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Consumer Behavior (MKT 530) Spring, 2014 Assignment No.2 Due Date: 22 July, 2014 Total Marks: 10 Topic: Advertising Effectiveness Research

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Consumer Behavior (MKT 530) Spring, 2014
Assignment No.2
Due Date: 22 July, 2014
Total Marks: 10
Topic: Advertising Effectiveness Research

Objective of Assignment
The prime objective of this assignment is to make students familiar with the importance of
advertising and build their analysis ability.

Learning Outcomes
After attempting this students will be able to:
 Conduct analysis of different commercials.
 Know the practical implication of TV commercials effectiveness on consumer behavior.
 
Background

Companies communicate the information to their target customers about their products and
services in a variety of ways such as print, electronic and social media and it is called
Advertisement. Their prime purpose is to reach the customers and persuade them to buy the
products and services.
There is speculation that television commercials are getting close and losing their popularity as
viewers choose not to watch them. But it remains a speculation as television is all time famous
and effective one in arena of advertising to propagate the intended message to target customers.
In television commercials, to make advertisement more valuable one, advertising agencies use
different techniques and tools. An effective television commercial is a combination of a good
concept and content, advertiser’s features melodies ("jingles") in advertisements to be prominent
and memorable. Advertising agencies also use humor and animation as a tool often in their
advertisements to be more creative ones in targeting their customers. In addition to that
endorsement, frequency and the exposure of the ad make one company ad different from others.
These are the elements of TV commercials. Sometimes companies/ agencies combine these
elements in an appropriate way that may offend the consumer’s e.g. poor concept, too much
frequency and inappropriate time slot.

Case
During the holy month of Ramadan we are seeing number of TV commercials on television from
7up, Pepsi , Coca-Cola brands, in different slots to capture the targeted customers; these ads
might be 30 sec or less than that and repeated.

Question:

By keeping in mind the above mentioned background, where the elements of effective TV
commercials have been discussed, you are supposed to analyze the TV commercials of 7up,
Pepsi and Coca cola.

In your opinion commercial of which brand is more effective and persuasive?
(Provide at least five arguments in favor of your answer) (10 Marks)

IMPORTANT:
24 hours extra / grace period after the due date is usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and above mentioned due
dates should always be treated as final to avoid any inconvenience.
IMPORTANT INSTRUCTIONS
 Students are advised to study the whole text carefully. 
 Try not to include any irrelevant material in the solution 
 Try to come up with precise and original answers.  
 Any act of plagiarism like copy paste from internet will result in ZERO marks. 
 Assignments reaching after the due date would not be considered. 
OTHER IMPORTANT INSTRUCTIONS:
DEADLINE:
 Make sure to upload the solution file before the due date on VULMS.
 Any submission made via email after the due date will not be accepted.

FORMATTING GUIDELINES:
 Use the font style “Times New Roman” or “Arial” and font size “12”.
 It is advised to compose your document in MS-Word format.
 You may also compose your assignment in Open Office format.
Use black and blue font colors only
REFERENCING GuIDELINES:

 Use APA style for referencing and citation. For guidance search “APA reference style”
in Google and read various website containing information for better understanding or
visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html


RULES FOR MARKING

Please note that your assignment will not be graded or graded as Zero (0), if:
 It is submitted after the due date.
 The file you uploaded does not open or is corrupt.
 It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF
etc.
 It is cheated or copied from other students, internet, books, journals etc.
 

Good Luck

 
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please start discussion

Commercial of Coke is more effective and persuasive.....


 Aap 7up,Coke and Pepsi k ads daikho and i think Coke is best...nd specially Ramadan me coke ki commercial boht achi ha

Coke ki packing b achi hai..

I think Coke is most favorite product due to its sweetness nd excitement in the market...

packing ka kis nay pocha?

coke ke ad kis kis wajah say achi hay yeh btana hay. bs achi hay keh dainy say kafi nahin hoga. yeh btao k us main viewer attention attract karnay ke koi bat hay, subject aur mouqay k mutabiq hay, humor hay, message expouser kitna hay aor proper hay kia?

Hi Guys,.... Please provide the link of all three TV commercials of 7up, Pepsi & Coca-Cola

Thanks

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