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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.

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.

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.


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)

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 Try not to include any irrelevant material in the solution 
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 Any act of plagiarism like copy paste from internet will result in ZERO marks. 
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 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


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

Good Luck


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



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