second column, you will write down which advertising goal you think the ad was designed to meet. In the third column, you will assign a score based on your evaluation of each ad's effectiveness, with 10 being effective and 1 being completely ineffective. Once you have created the table, watch a 1-hour television program and record and evaluate every commercial you see. When you are finished, write a paragraph discussing which goals were used the most and which ads were the most effective at accomplishing their goal.