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

Exercise 6

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:
Choose one of the models of the response process shown in Figure 5-3 and discuss how this model can be used to analyze the advertising used by each company to launch its electronic reader product. Discuss how the commercial is designed to impact various stages of the response process and evaluate how effective it is at doing so.