Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Based on this ad: https://www.youtube.com/watch?v=uwvAgDCOdU4
Explain thoroughly, if possible.
Ad Content Support – How does the advertiser convince the target to believe in the key benefit? What specific executional elements in the ad/campaign (eg. Explicit statements, claims, endorsements, graphic/visual elements, cultural references, etc) provide this support?
Appeal Techniques – In looking at the tone and manner, what are the product / brand personalities and appeal technique expressed in the advertising? Is is consistent with the brand’s desired position?
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